(You can find Part I of this article here.)
Now that we know what bad content is, we can start to fix it. Let’s talk about what you’re going to do differently from here on out.
YOUR NEW CONTENT STRATEGY: FEWER FOLLOWS, MORE ENGAGMENT.
While there isn’t a way to directly correlate or track engagement on social media into sales, there’s significant research to prove that a good brand rapport goes a long way in attracting (and maintaining) customers. So stop focusing so much on the numbers!
If you only have 5K followers, and your post is so great and clever that you get about 500 retweets, that’s a 10% engagement ratio. And that’s fantastic! That also means those 500 folks were so compelled by your message that they chose to share it with their followers, so if each of them has an audience of 1K, that’s a viral reach of 500,000. Which means approximately 500,000 new potential consumers just saw your great content (for free. Without paying to promote it.)
SO HOW DO WE CREATE GOOD CONTENT?
And how do we get people to share it? It’s not easy (if it were, every brand would be doing it). And I’m sorry to tell you, it’s not created by an unpaid intern with no real marketing experience or writing skills. Or Deb from accounting. Or your niece who’s really, really good at all this social media stuff.
It’s also not created on the fly. Like bad content, good content also needs a strategy. Think about it like this: if you go out in your sweats and a toboggan (as in, no planning, no effort) it’s unlikely you’ll be noticed. But if you shower, shave, wear clean clothes and present yourself well (as in, taking your time, making an effort) it’s likely you could be spotted and even hit on. Organic, well-done content is created in the same way.
WHO CREATES THIS CONTENT?
Your company should have a dedicated department (at least two people—solid writers, both and knowledge of marketing) solely dedicated to your media strategy. And this department should have at least two weeks of content planned out in advance.
They also need to care. Look for someone passionate about your product or service. If they’re Facebooking on your behalf, they should believe in what they’re saying; they should care about the growth, and about the interactions. Customers will pick up on that. Creating a corporate culture (more on that later) that inspires and motivates will translate to better engagement with your customers (and ultimately, a better public opinion of your brand).
With an in-depth understanding of how promotions and marketing works, and a passion for what they’re marketing, your team is more likely to create dual-purpose content: content that is interesting, yet subtly geared toward driving future sales.
While I can’t tell you what that content should be in a broad blog post like this, I’d genuinely love to help you figure out what good content specifically means for your brand. If you’d like to discuss this further, please don’t hesitate to reach out!