Innova Communications | Your Brand Should Be A Content Producer With Social As The Focus Group
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Your Brand Should Be A Content Producer With Social As The Focus Group

22 Jan Your Brand Should Be A Content Producer With Social As The Focus Group

With 69% of B2C brands making more content throughout 2014 than they did in 2013 (and B2Bs creating 70% more), many brands are becoming major producers of high quality media as marketing content itself has become a service offered to their audience. With a growing number of brands building significant libraries of content, a distribution plan needs to be drafted to maximize the effectiveness of your branded content through your available channels. Guess what? Your social media strategy will help you to reap the greatest rewards from your content marketing!

Identify The Metrics That Matter, And What They’re Worth

Your entire marketing team (whether that’s 1 or 100) needs to be clear on the goals of key pieces of content. Do you want your content to help build a following? To lead to web visits? Reach a specific audience? Drive sales? On top of deciding this, it’s also worth determining how much value you place on each action to help you define the ROI of your social activity. Once this focus is in place, it will help drive your strategy for utilizing your social channels to promote your content.

Pay Attention to Trends

Sending a Tweet doesn’t cost anything, yet the results you get from it can help to show you what’s working and what isn’t before you spend more money on marketing your content. Unlike a TV ad, where you have one shot to make an impression, social allows you to experiment with different calls to action, straplines, images, and other ways to entice your followers to consume your content. Once you’ve made these discoveries, they can be implemented where appropriate into marketing activity on other channels. The same can be said for LinkedIn. If you pay attention to what is being consumed through engagement and impressions, you can continue to feed your audience what they want.

Showing a bit of brand personality, like this Whiteboard entry wall, had very high engagement. Takeaway? People want to see inside what makes this brand tick.

Collaborate With The Creators

Ensure that the people behind the content are aware of your insights into what performs best on each channel. In return, learn from them what the key messages are within the content to ensure you help to deliver them. As an example of how this partnership can work, we work with a company that is in the space of workplace safety. There are many areas which are highly technical and the audience spans everyone from a human resource manager to CEO and in between. We collaborate with our client team, create content around what they think is important to deploy, and then integrate social media into the strategy. We guide feedback on what we observe gains traction, such as visuals and personalization of brand.

Channel Curation Is A Must

Looking at how to deliver your content strategy on specific channels is vital. Both from a technical standpoint, and an audience one. Different platforms require their own unique strategy, understanding where each one can fit within the promotion of your content is something that marketers need to be aware of. The precise strategies will differ from industry to industry, but a clear idea on how to promote your content across multiple channels is a must for every business.

At the end of the day, if you create good content, put some solid thought behind how you are going to deploy said content and pay attention to audience feedback, you will have a killer content strategy! Think of your social channels as the low-cost focus group you always wanted. It is easy to course-correct and let’s face it, it’s an always honest audience.

May the content force be with you.

Amy Chilla

Amy Chilla is an interactive marketing and public relations professional. Since 1999, she has been a partner at Innova Communications, a boutique public relations, social media, and marketing firm based in Southern CA. Current industry specialties include: luxury consumer goods, translation/localization, and sports business/sporting goods, apps and financial services.

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