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Social media tips
that improve
content marketing
BY EMILY HOLLINGSWORTH
1. Relevance vs Recent
Content needs to be relevant to an
audience; not just content for content’s
sake.
YouTube are updating their comments
section shifting from a chronological
order to an emphasis on relevance.
2. Image-centric content
Images connect with an audience
immediately
Instagram and Pinterest prove the
shareability of picture-perfect content.
Pinterest drives more web traffic to other
sites than Google+, LinkedIn and
YouTube combined.
Strong and well-researched infographics
encourage shares across social media.
3. Be lifestyle compatible
People get bored easily – so signpost
with clear headlines.
People spend 2.6 seconds scanning a
website (Source: Missouri University of Science and technology).
Microblogs show popularity of brief
content.
Social media distribution means people
can bookmark to read later.
Be useful and engaging.
4. Customer is Queen
Your audience should influence your content strategy at
every step from planning to distribution.
Audience
Needs
Desire
Location
Content
Planning
Creation
Distribution
Str
ate
gy
If it’s not
interesting or
relevant, they
won’t read it. If
it’s not well-
distributed, they
can’t read it.
5. Be mobile friendly
Majority of (US) Facebook and Twitter
users access platforms on mobile.
Integrate mobile-friendly content into
your planning and delivery strategy.
Encourage engagement:
Live telephone numbers
Compatible emails
Responsive web design.
6. Future-proof content
Difficult to predict technology
changes and content demand.
Produce both topical and
evergreen content.
Distribute via multiple channels –
safeguard against future trends.
7. Listen to your audience
The best way to get someone’s attention is
by giving them what they want.
Use social media to listen to your
audience, and the wider industry
conversations.
Audience research should inform your
content plan.
8. Authored content
People buy into people.
LinkedIn have ‘Influencers’, G+ has
emphasis on ‘Authorship’.
Where possible, reference the content
author – shows that you have expertise,
but are also approachable.
agencypublicom.com
twitter.com/AgencyPublicom
linkedin.com/company/Publicom-Agency
Contact us
Find out how we can help you create great content.
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