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Content marketing has become a mainstay of most brands’ digital marketing strategies. Relevant and relevant content attracts users and persuades them to visit a website, download an e-book or share their personal information. Social media channels are among the most popular outlets for content marketing in the United States. But is your brand maximizing the power of your social media pages?
The rise of social media marketing
Over the past two decades, social media channels have evolved from platforms designed solely for entertainment and personal connections to powerful marketing tools. According to Statista, over 90% of marketers in US-based companies with 100 or more employees use social media as part of their content marketing strategy.
While platforms were designed to connect people to others, marketers quickly realized they were the perfect places to connect people to brands. Today, over 80% of the entire US population has at least one social media profile, and social media usage continues to grow. Worldwide, more than four billion people use social media.
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Therefore, content marketers cannot afford to ignore social media channels. The importance of this outlet is reflected in the marketing spend associated with social media. In 2021, American marketers were expected to spend $17 billion on social media marketing. This represents an increase of ten billion compared to 2014.
This increase is a clear indicator of the growing importance of social media marketing. However, these digital marketing channels are not without their challenges. Judging the effectiveness of content marketing on social media pages remains a concern for brands.
What makes social media content marketing effective?
Whether on social media or other channels, high-quality content marketing works by attracting an audience to a brand. Rather than interrupting potential customers like an advertisement would, good pieces of content solve a problem, offer users information they were looking for in a search query, or are otherwise useful and relevant.
What effective social media content marketing means in practice can vary from brand to brand. Compelling content helps the brand achieve the goals defined in its content marketing strategy. Goals can include increasing the number of subscribers to a YouTube channel, generating downloads of white papers, or increasing website traffic. If a brand’s content marketing achieves these goals, it’s effective.
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Clearly defined and intelligent goals are a prerequisite for effective content marketing, but measuring effectiveness is just as important. For marketers, that means connecting pieces of content with results and starting to isolate the factors that influence those results.
When it comes to social media marketing, many brands find that posting content on certain days of the week or at set times influences their results. The reason is simple: consumers have special moments to interact with social media content. Without knowing these deadlines, it is impossible to optimize the effectiveness of campaigns. It is essential to measure and review the performance of each piece of content.
How to improve the effectiveness of your social media content marketing
Proper timing of content launches is one aspect of improving the effectiveness of social media content marketing. But there are several other factors marketers can use to improve the performance of their content marketing campaigns.
First and foremost, brands need to provide engaging content. Storytelling is one of the most effective ways to connect with users and potential customers. Authentic stories emotionally touch their audience and connect brands and audiences deeper than a simple list of facts can. They also have the potential to retain long-term customers.
The power of stories has been scientifically proven. By using storytelling to share a brand’s story, marketers are tapping into one of mankind’s oldest traditions. Look closely, and it becomes apparent that the entire social media network is built on attraction between people and stories. Using storytelling for content marketing is extremely helpful in making a brand’s content marketing more effective.
Second, avoid focusing on your brand. It may sound wrong, but content marketing isn’t about what brand marketers are trying to promote. Instead, it’s about providing value to the audience. Marketers can add value by sharing their expertise or ideas through their content. Focus on content that only that brand can provide and don’t hesitate to share opinions or viewpoints.
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Third, it’s important to be consistent in all content marketing efforts. When consumers or users choose to follow a brand, they are emotionally investing in that brand. With investment comes an expectation of return on investment (ROI). Regular, relevant and useful content that provides information that is not available anywhere else provides this type of return on investment.
Consistency applies to the regularity with which a brand publishes its content. Marketers need to ensure that their content creates a cohesive image to establish a brand’s voice and values. Most brands have clearly defined brand values. Your content marketing audience should be able to recognize these principles through your social media content marketing.
Fourth, remember that content is more than words. Images, links, and videos are just three examples of media that can enrich a brand’s social media content marketing strategy and drive better results.
Social media channels lend themselves to content marketing. These channels are great places to share brand stories, offer expertise and ideas, and create a deeper connection with audiences. Measuring the effectiveness of existing content marketing on social media is the first step to increasing it through storytelling, focusing on the audience, being consistent and enriching the content.