Content Marketing Strategy in Social Networks

by Siya Tech Digital Marketer

Content Marketing Strategy in Social Networks

Every day we need to be more astute to achieve the objectives that we set for ourselves in our content marketing strategies on social networks. And it is that the environment has more and more competition and organic content is getting less and less impact. Therefore, the strategy to be proposed must focus on how to distribute our content in the most efficient way possible.

We consider it increasingly necessary to promote our content through the ad network of each social network to achieve good results. To decide which network to bet on and in which to publish our content, we will have to attend to our sector, public and objectives.

Blindness to this reality leads us to a high number of publications per channel, without translating into good results.

To this is added, perhaps due to ignorance, the temptation to use third-party content without a license to do so, to skip the advertising policies of digital platforms or to use data without the corresponding express and unequivocal consent of the user. Practices, all of them, that harm us when it comes to achieving a good brand reputation.

While these practices occur in all networks, each one plays a different role and should be used differently. This is important, since using the different social channels in the same way can generate an expense that is not profitable.

Types of business, types of networks

Before carrying out a content marketing strategy on social networks, we must study the type of company, network, sector and public to which we are targeting, it is very useful to take into account the effectiveness of the social network in which we post.

This criterion, published by the IAB, is easily obtained under the formula (Efficacy = Interactions / Number of posts). And its results are clear: the most effective networks are Facebook and Instagram.

In the case of Facebook, it is the most general network and with an older audience. In fact, according to the IAB study, in Spain it has a community of 28,386,491 users. Also check pinterest video indir

On the contrary, Instagram has a lower average age, although it is a more aspirational network and the one that generates the most engagement with the user, reaching 20.3%.

For its part, Twitter is highly specialized by sectors and has a very specific user. It is the social network in which it is published the most (308,080 publications), and it is specific for current or sectoral content.

Facebook and Instagram are not only more efficient, they also have a more complete and profitable advertising system. In fact, at Klawter we recommend them to our clients whenever we can.

Facebook as a network to distribute our content

Let's say we choose Facebook to distribute our content.

At this point in the game it is obvious that we need to have quality content, a specialized Community Manager (internal or external) and even a smartphone from which to publish actions or events, or even direct.

With this approach, we can work on the branding of the company. We may also communicate promotions, contests or actions in which an action is required from the user, which will normally focus on sharing or interacting with the content.

If we do not carry out any type of campaign, these contents will be distributed only organically. If we follow this strategy, we run the risk that our content will get less visibility, since Facebook increasingly prioritizes sponsored content to the detriment of non-sponsored content.

Tips for your Social Media Content Marketing strategy:

1. Types of content

In relation to the type of content that we must use to build promotional campaigns, we must bet on the already famous quality own content. A very recurrent alternative is to also opt for image banks, free of rights.

Thus, according to the aforementioned IAB study, we find that the content distributed by brands on Facebook is of poor quality, not very focused on the user and that sweepstakes are excessively abused. The opposite happens on Instagram, where despite having far fewer users than Facebook, this second network achieves greater engagement, probably as a result of the quality of its content.

2. Generation of audiences

When directing campaigns, it is vital to have adequate audience segmentation.

In the Canary Islands, as well as in regions where its critical mass is not very large, you can opt for the creation of small audiences, which allows you to generate qualified audiences without having to invest an excessively high amount of budget.

On the other hand, doubly limiting by interests and applying audience re-segmentation criteria by the level of interaction with the content (custom audiences and similar audiences) are good alternatives. This type of strategy gives results, and more so in an environment where metrics must be the queens of our actions, and whose results must be reviewed immediately to determine whether to continue carrying out this type of action.

3. Campaign objectives

In Facebook Ads, the objectives that can be achieved are diverse. However, most campaigns are targeted at traffic, engagement, or conversion.

The objectives of each client vary according to the intentions of the brand and the role that social networks play in its strategy.

In the case of wanting to promote a link on our website or a Facebook event, the objective to select will be traffic. In addition to the statistical data that Facebook itself generates as a result of the campaign, having the Google Analytics code installed on our website can help us obtain even more complete statistical data.

For clients just starting out on social media, it is recommended that they prioritize building an active community, with a good level of engagement, rather than pursuing a larger community with little following.

Thus, a high number of interaction campaigns achieves, provided there is a good offline service, a good reputation of the brand in the digital sphere. In addition, they allow generating personalized audiences that can be extrapolated to other types of campaigns aimed at a specific action. This second ad can lead to the web or look for a conversion. In addition, they generate very good results if they are configured correctly.

On the other hand, if you have a customer or potential customer database, you can work on conversion-oriented campaigns.

For this type of campaign aimed at qualified contacts, it is necessary to have an attractive and responsive website, which will avoid high bounce rates. In addition, having access to Google Analytics and having the Facebook conversion pixel installed will allow us to generate an adequate attribution model, with which we can determine which leads we have generated as a result of the campaign.

If the promotion is also configured correctly, it is possible that it generates more visits to the web than other sources of traffic such as direct visits or those from organic search engine traffic.

Finally, it is even possible to generate a campaign with different objectives. For example:

– To users who are less likely to convert, show them content that is more geared towards generating interaction or improving the reputation of the brand in the digital sphere.

– To users with a higher probability of a conversion, show them a content more oriented to generate conversion.

Conclusions

Depending on the objectives of the company, the sector in which it operates, its level of digitization and the type of client it has, it will be necessary to bet on some social networks or others.

In general, if we target an older audience with diverse interests and we have a sufficient digital structure (presence on social networks, attractive and responsive website, with a Facebook pixel and Google Analytics), Facebook will be our network.

In the case of having content of high graphic quality and we address a younger target audience, our site will be on Instagram.

In turn, it is always advisable to bet on sponsored content and carry out campaigns on social networks. These campaigns must always bet on quality content, which adds value to the user.

Sponsor Ads

• Ad Space Available - Rent it Now!

Created on Oct 12th 2022 12:21. Viewed 143 times.

Comments