Social media is an indispensable component of a wholesome online presence for any business. This is, by no means, just a temporary trend, since 2.82 billion people around the world actively use social media, and it is projected that this number will grow considerably in the years to come.
However, given this overwhelming number of social media users, businesses need to satisfy their needs by providing them with valuable information on a regular basis — and that is a very complicated task. But there are ways you can make it easier. In this article, we’ll look into the steps you can make to organize your business content for social media marketing. Let’s dive right in, shall we?
1. You will need a calendar
Opting for an editorial calendar will allow you to schedule the content you’re looking forward to posting on your business’s social media page. That is, of course, its rather obvious purpose.
Another significant benefit is a bird’s eye view on what your social media page promotes in general. A grid that contains all the upcoming posts will allow you to better calibrate your positioning and better adapt your content to your customer and follower persona, which is an essential facet of a successful social media marketing strategy.
Now, when it comes to actually organizing your content, you need to take a few things in mind. First off, you can’t simply plan all of your content a year in advance and just stick to it. Your content schedule is an approximate representation of your online activity because every niche has important events that demand the due coverage from industry thought leaders. So, if you’re aiming to become a thought leader in your field, you can’t just create and publish “evergreen” listicles all year.
Secondly, your calendar should undergo necessary changes based on how your audience receives the content that you publish along the way. You need to continually study your social media analytics, in order to get a better understanding of what your followers like or dislike, and the type of content they engage with more.
Here are a few tools that can help you with organizing your content within a calendar:
- Sendible
- BuzzSumo
- SocialPilot
- SproutSocial
- Sked Social
- Hootsuite
- Buffer
- CoSchedule
2. Constant research and development
So let’s say you’ve created a calendar, and you have enough material for the next two months, what happens next? You need to continually study the types of content that your audience likes. How? The good ole’ trial and error route of course. However, even trial and error should be carefully orchestrated.
Take your time to research what kind of content works better with your competitors’ audience. However, before simply copying the types of content they produce, try superposing your findings with your own audience’s preferences.
Let’s take two imaginary email marketing platforms as an example. They’re called Company 1 and Company 2. Both of them are very popular and successful in their industries, yet they’re very different at the same time. The former is a more indie-oriented tool that values meaningful interaction between their business and the customers, while the latter focuses on delivering top of the line performance to their customers. This allows us to make the assumption that they create content that is very different since they target customers with different values and interests.
We could say that Company 1’s followers would be more keen on reading things like:
- Customer reviews
- User-generated content
- Blog posts
- Product reviews
While Company 2’s followers would be more curious to read:
- Case studies
- Internal industry insights
- Industry news
- Research and studies
- Infographics
By going beyond the basic understanding of what your followers like and studying where your business is positioned within its industry, you’ll be able to better calibrate the needs and interests of your potential customers.
It is important to stress that all these different types of content demand different writers in most of the cases. There are now many services where you can get the best writing help without having to hire in-house professional writers and editors.
3. On sourcing curated content
Posting content that only has to do with your brand is a sign of bad tone. It shows your customers that you are self-centered and only care about promoting your business and increasing your revenue. The truth is that people subscribe to or follow certain brands to maximize the intake of valuable information they receive. Therefore, it’s vital to satisfy the needs of your followers in order to ensure their satisfaction and loyalty.
When it comes to posting content to social media, a standard recommendation is to post your own content only once every five posts. The rest of the content should aim to maximize the value that your customers receive from following you. The fact that you have the confidence to promote the content created by other people or brands will allow you to build value, create meaningful relationships with famous people in the niche, and pay respects to the community.
In order to better organize your business content, you need to establish the websites that are in line with your corporate vision when it comes to the approach, ethics, and other essential perspectives.
Protip: on dedicated inbox folders
An essential part of managing and organizing your social media marketing content is your email. Depending on the size of the organization you work in, you’ll have to work with a large volume of material to sort through.
By assigning tags to certain types of content, you’ll be able to properly organize it, without missing out on any crucial data.
Conclusion
Social Media Management can be a tedious task, given how many things go into it. By following the steps above, you’ll be able to organize your content in a thoughtful manner that will allow you to improve your online presence continually. In effect, your social media pages will cater to a more defined audience and provide them with valuable information about the industry. Good luck!
