How to fashion a successful digital content strategy

Originally posted in Smart Blogs
By Sarah Lynch on January 21st, 2014

Choosing the right content to post on social media is a bit like picking the right outfit each morning. To be successful you need to have a strategy, shop around for the best quality pieces and accumulate a tidy collection.

Like matching a good shirt with the right pants, pairing the best piece of content with the most fitting social platform hangs on three important factors:

-Where you are headed as a brand
-What you want to achieve
-The needs of your audience

Shop around
Dressing your social channels with the right content necessitates careful planning and coordination. The ease and efficiency of sharing across multiple platforms has resulted in many brands slipping into the classic social fallacy: If it works well on one platform it will work well on every platform.

Repurposing content across all your social profiles is the fastest way for your brand to experience a plateau in customer engagement and a significant drop in conversion rates.

What to wear
Social platforms have been purpose-built to attract users for very different reasons. Content that is well-liked on Facebook, for example, could be a total disaster on Twitter. Tailoring the right content to the appropriate platform is essential to your brand’s success on social media.

Twitter
The little black dress of your marketing cache, Twitter is the most versatile item in your social wardrobe. Twitter audiences are notoriously fickle and demand targeted, varied and engaging branding. In order to keep your audience pinned to your brand’s page, it is critical to style tweets that are:

-Clear and concise
-Simple
-Varied
-Powerful
-Reflective of your brand identity

Combine fun business tweets with tips and tricks, links to interesting sites or articles, inspirational quotes, and links to original blogs posts.

Avoid posting the same tweets too often. You wouldn’t wear the same outfit two days in a row, so don’t expect your audience to be thrilled about seeing the same content recycled regularly.

Facebook
The eye-catching summer dress of your social ensemble, Facebook is an inherently visual tool. To delight Facebook audiences, cloak posts in high-resolution pictures and videos. Maintaining high audience engagement is as simple as:

-Raising the hemline on posts by keeping them between 100-250 characters long. This approach garners 60% more engagement from audiences than longer posts.

-Clothe images and videos with a clever tagline or hashtag

-Fold opinion-based questions and fill-in-the-blank updates into your daily strategy

Package posts with an interactive-fashion focus of fun-over-form. Competitions and giveaways are the main reasons why Facebook audiences follow brand pages, so keep your content light and entertaining.

Google+
The dress suit that rounds out your brand’s social media collection, Google+ audiences favor quality content over quantity. Where Twitter followers appreciate short-form instant gratification and Facebook fans enjoy visual stimulation, the Google+ community has shown a strong preference for informative and helpful content.

More than any other platform, keeping your Google+ community engaged requires:
Donning unique, novel and informative content to your brand page that avoids pushing a covert marketing agenda. Google+ users react strongly to brands they believe are inauthentic.
Adorning your brand’s Google+ page with 5-second GIFS as a snapshot of what your brand can do. Google+ is the only major social media channel that allows GIFS to be placed directly into your audience’s stream.

The perfect post
These days the biggest digital fashion faux pas is to repurpose the same content across other brand platforms. If your customers follow you on more than one channel, they will quickly tire of your content and, by proxy, the product or service your brand represents.

For dynamic businesses it is critical to tailor all online interaction to the personality of the audience who occupies each social space. This approach will not only gratify customers on multiple levels, but also leave them hanging out for more.

Sarah Lynch is a freelance writer and content manager based in Sydney, Australia. To hear more musings from Sarah, you can follow her on Twitter.

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