14 November 2012

Social Media Content Creation

Social Media Content Creation

So you’ve identified your target market, found out which social platforms they are most active on and you’re all set to start posting and engaging, or are you? Panic! What am I going to talk about!? The managed production of high quality, high frequency material is a huge challenge for any social media manager or contributor but before you start thinking about content you must also think about your individual or company’s capacity to manage the production and delivery of the social media content.


Having a single contributor can quickly lead to stale content and your target market heading for the exit so consider asking other members of your team or colleagues from other departments to contribute. This can be as little as one or two post a months from a number of contributors but their commitment to producing regular content, on-time is essential. Without the commitment, you’re looking at gaping holes in your editorial calendar leaving you back where you started.


For content marketing to be affective it is critical to have a content marketing editorial calendar in place, but this should be more than just a calendar with content assigned to dates. A good editorial calendar maps content production to our buyer personas (who we want to sell to), considers the engagement cycle and the channels that the prospect uses – now all you need is something to say!

Brainstorming with fellow contributors is a great starting point for content but consistently feeding the news hopper can be challenging and you should constantly be keeping an eye out for relevant material. Using book-marking tools like “Delicious” can help you build up a store of useful page links which are then available to you and your colleagues from any internet connection, but there are also several simple ways of bringing relevant information directly to your doorstep.

Loading up your RSS feeder with websites and blogs relating to your industry and creating lists in Hootsuite to follow specific hastags are two very simple methods but sometimes you need not look any further than your last couple of articles; re-generating or “re-purposing” popular topics from past posts allows you to add new angles to a story and potentially target new followers.


Tip 1: Consider using A/B testing of calls to action, subject lines and the use of imagery or diagrams
Last but not least you need to consider your tone – who are you and what do you want to convey in your content? As more people start “telling the story” of your brand, you need to be sure that they have the right tools and training to properly communicate your brand’s voice. You also need to police them to make sure they are keeping to that voice. Like the continuing story, it’s easy to let tone, quality, and style slip bit by bit — until the story is way off track, so stick to dates for both content provision and publishing to allow for unsuitable content to be edited!


If you would like to discuss Vital’s range of social media management packages please contact either Mark Reinholz or Andy Topps on 01423 796290

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