Should I be posting content on my website or social media? This is a question I’m frequently asked by clients, and the answer is surprisingly straightforward.
Firstly you need to ask yourself three questions.
- What am I trying to achieve?
- What do I want to say?
- Where do my customers spend time online?
These are the basic building blocks of a content marketing strategy. That may sound like a scary term, but it really boils down to knowing who your audience are and how to engage with them.
It helps to think about the role of your website & social media in the sales process. Your website is where people will discover more about what you can offer them. You will therefore want to populate it with interesting and helpful content that builds confidence in your company and ultimately encourages them to buy from you. But you need to get your audience to your website in the first place. That’s where social media can help.
I’d suggest that social media is more of an awareness & engagement tool. Use it to push people to the content on your website by posting creative messages that have been crafted to appeal to them. Think of it as a tasty soundbite, designed to entice them to click on a link to read the full article on your website.
When they land on your site, you’ve captured their interest and can start engaging them with your other services (through other interesting content).
Here are six things to bear in mind when creating your content marketing strategy.
1. Generate content that appeals to your audience
Relevance is crucial, but don’t be shy about having a little fun with content too. Nobody likes to read paragraphs of turgid text, so use humour (carefully) and try not to hide your message behind technical jargon
2. Remember that people need information
Therefore you need to ensure that content can be easily found. Remember to use semantically correct terms to help with your Google search results for your website content, and on social media try to create hooks (interesting statements, humour etc.) to encourage people to share your posts.
3. Post on the social networks that your audience frequent
This may sound obvious, but research your audience carefully to make sure you are reaching them. Certain social networks are better for specific types of content than others, so bear this in mind when you are choosing your channels.
4. Website content and social media content are different stages in the sales process
For most companies, social media will be used to build awareness and engagement, whilst your website is likely to focus more on the discovery and conversion process. Make sure that you’re posting hooks the drive people into your website to move prospects along the sales process.
5. Build a conversation
Don’t just let your social media posts stagnate. Engage with people who comment on your posts, and comment on other peoples’ posts. They may return the favour. Social media is really about generating a conversation, so make sure you post interesting content that is likely to encourage a reaction, and build a conversation with your audience around the issues you want to discuss.
6. Measure your results
You should be looking to constantly improve your content. This can only be achieved by working out what works best for your audience. review your statistics on a weekly basis (using Google Analytics to track your traffic sources, and measuring likes, shares and number of follows on social media)
- Create excellent content on your website (ensuring it ranks for semantically relevant search terms on Google)
- Use social media to amplify your message & pull traffic into your website
- Measure the effectiveness of your content and constantly improve it.