By Melinda Rogers, content specialist
Enhancing reputation, driving engagement and building success are crucial in every organisation. One way to achieve this is by developing a solid content strategy to underpin your business objectives. So what exactly is a content strategy, and why does your business need one?
To put it simply, a content strategy is about getting the right content, to the right user, at the right time. Content comes in many forms and utilises many platforms, ranging from video, blogs, brochures, articles and social media posts to something as simple as the wording on your business card. Standing out as a brand relies on producing meaningful and memorable content.
Here are my top three tips to get your content strategy started:
- Complement your advertising with genuine content
The ongoing rise of ad blocking is a warning for brands to complement their advertising to customers with genuine audience engagement.
The best way to do this is through genuine content. People want to be sure they are receiving more than just a product or particular service. In fact, they are demanding it, so it’s a good idea to think about ways of adding value for your customers.
Producing content that humanises your brand works brilliantly in this regard. The ability to create genuine content across a range of channels is a huge benefit for businesses and can help transform public perception.
- Utilise video content as a way to build engagement
If you haven’t already begun creating videos for your brand, then it’s never too late to start.
To keep up with demand by social users, it is imperative to produce video content that (a) your audience will watch and (b) that also encourages their engagement.
According to Hootsuite’s Social Media Trends 2018 report, 46 per cent of respondents to its annual survey say they’ve already implemented social videos. Another 26 per cent plan to implement in 2018. Hootsuite also reports that in 2017, social video advertising spending leapt 130 per cent year on year.
The good news is that you don’t need to break your budget to produce social video. There are many tools and templates available online that make this process cost-effective and time-efficient.
- Reach out: be seen without a big budget
We’ve been told time and time again that organic reach (the total number of unique people shown your post through unpaid distribution methods) is dwindling.
Recently statistics show only 2-3 percent of your followers actually see your post. This is because social media platforms are monetising our content to make it harder and harder for your posts to reach your chosen audience without paying for it.
The good news is paying for social media advertising doesn’t have to break the bank and there are ways to increase your chances of being seen organically as well. Such as through the correct use of hashtags, using influencers to your advantage, and the main one – producing content that your audience actually wants to see on social media.
According to GlobalWebindex’s study of 50,000 internet users aged 16-64, almost every internet user can now be reached via social media. So why wouldn’t you want to maximise your potential in this space?
In the world of social media, reach equals audience, audience equals reaction, and reaction equals brand recognition.