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The Who, What, When, Where, Why And How’s Of Creating A Content Marketing Strategy

1175 words - 5 pages

Almost every family reunion, team-building event, or childhood obstacle course includes the precarious three-legged race. It’s a race everyone has experienced and more than once fallen because of how difficult it is to synchronize with another.
You and your partner stand leg-to-leg a rope tied around them and through cues from one another; a rhythm is found (or not found) until crossing the finish line. The race of social media marketing and company promotion is like that three-legged race—it’s difficult to find a rhythm.
How do you know that Facebook Marketing works?
How do you know if your company would be better off promoting through Instagram over Pinterest?
How do you shorten what you want to say into less than 140 characters on Twitter?
For some companies the idea of using social media as a marketing platform feels like it’s a shot in the dark. The company does not want to be tied to social media, much less, be in a race with it against competitors.
Is Social Media Marketing Right for your Company?
The answer is yes, but you have to change your mindset regarding how it’s used. Don’t start until you have a target to shoot at. Yes, using social media as a marketing format can be unproductive, but that is only when you don’t know your goals, and you don’t have a way to track the path to those goals.
Which Social Media Network is Right for your Company?
That’s a tough question, which is why measuring and tracking is so important. When starting out, you have to monitor closely through page insights what is working best. It is smart to be active on all social platforms, but most companies need to choose one or two they are the most active on and automate the others.
The context of each social media channel is different and you have to treat them differently. For instance, Instagram is more about the company’s personal experiences. Instagram feeds should have a more personal feel like photos of the staff and inner workings of the office. Whereas, images on social platforms like Pinterest would be better off pinning photos of quotes, images of the company ads, or interesting info graphics relevant to the industry.
By understanding the audience of each social media channel, it is easier to set the right goals and to accomplish them.
Think of it this way, every game has an objective. In the game of financial investments, you would never hand over your funds to a stockbroker that had not set up a plan as to how they were going to invest your money. Don’t throw your money into a bunch of online ads if you don’t know what you hope to achieve by publishing those ads.
Make goals for each social channel, Twitter, Pinterest, Facebook, LinkedIn, or YouTube and keep an eye on what the competition is doing as well.
Define your Social Media Goals the SMART way
Every company needs to be on Facebook simply because it has over a billion users to date. It is an untapped resource of new clients, and a way to increase brand awareness. Do not ignore Twitter it...

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