Flailing Social Media Reach? Maybe your Content is the Culprit
We know, we know. You’ve tried every method in the book; scanned every single article on the Internet (except this one of course) to keep your social media platform(s)’ content up and about. But no matter how many tools you use or wise sages’ advice you follow, your social media reach seems doomed to decline.
What now? Despite everything?
Well, allow us to nudge you in an often-ignored direction.
Maybe it’s your content that is not adding much value and dragging your “followers” count down.
Of course, you’ve known that “Content is King.” You left no stone unturned to ensure that your social media content was always relevant, fresh, and updated, right? Then how could your content be responsible?
To answer this, you might’ve to read through the end of this article. And we promise you it’ll be worth you time. So, buckle up!
Social media content strategies: The good, the bad, and the ugly
Whether you are trying to build traffic for your website, get more exposure for your brand, connect with your customers, or attract talent, it is imperative to have a comprehensive social media Content Strategy.
Each social network plays a distinct role in influencing the purchasing behaviour of a buyer. They also work differently for buyers who are in different stages of their buying journey.
Hence, you should know what role each platform will play and for whom. Without a clear strategy you will lose out on potential leads. A plan allows you to benchmark, measure, and create better.
Let’s first start with everything you can do right with your content creation strategy.
Why strive for good-quality content?
Today, online reputation means a lot. Nobody likes negative comments and posts. Not only can it do immediate damage, but it continues to hurt your brand for as long as it stays online. It is believed that today, deleting history is more complicated than creating it. Pun intended.
A well-defined and planned social approach will help you counter negativity, identify shortcomings, learn from your mistakes, and eventually allow you to build stronger ties. A social media strategy considers such situations and chalks out the plausible responses and monitors the platforms for instances.
From templated acknowledgements to FAQ replies and strong rebuttals to takedown requests, a social media content creator must always be on her toes.
Critical elements of a robust social media content strategy
Create Meaningful and Targeted Content
This is the biggest challenge for all content creators. Developing an overall strategy and setting mandates is excellent. However, executing the same is not easy.
Creating relevant, consistent, and highly targeted social media content requires a clear understanding of your brand, offerings, positioning, and the overall company philosophy.
Use Relevant Social Media Channels
With so many social media platforms, the choice can be overwhelming. It is essential to use the right channel, at the right time, for the proper purpose. For example, if your target is a B2B audience, LinkedIn and Twitter would be a better bet than Instagram or Facebook.
Share Important Business Updates
You can create your social media content to convey exciting news about your company. But make sure that it is customised. For, e.g., instead of only sharing a link to your company’s newsletter, you might want to share a picture of your team’s celebration for getting a new significant client onboard.
Or, you can create a detailed post about a recent company milestone, launching a new product/ service, or even hiring recruits.
Updates for companies on Twitter are particularly significant, with 40 percent of users breaking important news on the microblogging platform.
Share Your Company’s Blog Posts and Articles on Different Social Media Platforms
If you have a corporate blog, share blog links directly on your social media feeds. Your old blog posts may be repurposed to share business news, market developments, job vacancies, and industry innovations.
You can also post attractive graphics with minimal text to suit content requirements for Instagram. Redirect users to a link in your Instagram bio while you post to the feed. Use the “Swipe up” option if you post on the stories (and you have more than 10,000 followers).
With social media, change is the only constant. The existing platforms are constantly evolving. They are tweaking policies, improving algorithms, enhancing UIs, and adding newer features and tools.
On the other hand, more and more niche social media channels are mushrooming regularly. As a content marketer, your job is to keep learning. Keep a tab on the developments, cut out the noise, and implement what is helpful to your brand. An outsourced content agency can help you get there.
Now that we’re through with discussing what you SHOULD do with your content strategy, read on to know what you SHOULDN’T.
Avoid these Content Strategies
Some content creators assume that what is interesting for them personally is vital to their audience as well. Thus, they use their social networks to broadcast their message of “buy, buy, buy,” ad nauseum, without understanding what is truly important for their potential customers, aka current readers.
If you are following (unknowingly of course) any such content creation rituals, stop now!
Instead, aim to use social media platforms for encouraging discussions on your products/ services or business developments, rather than mindless broadcasting of sales messages and product pitches.
Lend an ear to what your niche is talking about, read what influencers write, and then pitch your content to answer topical questions.
Sharing Irrelevant Viral Content
When you are short on time, and your social networking creds are pretty barebones, you might get tempted to share that new viral meme just for laughs. But be careful – likely, your viewer has already seen it. You would only end up dumbing down expectations for the rest of your otherwise thoughtfully crafted content.
To avoid this, plan your posts in good time to ensure your audience feels informed by what you share.
Embarrassing Grammatical Errors
Like your website, your social media accounts are akin to your online store’s windows. You might be inclined to feel as if you should not care about any syntax errors with your social media content – whether a minor typo or a full-fledged grammatical gaffe.
But you couldn’t be more wrong if you thought that your readers do not care about grammatical correctness.
Ensure that you read your copy before publishing as a final stage of your content’s review. Or, better yet, swap it before posting with a colleague/ supervisor to edit.
Given ahead are content categories you must always avoid, even at the expense of more followers and numerically better online presence.
Strict No-No’s about Content Creation
Do you know what the worst-case outcome of sloppy content creation is?
Legal and financial trouble.
Getting slapped with a legal notice makes even the most well-established businesses jittery, let alone start-ups and SMEs.
Read this section to learn about grave injuries you may be inflicting to your company’s reputation via your content creation methods.
Nothing’s wrong with posting content created by other individuals – many well-reputed content creators do so aggressively. But, here’s the catch: you have to give due credits. Too many online brands borrow unaccredited content straight from other profiles and platforms and end up harming themselves.
The same applies to quotes as well. Sure, inspiring quotes have their spot under the sun, but not labelling the quotation source spells negative connotations for your creative ingenuity.
Copyrighted pictures make things even harder. You will come under serious legal fire if you use an image in your content that you cannot use lawfully. Instead, make sure the photos you use are from open access websites.
Posting Illegal Content
Some content categories are downright illegal to be created and shared. They are:
- Hate Speech
- Violence and gore
- Abetment of suicide, violent crimes or other unlawful activities
- Discussions encouraging racism, discrimination or other forms of hatred
- Different content categories deemed offensive and criminal by the local authorities
AVOID THOSE MENTIONED ABOVE ENTIRELY. It cannot be emphasised enough.
Discussing Religion and Politics
Individuals highly regard the two subjects of religion and politics. Whenever you post something political or religious, your content may not resonate with ALL your followers.
In the best-case scenario, your content might be meaningless to some of your followers. But in the worst-case scenario, you might sound disrespectful to those who disagree with you.
From here on, you may incite severe legal and financial ramifications for your business.
If you are a political or religious institution, you should still be wary of posting such content. Avoid writing provocative posts altogether, or you risk insulting or sacrificing supporters.
Before you upload your content to any of your social feeds, ask your supervisor or colleague to scan it for neutrality.
Falling into the bad habits of content creation might be easy and tempting. Most novices believe that posting regular yet lacklustre content every day is better than posting good-quality content periodically.
Seasoned content creators know better.
LexiConn boasts of one such team of seasoned content-creating veterans. Packed to the brim with years worth of experience, knowledge, skills and talent, LexiConn’s team has become a renowned name in the Content Services industry.
To experience the industry edge gleaned from over a decade of content excellence, contact LexiConn today!