At ManoByte, I have the privilege of creating, editing and overseeing all content for the many clients we have the pleasure of working with on inbound marketing strategies. This is both a fun and interesting job, but also a big responsibility because as many of you know, the content serves as the foundation of any successful inbound marketing strategy.
Yesterday, our entire ManoByte team had the pleasure of listening in on the HubSpot's "World's Largest Webinar" or #WLW14 as many of you probably noticed when it was trending on Twitter. As our fearless leader, Kevin Dean, mentioned in his blog recapping the event yesterday, the experienced panelists gave us a wonderful overview of what is happening in the ever-evolving world of social media through the Twitter, Facebook and LinkedIn platforms. It was, of course, no surprise to me that content itself was a highlighted topic of conversation during the live event.
How do you use Your Content to Drive Success for Your Social Media Channels?
According to the experts, it boils down to one simple principle across all channels: Give your audience what they want from you. However, each social media channel carries a different audience, so each requires content that's a little bit different from the next. Because of this, the panelists suggested keeping a few things in mind when distributing content across each channel:
- Twitter: Build your following by tweeting about relevant industry topics and events that are of interest to your business and aren't just self-promotional tweets. This will ultimately grow more interest in your business by association. Building industry relationships through sharing enriching content helps to build retweets, and ultimately, overall audience awareness.
- Facebook: Post conversations on Facebook that get the right kind of conversations going. Test your way through different types of content to see what is driving the best engagement rates. Target who sees your content by location, gender, relationship status, age, etc. It's important on Facebook to start incorporating hashtags and use them with a subject or a theme to keep it relevant and on topic.
- LinkedIn: The most successful content on LinkedIn is resourceful, professional pieces that provide insight and value to the busy professional person.
So, gone are the days of utilizing social management tools to feed the same content through to all of your social channels, because the audiences you serve are each craving something different. Feed their desires and watch your social media engagement rates increase!