Content marketing is not about churning out articles and blog posts by the dozens every single day. It is about offering to your online readers and customers (both existing and potential) what they want to read about. As evident, you will need to know what the readers are willing to invest their time in when it comes to content. Writing about something dramatically opposite will increase your website’s bounce rate and lower your returns on investment (ROI).
You can take hints from your social media networks to guide you in content marketing. Your social pages on Facebook or LinkedIn are a collage of opinion and ideas pouring in from online readers and customers. You can use these pages to frame your content topics. Write what your readers are interested in, instead of what you want to talk about. Their comments and tweets must be followed to get a drift of what’s working on their minds. Get your writers to pull their topics from these discussion threads.
The use of social media statistics can be eye-openers for brands. You will be able to check how many of your ‘friends’ or ‘followers’ are hitting ‘Like’ or ‘Share’ on your content links. If a particular topic is getting more approvals from your network than the others, you have done something right there. Try to cash in on the popularity of that particular post. At the same time, keep testing with different topics and share them on Facebook and Twitter. It will help you break new grounds when it comes to content marketing.
Social media networks will help you write fresh content. You can pick up threads of a debate and write your own inputs. Readers want to know your side of the story as well. In fact, your credibility as a brand will increase manifold if you write inclusive content. Your online readers will also feel a sense of belonging with your brand. Some brands have done well to write content exclusively for social media networks. That is beneficial for startups as well.
You must strike a balance with the information you want to share on behalf of your brand and giving your readers what they want. At the same time, encourage your readers to come up with content as well. User-generated content gleaned from social media must be a significant part of your content marketing plan.