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Showing posts with label CONTENT CREATION. Show all posts
Showing posts with label CONTENT CREATION. Show all posts

Ways in which a Company Blog Can Improve Marketing Efforts

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 ikonerxpedia%2Bads

What Are The Benefits of a Company Blog?

The first and most obvious benefit of a company blog is to collect leads and make sales. While this is the most profitable benefit, it’s really just the tip of the iceberg. Another really important effect of blogging is building authority. If readers trust your company blog they’ll grow to trust your company.
There’s a lot you can gain with a company blog so here’s a quick overview of the top benefits:
  • The company owns the content
  • Free reign to publish anything
  • Traffic comes from search so it’s not paid
  • Great content will make your company the go-to authority
  • Authority builds trust which builds conversions
If you keep publishing awesome content you’ll become an authority on whatever topic you cover. This might be trucking equipment or urinal cakes. As long as you write helpful content your audience will grow to trust your opinions on large freight loads and sanitary bathroom practices.
You can always drop recommendations for company products/services into posts since you own the content. But remember that being too pushy can have the opposite effect.
Check out this post by Kissmetrics covering a few tips for business blogs. If you follow these rules and make awesome content I guarantee your business will grow.
Running a blog doesn’t cost anything more than just running a company website. But while you aren’t paying in cash you are paying with time to actually sit down and write content.
Outsourcing is always an option but if it’s your company then you should be seen as the authority. And if you already know the information you won’t need to do much research. The only difficult part is writing the content and making it fun to read.

Inbound Marketing Basics

Marketing is a catch-all that means many things. I define marketing like this: anything that helps your company/product stand out and get attention from the consumer.
Marketing can include print media, display ads, sponsored content, social marketing, or anything that gets eyeballs on your brand. The latest strategy is inbound marketing which often blends nicely with content marketing.
The idea of a company blog is to write valuable content and bring people to your site. Great content will rank in Google so this marketing strategy involves people finding your site organically rather than through paid marketing efforts.
Choosing what to write about is often the hardest part. But it all comes down to value.
For example, writing posts that answer questions about your business can drive people further into your site. This is one of the biggest reasons to create a blog for any company.
This works well for service-based companies and with e-commerce sites that want to sell products. Even the ecommerce platform WooCommerce has a blog.
woocommerce blog
Inbound marketing relies mostly on search queries from Google which consistently brings in traffic month-after-month. But you can also share blog posts on social media to build even more traction.
Inbound marketing is like a snowball rolling down a huge mountain. Week after week there won’t be many changes. But over a few years it’s possible to amass a huge blog full of amazing content that will keep converting new leads for many years to come.

Tips For Writing Great Content

Every company blog mostly looks and behaves the same. The one defining factor is the quality and volume of content.
The very first step before writing anything is to come up with a content plan. I recommend using a spreadsheet program like Excel because it’ll help you track ideas. But if you prefer to start with paper that’s fine too.
writing notes
Jot down as many questions, ideas, or topics related to your company. Try Googling them to see what comes up. Most topics already have content online, but it’s not all great content.
Check the first few results in Google and see how they look. Would any of them be useful to your customers? Or could you write a better post that offers more value? If yes then you definitely want to keep that idea saved.
Also try to focus on evergreen topics that never change. This term in blogging refers to “evergreen content”, which means content that never goes out of style.
If you can write posts that will always be useful then a post you write today can still bring in visitors ten years later. This type of content makes your blog stand out as an authority on the subject.
Beyond that you’ll need to just try stuff and see what works. I recommend reading this post to figure out how you should structure your content.
As for always writing great content there is no single correct way. But I do have three big tips you should follow.

Know Your Customers

This is useful for business and blogging. If you know your customers then you’ll know they typically go through a buying cycle.
Some have no idea what they need, others have a vague idea but need recommendations. And some customers know exactly what they need but just need a push to get started.
Understand who you’re targeting with each blog post and try to cater to their needs. Sometimes you’ll want to explain things more technically and other times you’ll want to write more loosey-goosey. Test the waters and see what works best.

Offer Valuable Resources

Everyone loves free stuff. Use this to your advantage.
Think about what kind of things your readers might enjoy. A list of free resources? A diagram explaining something complex? Interviews with professionals? Detailed case studies? Or maybe a bunch of free photos under a CC0 license.
Whatever you can offer try to make it the best stuff online. If you share something really useful then it’ll get shared around and people will find it. Free stuff is always valuable whether it’s something tangible or just information.

Don’t Be Afraid To Sell

Your company blog should hold valuable information but it’s also a marketing tool. Use it to drive readers to become customers at opportune moments.
There are two common issues with a company blog; overselling or not selling enough.
Don’t be afraid to write posts that end with suggestions for your services. Or maybe try sprinkling links to your products into certain relevant posts.
You can also use social channels to promote your posts and build an audience on Twitter, Facebook, or Pinterest.
If you write a lot of solution-based posts you can even try Quora marketing. This is where you publish answers on Quora offering real valuable content, then include a link to a post on your company blog with more info.
Think about selling as pushing value in the right context. Selling your company should feel natural in your writing. If you’re doing something and it feels spammy then it’s probably not a good idea.
But if a commercial link promoting your business can fit somewhere in your blog post then it’s a win-win for both parties.

5 Company Blogs That Rock

To wrap up I’d like to share five company blogs that do content marketing well. These companies are digital so they’re not the traditional brick and mortar businesses.
However since content marketing is mostly digital it makes sense that digital entrepreneurs would know how to run blogs the best. Study these examples and see how they do things. Take stuff that works, reject what doesn’t, and add your own ideas to create an awesome company blog that stands out from the competition.

Kissmetrics Blog

kissmetrics
The Kissmetrics blog is all about data analysis and optimization. They publish a lot of tips and case studies on basically everything under the sun. It’s actually a great source for getting started with content marketing.

Ahrefs Blog

ahrefs
I only recently found the Ahrefs blog while searching for marketing strategies. It has some of the most in-depth research pieces and case studies you can find. Again it covers Internet marketing so it’s very digital-oriented.
But they cover the topic well and this is by far one of the best company blogs I’ve read.

ThemeFuse Blog

themefuse
ThemeFuse is a WordPress theme company that sells premium themes and plugins. They have a blog that offers a mix of promotional content along with informational content.
I think the content split is about 50/50 and it seems like a good angle. This helps existing ThemeFuse users who might want to customize plugins/themes, but it also helps regular developers who want to learn about building WordPress sites.

Jscrambler

jscrambler
In the world of programming there’s the Jscrambler blog which teaches frontend tooling and web development. It’s a niche audience but the Jscrambler service is only useful to people who write code.
This is why their blog is such a great idea. The company can help developers solve common problems while also building attention for their product.

Canva Blog

canva
Canva is a digital graphics creator and it’s used prominently for marketing pieces. But they have a fantastic blog that teaches design lessons and offers tips for aspiring designers.
This is one of the newest blogs in my list but it has grown rapidly. Their content is phenomenal and it’s mostly all informational. Because the posts are pretty long they tend to rank higher in Google which drives even more attention to Canva’s brand.
These are my top 5 company blogs but they’re by no means the absolute best. Search online for your competitors and see if they run blogs. Gauge if their content is decent or “just enough” and then try to write content that’s even better!
Source: Vandelay Design

TOP 4 WAYS OF PROMOTING YOUR CONTENT.

Contributor

 Content creators
When you’re finished crafting an engaging blog post for your readers, you may be disappointed to see that no one is reading it. It would be nice if, as soon as you posted that content on the web, you got a ton of traffic; but that’s not realistic. Some 63 percent of marketers in a Marketing Charts study said their biggest content challenge was driving traffic and generating leads. So, how do you promote your blog and get more traffic?
Related: 5 Smart Ways to Integrate Cross-Promotion With Online Marketing
You can’t rely on SEO alone to drive traffic to your site; instead, you’ve got to work at bringing in more of your target audience, yourself. And the only way to do that is to promote your content.
Here are some great tips you may not have considered that will get your content in front of your audience. Check them out for how to promote your content like a pro.

1. Promote your blog in your email campaign.

You should know by now how important building an email list is. So, if you’ve already started building one, you’re in a great position. The people who sign up for your email list are probably going to be the ones most interested in your content. That's why it makes sense for you to promote your new posts to them, first.
Related: The 8 Benefits of “How To” Content in Online Marketing
For example, fitness guru Chalene Johnson includes links to blog posts in her emails with a clear call to action like "click here."

Email newsletter, chalenejohnson.com
Choose a headline that sparks curiosity to make sure your email gets opened, and keep your email short and interesting. You can also promote your new posts in your monthly newsletter. Letting your email list members know about your new post first is an effective way to get early traction and encourage shares right away.

2.Participate in forums and aggregate sites.

You may not have considered promoting your blog posts in forums or aggregate sites, but this is actually a really easy and effective way to get your content noticed. An aggregate site is basically a place where you can find information from many different sources related to a specific topic.
Share your own content in these places to help other users with questions they might have. This is a great way to connect directly with your target audience members, provide them with some of your expertise and share a link back to your blog. 
A popular choice for many is Reddit, where there’s a community for almost anything under the sun; and many of those communities boast hundreds of thousands of members: 

Reddit digital marketing posts, https://www.reddit.com/
Just do a quick search to find a community or topic that relates to your industry and join the conversation. Other popular forum and aggregate sites include Quora and Triberr. Just remember not to be spammy, and only promote your content when it’s relevant.

3.Share on social media.

Sharing on social media is a given for promoting your content but there are a few tactics you might be missing. First, make sure to share your content on many different platforms. Also link to your blog in all your social media profiles to make sure it’s one of the first thing visitors to your social media pages see.
Below, BloggingWizard.com is consistent in sharing its unique blog posts on social media; consistency attracts a larger following. 

Tweet from BloggingWizard.com, https://twitter.com/bloggingwizard
In addition, repromote your older, most popular posts so that your new followers will be able to see your best content. Twitter and Facebook allow you to pin your most popular posts to your profile, so they're the first thing people see.
Share your new content on social media as soon as it’s published, and share your brand's new content multiple times. You can use a tool like CoSchedule, to see how your posts are doing and to schedule more posts so you can get more of your content out there. Don’t forget to thank readers who share your content too.

4.Use retargeting.

According to CrazyEgg, you can reach up to 84 percent of your visitors with retargeting . Retargeting is a great tool that allows you to entice your website visitors to return to you and check out more of your content.
Retargeting essentially involves a pixel that you install on your website; this allows you to “follow” your previous visitors around the web and show them ads for your website.
For example, if you visit your Pinterest business page, you may be re-targeted on Facebook with the following ad: 

Pinterest retargeting ad, https://www.facebook.com/

This is a low-cost tactic you can use to promote your most important content, whether it’s your latest blog post or the paid course you offer. Retargeting allows you to engage with your visitors even after they’ve already left your website without checking out your content, making it a valuable tool to get your content seen.
Related: Top 3 Big Reasons why Every Startup Needs Content Creation
The more time you put into promoting your blog posts, the better results you’ll see. These tactics for promoting your content will almost certainly boost your traffic and increase engagement.



Guest Writer

Entrepreneur, Growth Hacker and Marketer


Opinions expressed by Entrepreneur contributors are their own.

Top 5 Things To Have Before Launching Your Website

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Launching a website is both exciting and overwhelming, especially if your experience is limited. As someone who has launched over a handful of websites in my day, I can tell you that I have definitely learned what not to do. Don’t be afraid of failing, because honestly we all do it more than once. There are a few things that I believe are very important to have completed before launching your new website. These things can make or break your site, as well as determine whether or not your new readers will stick around. Nothing in life is “one size fits all,” however, so this may not be 100% applicable to everyone. 
About Me Page
You don’t want to launch your website without having your “About Me“ page/section finished. Most readers, including myself, like to read a short biography and see a picture of the author when we come across content we really enjoy. I like to feel more of a personal connection when I follow someone, so I can put a face to a name. You are more likely to attract return visitors if you have your “about me” section readily available on their first visit.

Social Media Buttons
When readers come across something they like, they look for more. This means that they may want to find you on Facebook, Twitter, etc. You will be shooting yourself in the foot if you don’t have your social media accounts easily accessible on every page. A good way to do this is by creating a header that has clickable social media buttons that will bring your visitors to your profiles. If you don’t know how to do that, you can always hire someone to do it for you. If it’s not yet in your budget, then the next best thing would be to have your social media buttons in your side bar, towards the top.

Lots of Content
If you are going to be hyping up the launch of your website, and expect to have a good amount of visitors right away, you should make sure that you have plenty of content. Most of my “launches” consisted of a boring welcome post, and not much else. Don’t be like me. Catch their attention from the first day, and keep them wanting more. Launching your website can be a huge task on its own, without considering content creation, so make sure you set aside enough time for all of this before your launch date. 
Clear Theme and Color Scheme
When I visit a website for the first time, I like being able to understand their style and theme. I like for there to be a consistency between fonts, colors, and design. Too much going on design-wise can confuse and overwhelm your readers- which you do not want to do. It’s ok to change your theme down the road, but try to make it as visibly pleasing as you can from the get-go. A good design can get you a long way. If you are not a web design the best way to make sure your design is professional is to purchase a theme. For feminine, stylish templates my favorite go-to is Blu Chic. They are masters at creating beautiful WordPress themes and make it so simple!

Have a Freebie
The common goal for most online entrepreneurs is to build their email list. How are you supposed to do that without giving your readers a reason to give their email to you? The best way to accomplish this is to create some sort of valuable “freebie” they can download or receive via email. By setting up a visible section where your readers can enter their email and get the freebie, you are more likely to grow your list, keep your readers, and gain followers.
Like I said earlier, there is no “one size fits all” way to do things. No website should look or function exactly like another website, so don’t focus on copying any single page. There are things like these that I think apply to just about every website out there, and I think many would agree. These things are important no matter what the purpose of your website is, and will help you find success. The most important thing is to have fun with it! Launching a website is a very exciting time, and you should be able to feel proud of your work, and confident in the results after launching.
Source : huffingtonpost

The 8 Benefits of “How To” Content in Online Marketing

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Image result for content
Simple in nature but difficult to master, it’s no secret why how-to guides have become some of the most commonly used forms of content in online marketing. The name says it all; your goal here is to instruct a reader on the methodology for a specific goal, whether that’s building something, fixing something, behaving in a certain way, or accomplishing any other action. So why are these simplistic, down-to-earth guides such powerful staples in the content marketer’s arsenal?

The Benefits of How To Guides

These are just some of the reasons why how to guides have become so popular:

  1. Addressing customer problems. How to guides often address a particular customer problem—and solving problems is the reason why companies exist in the first place. By addressing a problem directly, you’ll not only filter your traffic down to the people you want to sell to most, you’ll also increase your authority in the eyes of those users. According to LennoxPros, “It’s essential that your customers see you as experts, long before you ever make a sale.” How to guides help you do that.
  2. Use for both acquisition and retention. With the right topics, how to content can be useful for both attracting new audiences and retaining your existing ones. It not only appeals to customers looking for solutions to their problems, it rewards customers for ongoing loyalty with consistent provision of value.
  3. Optimizing for keyword phrases. How to content naturally includes keyword phrases your customers are likely to search for, helping you brainstorm new keyword ideas and supplement your SEO campaign simultaneously. This, in turn, will help you rank higher in search results and earn a greater share of organic traffic to your website.
  4. Capturing early-stage leads. Depending on your strategy, you may prioritize targeting potential customers early or late in the buying cycle. Generally, how to content focuses on early stage leads, which can help you generate new visibility for your brand—but you can always tweak your content’s focus to cater to later-stage buyers.
  5. One-upping the competition. Offering better, more detailed, more practically helpful content is an easy way to get a leg up on the competition. Customers look for brands that are willing and able to help with their problems; your how to content will help customers directly and also lend you more authority and expertise to stand out from your competitors.
  6. Formatting flexibility. There’s no mandatory style or formula for how to content. You can post it as a video, a written article, or a series of images, and you can make it short, long, or somewhere in between. It’s very accommodating, which makes it an approachable archetype for newcomers.
  7. Practicality and universality. In the words of Kristina Halvorson of Brain Traffic, “The reason we struggle with content marketing is because we haven’t started with ‘Why?’ Customers don’t care about your vanity metrics. Ask them, ‘How can I help?’” Practical content goes a long way because it holds actual, useful value to your customers. You’re giving them something they need, which will make them loyal to you and more likely to bring you value of their own. Plus, any business in any industry can write a how to guide on something—it’s a universally accessible content type.
  8. Shareability. Finally, how to articles are highly shareable. When someone finds a guide that helps them in their own life, they naturally want to share it with their friends and family members to spread that knowledge. 


Related image
Best Practices for Execution
Knowing the benefits of “how to” guides isn’t enough; you also have to know how to make your guides effective. That’s a topic that deserves its own article, but here are some tips to help you get started:
  • Differentiate yourself. There are lots of companies in your space already publishing how to guides. You need a way to stand out, which may include selecting more specific topics.
  • Include visuals. Instructional articles always benefit with more visual information, such as illustrations, photos, or videos that demonstrate your written instructions.
  • Be as detailed as possible. This isn’t the time for surface-level fluff content. Be as detailed and specific as possible in the body of your work.
  • Create a series. Don’t stop at one guide; make it a series or compile your work into an archive or eBook for your readers.

With these tips in mind, you can start reaping the full benefits of how to guides in the context of your own content strategy. It may take you a while to find the right rhythm or consistently brainstorm new topics to pursue, but once you have a feel for it, you’ll wonder what you ever did without this content.  
Source credit:huffingtonpost

Now anyone can get Instagram verification badge — here’s how

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 IGTV

Instagram is at last quenching the thirst of its thirsty, thirsty unverified users.
The company just introduced a trio of new features designed to make Instagram a generally safer and more authentic place to hang out (third-party 2FA — enable it!) and for the first time the platform now offers users a straightforward way to request verification.
On Instagram, blue check marks are fairly rare, even among pretty big brands and public figures. Getting verified on the platform has long been the stuff of legend — no one quite knows what goes on behind the scenes but knowing a guy doesn’t hurt. Remarkably, there’s even a super sketchy black market where people charge thousands of bucks to hook you up with verified status (or more likely to just rip you off). The whole thing has always been kind of mysterious, with little blue checks quietly sprinkled around in no discernible pattern.
It looks like those days are over. While it’s too early to tell if Instagram will be handing out more verified badges to users, they’ve at least made the process much more transparent. Now, any user can request to be verified with a few steps. As a note: In our testing, the option to request verification is live now in iOS but hasn’t yet popped up in the updated Android app.
If you’re curious if you might qualify to begin with, here’s how Instagram framed the new verification system in its latest announcement:
… The blue verified badge is an important way for you to know that the account you are interacting with is the authentic presence of a notable public figure, celebrity, global brand or entity. Today we are enabling a new way for accounts that reach large audiences and meet our criteria to request verification through a form within the Instagram app.
Does that sound like you? Here’s what you need to do.
1) Request Verification
From your profile, navigate to the Settings menu and then find an option to “Request Verification.”2) Show your stuff
Provide the relevant documents. Instagram accepts government-issued IDs (driver’s license, passport or other national ID cards). In lieu of that, you can submit official documents like a utility bill, tax filing or article of incorporation. These documents won’t be public on your profile.
If your official documentation isn’t a match for your legal name, you might be out of luck. We’ve asked Instagram to clarify if these documents need to match your account information exactly or if they just need them on file for reference.
3) Wait and wonder
Wait while Instagram reviews your request. Instagram says that you’ll receive a notification letting you know if you’ve been approved or rejected, so look out for that. If you are rejected you can reapply after 30 days.

Tips and requirements

Before you apply, it’s worth reading over what Instagram requires for a verified account. According to its hub on verified badges, Instagram will evaluate your account for “authenticity, uniqueness, completeness and notability” — the criteria it must meet in addition to abiding by the platform’s terms of service.
What do those things mean? Instagram defines an authentic account as one that “represent[s] a real person, registered business or entity.”
When Instagram demands an account be “unique” what it really means is that it intends to only approve one account per business or individual except in cases of “language-specific accounts.” Instagram reminds users that it “[doesn’t] verify general interest accounts (example: @puppymemes).”
To make sure your account is complete, it must be public, with a profile photo, bio and one post minimum. Importantly, Instagram stipulates that your account “can’t contain ‘add me’ links to other social media services,” so prune anything like that.
 Instagram head office
The last criterion is the toughest. Instagram requires that your account be “notable.” You might think that your account is [100 emoji], but unless you are a “well-known, highly searched for person, brand or entity” you probably won’t make the cut. Instagram explains further that it reviews accounts “featured in multiple news sources” and paid content doesn’t count. While Instagram’s process is way more transparent now, this bit does leave some room for interpretation.
Even with the new request form, keep in mind that most users won’t make the cut. Historically, it’s kind of unpredictable. Popular users who seem like a no-brainer for a verified account sometimes don’t have verified status, while others with a far less substantial public profile do. Even here at TC, some of us (like @panzer with his assiduous sneaker content) sport a little blue check while others don’t. We don’t know if there is more rhyme or reason to verification now, but at least the process is public and available for everyone.
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How to Build Social Media Into Your Content Marketing Processes

Contributor
Image result for social media workers
For a time, social media and content marketing may have seemed interchangeable, but they are actually quite different. Though there can be quite a bit of overlap, the easiest way to think about their relationship is that content is needed to drive social media, while social media is most essential during two key content marketing processes:
  • Listening to your audience to understand what they care about, so you can create content that they will find engaging and relevant
  • Distributing content (from your business, as well as from others — i.e., Andrew Davis’s 4-1-1 approach) 
In short, you really can’t have one without the other.
In this fourth installment of our Back to Basics series, I’ll outline the basics of developing a content plan for social media, and will also share key elements of CMI’s plan as a working example.

Successful social media starts with solid content marketing processes 

While any organization can use social media to listen — and there is no downside to that — before you actively set up your social media presence, you need some things in place:
  1. A content hub: Your blog or website should be a key component of your content marketing strategy (as well as your social media strategy), as this is where you would direct followers to forge a deeper relationship on a media platform that you own. As Joe Pulizzi and Robert Rose have discussed on their podcast, This Old Marketingyou need to stop building your content on rented land.
  2. Adequate resources to keep up a consistent presence: Having an outdated presence on a social platform looks far worse that not having a presence there at all. Before committing to a platform, make sure you have the resources you need to consistently update your content there.
  3. A content plan: You need to understand why you are communicating on a given platform, and what you will deliver there. More details on the key elements of the plan are below.
Key tip: If you are new to aligning your content marketing and social media efforts, it’s best to start small. Consider the top social platforms (Twitter, LinkedIn, Facebook, and YouTube), and see where the largest concentration of your target audience members are congregating. (Learn more about how and when to focus your social media efforts.)
Here is a look at how marketers in various industries and geographies use social media to distribute content.
Social media distribution

The key elements of a social media content plan

As mentioned above, for best results, you need to have a dedicated plan for every channel you intend to distribute social media content on. Just because you can share something on every channel there is, doesn’t mean that you should.
To create a basic social media plan, answer these questions for every channel you are considering:
What is the goal of this channel?
You need to have a reason to be on every channel on which you decide to publish content. “To gain followers” is not a viable reason, in and of itself, but “to gain followers on Facebook to drive brand awareness and traffic back to our website” can be. The important part here is that your content on the channel will serve as a means to convert the viewer into taking the next step in your desired purchase process — i.e., move them from Facebook follower to website viewer, email subscriber, event attendee, or whatever conversion goal you choose.
What is the desired action?
Similar to the point above, you need to figure out what you want someone to do in each channel. Share? Comment? Visit your website? Register for something?
What is the specific type of content the audience wants to get in this channel?
Customize the content you distribute on each channel. Consider what messages are appropriate for each channel and create a message you think will resonate with that specific audience. Think about the kind of informational needs people in this channel have and how you can help. Will you primarily publish text, images, or video?  Check out last week’s post for more guidance on choosing the best topics and formats for your audience.
What is the right tone for this channel?
As you consider the topics and content formats in each channel, it’s critical to determine what the overall tone for the channel should be. Friendly? Fun? Conversational? Professional?
What is the ideal velocity?
It’s a smart idea to understand how often you want to publish content in each channel. How many posts do you want to publish per day/week? What time of day is best? You’ll have different cadences depending on if you are sending/responding to tweets, updating your Facebook status or publishing a new SlideShare, for example. Our team has found that posting on Facebook once or twice a day, monitoring Twitter all day, and spending time each day on LinkedIn works best for CMI. But every company is different, so you will want to spend some time determining the schedule that’s likely to work best for you and your customers.
Key tip: Let your goals dictate the decisions you make in regard to social media content. For example, if the goal of your content marketing plan is to increase email subscribers, would it really make sense to broadcast all your blog posts on Facebook and Twitter? What reason would readers have to subscribe to your email program if they can get the same information on the social channels they already visit regularly? Think about how you can tweak and repurpose the content you share on your social networks, both as it applies to your goals for the channel and to your overarching business objectives.

An example from CMI

As CMI has grown over the past seven years, so, too, has our social media presence. At the beginning, we admit to being a bit haphazard with our approach; but over the years we have developed a more strategic plan and have tailored our content marketing processes accordingly.
Here is how we approach some of our key channels in terms of both content and distribution:
Twitter: We’re active on Twitter every day, sharing thoughts from our community, as well as promoting our own content. However, our favorite thing we do on Twitter is our weekly #CMWorld chats (every Tuesday at noon ET). It’s something we started in the summer of 2013 as a way to promote the topics and speakers from our annual Content Marketing World event, but it was so useful that our community asked us to continue them throughout the year. (Read more about our Twitter chat strategy.) Twitter, both during the chats and at other times, has helped us develop a community of influencers and a trusted network. This community has guided many of our efforts in regards to our daily blog posts and even some sessions and tracks for Content Marketing World.
examples-CMI tweets
LinkedIn: Our LinkedIn strategy focuses on discussing industry trends with the members of our CMI LinkedIn group. We have noticed that this group tends to like content specific to careers and to content marketing strategies. We’ve also used it to bounce around ideas we are considering for either our magazine or our live events. It has helped us gauge interest and needs and fine-tune some of our efforts, as a result. Also, by actively moderating posts within this community, our group members trust that the content appearing in our group feed has been vetted by the Content Marketing Institute, which helps maintain our position as a trusted content marketing resource.
example-content marketing institute on linkedin
Facebook: This is the channel where we like to share the fun side of CMI (after all, isn’t that what Facebook is all about?). We use it to discuss news, events, and a new content marketing example each week, as well as to share exciting news and announcements on things that are happening within CMI. We have a fun team, and this gives us all an opportunity to showcase our personalities. Our weekly coverage of content marketing examples has allowed us to share some great work by brands, which has given our audience a chance to see the work of others and think, “We could do that too.”
example-eyeglasses-CMI facebook page
SlideShare: We aim to publish three or four new SlideShare presentations per month. It has been interesting to track which kinds of presentations get the most views and leads, and we make sure to mix up our presentations to align with our content marketing strategy and still generate interest and buzz. Since most of CMI’s content is ungated, publishing presentations on SlideShare gives our community access to view and reference nearly everything we produce — all we ask in return is an email address if our customer would like to download this content. The longer-form content we share here has increased our leads, as these presentations are better suited for downloading and referencing/printing, while our short-form and livelier presentations have a higher tendency for social shares and to draw in new followers.
example-cmi look book-slideshare
I’d love to hear from you: What do you include when planning for social media and content marketing?
Author: Cathy McPhillips | Source: Content Marketing Institute