Content marketing is defined as the “strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action” by the Content Marketing Institute.
The first step in creating valuable and relevant content for your social media is to define who you are talking to. This involves pinpointing your target audience, and the buyer personas that make up your social following.
Who are you trying to reach?
Knowing exactly who you want to reach is crucial for defining the voice, tone, and creative collateral that you will be using in your social media marketing. A marketing message focused on all-natural health foods for busy moms will clearly have a different approach than an energy drink targeting teenage boys.
The buyer persona of a prospective customer will help inform the message, creative assets, call-to-action, and tone of your social media content.
A buyer persona can be crafted by looking at your historical sales data, web traffic, and existing social media audience. Each buyer should include age, gender, physical location, occupation, likes, dislikes, income, and other demographics that round out the type of person that would support your business.
It is not uncommon to have a few different buyer personas in the mix that make up your target audience. Each buyer persona may have a different preferred social media channel to be reached on as well.
Valuable Social Media Content
There are a number of factors that make social media content valuable to your audience. Valuable content is educational, informative, and inspirational. It establishes your brand authority while boosting your credibility as an expert in your field. Valuable content will also help move your social media audience from “liking” to buying.
Engagement such as sharing/reposting, commenting, liking, and following will offer you insights as to if your social media content is considered valuable or not with your current audience.
Relevant Social Media Content
Relevant social media content attracts and retains your social media audience, and ultimately, your customers. Your social media posts should be curated to the tastes and preferences of your target audience while offering solutions to problems that each buyer persona didn’t even know that they had yet. Staying one step ahead of your customers’ anticipated wants and needs will keep your brand voice louder than that of your competitors.
Consistent Social Media Content
Consistency is key for maintaining and growing your businesses’ social media accounts on all platforms. This can be achieved by setting goals, making a plan of action, and then creating and sourcing content to be shared across multiple platforms.
There are several ways to find content that is valuable and relevant to your audience, including using the “News” section of Google with focused keyword searches, allowing push notifications for new posts on niche blogs, and YouTube, for instance.
It’s always a good idea to create your own valuable and relevant content for your audience in addition to sharing outside information. Downloadable .pdfs, how-to videos, blog posts, quizzes, and creative infographics are all ways to connect with your ideal customers.
Many small business owners struggle with finding or creating content to share with their audience, but ultimately it comes down to identifying your social media marketing goals and buyer personas, and then crafting a content plan with strong calls-to-action that engage your target audience on the channels that they frequent.
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With a priority on value, relevance, and consistency, you should see significant growth in both your audience and conversion rate. What are a few of the defining characteristics of your target audience, and what’s the best channel to reach them?
Need support in focusing your social media marketing plan to target your audience and grow your business? I provide strategy sessions and on-going content planning support for businesses and creatives. Let’s schedule a time to discuss how I can help you craft a winning online presence!
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