Let’s face it, writing can be time consuming and take a lot of mental energy but as a savvy content creator you can plan ahead to get the most out of your efforts. This starts with an understanding of the shared relationship between content marketing and social media marketing. One clearly expressed idea can easily be translated over both forms of communication to yield more ‘bang for your buck’.
Since you will likely be posting articles of interest on your social media pages, it’s important to recognize this as an opportunity to draw readers to your website by creating content targeted at your particular audience.
How do you know definitively what topics will attract your target audience?
You don’t, at first, though you will probably have some ideas.
One service you can glean some excellent cues from is Google Trends.
Once you have identified the various themes that resonate with your audience, it will be time to hammer out your first draft. Keep the following in mind as you compose your post …
Your Company Persona
The personality of your company will come through written work in the language used, the cadence of the messaging and the overall tone. It may be helpful to visualize your company as a person. What types of traits would you want it to be perceived as to having? Using these traits as a basis, explore different writing styles until comfortable with the personality one evokes.
Use an Attention Grabbing Headline
Odds are that you won’t be the only person posting on similar topics of interest in your niche but that doesn’t mean that you can’t rise above the rest. One easy way to do this is by writing an attention grabbing headline or title and there are a number of approaches to this. In future posts on Team Talks we will drill down into the various headline writing strategies. A few examples would involve solving a problem, sparking curiosity or putting a new spin on a common topic.
Your post content should deliver on what is promised in the headline. Readers will relate well to anecdotes or personal examples that are used to illustrate your point. Further, actionable solutions are a great way to gift a bit of your expertise. This will give you added credibility and a reason for readers to return. Well-crafted content is also much more likely to be shared.
Use an Image or Graphic
One final way to drum up interest in your post is by including an image. This could take the form of a personal photo, a custom graphic, a chart, etc. Choose the best option that will support the content.
According to HubSpot:
- Tweets with images received 150% more retweets than tweets without images.
- On Instagram, photos showing faces get 30% more Likes than photos without faces.
- Facebook posts with images get 2.3 times more engagement than posts without images.
Include a Call to Action
There’s nothing wrong with a little shameless self-promotion. Your expertise has value and your post is a glimpse into what you can offer your potential customer. Write a call to action that relates to the subject matter and invites readers to engage with you bringing the entire theme full circle.
Deconstruct for Social Media
Using the above content as an example, one can easily see how this post can be translated into a 5 to 6-part social media post series spread out over intervals of time. Each instance on social media can then be linked back to your website as a means of increasing traffic. As visitors land on your web pages, you have additional opportunities to attract, entice and ultimately convert them into customers.
At the very core your content marketing and social media marketing contribute to the shaping of your perceived brand. If you are strategic and consistent they can work in unison to grow brand awareness and attract new customers. Follow this guide as a starting point and with a bit of practice, you’ll be posting like a pro in no time!
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Designer, Educator, Contributor
Liz is a designer and former educator, having taught full-time in the Digital Media & Internet Design discipline for 6 years. Her experiences in print design and production coupled with over 10 years of real-world web development have provided Liz a great foundation to contribute meaningfully to our Team Talks.