Social Media Content 101- Part 4 (of 4)

Content Is More Than Copy

I always have to remind people that content is much more than simply words on a page. Perhaps this is the most important form of online content, but it’s certainly not the only type, especially now. And yes, I did write the book, Content Rich: Writing Your Way to Wealth on the Web, but that doesn’t mean that I don’t discuss video, audio and other types of content every day…because I do.

Ask yourself, what types of content does my audience respond to? Who am I trying to reach? Product videos can be very compelling if you sell electronic goods, for example. Videos give your website a nice personalized touch. How about a video from the CEO of your company welcoming people to your blog?  People that see these videos may share them with their friends. If they do, then you have just made an effective social media play!

And what about Podcasts? They are hugely popular. Think of all the commuters in cars – don’t they need something to listen to? Of course.  Many people don’t have time to surf their favorite blogs or watch a video. Using your expert status, you can create a show that covers all the important topics of your industry and make it available to thousands of people who want to know what you think and may even want to do business with you.

III. HOW YOU CAN GET IT ALL DONE

So, all this social media content stuff is great but how do you start it and how do you get it all done? Well, you are not alone. This is the number one question I get asked when I go out and speak about social media. Well, you’ll be happy to know that your social media content development process is all taken care of…at least a plan to set up your own process that is…

1. First, understand who your audience is. Who are the stakeholders? And what do they want to know about?
2. What are the top industry issues? What type of content is popular? See which other companies are involved in the social media space for your industry.
3. Are any important bloggers in your industry talking about these issues? This is important to know. These are folks that you will either partner with; compete with, debate with or all of the above. Research this by going to Technorati, delicious and Google Blogsearch
4. Where are the top bloggers and influencers in the Social Media space?  Which groups do they belong to on Facebook? Who are the guys in your industry with 10K followers on Twitter? And what about LinkedIn? You want to analyze what they are discussing and find out how you can fit in.
5. Join the conversation in these places. Comment on blogs and social networks in a non-promotional way. Get to know people and become part of the community. Make your thoughts known!
6. Determine who will create the content. If you are more than a one person show, get more than one person involved. Assign a schedule and make the person (or people) responsible.  You can also invite guest bloggers to contribute to your blog.
7. Put together a content strategy/schedule and then start creating content!

As I read somewhere recently, “Creating great content for your social network starts with preparation. Get to know the community and the types of content they like before spending your time and energy on content development. Once you know the people and what content plays well, you have lots of choices — lists, interviews, and stories are almost always popular with any social media community. None of this, of course, comes easy. Like any type of marketing that’s worthwhile, patience and persistence are a must.” Great advice…I agree!

Final Notes

Do Your Research- This practically goes without mentioning, but it’s so important that I chose to end with it. No matter what type of content you are developing, the first step to crafting it is to do your research. And don’t just look at 2-3 sources, review ten or more. It’s good to get perspective.

Write an Attention Getting Headline- Your headline is probably the most important factor for determining how popular your social media content becomes. Look at the concept of Status Updates on Facebook. Make it enticing enough for people to want to know more!

Follow with a Great Opening- The hardest part of anything is starting it, right? Well, the most important part of social media content (right in line with the headline) is how you begin the blog post, article, video or whatever. You got to keep them interested! If not, they will click away from you within 3 seconds.

Be Conversational- The key word in social media is “social.” You need to interact! Boring, tired content will not bring you or your readers into the conversation. If they were there right in front of you, how would you talk to them? Write like that.

Never Give Up – Social media marketing requires a long-term commitment. Produce great content, learn from your mistakes and tweak your approach until it starts working. Remember, social media is not about making money, it’s about relationships and building community.

In Summary…

So, there you go. Hopefully, you’ve learned a few things. Remember, the best way to start integrating social media with existing web content is to audit your use of text, audio, images, and video. What are you currently doing? How can you transition it to the social media space? Analyze your client’s communications, and figure out ways that social media could help continue and improve upon those conversations.

Social Media is amazing for so many reasons, but what it really comes down to is improved communication. With social media content, you are addressing three issues simultaneously: Shifting conversations to a different medium; allowing for easier updating of content; and reaching a wider audience. And what a phenomenal opportunity to do it!

When you know your market, understand what’s important to them and give them the content that addresses these important things, you will not only enjoy a beneficial social media presence, but you will dominate your space and be well positioned to take advantage of future online marketing developments.