What is Social Content? Strategies for Building Exceptional Social Content

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Introduction

Social content plays a crucial role in any business’s content marketing strategy. Leveraging social content across social media channels enables companies to reach their target audience more effectively than ever before. But what exactly is social content, and how can you build an impactful social content strategy?

1. What is Social Content?

Social content refers to any form of content created and shared on the internet and social media platforms like Facebook, Instagram, YouTube, Twitter, and others. Marketers develop and distribute content that resonates with their target audience with two primary objectives:

• Brand Awareness: Create content that makes the brand familiar to consumers.
• Inform and Persuade: Provide valuable information that encourages potential customers to use or purchase a product or service.

Example: For a fitness brand, a social media post that shares healthy recipes and workout tips not only educates but also subtly promotes the brand’s products.

2. Most Common Types of Social Content Marketing

Social content marketing allows businesses to create a variety of content formats to engage their audience. Here are some of the most common types of social content used today:

Text-Based Content

This is the most basic format used by marketers in almost every marketing campaign. Written content provides useful information to potential customers and helps them solve specific problems. The more relevant the content, the more it will attract the audience.

Example: A blog post that explains the benefits of a particular skincare product, offering insights into how it resolves skin issues.

Limitation:

• Text alone can sometimes fail to convey emotions or engage audiences as effectively as visual or video content.

Video Content

Video content has become one of the most powerful tools in social content marketing. It allows marketers to communicate core messages concisely and entertainingly. More importantly, video combines visual and auditory elements, making it highly engaging.

Example: A brand creating a product demo video or customer testimonials that highlight key features while keeping the audience entertained.

Image/Infographic

Research shows that the human brain processes images 60,000 times faster than text. Using images or infographics in marketing makes it easier for businesses to present information in an engaging and memorable way.

Example: An infographic that simplifies a complex process, such as a skincare routine, with images, diagrams, and concise text.

Podcast

Podcasts have emerged as a popular format for social content in recent years. These audio-based content channels offer a space for direct engagement between businesses and customers, providing valuable insights through discussions, interviews, or educational series.

Example: A podcast where a business invites industry experts to discuss trends in health and wellness, allowing listeners to gain deeper insights into the brand.

3. Steps to Building an Effective Social Content Strategy

To create and execute a successful social content strategy, businesses must carefully research, plan, and implement their approach. Below are five essential steps to follow:

Step 1: Set Goals and Identify Target Audience

The first step in creating a long-term social marketing strategy is to establish clear content marketing goals. This involves researching the brand’s values and understanding potential customers.

Example: If the goal is to increase brand awareness, the strategy might focus on creating viral content that gets shared across social media platforms.

Step 2: Choose the Right Social Media Platforms

Once the goals are set, it is essential to choose the right social media channels that align with your marketing objectives and business model. Not all platforms are created equal, and selecting the appropriate ones will allow for more efficient use of resources.

Example: A fashion brand may focus on Instagram, TikTok, and Pinterest, where image-heavy content performs well, as these platforms are most popular among younger audiences.

Step 3: Develop a Content Strategy

Consistency is key when delivering content on social media. Businesses should define their main message and ensure it aligns with each campaign’s objectives.

Example: For a fitness product, alternating between educational content and promotional posts while maintaining a cohesive brand voice across all platforms.

Step 4: Schedule Content

A content calendar is essential for organizing ideas and maintaining consistency in posting. Scheduling helps marketers save time while ensuring quality and relevancy.

Example: A fitness brand might plan to post workout tips every Monday and share customer success stories every Friday.

Step 5: Promote and Distribute Content

Publishing content is just one part of the equation. Actively promoting and distributing the content is necessary for success. Encourage your audience to share your content, respond to comments, and engage with your brand.

Example: Include share buttons in blog posts, or run a contest encouraging followers to share their own user-generated content on social media.

4. Measuring the Results

The final step in any social content strategy is measuring its success. Tracking key social metrics allows businesses to evaluate and refine their approach over time.

Key Metrics:

• Awareness: Number of impressions and reach.
• Engagement: Likes, comments, shares.
• ROI: Conversion rates and referrals from social media.

Example: Tracking the performance of a product launch campaign by analyzing social engagement and website traffic.

By following these steps, businesses can build a comprehensive and highly effective social content strategy that resonates with their audience and drives measurable results