Once you have a content marketing process in place, the ongoing promotion of your content (and business) on social media platforms can ensure an ongoing connection with your audiences.

Which social media platforms are most important to your business is the first question to answer (you do have a content marketing strategy in place, right?). Then we need to look at both free and paid opportunities on each network.

Your unique and valuable content will be promoted on the most important social media sites for you. This will both increase the number of people engaging with your content and increase the social “signals” picked up by search engines and, in turn, help in your ranking efforts. The best content will also lead users to interact with other content, both on and off your website.

We also train your team. Social media marketing is not a solo effort and you should leverage the power of your team there. We’ll develop a concise and effective training program and walk your team through what they need to do to make your marketing efforts more effective.

Each social media network has its place but the priority you set on each is highly dependent on where your audience hangs out. (Not just your customers.) Here are the networks we most frequently use with our clients:

LinkedIn

LinkedIn is great for B2B lead generation and authority building. We start by reviewing (and usually revising) your company page. Then we promote your content on that page, including blog posts, press mentions, guest articles, and videos.

We look for other thought leaders to follow and interact with and identify the most relevant and valuable groups to your business to join. Sharing of content happens here too.

If your industry niche does not have a group with a strong leadership position, we’ll consider starting a new group to further enhance your position as an authority in the industry.

Facebook

A B2C superstar, there are some B2B opportunities as well on Facebook. Of all the social networks, Facebook might be the most social. Sharing content is at the core of the ongoing activity here.

Finding and engaging with non-competitive pages is also important. It can garner attention from complimentary business offerings and potential partners as well (who can, of course, also share your content).

From a brand advocacy perspective, Facebook is a great tool. Customers, both happy and unhappy, often use Facebook (and Twitter) to express how they feel about your product or service. It’s important to monitor that activity AND respond to it in a timely manor.

Facebook ad targeting is second to none. If you have a clearly defined customer persona, the paid promotion opportunities to reach a very targeted audience are outstanding.

YouTube

The second largest search engine in the world, YouTube is not to be ignored. It is an opportunity to both promote your content and further engage with your target audience (whether B2B or B2C).

Many companies are unclear about how to leverage the power of this video platform and, as a result, end up missing much of the opportunity.

Your videos can be short and to the point (product feature demonstrations, for instance) or long and highly engaging (episodic video marketing that brings users back over and over). Your only limited by your creativity and budget on this front.

For the right products, YouTube ads may also makes sense.

Twitter

The well know Twitter hashtag has now become part of our culture (#ourculture). Regular tweeting should be part of your company’s ongoing social marketing strategy but the trick is keeping up. (That’s why we’re here.)

Promoting both your content and taking the opportunity to establish relationships with industry influencers are the main objectives here.

And, as mentioned above, using Twitter as another channel to communicate with customers and prospects is a good idea. If they are tweeting about you and those tweets fall on deaf ears (keyboards?), then you are hurting your brand.

What’s Next for Your Company?

If you’d like to learn more about how Niche Player can help drive your social media marketing, please schedule a call and we’ll discuss your needs and how we might be able to help.

Once we determine clear objectives for your content (based on your content marketing strategy), we can then begin the process of content creation and promotion.

Although it’s easy to say “we want to drive more traffic to our content,” the truth is most content out there is… well, ho hum at best.

You need to create content that is remarkable and attracts the attention of the right audience; whether influencers or your end customers (again, refer back to your content strategy for that answer).

Niche Player has created content for clients that:

1. Drives search engine rankings
2. Captures leads
3. Educates customers
4. Positions clients as thought leaders
5. Builds their brand

Our promotion efforts are targeted based on your objectives. It’s not about the number of page views (although that is one measure), its about the impact of the content on your goals.

Once you have content worth engaging with, we can then:

• Reach out to influencers in the market
• Create targeted paid campaigns to improve visibility of the content
• Develop lead capture mechanisms as part of the content
• Promote the content in email and social media efforts

The deliverables for our content creation & promotion projects include:

1. Research the topic to gather data for content creation
2. Design and build the content elements
3. Apply the necessary creative elements to make the content more shareable
4. Publish the content on the necessary site(s)
5. Promote the content to industry influencers and potential customers

What’s Next for Your Company?

If you’d like to learn more, please schedule a call and we’ll discuss your needs and how we might be able to help.

Any smart content marketing effort should begin with developing a content marketing strategy.

The overall goal of your content marketing strategy project is to identify the goals you are trying to achieve then develop the topics and structure of content with the highest likelihood of hitting those goals. It’s a simple concept but it’s not easy.

When most businesses think about “content marketing” they think of creating content for their end users in order to generate traffic to their sites and fill their sales pipeline. This is mixing objectives and usually ends up not achieving the desired result.

At Niche Player we take a different approach.

By clearly defining the objectives, we can develop a content marketing strategy that hits the bullseye.

The BIG question is: Do you want more traffic or more customers? Those are two very different objectives for a content marketing effort.

And your answer might be… BOTH. Which is fine but understand that mean you need a two pronged approach to your content marketing. (BTW if your content marketing agency can’t explain this, it might be time for a change.)

The result of our Content Marketing Strategy Project includes:

1. Clearly defined objectives
2. List of industry influencers to develop relationships with
3. Competitor content assessment
4. An assessment of your current content performance
5. Prioritized list of content to create
6. Timeline and budget for content development and promotion
7. Step by step content promotion plan

What’s Next for Your Company’s Content Strategy?

If you’d like to learn more, please schedule a call and we’ll discuss your needs and how we might be able to help.