Content For Social Media: The Big Challenge Of Marketing

By James Robert- Apr 02, 2022 263

Content development for social networks is undoubtedly one of the biggest challenges for companies. And people who want to use social media to promote their products and services. 

Creating a Facebook page, Instagram profile, or LinkedIn company page is relatively easy, but feeding these channels to channels that give real results in social media marketing is enough. 

According to Social Media Today’s website, 9% of followers or admirers of big brands search for information on social networks. This proves that these channels need to create quality content for marketing. 

In our course on social media, we always make it clear that social media is the foundation of marketing. It provides content that adds value to people's daily lives, only to introduce products or services later. 

One of the biggest marketing mistakes on social networks is to take a pamphlet position correctly. This is to create a profile or a page. Simply put, your products or services are the best in the world and do not add value to people's daily lives. We call this the "talk to yourself" strategy.


The importance of content for social media


Any marketing strategy on social networks assumes that relationships need to be built between these channels. So that the company can create opportunities to present its products and services. 

In this context, content marketing is a fundamental part. Because they will nurture these channels with information that will further enhance the relationship we mentioned. 

Brands can’t just have a “brochure” presence on social media. When we argued earlier that the content of social networks should be related to adding value to people’s daily lives, it was precisely to create a closer relationship between the organization and the consumer. 

This strategy is more important than anything else in creating customer personalization and monitoring customer journeys to achieve our goals. 

Creating a content plan for social networks, which includes, for example, understanding the level of customer awareness becomes fundamental to managing social networks. 

This is why we said at the beginning of this article that creating quality content for social media is the biggest challenge for any organization that wants to create a good marketing strategy in the region.


Creating a content strategy for social media 

Like everything in digital marketing, the first step to successful content on social media is planning, determining what we consider fundamental, such as: 

      What target audience do you want to reach and what is your marketing personality?

      What language would the brand like on social media?

      What kind of content would you create?

      What will be the source of your content?

      How many times will your publication be?

      What tools will you use to manage these publications? 

So let’s take a look at the notes we notice about these items so you can plan good content for social networks.


  1. Understand your audience

The first point is to determine which target audience you want to reach and which marketing person you will deal with. This allows you to have a clear focus on the content you will need to produce. 

The production of content for social networks has to keep pace with the aspirations, concerns, and fears of its viewers so that it can use one of the core functions of marketing on social media that enhance the value of people’s daily lives.


  1. Align the language of your publications

Once the audience is defined, it's time to define the language used in your publications to create more direct communication with your audience, to speak their language, and thus to build closer relationships. 

One of the sins of creating content for social networks is that your speech is not on the same line of understanding as to the audience you want to reach. This is sometimes due to perceptual technical practice but it needs to be corrected.


  1. What kind of content can be created

Working with social media marketing means your audience serves the content they are interested in and it points to problem solving and solutions. 

So you need to know what kind of content you are going to create. Experience and research show us that some types of social media content generate more engagement and brand awareness than others. 

Here are some ideas for social media content you can create to improve your timeline performance: 

      Fun publications, such as memes and illustrations of unusual situations;

      Surveys about the likes and opinions of your potential customers;

      Competition and sweepstakes among brand followers;

      Publications with pictures of your organization's daily life;

      Posts asked to tag friends or friends;

      Make an AMA - ask me something;

      Posts related to the trending topics of the day.


Take advantage of your follower's content advice through questions and comments. Networks need to be listened to and criticized 

Another thing you need to define in your social media content strategy is the post format. 

Text for your blog? Videos, live, infographics, pictures? What will be the formats of your content on social media? 

This is important because social media involves the cost of producing content and technological resources, and each of these formats has different characteristics.


  1. Collection of data from various sources

Once this issue is resolved, it's time to create a framework for collecting content and agenda suggestions for your publication. 

To do this, you need to create a fully automated material collection system to determine what product is required. 

Desperate to format all this information for each social network as well as chase content and trends. So, if you use any method to automate this collection, it will save you a lot of time.


  1. Content layout

Another important aspect of content development for social networks concerns the format of publications. 

Each social media channel has its own format, a communication structure that sets it apart, so there is no need to repeat the publication on all networks with the same presentation structure. 

For example, Instagram is the king of emojis. So use and abuse this communication element within certain rules. LinkedIn is more serious, so be careful not to have babies.


  1. Creating an editorial calendar

Creating content on social media is one step in the whole marketing process. One of the things that are often overlooked by many is the power of publishing.

 It's interesting that you've created an editorial calendar to keep your followers up to date with information about your organization or the industry that manages it. This has two effects on your results. 

The first concern is the algorithm. Both Instagram algorithms, such as Facebook’s price profile and pages have a certain constant of exposure. 

The second effect falls on communication itself, it is the central problem of social media content. If people always get in the habit of visiting your profile or page, your results will be arguably better.


  1. The frequencies of the senses are being defined

Another critical issue when creating content for social networks is determining the frequency of expression. An aspect that can also affect the relevance of your page or profile, everyone is using from an algorithm perspective. 

The truth is that there is no magic number for the frequency of posts on social networks. Every listener has a specific need and privacy, in which case the dose should not be exaggerated or your audience should feel “I want more”. 

A good parameter for this, which we always mention during our social networks, is that in order for your competitors to work, social networks should have at least a preliminary number to study precisely.


  1. Observing the results

The creator of content for social networks cannot position himself as the owner of the truth and think that he must be happy with the format of the content that seems good to him or the way it is presented. 

One advantage of working with digital marketing is real-time feedback from almost any audience. So, your audience is good or bad through interactions and feedback with your publications 

It is important that you do not monitor the results by simply referring to the metrics drawn for your activity. To determine what works for you and what doesn't, you need to monitor audience feedback as well as the engagement of your posts. 

With this data in hand you will be able to determine your next steps in creating content based on the information to determine the social network and its location: 

      The theme for publishing;

      Post structure

      Day of publication;

      Release time

      Post content. 

This information will enable you to monetize your next posts and get better results with them. 

Defining content for social media is a real art and combining communication and exposure in the most balanced way possible. Stay updated with this and other issues related to social media, Joinus.