Over the next few months we will be sharing tips and tricks on how to build quality content. When we say quality, we do not mean quantity in any way. There is nothing more frustrating than a brand that shares every product photo and every angle of that product day after day in the name of content. We have to be smarter than this because surely our customers are.
We, at Socialee Media, focus on quality of the content not the quantity (although you still need a lot of content to go across all social media channels). What we strive for is to make sure that all content is real and related, consistent with the brand, engaging and visual, and fits within a digital marketing plan. What we do not strive for is repetition and advertising – leave this to traditional marketing when printing in magazine or plastering on billboards. Luckily, we get to be a bit more creative than that.
Before we start the series, I will breakdown a few of the fundamental tips in building easy content creation:
1- Real and related: This is what people on social media want to see the most. Real and related content is the breakdown of bigger content, say an event or product launch, and showing the full story in bite sized pieces. Take the product launch as example – you can break down that single action into many smaller bites. The conceptualization of the product, the picking of the fabric, the sneak peaks, the inspiration for the launch, the photoshop, the pre-launch event and behind the scenes, the VIP’s, the customer reactions and repost of the customers first view of the product. Your customer on social media feels like they become part of the team involved in the process.
2- Consistent with the brand: Social Media brand followers live and breath not only your brand but your ethos, your lifestyle, and the message you put forth. Many people in the marketing world have coined it ‘tribe’ culture. One of the best things about social media is that you do not (and should not)always be pushing your brand or products. You need to find other ways to fit within your tribe, be it showcasing a cool product that is related, having inspirational quotes that fit your ethos or promoting an event that relates to your message. You need to think outside of your brand – what compliments it?
3- Engaging and visual: You now have seconds to attract an existing or new customer. Your messages should be visual and engaging but easily digestible. One of Socialee Media’s strategies for this is to create themed visuals that are consistent and recognized. We monitor the post to see which images gain the most engagement and build from there. Magazines have been doing this for years, having consistent columns that readers enjoy and look forward to month after month. Social has the same type of readership, it’s just we don’t read, we scan.
4: Fits within the plan: A Marketing plan that includes digital and social will help in keeping the content focused and on target. Having beautiful content is just that, if there is not goal or strategy behind the posts. Having a plan also makes things a lot easier when building the content.
We hope you enjoy our posts on Content Creation, and we are always happy to answer any questions you have!