Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
3 Low-Tech Ways to Optimize Content Marketing
Posted on May 9th 2014
Forget the numbers, research, case studies, reports, and other info: Content marketing is simple.
It boils down to engaging followers with fresh, inspiring content that you create and share. But before sharing these 3 low-tech methods for content marketing success, let’s look at a few easy-to-track numbers that do matter. Each of them is easy to measure, understand, and use.
- Social Engagement: Even without fully comprehending a Facebook admin page, you can easily see how many likes, shares, comments, and followers you gain with each post. The same goes for Twitter, LinkedIn, and other platforms.
- Blog Traffic: Most blogging platforms (like WordPress) allow even the most clueless writers to see how many readers visit their site. Page views, however, are not everything.
- Conversions: Head over to your sales department and ask how many customer captures they gain from inbound marketing. This is the most important number and the one we want to raise with content marketing.
So now, without further ado, a few low-tech ways to boost content marketing to increase engagement, online presence, and social activity:
1. Post Consistency
The first step is deciding how often you want (and need) to post content. Typically, editorial calendars will consist of the following for each day:
- 1-2 Facebook posts
- 2+ tweets
- 1 blog post
These are hard to define, of course, because every company has different online assets and needs. Do you use Pinterest? Don’t forget to pin something. Do you have LinkedIn? Consider adding a few influencers every day. Google+? Make sure you link your daily blog post.
Editorial calendars come in handy once you start working a week or two ahead of schedule. You don’t need any fancy programs or calendar apps, either, just a simple Word document or spreadsheet.
2. Quality Writing
Consistency helps, but nothing will pan out unless you post killer content. This means everything you write, post, and share needs to be original and superb. So, to help, I thought I’d draw up “guidelines” for self-auditing your content:
Shared Content: Pieces that you share, such as links to articles, other blog posts, and industry info has to be timely and relevant to your business. There are exceptions, of course, such as posting world news articles and commenting on relevant topics. Keep these tips in mind before sharing:
- Make sure the piece is original and not just a “recap” or blurb of the article.
- Properly source any photos and quotes.
- If the original creator has a sketchy site, don’t post it.
Original Content: Edit for clarity, spelling, and grammar. In addition, be sure to include as much (relevant) multimedia as possible to better capture your followers’ attention. Here’s a checklist to prevent writing sloppy blogs and social media content:
- Check for formatting
- Link to any relevant sources
- Have someone read over it
Don’t overcomplicate the process, either. Just focus on posting insightful, entertaining, and informative content that followers are willing to acknowledge.
3. User Engagement
There are countless tools and apps out there that help content marketers and social media experts manage multiple accounts at the same time. With these tools, they’re able to efficiently respond to tweets, comments, and other follower-created activity.
But for a small business or newbie content marketer, these tools are more distracting than helpful. All you need to do is set a time every day to spend a few minutes observing follower activity on your social channels of choice.
Like creating content, it’s better not to overcomplicate the process or you’ll risk being overwhelmed and unenthused. (Nothing is worse than an unenthused content marketer.) Keep track of the numbers I discussed earlier and focus on quality, consistency, and engagement — done right, you won’t need to deal with any other tools.