6 Key Metrics to Drive Social Content Strategy
"If you build it, they will come" is only effective if you build the right thing, in the right place, at the right time.
As such, it's crucial that you construct your social content around the key metrics that align with your marketing objectives. Those key metrics can include keyword traffic, audience demographics, business objectives and more.
Here's a brief explanation of these metrics and how they can be used to craft a social content strategy.
1. Keyword Traffic
Keyword traffic can give you a clearer picture of what your target audience is actually searching for. If you churn out a lot of social content that doesn't align with what your target audience is actually looking for, then you'll see very little opportunity to turn traffic into conversions.
2. Target Audience Demographic
Writing to everybody means writing to nobody. Decide who your ideal customer is, then write to them and for them. The difference here is similar to the difference between talking to your significant other and talking to the schoolyard bully at your 20-year high school reunion.
3. Facebook Reach and Engagement
Facebook reach and engagement can show you where your strengths lie and where your weaknesses hide. Posts that garner high marks in both are likely to be strongly aligned with target audience wants and needs. Some questions to ask yourself as you comb through the data are:
- Was it the content or format to which people responded?
- How could I share similar information in a different format?
- Am I missing opportunities to share information in different areas of interest?
4. Business Objectives
Before taking off on a long road trip, you should probably set a destination and create a roadmap to get there - otherwise, you'll never know if you've actually arrived. If you don't know where you're going, there'll be no reason for anyone to follow.
When you create your social content strategy, keep business objectives in mind. Use those objectives to drive your social strategy so you aren't just posting for the sake of posting.
5. Page Views and Unique Page Views
Page views and unique page views can provide insight into which pieces of longer form blog content or web copy are getting the most traffic. Traffic goes where people are interested in going. Take advantage of the areas of your business that get great site traffic by producing more content that addresses similar issues.
Google Trends is a powerful tool for finding articles trending for select keywords. Using information that's current and relevant to your customers' wants and needs helps boost your brand credibility, while also helping deliver exactly what the client or customer needs to know, when they need it.
Social content marketing can be one of the most effective drivers of ROI for a business. The catch - you have to do it well.
To be effective and remain effective, it's important to chart a course based on data, trends and business objectives. As you form your strategy, remember to think about how your business objectives overlap with your target audience's wants and needs.
If you do this, you'll be well on your way.
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