Content is King in Social media.

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Content is King in Social Media: What are the Royal Essentials?

There’s a lot of talk about the importance of strong content for a successful social media strategy. High-quality content should advance your target audience; it should provide relevant information on pressing topics, thoughtful advice, new angles on an ongoing discussion. Though while many examples of content include these aspects, not all of them end up ruling as king.

There is a certain amount of unpredictability and luck in social media. A piece of content might pass unnoticed one day, while it goes viral a week later. Yet despite the unpredictable nature of social media, there are ingredients that can lead your content to the throne.

Before we begin, it’s important to note the number of discussions that emphasize the “high-quality” of the content. For me, this vague description does not explain what makes this content strong and of a “high-quality” nature. Below are the different elements of superior content – the pieces that make up the total sum of high-quality material. 

1) Targeted Content

Keep in mind to whom you want to connect through your content and what purpose you wish to achieve. Most likely, your end goal involves reaching and convincing a target audience of your brand superiority and expertise. To do so, your content should address the desires of your audience: Do they want to be entertained? Entertain! Do they need information? Inform! Do they want to see pictures? Snap away. It is critical to ask yourself: What is my target group seeking? Your content should be the answer to this question. 

2) Unique Content

The creation of unique content relies on a balance between research and inspiration. Engage in activities that inspire you, research companies you believe have developed stellar content – then hunker down and find a way to say what you want to say and display what you want to display in ways that have not yet been seen.

3) Relevant Content

Keep in mind that thousands of people provide strong content on the web. To stand out from the masses, produce something relevant. What is your audience missing that your competitors have failed to provide? How does your content communicate your professional niche? Offer an unforeseen angle, a unique voice, and an unexpected presentation of specific topics. You have to be on point in a way that other industry leaders are not. If your audience can find the same, general content somewhere else – chances are high, they will do exactly that.

4) Expert Content

In B2B content marketing, the professional quality of content is important. To build a reputation as an expert in your field, you must provide detailed, business information. Consistently providing relevant information will establish trust in your knowledge and make people curious to know more about you. Cutting-edge business research, case studies, and findings can be powerful, content marketing tools.

5) Visual Content

Content should be pleasant to look at and easy to consume. As content can take on many forms, the kinds of visuals we are talking about differ from case-to-case. While artistic pictures work well on Pinterest, especially for B2B, they are not the most relevant form of visuals. In this case, high definition, aesthetically oriented infographics could be more effective. Each network and company requires unique analysis of the visual that will best serve the desired purpose.

The same goes for the physical layout of written content. Articles should be easy to read, nicely structured and aesthetically pleasing. The design of your web source should be user friendly and in line with your audience (business, leisure, fun, sports, etc). Do pictures, graphics and videos help or clutter your space? Regardless of the form the content takes – it should be fun and enjoyable to consume it on a visual level.

6) Useful and Educational Content

It is possible to create content with outstanding information that never serves to connect you with the right audience. How does this happen? This occurs when your information is not helpful for the right people. Go back to step one and consider the specific information your target group is interested in. Don’t be vague; be useful. Only when you provide your target audience with utility, will they listen to you. When the right people hear you, you will develop your professional reputation and form lasting relationships.

7) Personal Content  

Your greatest chance of standing out in social media comes from utilizing a tool that comes for free: your personality. Do not make the mistake to make dull or formalize the essence of what makes you, you. Not everybody has to like you, but nobody likes a robot. Communicating who you are and what drives your motivations is a chance to provide content no one else can provide.

8) Creative Content

To be honest, I have never thought of myself as a “creative” person. Yet in content marketing, each person has the opportunity to tap into a creative aspect of him or herself.

Creativity in content marketing involves the combination of the analytical and artistic sides of your brain; it is both an opportunity and challenge for left and right brain people. Where one person can paint a story with an infographic, another can tell that same (or similar) story with moving words. Creativity means being able to find new angles, points of view, and new forms for presentation.

9) Entertaining Content

If you succeed in making your reader smile while reading your content, you are on your way to making a lasting impression. Even business-related pieces that provide valuable information are worth more in the world of social media when they are also entertaining. Personality, creativity and humor help develop your unique voice, which will empower your content marketing campaign. Entertain your audience as much as you educate them and they will crave your next production.

10) Context of Content

Content can be inspiring enough to move Shakespeare from his grave, but taken out of context it will be remain that: content. Context, in this case, means creating relevant content for the right audience in the right social network, at the right time. It also might refer to the different angles your content takes.

Your material should coincide with the themes and discussion of those in your industry or field of expertise, while staying within the context of other content you have produced. As content marketing is an ongoing process, your current content will build on earlier content and pave the way for future material.

So…

Once you have created stellar content, do not fall victim to the assumption that publishing great stuff means the work is finished. Creating and publishing content are the first steps, but spreading, communicating, connecting, analyzing and re-evaluating prior efforts must also be part of your content marketing strategy.

Author

Dr. Susanna GebauerexploreB2B GmbHGeschäftsführer, Gründer