Can’t figure out where to start a “social media” marketing program? Why don’t you start with a content strategy. Frankly, I don’t think most social media programs should be done without a content production component, for a few reasons:
- It’s your starting point. It’s pretty hard to have a social media program without having content to put out. One way to get that is by pushing out other peoples’ content. But the best way – for obvious reasons – is usually to push out your own content. See below.
- It gives you credibility in your industry and backs up your product or service. By putting out your own content, people (end-users, customers, partners) see that you know what you’re talking about, and that you have internal knowledge on whatever space you’re in. This content and credibility also justifies your product/service as a solution when it comes to making a decision.
- It’s your brand. By branding your content, and developing a sense of expertise in your industry, you increase your brand image and your brand awareness, and you’re ideally able to reach a lot more people if your content is valuable enough to pass along.
- It’s easy. This is the part that a lot of companies don’t recognize. You already have all of this content inside your doors. If you think about it, your company exists because it’s got at least some level of knowledge that’s directly applicable to the solution you’re offering. You may have internal marketing documents, business plans, strategy meeting notes, or product write-ups that can easily be repurposed into content. Not to mention the wealth of knowledge you and your coworkers have in their heads. I’ve never actually seen a company that doesn’t have scores of content opportunities inside their walls.
It doesn’t have to be formal. Instead of dedicating the amount of time it might take to write a white paper, why not try a few blog posts, or a one-pager on the subject?
So if you’re considering getting your feet wet in social media, think seriously about how you can add your own content to that.
What success have you seen with content production in your organization? Do you have any examples of identifying creative content opportunities?
If you’re interested, you can get more information on how we can help you with your content production strategies.