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Are you repurposing your marketing content for your social media?
One of the worst mistakes you can make with social media and content marketing is filling your account with repurposed content from your other marketing efforts. A blog article might rank well in Google and bring in dozens of new leads. However, social media is a different group of users. Even those who overlap will interact with your content differently on social media than on your website.
If you only repurpose content, you will hurt your traffic rather than increase it.
Instead, use these nine strategies to build a dedicated social media marketing content strategy.
The average person spends about two to three hours on a blog post, and the best-performing blog posts are over 2,000 words. After spending hours researching and creating that perfect piece of marketing content, you might feel tempted to repost it on every account and page you have so it gains maximum views.
However, when you repurpose that content for social media, you can miss out on opportunities to create optimized content for your accounts.
Social-first means that you create content with social media in mind from the start instead of those accounts being an afterthought. Social media content posting shouldn’t just be an extension of other content marketing strategies. It deserves a dedicated approach.
When you only repost content that isn’t optimized for social media and its unique audience, you treat social media as a lesser marketing channel. However, there are 4.62 billion social media users, which is half of the global population and over 93% of those with internet access.
That large audience deserves an optimized strategy specific to their behaviors. When you don’t research their specific needs and relevant trends, you risk hurting your brand image on social media and across all your marketing channels.
About 73% of marketers say that social media marketing is effective, and over half of social media users are actively looking for new products and brands. Now is the time for you to start creating a content strategy for social media dedicated to its unique audience and will drive more traffic to your account.
Use these other resources to learn more about social media content that converts.
Consider these nine strategies for developing a dedicated social media content strategy.
If you sent out a marketing email and received a reply saying, “That story made me ugly cry!!!” You might not know how to respond because that isn’t the usual behavior for email correspondence. However, that is an entirely normal response to a social media post.
Your social media audience’s behavior, needs, and triggers are vastly different from your other marketing channels. As a result, the content you create for traditional channels doesn’t always translate well on social media.
For example, social media users are motivated by visual content and emotional appeals. They want to feel and experience a situation, not just read a list of facts and figures. While none of your marketing should be a list of features, you may rely more heavily on education over entertainment on some traditional channels. Meanwhile, social media relies mostly on the emotional experience you offer your audience.
Another issue with repurposing content is that it doesn’t always make sense for that platform. For instance, have you ever stumbled on a YouTube video that was an audio clip placed over paragraphs of content? How likely are you to read that content in the YouTube video? Probably not very likely.
Another typical example is posting a stock image on Instagram that offers no value, then adding the meat of your post in the comment section. Since most users on Instagram are scrolling and looking at pictures, many followers might miss out on your message because it was hidden in paragraphs of words repurposed from other marketing content rather than delivered in the image where it belongs on Instagram.
Instead, your content should reflect the platform that you are using. If you post on YouTube, deliver your message in a long-form video. If you are posting on Instagram, use engaging images or reels.
If your social media is only a platform for repurposing content readers can find elsewhere, they might have little motivation to follow your social account. This is especially true if they receive your content from the other platforms.
A unique content strategy for each social channel gives your followers a reason to stay up to date with your content because they might miss a special message, promotion, or tip.
An excellent example of unique social media content marketing is Target. Their blog focuses on corporate news and updates, including annual reports, fun videos of their employees, and new products. However, when you venture over to their Instagram, you will see completely new content dedicated to social media, focusing on the customer and their interactions with the brand. Meanwhile, their Facebook page reuses Instagram content but creates a different experience by focusing heavily on the social shopping experience.
Image from Instagram
Your social media marketing goals shouldn’t be the same as your other marketing goals because you have a unique audience and different metrics. For instance, a blog post might generate leads, while your social media accounts will bring in followers.
Your larger content goals will also differ because consumer behavior on social media differs. For example, when consumers read a marketing email or blog post, they might be in the research stage of their buyer journey. Your goal would be to educate them and encourage them to exchange their information so your marketing team can nurture that lead.
However, on social media, consumers are more likely to purchase directly from your post. About half of US adults made a social media purchase in 2021. They are also more likely to backtrack or overlap stages of the buyer journey, which requires a more versatile strategy.
Sometimes you have a great content idea that you want to share across channels. A social-first strategy doesn’t mean you can never repurpose content ideas. Instead, when you do reuse an idea, social media should be considered from the start of the content creation process.
Social media should be prioritized equally with your other marketing strategies as you develop your content. For instance, a social-first strategy would focus on the quality, size, and message of images you create so that you can use them on Instagram and Facebook.
About 82% of marketers repurpose content across their social platforms. While you want to avoid repurposing content outside of social media, reusing content from other platforms is acceptable and often encouraged because it can save valuable time.
One of the reasons you can share content between accounts is because user behavior between social platforms has more similarities than with traditional marketing audiences.
However, even when sharing content between channels, don’t neglect the optimization stage to ensure compatibility with the platform. Then, adjust the content where necessary for the unique audience on the new platform.
Many times you can reuse a marketing topic without repurposing content.
If your company published a press release about a significant update, your social media audience will want to know about the same update. However, if you simply repost the press release, your readers will probably not take the time to read the full article.
Instead, you can use the press release topic and create dedicated social media content about that topic that is entirely original and separate from the press release but still conveys the heart of the message. You can then leave a link to the whole article in your post or bio for your audience if they are interested in learning more from the source.
Social media offers unique marketing opportunities that you would miss if you only repurposed content. For example, one of the latest trends in social media marketing is going live. This encourages community engagement and gives you a chance to answer questions your customers have.
Image from Influencer Marketing Hub
Hosting virtual events is another unique and popular marketing strategy that you can leverage in your social media content plan. Instead of only thinking of your social media in terms of published content, start thinking out of the box with a social-first strategy that takes all possibilities into account.
If you don’t have the budget or resources to create new content, you may be more tempted to repurpose old content on your social media accounts. Sometimes a social-first strategy requires a shift in spending to allocate more resources to social media.
Social media spending rose 4.3 points over the last five years and is expected to grow ten more points over the next five years. When choosing a budget that will allow you to create a dedicated social media strategy, consider these costs:
We understand that creating a social media content strategy separate from your marketing strategy takes hours of work and effort.
Don’t let that keep you from the incredible return possible with an optimized social-first strategy. Instead, let us do the hard work for you so that you can focus on nurturing your new followers and customers that a dedicated social media strategy will bring in.
Contact us to learn more about our social-first strategy solutions.
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