In the fast paced ecosystem of social media, content is king.
Every Tweet or Facebook status update is content. For a small to medium sized business to be successful with their social media marketing efforts, creating engaging, valuable content is a necessity.
Creating unique content for your social media acc
ounts; Facebook or Twitter, can seem overwhelming. But it doesn’t have to be. You can repurpose content that you are already creating. Before you start copying and pasting, follow these best practices for how you can effectively repurpose content.
Here are 5 content sources that your business may already be creating content that can be repurposed for your social media accounts.
1) Your website
- If you have a blog promote your blog posts via social media to drive traffic back to your website. Or take discussion points from your blog post and share them via social media to create a conversation with your audience.
- Information on your ‘About Us’ or “Contact Us” pages should be on your social media profiles. Make it easy for people to get your essential information: how to contact you, where to find you (physical address and website) your hours and what your business offers.
- Product information and features. Social media is a good outlet to introduce a new product or service. Gain feedback and recommendations on your current offerings and services. You can even test future offerings or products with your social media audience to gauge how successful the idea will be.
2) Reviews and testimonials
- People seek out reviews from friends and businesses via social media networks before making buying decisions. Hubspot shares that about 46% of online users count on social media when making a purchase decision.
- Get permission from customers to share their testimonials and positive reviews to drive new business. Or link to reviews on your website or online directories such as Yelp or Google+. Share this content where your current and potential new customers are. You can even encourage your audience to write a recommendation on Facebook or Retweet your Tweet if they would recommend your business.
3) Sales, events, promotions
- Social media should be a piece of your marketing for any sale, event or promotion. The same message on multiple channels is effective – social media should be one of them.
- Create a social media campaign for your specific sale or promotion. The message should be consistent with your other advertising whether it be TV, radio, print or online banner ads. Promote your hashtag for your event on all mediums so people can search for more details via social media networks such as Facebook, Twitter and Instagram.
- Continue the campaign even after the sale is over. Encourage people to share their experience at the event, check-in or write a recommendation. (Going back to understanding the features of each social media networks).
4) Local and national news
- Social media is a 24/7 marketing machine. It is crucial to be relevant and timely. Know what is going on in your community, nation and world. You don’t want to put an untimely promotional message during a time of a crisis. (Note: if something is scheduled during a time like this, unscheduled it so you don’t run the risk of looking insensitive).
- As part of your social media strategy, identify the categories of news that are relevant to your audience and fits your brand’s personality. This news may be pop culture, national news, local news, government news or stock market information. You can share third party articles. Or you can add your take on the topic. You can even ask a question to further the engagement with your audience.
- Sharing news and information that is important to your audience can position you as an expert. There is also an opportunity to gain credibility by Retweeting or sharing those stories and articles. This will also further your reach and potentially grow your followers on Twitter. Building your network will help your business lead to success.
5) Photos and videos
- Social media networks are visual platforms so share your photos and videos.
- Adding photos of your staff, office or store helps humanize your brand through social media. Every business has a story to tell and the people that represent that brand can help enhance that story. So share it with your fans that connect with you via social media.
- If you have photo albums on your website or in email newsletters, resize the photos and use them on your Twitter, Instagram or Pinterest account and create an album on Facebook.
- The photos don’t have to be recent. Join in on the internet trend Throwback Thursday (#tbt) and share photos from when your business first opened or the first product sold. History continues to tell your story and differentiate your business all while staying relevant with the trends of social media.
- People will watch videos online. The videos can be a behind the scenes look, your commercial, a how to video, promotional video or one created just for your social media networks. If you are already taking videos for your website or marketing, share them via social media! If the content is valuable and entertaining, people will watch it.
- If you have a YouTube channel, share the videos on other social media networks to drive traffic to the videos on your channel.
- We also encourage you to take short videos with your smart phone to share with your audience on Instagram and Vine. You can even upload videos directly to Facebook that live only on your page.
Content is all around us. You have a compelling story to tell and content to share with people that want to consume your content. Give them a reason to connect with your brand – content can be that reason. Your customers that are connected to you are more likely to recommend your brand, product or service to their friends, doing the marketing for you. So make your content valuable so if people aren’t consuming it, they are missing out.