You know that social media is an essential marketing tool.

But what does content have to do with that?

Well, quite a lot really!

Social media is actually built on content and using social platforms well is the backbone of a good content marketing strategy.

So, what does all that mean in a practical sense?

Well, keep reading and you will find out. In this blog, we’ll cover what content is, why it’s important, and what content you should be focusing on. Let’s get to it!

WHY CONTENT IS IMPORTANT FOR SOCIAL MEDIA

What Is Content Marketing?

Let’s start by talking about what content marketing is.

Content can include things like blogs, newsletters, white papers, social media posts, emails, videos and photos. Content marketing is sharing this content with an audience of current and potential customers with the goal of using content to market your business.

Content marketing is considered one of the most effective long-term marketing strategies to build brand awareness, gain loyal customers, and generate leads.

Alright, now you know what content marketing is, let’s get into why it’s important for social media specifically.

Why Is Content Important For Social Media?

Social media platforms are visual, so having good visual content is the best way to get your audience to pay attention to your business on social media.

But good content isn’t just limited to visuals, it also needs to add value for your customers and be linked to an overall strategy that is helping you move towards your goals.

Content doesn’t have to be complicated to produce, but it can be time consuming. Fortunately, the effort is totally worth it! Here are 5 reasons why content is important for social media:

1.       Your audience will stay longer

Good content will continue to grab your audience’s attention and keep them interested. When your content adds value for your audience, you can build long-term relationships with them before they’ve even purchased from you, reinforcing a positive brand experience.

2.       Build trust

With your audience staying longer, you can interact with them and answer questions. By providing value with no expectation of them buying anything, you can build trust with your audience.

3.       Better lead generation

You won’t just generate more leads, you’ll generate better ones.

Generally leads that come from social media have looked at some of your content and have a good idea of who you are, what you offer, and whether they’re interested in purchasing from you.

Audiences that regularly read content from you are more likely to purchase from you in the future. Calls to action (CTAs) can also be used on social media to direct your audience to a landing page or to book a call so you can capture their details.

4.       Improve your SEO

Posting content regularly will help to boost your SEO long-term. When combined with a good marketing strategy, your content can help you rank higher in search results.

5.       Position your business as an authority in your niche

If your audience trusts you then you’ll be viewed as a trusted source of information for your industry. Combined with a boost in SEO, your business can really benefit from increased trust and credibility.

How To Create Good Content

Right, so we know content is good for your marketing strategy, but how do you create the good stuff? Fortunately, there is a wealth of information online about how to make good content, from the types of videos that are performing best to the perfect balance between value-focused content and sales-focused content. A great place to start for advice is my blog.

Underpinning all of these specific tips is a much more general idea: good content is content that is linked to and supports a well thought out content marketing strategy.

Good content is subjective, and what works for one audience may not work for yours. Make sure you consistently check your metrics while implementing your content strategy so you can measure what content is working well with your audience and what content isn’t.

Remember not to focus on vanity metrics here (likes and comments), but look at how many people are saving or sharing your content, and which pieces of content result in profile clicks or clicks through to your landing page.

What Content Is Best For Social Media?

All types of content can work on social media. The content that works best for your business will depend on what your audience is interested in.

If your target audience is young and your product is well understood, then short-form video content might be the best fit for your audience. But if your audience is older or if your product is technical or difficult to understand, longer-form content that educates your audience may be more effective.

It’s all about trialling different ideas and checking your metrics. Then you’ll be able to see which forms your audience are engaging with the most.

The Algorithm

A favourite social media topic is: what about the algorithm?

The algorithm is the complex code that determines what content gets shown on a social media platform and who it gets shown to. In truth, the algorithm is constantly changing, but it will likely always be led by what consumers are consuming. In 2022, video content is being pushed by the algorithm (such as Reels on Instagram and TikTok videos).

In saying that, there are plenty of businesses with successful content who are focusing on other forms of content instead.

Focus less on the algorithm, and more on making content that is genuinely valuable and enjoyable for your audience. Track what content is performing well and make more of it.

Not sure where to start?

If social media content is brand new to you or you’re feeling confused about where to start, we can help. We help our clients build effective social media presences and marketing strategies. Find out how we can help here.