How to Create Content for Social Media

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Got content for social media? More than 350 million photos are uploaded to Facebook every day. There are 50 million active small business pages on the social network. Every second, 6,000 tweets are tweeted. So, how can you compete? How do you break through all this noise to reach your customers? The answer is content. You need to be creating your own custom content for social media.

Here’s our rundown on how to create content for social media:

Step 1: Define an audience

social audience

First things, first: you need to define an audience. If you don’t know your audience, your content will fail. Period. You need to establish who your audience is and what they want. Now we’re not talking about building the audience, we’re simply talking about deciding to whom you wish to talk.

Knowing your audience is the key to an effective #SocialMedia content strategy https://goo.gl/Wa2KAh Click to Tweet

Identifying a target marketing is an essential component of any marketing plan, and content marketing and social media marketing are no different. Tap into your Google Analytics account or another website analytic tool for help. Some of the things to consider when defining an audience are basic demographics, including gender, income, and geographical location, and acquisition channel. Building content for social media sites like Facebook is much different than building content for Instagram or YouTube.

A couple tools that will help are:

  • BuzzSumo: BuzzSumo allows users to compare Facebook pages and see how customers perceive
  • BirdSong Analytics: BirdSong gives a valuable peek into competitor Facebook pages to see what’s working and what’s not.
  • Fanpage Karma: This app lets you identify and then target your competitors most engages audience members.

Step 2: Do some keyword research

keyword research

When it comes to creating content for social media, keyword research is super important. This will really help you hone your content. Social media keyword research is a little different from search engine keyword research and will help you catch the eye of customers on social media. There are a couple free keyword research tools, including:

Whether the audience you’ve defined is using social media, such as Facebook, LinkedIn or Twitter, to share and interact with content, your efforts when it comes to building content for social media should start with keyword planning.

Step 3: Build a Content Calendar

Your content calendar should be your content bible. Now that you know who your audience is and what social media platforms they use, you’ll need a content calendar to build content for social media. If you already have a content calendar, adding in your social media stuff element should be a breeze. It transforms what may be an incomplete strategy into something that works for your entire organization.

Without a #content calendar, your social media strategy will fail https://goo.gl/Wa2KAh Click to Tweet

A few things to include on your content calendar are:

  • Significant business events
  • Business or industry holidays. This includes the off-the-wall holidays like Johnny Cash Day and unofficial holidays like May the Fourth (Star Wars Day).
  • Significant cultural events, such as big festivals or movie premiers

A thorough content calendar will help you create content for social media by giving you a unique view into what your audience might be interested in at any given time. By creating content for social media around those themes, you get better engagement from your audience.

Step 4: Test Different Networks

It used to be that you could focus on one or two popular social networks for social media marketing and be fine. In fact, five years ago I recommended it. Things are different today. Audiences are more diversified. Now best practices suggest setting up and using multiple social media outlets until you can adequately determine which yield the best results.

Now, if you’re a small organization with a small or no social media team, this can be a daunting task. Testing what works for your business is a sure path to success. You may think a large portion of your audience is on Facebook, but if you never tested Pinterest, you could be missing significant revenue. Treat your social media marketing the same way you would treat email marketing – with A/B testing.

You won’t necessarily get rid of social networks that aren’t performing, but at least you’ll know where to focus your efforts for maximum exposure. Once you know what sites work for you and your business, you’ll have a better idea of the type of content you need to create.

Step 5: Create Content for Social Media

Now that you have defined your audience, selected your keywords, created a content calendar and selected the best performing social networks, it’s time to get busy. You can now create content for social media with ease and the confidence of knowing that your efforts are not being wasted.

The most expensive content is content that doesn’t perform, so ensuring you’ve crossed your T’s and dotted your I’s should pay off significantly. However, we know that as a small- or medium-size business owner, you don’t always have time for content creation or research. That’s where the Lorem Ipsum Company comes in. Our team of content experts can assist you every step of the way. For more information on content marketing or to learn how to create content for social media, contact us today.

    Jeramy Gordon is the founder and Chief Content Officer at the Lorem Ipsum Company. He has been creating successful content strategies for almost two decades and believes in the power of high-quality content. He lives in Orange County, California, with his wife and two children.

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