When trying to establish a strong social media presence, there are a number of different variables to consider. Establishing your profiles accurately, sharing relevant updates, and uploading various types of media are all part of the process. However, by far, one of the most important elements of your social strategy should be regularly providing quality and diversified content.
But the quality of your content isn’t the only thing you’ll want to focus on. It’s also important to make sure you’re considering the preferences of your audience. This includes the length of the content, how interactive it is, and whether or not it’s easily shareable.
The great news is there are many different ways you can start diversifying your content to improve the reach and the effectiveness of your business’s social strategy.
Keeping Your Content Relevant and Engaging
Knowing how to quickly grab the attention of your audience is critical to creating a strong social media presence. The more attention your content gets, the more it’s shared, which equates to increased visibility and engagement on and off social platforms.
When thinking about what type of content typically goes viral, in almost all cases, it is formatted into short-form video clips. However, this doesn’t mean you’re only limited to this type of format. You can also increase engagement rates by producing more interactive elements in your content, like quizzes or games.
Building Stronger Relationships Through Value-Driven Content
Although brands can use their discretion when deciding what type of content to put on social channels, it’s important to be strategic about what and when to publish. Although shorter content is great for grabbing attention, longer formats are useful for establishing stronger connections with your audience.
When choosing between the types of content you want to share, blog posts, videos, and webinars are all a great place to start. These give you various ways to start sharing valuable insights with your audience. The trick is to make sure you’re consistently delivering high-quality, value-driven content that educates or helps to solve a problem commonly experienced in your industry.
Position Your Brand as a Thought Leader
Thought leadership has become an important part of establishing a credible and trustworthy brand. When individuals are searching for answers online, they want to make sure the resources they find are useful. By regularly sharing unique and diversified content that highlights the expertise your business has on certain topics and introduces thought-provoking perspectives, you position your brand as an authority worth engaging with
This regular delivery of high-quality information builds trust with your audience, making them more likely to turn to you for recommendations, which can be a great way to introduce your products or services. Ultimately, thought leadership not only helps you to improve your brand’s reputation but also can help you bring in more qualified leads and convert more business.
Creating a More Diversified Content Strategy for Your Business
There are several helpful strategies you can follow when trying to create a more diversified content strategy. Below are a variety of steps you can take:
1. Understand Your Audience
Having a great content strategy, all starts with understanding the audience the business is looking for. But to do this, you need to go deeper than just collecting basic demographics and start analyzing what motivates them, how they behave, how active they are online, and what platforms they engage with.
Your social media analytics are a great way to collect this information while also letting you track user performance and spending metrics. One of the more powerful and interesting pieces of information we look for with our clients is when it is best to post for a particular brand’s audience on Twitter/X as opposed to Instagram or Facebook. What we’ll often find is that though we have the same audience, the timing changes by platform.
These analytics tools can show you so much more too, like what elements were clicked and when, what type of assets followers are engaging with and many other details which all can be used to help fine-tune your strategies
2. Develop a Content Mix
An effective content marketing strategy always starts with an organized publishing calendar. Your calendar should not only cover all the topics you want to cover but also plan out a range of different formats for delivering them.
Another thing you should consider is the strengths of each of the platforms you’re using. Some are better suited for distributing written content, while others are better suited for video engagement. Make sure to customize your approach for what works best for the platform you’re on. This will give you better engagement and help you to optimize your visibility.
If you are just starting out with trying to understand which content pieces would go best where, I always recommend taking a look at the top social media agencies and brands. These companies and teams are immersed with all the latest data and best practices and the campaigns they run typically have all of these intrinsic understandings applied.
It’s a great way to shortcut the learning process and get your campaign to skip the trial-and-error period.
3. Create and Repurpose Content
No one wants to read long lines of boring, generic content. It’s important to remember that there are countless amounts of other brands all vying for the attention of readers. Making sure your brand is known for creating insightful and valuable content will help your business stand out and give you a steady stream of viewers.
However, this doesn’t mean you need to reinvent the wheel every time you publish fresh content. There are brands that we have worked with, who were limited on budget but had rich video libraries on YouTube. By repurposing these YouTube videos into reels, these videos were edited and optimized for Tik Tok and helped grow their following, all without having to create net new videos.
Look for any outdated information you can update, add some new images or videos, or turn numbers and statistics into a helpful infographic. Even sometimes just framing and slight video edits can be the difference between making a piece of content obsolete, into a perfect piece for another social media platform.
4. Analyze, Adapt, and Evolve
Knowing the relative performance of your content when tracking viewership or overall engagement levels is critical. By using your media analytics, you can track key metrics like visibility, click-through rates, and overall interest. This data provides valuable insights into what’s working and what’s not.
Don’t be afraid to adapt based on the data you gather. If a particular type of content isn’t performing well, try a different approach. Social platforms are constantly changing, so your strategy should be, too.
Keep Your Content More Engaging
Having a well-rounded and diversified content strategy is key to social media success. Understanding your audience, diversifying your content, and adapting to trends is just as important as being consistent in your approach. Following the strategies provided, you’ll make sure all the content you publish is something enjoyable for your readers and helps to add more credibility to your brand.
