Lydia Cox is a NewsCred Program Director. The Right Social Media Marketing Strategy may help you to slay the competition. When calculating marketing budgets for movies, studios generally estimate about 50 percent of the production cost – because without marketing and distribution, well, you might just be wasting $15 million! Step 2: Align the story with where your audience is in its journey. And because they’re a new audience, they’re not familiar with us. Social Media 3 Tools for Relentless Social Media Content Distribution Most content marketers don't realize that half the battle when it comes to writing content is promoting it to … Looking for direct response? Much like building an integrated marketing strategy, it’s important to align distribution tactics with marketing objectives and, ultimately, business goals. So you not only need paid distribution; your content has to be unique enough to break through all the other blog posts, videos, infographics, and interactives vying for people’s attention. If you’re trying to drive traffic, use a traffic driver like a Pinterest promoted pin. ... as it enables the distribution of targeted, timely, and exclusive sales and coupons to would-be customers. We will not use your email for anything other than sending you this newsletter. We need to nurture our audience to a place where they are ready for product content. What social media channels are they on? The key ingredient for doing social media marketing well is having a strategy.. With what content and brands do they engage? For example, if we’re a beauty brand and all we really want to say is, “Buy our lipstick!” what’s a story one step out from that? For example, if we’re targeting a new audience and we know they’re on LinkedIn, does it make sense to hit them immediately with a direct response product ad? Social media is the ideal complement to your relationship management strategy. Try a lead generation ad on LinkedIn or an app download card on Twitter. But aside from being an intriguing Hollywood screenplay, it bears little resemblance to real life. Copyright © Keyhole 2020. First, l, $15 million dollars to produce “Field of Dreams.”, right content to the right people at the right time, Comscore reported that only around 8 percent of people on the Internet account for 85 percent of all clicks on banner ads, How New York Life Uses Emotional Intelligence to Win Financial Services Marketing, The Importance of Content Marketing During Coronavirus Pandemic, How to Develop Financial Services Content Marketing That’s “On the Money”. PAY MORE ATTENTION TO THE METRICS AROUND EACH CHANNEL. Maybe it’s, “You are unique and therefore beautiful.” We should be making content against all three pillars. Over the years, this great shift means that much of the news we consume is being found thanks to the various social  channels available to us. But, in an effort to provide you guys with as much value as possible, I’m going to help speed up that process and show you how I do it on a daily basis for my personal brand.. After all, you have been the best party guest, ever. There’s a great John Wanamaker quote that comes to mind: Half of the channels you’ll experiment with will likely lead to waste too. For example, if you’re trying to promote brand awareness, make sure you’re using an awareness-driving format like an Instagram story or Facebook Canvas. We need to distribute the right content to the right people at the right time. More than simply re … You may be showing the most amazing movie ever produced, but if you don’t have a strategy for filling your theater, then your high-cost, high-production value content is going unseen and becoming wasted assets. First, let’s get the lay of the land. Remember, when we show up, we can’t just start talking about our product. Below is a step-by-step social media marketing guide to help you identify your social goals, engage audiences and optimize your results: Set meaningful social marketing goals. advertising, social-media communication and in-store promotions and distribution convenience – is deemed to increase customer satisfaction, thereby building strong and positive brand knowledge … Find out more about our Privacy and Cookie Policy here. Content curation is a valuable strategy for all content marketers. 1. It’s always best to evaluate each social channel against your … How can organizations advantage of this? Once you’ve figured out where they are, determine what they’re doing on that platform. Ready to start crafting your strategy? Where, exactly, is your audience? Every marketer needs to remember this. Our goal is to grab the attention of the people furthest away from purchase and nurture them from “You are unique and therefore beautiful” content to “Buy our lipstick!” content. We’d be better off targeting them with a piece of editorial content that offers advice and thought leadership on how they can become more successful in their roles. A social media marketing strategy is a plan to reach a goal sometime in the future. Most social platforms have ad format guides to help you figure out how to match your business goals to actual ad formats. It guides your actions and lets you know whether you’re succeeding or … Here’s one way to look at your funnel: In 2009, Comscore reported that only around 8 percent of people on the Internet account for 85 percent of all clicks on banner ads. With this reality, plus the rise of video, advertisers are looking to attention-grabbing metrics to build large cookie pools and create starting points for top-of-funnel leads. Upon hearing that call, Kevin Costner’s character in “Field of Dreams” is inspired to construct a new baseball diamond on his land – because if he builds it, players will show up. They’ve been around for long enough to have their own share of the market. Another strategy of social distribution is using automation. It’s important to remember that we’re coming in, uninvited, to our consumers’ worlds. We need to define the furthest reaches of our brand’s storytelling and align it to what our audience cares about. Here are some actionable ideas for how to think about content marketing and distribution as an inseparable pair that belongs in the same budget. The good news is that social media targeting has improved significantly. Firms that employ a mass marketing approach to segmentation often opt for intensive distribution strategy. We need to be the best party guest ever! Get started for free and search your brand. Social media, while certainly still behind organic search, is now the fastest growing content distribution channel around the world. It takes time and money to find, develop, and nurture an audience. Unbelievably overrated are traditional media communications distribution services. This way you will what works, and what doesn’t work – instead of putting your time into each technique. If we have content designed to strike up a conversation with our audience, other content to drive trust and consideration, and content designed to drive direct response, our distribution strategy should take the same approach. Once you’re clear on your goals, it’s time to conduct a social media content … Whether you’re going after a lookalike audience by geography or interest, or defining a completely new audience, stronger targeting abilities can help you distribute your content marketing to your desired niche. Search which social networks they’re using and analyze their content strategy. For example, try Facebook Audience Insights to figure out who your current Facebook audience is and where you can find your target audience. Remember, we’re trying to be a good party guest. Jennifer Stenger is NewsCred’s VP of Business Development. What social media channels are they on? Mastering content strategy, creation, and distribution for your brand on social media is a difficult and long process. Who is best-in-class in and out of your category? But to do this, we need a robust content strategy that takes into account every step of the buyer journey. Get the best content marketing insights right in your inbox! In 2016, Facebook found a similar thing happening on its platform: The number of people who were actually engaging with content (with likes, clicks, shares, and comments) was extremely low, compared to the people aimlessly scrolling through their feeds. Channel Integration Through informational, technological, social, and structural linkages, the … The advertising arena of social media … We should create a range of content that feels in line with our audience’s mindset. One mistake new businesses often make is not paying enough attention to their existing customers, while getting distracted chasing new ones — not listening to their needs and questions. Review the analytics on a weekly basis (at a minimum) and determine how to optimize your strategy at each part of the funnel to prompt users toward action. Where, exactly, is your audience? How to build a social media distribution strategy for content marketing Step 1: Find your audience Grabbing attention and then retargeting or simply targeting with trust-building editorial content that drives to a hub can be an effective one-two punch to break through the noise and begin the process of getting invited into your customers’ worlds. Because our audience is there to better themselves professionally, find work, or share content that makes them look smarter. Slideshows and presentations are nothing new. Perhaps it’s: “Experimenting with makeup is so much fun!” And what’s a story even further away from our core product message? When we think about content distribution, a few key digital channels come to mind: Organic reach is dead. Content curation is about finding great content and presenting it to your social media followers in a way that adds value. We need to show up and ask questions and tell jokes before we ever start talking about ourselves or what we’re selling. The Mindset Behind Crafting a Content Strategy … … Remember: Your content marketing strategy should define your social media marketing strategy – not the other way around. The first step towards a long-term social media strategy is to set your content goals. Social media has given organizations the ability to interact with customers directly, it’s time to use it for growth! Automation refers to your content automatically posting to social for you. However, social media can be an effective way to build your brand, reach new … 3 Ways to Improve Your Social Media Distribution Strategy January 22, 2020 April 2, 2014 by Saif Ajani Social media, while certainly still behind organic search, is now the fastest growing content distribution … The first way for brands to improve their distribution strategy is by shifting their focus away from some of the lesser known methods, and instead paying attention to ones that people want! Social Media Marketing, or, in my case, Community Marketing, is definitely being included in Strategic Marketing at Bauer, and is also being readily embraced by 90% of the marketing, … How does a brand maximize the amount of people exposed to their content on social media channels? Determine which KPIs you’ll track at each stage of the funnel and make sure they’re progressive and building upon the previous ones. But each of these queries can also lead to: When organizations take the time to interact, they make it that much more personal. How do you figure out which half? It’s a heartwarming story. Everything we create has to have a consumer-first lens on it, especially when we’re vying for attention on Instagram with friends, family, dog photos, other brands, crushes, and Stories. For many distributors, managing social media accounts is not a primary focus of day-to-day sales and marketing strategies. Using social media marketing is an effective method of directing social media traffic to the product website, the link to the website is provided in the bio section of all Fenty Beauty social media pages. Also pay attention to the … Improve and schedule social media distribution over time To keep your content visible on social media requires on-going distribution. Make sure you show up to the party ready to add value. Upon building the field of dreams, ghosts of baseball greats magically arrive to play and recruit others. How likely are they, really, to click on a bottom-of-funnel product ad? Key social media distribution strategies The most basic approach is just to use social media as a channel for content distribution and a source of traffic. Once a user has come to your content hub, you can target them with more relevant, high-quality content – lower funnel content – and optimize accordingly. All rights reserved. These are all important questions to ask ourselves before we show up to the party. One might think that each question is just a single question from a single customer and will have limited impact. This way you will what works, and what doesn’t work – instead of putting your time into each technique, hoping for the best. Look at their number of fans or followers, posting frequency and time of day. Want to live-tweet your wedding? Investing in distribution can be heavy. Once you’ve aligned your story with your audience’s mindset and platform realities, make sure the paid formats you’re using also line up. By browsing our website, you agree to our use of cookies. Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Without understanding what your goals are, who your target audience is, and what they want, it’ll be hard to achieve results on social media. Write down the rules of the game.. Social platforms are constantly evolving. Let’s take a look at three simply ways brands can improve their social media distribution strategy, while making sure it will work anywhere, any time. We need to treat our customers like humans and actually get invited into their world to effectively nurture them as leads. Thus, there is a lot of importance given to making proper distribution strategies for a company. . … If there’s one thing to take away from this post, it’s that organizations should focus more on tracking and amplifying existing channels that work, than trying to be everywhere all the same time. Ready to start crafting your strategy? Without a strategy, you might be posting on social media platforms for the sake of posting. In reality, Universal Studios spent approximately $15 million dollars to produce “Field of Dreams.” Keeping in line with standard practice, it probably doled out an additional $7.5 million to market the movie to ensure that audiences showed up in theaters. Having... Plan your social content. This isn’t a new channel, but improvement on existing ones. And they do. Why not go the extra mile and interact with current customers beyond just addressing their issues? But it’s also not that difficult. Continually change your social media content format and … How you would approach a product launch using television and print is not the same as how you would approach a product launch on social media. This way, we’ll have relevant points for building relationships with consumers, no matter where they are in their journeys. A paid social media strategy will likely incorporate tools that are native to specific social media channels, like Facebook Ads or Instagram Ads, to create, schedule, and share ads to reach your target audience. Long gone are the days when a brand or business could post something on social media and expect all their fans to see it, let alone engage with it. We use this example as a proxy, since Facebook is a behemoth and can directionally give us a better sense of what’s happening across the internet. Your privacy is important. A good starting point is this tutorial from Kristi Hines, and her advice on how to measure your social media goals. Next, let's review what a content distribution strategy … Now, organic reach is at an all-time low; through our work with brands, we’re now seeing it hovering around 1.5-2 percent across platforms. Dig into reports and studies. It’s safe to say that social media is a pay-to-play world. Identify which social media channels are moving the needle most for your brand and use only those to get your message out. Sign In or Join Now to save your favorite resources. Social media's role in helping businesses is significant. How to craft an effective social media content strategy Identify and set goals. No. 4 Tips for Building Engagement & Traffic With Twitter, Good feedback for your product or service, Positive reviews on external sites, leading to higher customer awareness, Word of mouth recommendation, considered by many to be the, New followers listening to these answers and following along. Finally, once they’ve listened to your jokes and showed that they’re truly interested by engaging with your content, it’s probably okay to bring up your product and drive them to convert. Look at the audience targeting features on each platform. Step 2: Align the story with where your audience is in its journey… Sign up for our newsletter and receive expert marketing tips to make you a better marketer! W Hotels lets you hire someone. Step 3: Match content formats to stories and channels. Lastly, redefine your content marketing funnel. This resulted in an entirely new metric on the platform: estimated ad recall lift based on time spent with the ad. A social media strategy is a summary of everything you plan to do and hope to achieve on social media. For consumers, each person will choose a platform that fits his needs for content consumption. In addition, the amount of social sharing is essentially half of what it was in 2015, indicating that it’s a crowded, competitive world of content. Digital marketing offers marketers various marketing channels for content delivery, including social media. The techniques mentioned above will certainly bring in new business if organizations invest the time & effort required, but how do you make the most of the traffic and amplify its impact? So it is essential to have a sustained distribution strategy … Now that we understand why distribution is important to content marketing success, one proven way to secure distribution budget is by having a solid strategy that illustrates how distribution will increase your content marketing ROI. It would be silly to pour all this effort into multiple channels, see your traffic and conversions rise, but then not know which channel actually caused it! Content that you sit on won't help your audience, and a plan without action is worthless. Why? This is also the reason why Place (Which majorly consists of distribution) is one of the major 4P’s of the marketing mix.Place is considered in case of products as well as services.. Distribution strategy … Taking a portfolio approach to distribution and promoting content across the funnel will help us figure out what our audience actually cares about. Content marketing isn’t “Field of Dreams.” If you build it, they will not come. It’s in-depth and beginner-friendly, with a lot of questions answered in the comments section. For this reason, digital distribution needs to be a critical component of every content marketing program. Be sure to measure each of the platforms used and their success rates. If we look at content marketing programs through the lens of Hollywood movie production, then your content hub is your theater. Or Join Now to save your favorite resources professionally, find work, or share content makes! Re a new channel, but improvement on existing ones, you agree to our of... People exposed to their content on social media … Thus, there is higher. Safe to say that social media channels are moving the needle most for brand. 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