Unfortunately, most would-be social media marketers drive straight into crafting content, instead of tackling the foundational aspects of getting their message right. That’s a big mistake. Once you start your journey, even the slightest error in your compass direction will lead to heartache. Therefore, take the time to achieve the right mindset, before you start!
If you get this right, creating good content will be a snip, – OK, maybe not a snip, but certainly much easier.
Understandably, if you’ve had the task of delivering social media for yourself or your organisation, you will have developed habits and these will have to be unlearned. However, this need not be onerous. We think you can create brilliant content by simply understanding the 2 types of content and using a 5 steps process to create it.
The Types of Content
The type of Content that exists falls broadly into two types and you need both in most cases, although it does entirely depend on your aim, your market and the ease of obtaining high quality content. Broadly speaking, let’s call them:
1. Creating Content
2. Curating Content
Creating Content is when you create your own original content; you create your own image, perhaps add text and voila. This sort of content, which includes blogs, is the King of the Castle.
Curating Content is more common. That’s sharing other people’s content.
Some content, like this blog, is a mixture of the two. Hybrid content works well; the image may be source from an image bank; the text is yours. This sort of content is very common and works brilliantly too.
What’s the Difference?
There are not an inconsiderable number of curators of content who think they have been creating content when they are in fact sharing someone else’s content. If you create your own content, that’s your signature, that’s you. If people then share your content that builds your brand and your reputation. Curating content builds someone else’s brand.
Now, if you’re in the business of being a “thought leader” it may well be appropriate to curate content and share links etc. and that works fine. For companies, social enterprises and the like, it rarely works, largely speaking. Sharing the odd post or snippet of news is great, but it doesn’t build your brand. What it can do though is build engagement and that’s important.
So, sharing someone else’s content is great, but it has to fit with your overall aim. But you have to know the difference. You will need to make use of both, but it will depend on your brand. Fundamentally, if your choice of content is not building your brand then it is time to change it.
5 Steps for Creating Great Content
Here are 5 essential steps needed to forge great content:
- You must understand what works on each platform – what works for Facebook won’t work for Twitter etc.
- You must understand your own strengths – are you visual, or more text-oriented?
- Find what is ideal – what makes the perfect length, image size?
- Understand what Content really is
- Use the Right Tools – plenty of these!
1. What works on each platform
Here’s the drum roll and then we share some…curated content (courtesy of Leverage New Media)!
Marketers just love this stuff!
Highlights of each Platform
- Facebook: is a Visual platform and well-suited for Friends and Family – 1 post per day is plenty
- Twitter: Is predominantly text-based, although images and videos are becoming more common- the most public platform.
- Google+- Visual – longest life (not platform)aa
- Instagram: is the visual platform and currently best for branding. Also, it’s Selfie Central.
- LinkedIn cleans up in the professional and B2B market.
- Pinterest is the rising star. A curating platform with the highest ROI and the largest proportion of female users.
- YouTube: is a visually dynamic platform (video!) and underscores the secret supremacy of Google.
Next, we move on to how you go about understanding your strengths and ultimately which platform suits you.
Blog coming soon!