Content that connects with your audience is worth every penny.
Having a single piece of content that speaks to your desired audience, and connecting to your audiences meaningfully, often results in a higher ROI.
It is essential, whether you are a small business or large corporation, that you know how to connect with your audience emotionally, and often that requires a special type of writer to do so. Not just anyone can connect; simply putting words onto virtual paper will not do the job.
Instead, you need to know what your audience needs, their pain points, their reasons for seeking out your business, and when to offer help – timing is crucial here.
Today, we will review a few ways to create content that makes a genuine connection and how to implement it into your content strategy for blogs, web pages, and even social media posts.
Is Written Content Relevant for Today’s Audience?
The age of YouTube has certainly changed how we all interact with search engines, and often we opt for a video over a blog to learn about something, but that is not the majority. Written content, specifically blogs, is still in high demand. 77% of internet users read blogs, according to Social Media Today – so obviously, there’s a market.
7 Steps Every Company Needs to Use to Create Content that Connects with the Right Audience
Creating and maintaining a connection with your audience is crucial. Whether your target audience is B2B or B2C, you have a target audience, and you need content that speaks to them. So, how do you do that when your “audience pool” masses in the thousands?
Easy…by following these key steps.
1. Embrace Empathy
The pandemic has certainly taught us a lot and restructured the way a lot of us communicate or even work today. However, one of the biggest lessons from the pandemic was empathy. Thinking about your audience using compassion and your emotional intelligence is critical in your content.
2. Write As You Talk
You want to connect to the person reading your content. What is a better way to connect than conversation? For some reason, being conversational in blogs and even landing page content got a bad rap somewhere but shouldn’t have. Being conversational is precisely what a reader needs to feel as though you are speaking to them. The robotic, encyclopedic text has its uses but rarely is that content that is designed to create a connection. Instead, that is created to educate.
Social media posts, blogs, and sales pages need to connect to the reader, or the conversions will not happen. So, as you write out your text, think of how you would talk to a friend, explain something to a colleague, and use that as your muse when crafting your “voice” within the text.
3. Use Media
Words are powerful, but so too is imagery. You want to use different media types to help you connect with your reader. While the personal tone is equally important, include a picture of yourself in your bio on each blog, that way, the reader can picture who they are talking to.
4. Picture the Ideal Reader
Just like you want your reader to picture you, you need to picture them. You know your target audience – if you don’t, that’s an entirely different topic – so now you can picture one member from your target audience as you create your content. Pick them from the crowd, and pretend you are conversing with them. When you picture yourself talking to a real person, rather than them reading what you have written, it helps you be more conversational. You aren’t lecturing a group of students at the university – just an intimate conversation between two individuals.
5. Put Yourself in the Reader’s Shoes – Address their Needs
You can’t truly connect if you aren’t in your reader’s shoes. What are their dreams? Fears? You need to know their pain points to bring them up in the copy and almost catch them off guard. You want the reader to sit there thinking, “Yes! That is me!” and not just going through the motions. The more connected they are to the writing, the more likely they are to take action you request at the end of the page – whether it is a contact, submitting email addresses, etc.
You need to show that you can relate to their problem, then strike with the solution. If you don’t build up a relationship on mutual understanding first, you cannot offer a mutually acceptable solution.
Often, copywriters will come out of the gates swinging. They don’t hit that pain point and instead just start talking about the solution while touching here and there on the issue it solves. That doesn’t grab a reader and keep them hanging on for the ride. Instead, they see that you have a solution, make up their assumptions, and bounce.
So, instead, build up the rapport first, then offer your solution. Take the reader through your journey, showing your understanding and relativeness, then add your solution and call to action. If you offer the goods right from the start, you will lose the chance to build a relationship with your reader first.
6. Work with the Emotions You Want to Pique in Your Reader
Picture your reader’s emotions as they go through your text.
If you aren’t getting a reader to laugh at a joke, ask yourself if you would have laughed. Would you cry at the same instance of emotion? Would you yearn for the same solution as profoundly as they?
Allow yourself to feel something, express it, and create that connection. You may be surprised at how willing people are to reach out to you when you occasionally open yourself up in your content, whether it is sharing a personal experience, a humbling moment, etc.
7. Avoid Third Person
The third-person POV does not connect with the reader. After all, if you read something in a third-person point-of-view, do you feel like you are being spoken to? Often a person will say “the person” rather than “you,” which makes you feel like they are speaking about someone else more than talking to you. So, why would you use a similar POV in your content?
Creating content that connects is more than just striking emotions, you need to pick the right words, especially the right POV. A good combination of first and second will help a lot – you can share a personal experience while addressing the reader’s needs. Essentially, include them in your conversation even if they read it 5 years later.
Do You Think You’re Ready to Connect with Your Audience in a Meaningful Way?
We have given you a few tips and tricks for adding more “connection” to your work, but now it is time to practice. Ensure you are researching your target audience, from their typical likes, dislikes, behaviors, generational differences, etc. Then, start working on your conversational tone, speaking to them as if they were your buddy hanging out, drinking coffee, and enjoying a casual conversation.
It takes practice to connect with your content, but it is not an unlearnable skill. Test the waters by tossing pieces that break away from what you usually do and see how they perform. Then, refine your technique, see how readers interact with your content and adjust as necessary.
Before you know it, you will be a writer who connects with the right audience to drive the conversions of which others can only dream.
Express Writers has a team of stellar wordsmiths that know how to hit on that conversational note and connect with your audience. From social media to landing pages to your next blog post, our writers can write as if they are talking to your target audience and help boost conversions so your business thrives on its blogging investment.
When did you last audit your social media presence?
If it’s been a while, let this be your sign to make this task a top priority.
Taking the time to review your social media accounts to ensure they effectively represent your brand and to tweak your strategy to get your closer to your goals will yield great results long-term. In fact, it’s something that you should do regularly!
And this #ContentWritingChat recap has all the tips you need to get started.
#ContentWritingChat Recap: How to Audit Your Social Media Presence
This month, we're hosting a community chat to discuss auditing your social media presence. ? pic.twitter.com/aK7pBDWKsW
— Express Writers | Your Content Writing Partner (@ExpWriters) June 1, 2021
This month, we held a community chat so all of you could step into the spotlight to share your tips. There was some amazing, actionable advice shared throughout the chat, so let’s dive into the recap so we can start auditing.
Q1: What does it mean to conduct an audit of your social media presence?
If you’ve never taken steps to audit your social media presence, then you might not know what it really means or where to begin. To give you a better understanding, here are a few responses from the chat:
A1. An audit for your social media is a review of all your social media profile to evaluate their performances, how well they're meeting your goals, and how they've contributed to the social media ROI so far. It helps make moving-forward decisions. 🙂 #ContentWritingChat
— Masooma | Content Writer (@inkandcopy) June 1, 2021
As Masooma said, an audit is your chance to evaluate how each of your social media platforms perform. Are you meeting your goals? Are you getting your desired results? Taking the time to answer those questions will help you determine if you’re on the right track or if you need to make some changes.
A1. It’s an assessment of your social media presence-what’s working, what’s not, how you can improve and grow your engagement on social media. #ContentWritingChat
To put it simply, an auditing your social media is essentially about seeing what’s working and what’s not. After all, this will help you figure out what kind of content to share more of.
A1: Metrics = Are you engaging your audiences? Analytics = How are you engaging them? Audits = Do they care?
When conducting an audit, you’ll want to dive deep into your analytics. This can help you see if you’re truly engaging your audience by sharing content that resonates with them. Shawn’s advice to do this quarterly is spot on.
Q2: Part of auditing your social media presence is choosing the platforms that are right for you. How can you determine if a new platform is worth your time and attention? How do you know when to ditch a platform?
Remember that you don’t need to be on every single platform. However, it’s still smart to try out the latest craze to determine if it’s worthwhile for you. Here’s how to figure it out:
A2: Know your buyers persona. Does she/he/they hang out on that platform? That is where you want to be: Where your people swim, you fish!
— Lori Anding ? || Introverted SoMe extrovert (@southbaysome) June 1, 2021
Lori’s advice is to know your audience. Are they hanging out on the platform you’re thinking about joining? If so, then it might be worthwhile for you to be present there. At the end of the day, you want to make sure your content is getting in front of the right people.
A2: When it comes to social media, my mantra is “No platform without purpose.” If you can’t think of a reason why a platform would be beneficial to you, there’s no need to be on it.
For maximum efficacy, prioritize the platform your audience prefers. #ContentWritingChat
Rachel knows that there should be purpose behind your social media efforts. If a particular platform isn’t going to get you closer to reaching your overall goals, then it’s likely not going to be worth your time.
A2. Any new (or current) platform has to provide value for your audience & feel comfortable for your brand. You’ll have to check out a new platform to see if these conditions are met. If a platform starts to feel “off”, chances are your audience will tell you. #ContentWritingChat
Another important thing to consider is whether or not a particular platform feels good to you. It’s much easier to create content for social media platforms that you are genuinely excited about.
A2. I like to trying out a platform for 30 days. Look at the stats. If they are good, ramp up my efforts. If they aren't, see what's not working. If it's worth the ROI & my target buyers are on the platform, I'll tweak my efforts. #contentwritingchathttps://t.co/kTEjVArebY
Kim offered a really great tip about giving a platform a chance for at least 30 days. This will give you a good idea of how things are going. If your content has been performing well, take it up a notch. If not, you’ll want to tweak your strategy or scale back.
A2. The reality of social media is that it can take MONTHS of hard graft, uploading and engagement before you start to see results, so give it a bit longer than you might like, before giving up on platforms that don’t seem to be working. #ContentWritingChathttps://t.co/EUk14G1iWtpic.twitter.com/QRpePnYYiW
Just remember that it’s going to take time before you see results. Don’t give up too soon.
Q3: Your bio is often the first thing people see when they visit your social media profile. What should it include so that it accurately portrays who you are and what your brand is all about?
No one wants a lackluster bio! These tips will help you spruce up social media bio so that you’ll effortlessly attract new followers who love what you do:
A3. You bio should always include:
– A brief and clear description of exactly what you do. – A bit about your personal interests to give people talking points. – A link to your website + newsletter/other social sites.#ContentWritingChat
— Masooma | Content Writer (@inkandcopy) June 1, 2021
A great bio needs to clearly state what you do, first and foremost. This will help people determine if your content is something they might be interested in. From there, you can add personal details to help strengthen your connection with your audience since they’ll get to know you better.
A3. It should include keyword, who your target buyer is, what you can do for them, and why they need you. Keep it simple and straightforward. Adding a few personal bits is OK too. #contentwritingchathttps://t.co/HUNA52u1y5
It’s also smart to include keywords in your bio, as this will help you show up when people are searching on various platforms.
A3: Be concise about what you do so that you can add "who you are". People relate to people. People buy from people they know, like, and trust. When you add a personal touch, you connect. #contentwritingchathttps://t.co/oLv34xyjX9
— Lori Anding ? || Introverted SoMe extrovert (@southbaysome) June 1, 2021
Adding a personal touch to your bio goes a long way to build the Know, Like, and Trust Factor.
A3. Your bio should have
Your name Your services Notable achievements (if you don't toot your own horn, no one will do it for you) A link to your website/portfolio#ContentWritingChat
Any achievements that would be impressive to your target audience are great to share as well. This can include features, awards, certifications, etc.
Q4: We all know consistency is key, but how often should we really be posting on each social media platform? And how can we ensure we’re staying on top of posting regularly?
The good news is, you don’t need to be overwhelming yourself by posting multiples times a day on every single platform. It’s more about keeping your account active so you stay top-of-mind.
A4. Follow this: frequency x quality.
You don't have to post daily, but every 1-2 days is important to stay on top of your audience's mind + not compromise on the posts' quality.
Also, you don't have to post daily, but you do need to engage daily. #ContentWritingChat
— Masooma | Content Writer (@inkandcopy) June 1, 2021
Masooma feels you don’t need to post daily, but you should engage daily. That goes a long way in building relationships with your target audience. When you do post, always focus on sharing high-quality content.
A4: Content creation doesn’t need to be as frequent as people think. A few solid posts a week is as good a foundation as any.
Consistent content communication is more important. You can be an active listener & engage w/ other content until your next post. #ContentWritingChat
A few posts per week is a great place to start. The key is to make sure you’re still listening to other conversations and engaging with people to build relationships.
A4: Automation helps you to share informative content regularly, but you have to engage in real-time. Use tools to track important topics and set a schedule around peak engagement times to participate in relevant discussions. #contentwritingchat
Using third-party tools to schedule content in advance is incredibly helpful. Just make sure that any engagement you do is done in real-time. Don’t automate that!
A4:
Trends are why it's best practice to have a content calendar for your social media. Prepare the evergreen stuff in advance and schedule twice a day to stay visible.
When scheduling content, it’s smart to fill your queue with evergreen content. You know, content that doesn’t have an expiration date because it’s always relevant. Then, you can add the latest trends as needed or post them in real-time.
Kim suggests using scheduling tools that provide you with the best times to post. This way, you can maximize your impact on the social media platforms you’re using.
A4: Test Test Test That is how you know how much to post. Posting once to twice daily on Instagram has created an excellent community of engaged fans/followers. Posting a few times/day on Twitter can help you reach the same results.
— Lori Anding ? || Introverted SoMe extrovert (@southbaysome) June 1, 2021
Ultimately, it’s all about testing to see what works for you. Don’t be afraid to tweak your strategy over time to see what gets the best results.
Q5: Should you keep an eye on what competitors are doing? If so, how can this play a role in your social media strategy?
Although you don’t want to become too obsessed with your competitors, you can learn a lot from them. Here’s what you should look for while doing your research:
A5. Keeping an eye on the competition helps you avoid their mistakes and gives you ideas on what to try out.
But you should beware of the copycat trap. You don't have to do everything they're doing. #ContentWritingChat
When you watch your competitors, you’ll be able to spot the mistakes they make and avoid falling victim to the same ones. It’s a great learning opportunity.
A5. Once in a while, it's good to track what your competitors are doing. The idea isn't to copy them, but to identify what they're doing differently and if you can do it better. Their performance might even inspire some fresh ideas! #ContentWritingChat
— Masooma | Content Writer (@inkandcopy) June 1, 2021
Just make sure you don’t copy your competitors. That’s not cool! Instead, use this research to inspire you to come up with fresh, new ideas of your own.
A5: What's the saying:
Keep your friends close and your competitors closer!
Use them as fuel to drive your success. It's like a race. Once you are on their tail, keep going.
— Lori Anding ? || Introverted SoMe extrovert (@southbaysome) June 1, 2021
Lori feels it’s smart to use your competitors to fuel your success. Allow them to motivate you to do better.
A5. If you’re checking in on competition too often you might find yourself copying what they do and unable to come up with original ideas – you should only ever be in competition with yourself yesterday, this is how you’ll stay true to your values & be unique #ContentWritingChathttps://t.co/eHEA2D1tbepic.twitter.com/hVuOeYP8u3
If you find yourself too consumed with what your competitors are up to, take a break for a bit. You don’t want to start copying what they’re doing, nor do you want them to overly influence the things you’re creating.
Q6: What are some important metrics to track on your social media accounts to ensure you’re on the right path?
Diving into your analytics can reveal some great information as you audit your social media presence. Instead of getting overwhelmed with the data, here’s what you should look for:
A6. I track engagement-related metrics such as comments, retweets (with comments)/reshares, and mentions. These tell me how much people are relating with the content I'm creating + how well I'm doing at building genuine relationships with my social community. #ContentWritingChat
— Masooma | Content Writer (@inkandcopy) June 1, 2021
Masooma focuses on metrics that are related to engagement. That includes comments and mentions, for example. It’s a great way to see if your audience is resonating with the content you share.
Q6. Engagement and growth is usually a good sign that you’re creating worthy content that will draw in the right audience. It’s not a numbers game though as having a small number of followers that are loyal is much more valuable than thousands that aren’t. #ContentWritingChathttps://t.co/e9Hi1fHhpFpic.twitter.com/9AuSYLaoHA
If you’re seeing a boost in engagement and more followers, that’s a good sign that you’re on the right track. Just don’t obsess over your follower count too much. It’s better to have quality followers rather than a bunch of followers who aren’t paying attention to what you share.
Q7: Are there any helpful tools you can use for tracking social media analytics, scheduling content, etc.?
The answer is yes! There are tons of tools that will help you audit your social media presence, ranging from free to paid options. Here are a few to consider:
— Masooma | Content Writer (@inkandcopy) June 1, 2021
Masooma has a few brands that she loves to check out on social media, one of which is Wendy’s. They’re well-known for their sass as they roast others on their Twitter account.
— Lori Anding ? || Introverted SoMe extrovert (@southbaysome) June 1, 2021
Lori actually took things one step further and created a Twitter List of some of her favorite people to follow.
Want to join us for an upcoming #ContentWritingChat? Mark your calendar for the first Tuesday of every month at 10 AM Central. Then, follow @ExpWriters and @writingchat. See you at our next chat!
— Express Writers | Your Content Writing Team (@ExpWriters) March 3, 2020
Our guest host for this month’s chat was Robyn Stevens. Robyn is a publicist and the owner of PR Media. She had some great advice to share with us, which you’ll want to start implementing right away!
Q1: If you want to get your brand noticed, which social media platforms should be part of your strategy in 2020?
Far too many brands get caught up in thinking they need to be everywhere online, but this simply isn’t true. It’s better to be smart about which platforms you invest your time and energy into. These tips will help you decide which ones are right for you:
A1 It really depends on the brand & who you’re trying to engage with. Fashion, beauty, nutrition, do very well on IG whereas money, social media experts do well on Twitter. I think it’s important to really know what works best for you & what platform your most comfortable with. https://t.co/64cu7Yc2gf
Robyn’s advice is to consider your brand and who you’re trying to engage with. Sometimes certain niches perform better on some platforms over others. And you’ll want to consider what’s going to work for you.
A1: A lot of people say go everywhere, but going to where your target demo is is most effective! I leverage Twitter, FB, IG, and LinkedIn as that’s where my target demo is most active! #ContentWritingChat
As Tamara pointed out, it’s important to be where your audience is most active. You don’t have to be everywhere online. Just where they are!
A1. Whichever platforms are best for reaching your audience. There is no one “best” platform. You need to understand audience demographics and do your competitive research: where are competitors garnering engagement from their audience & how can you replicate? #ContentWritingChat
When making the decision which platforms to use, consider your audience demographics. It’s also worth seeing which platforms your competitors focus on and which ones generate the most engagement.
A1: When choosing which social media platforms to invest your time into, it really depends on two key things.
Where is your audience actively spending their time?
And which platforms can you truly shine on? Play up your strengths! #ContentWritingChat
Another thing to consider is your own unique strengths. Which platforms allow you to really shine? For instance, if you have great photography skills, Instagram is a fantastic place to show them off. You want to enjoy using the platforms you’ve signed up for.
A1 It depends: your audience and your purpose (what you’d like to achieve – awareness, visibility, leads, increase on sales,….). When you get clear on what you’d like to achieve and how to get there, then it’s easier to see which channels to focus on #ContentWritingChathttps://t.co/x2NlxQMmdE
— Zala Bricelj – ?? ? #edutech is my jam (@ZalkaB) March 3, 2020
Zala suggests thinking about your purpose as well. What do you want to achieve on social media? This can help you narrow down the platforms that are right for you to be on. From there, you can start developing your strategy.
Q2: How can you ensure the content you share is attracting attention from the right people?
Another key element to being successful on social media is getting the right people to discover your content. You want your target audience to find you, follow you, and engage with you. And you do that by sharing the content that’s going to draw them to your profile.
A2 Ask! You should ask the people that follow you what type of content are they looking for. Also, review – check to see what content has really hit home and brought true results/engagement. Plus, take a chance & try some new ideas. Really get to know your audience https://t.co/8jTlu9UUn6
If you don’t know what people want to see from you, never be afraid to ask. They’ll be happy to share their thoughts with you. Even creating polls to get feedback can be a quick and easy way to get content suggestions.
A2: To ensure your content is attracting the right people you need to set goals. If you don’t know what you are trying to achieve, you won’t know if the right people are seeing it. Different types of social content lead to different actions and goals. #ContentWritingChatpic.twitter.com/xjqaaI0MYg
Consider what you’re trying to achieve with your social media presence. How can you reach those goals? What kind of content would help you get from where you are now to where you want to be?
A2 —
You can measure it depending upon what you are trying to achieve:
You should always look for engagement rates and what people are saying about content.
Feedbacks are very important in the social media world, cos that’s how people perceive your brand#contentwritingchat
And of course, you’ll want to add your own spin on things!
A2: Understand what your target market looks for, what they are currently receptive to, what their pain points are, and what they engage with the most. #ContentWritingChat
One great way to attract your target audience is to share content that addresses their pain points. Provide solutions to their problems and they’ll love you.
A2. I like to have content categories, so when choosing topics, I can ask myself: Does this fall into one of the categories that I know, based on research and understanding of the industry, appeals to my audience? It’s a structure to keep my content aligned. #ContentWritingChat
Jessica’s idea about creating content categories will definitely help keep things organized and it’ll give you ideas on what to share when you need to get those creative juices flowing.
Q3: When building your brand on social media, what are some things you absolutely must do?
There are some definite musts when it comes to standing out on social media and attracting an audience. Just keep this advice in mind if you want to see maximum ROI:
A3 Develop your brand first! Be consistent across all platforms and be consistent in posting. This makes it easier for the press/media to get to know you & to consider you as a go to expert! https://t.co/ky2j5KiNd9
Be consistent across all the platforms you’re using and start working to establish yourself as an expert in your field.
A3.
When
building a
brand on social:
______
??Define your purpose
??Define your message
??Define your voice
??Define your audience
??Define your goals
??Define your strategy
F I R S T!
______
THEN
-add value
-build connections
-be consistent#ContentWritingChat#brandingpic.twitter.com/LULTaACXZZ
Gaby says to define your purpose, message, voice, audience, goals, and strategy to start. From there, you can add value, build connections, and make amazing things happen.
A3: I’m going to go with consistency. You have to be consistent. When someone checks you out on social media, they want to see that you’re active. #contentwritingchat
You should definitely make engaging a priority. The more connections you make, the better the chance your brand stands at growing every day.
A3. Don’t just “engage.” Engage in your NICHE. Ask questions. Comment in posts. Share relevant content. Use this as a way to show your authority in the space, which will always bode well when building a brand. #ContentWritingChat
When engaging, make sure you’re engaging with the right people… Those who will be interested in your brand and what you have to offer. You can even engage with others in your niche. Just get out there and start having conversations!
A3 – BE GENUINE! Interact with others and they will reciprocate and like you. 20 mins a day is all it takes sometimes. Produce clever and current content. So many ways just organically! – Rhianna #contentwritingchat
Always be genuine and people will be drawn to you.
A3) #contentwritingchat is a good place to start. It’s one of the things I did to launch. Before I knew it I had a following, was leading #TwitterChats and was booking gigs as a speaker. Also, you know, engage with others. This is social media, not scream into the void media.
As one of our #ContentWritingChat participants from back in the early days, Jenn knows that Twitter chats are an amazing way to grow your community online.
Q4: Building relationships on social media is key to growth, so how can we do this effectively?
If you want to use social media to build brand awareness, you cannot be a lurker. You need to engage and focus on building relationships with other people to get your name out there. Here’s how you do that:
A4 I agree – when appropriate have a sense of humor. Emotion wins and retains people. Everyone loves questions and surveys. Anything that reveals a little about their personality. Such as favorite type of movie. I ❤️ horror films. https://t.co/OlukgAF7UY
Humor and emotion definitely resonate with people.
A4. First be genuine and bring something to the table. Second, look for activities (like chats) where you can add value while networking. #ContentWritingChathttps://t.co/sY6VpoWY9X
Actively seek out chats and groups where you can easily make connections with new people. That will really pay off in the long run.
A4: Personalize the experience however possible! Engage with your followers’ posts, use their names when appropriate, don’t be afraid of DMs, and don’t forget to follow up!#ContentWritingChat
Find ways to personalize the experience when engaging with others. It shows you’re paying attention and that you care.
A4: Follow people. Attend Twitter chats. Get to know people.
If we’re talking about PR, start sharing, liking & commenting on journalists’ posts *before* you approach them with a pitch. #contentwritingchat
When it comes to journalists in particular, it helps to comment on their posts before pitching them. You can use this same strategy to initiate conversations with other people as well.
A4:
– Writing meaningful content that CONNECTs with your audience
– Content that evokes an emotion wins
– Be engaging and engage
– Always think of your audience not yourself
– As questions, people love to answer questions
– Care!
– Engage#contentwritingchathttps://t.co/NFwVhy9yVJ
— Lori Anding? Heart-based Smallbiz SoMe Advocate (@southbaysome) March 3, 2020
Think about what your audience would be drawn to and create content that connects with them and evokes an emotion. You can even ask questions to boost engagement quickly and easily.
A4:
– Start conversations
– Join conversations
– Create lists
– Create groups
– Don’t just listen to respond#ContentWritingChat
Consider creating Twitter lists of people you’re interested in. You’ll stay updated with their posts and it’ll help you find potential conversations to jump in on.
A4
HOW TO:
Build connections on social!
_
??Be consistent
??Be transparent
??Be supportive
??Be authentic
??Be accessible
??Be empathetic
??Be open-minded
??Be present
_
You have to
BE SOCIAL for
SOCIAL to work!
_
FOLLOW up
FOLLOW through#branding#ContentWritingChatpic.twitter.com/rAr99588xC
All of Gaby’s advice is spot-on! Be social and you’ll make it work!
Q5: How can social media help you gain media placement for your brand?
If one of your goals is to get your brand in the media, it can absolutely be done. There’s just a few things you should keep in mind! Here’s some advice:
A5 Social Media allows traditional media (TV/digital/magazines) to know that you’re part of the current conversation and you’re able to contribute your knowledge/advice in timely manner. https://t.co/PSZIS1Bgyo
Social media makes it easy to contribute to conversations and share your own thoughts in real-time.
A5) After consistent posting of valuable content, and consistently engaging with others, algorithms start playing in your favor.
Not only will people be engaging in your content more, your brand will be shown more frequently by the social platform.#ContentWritingChatpic.twitter.com/E16a8lbvec
— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) March 3, 2020
Consistently share valuable content and engage with others and you’ll start seeing more exposure for your account. In turn, others are going to take notice.
A5: Engaging with reporters helps, as well as sharing their articles and tagging them.
Much like relationships with potential customers, you must add value before you ask anything of them.#ContentWritingChat
Don’t be afraid to engage with reporters by commenting on their posts. You can even share their articles to start getting on their radar too.
A5. One unique method for getting media placements from social is social listening! Sometimes reporters and journalists put out requests on Twitter, and if you’re listening, engaging and paying attention, you may be able to secure that placement! #ContentWritingChat
It’s also smart to be on the lookout for requests from journalists. If you’re actively listening for opportunities, you’re sure to find something that suits you.
Q6: What can you do to make sure your social media profiles accurately reflect you and your brand?
If you’re going to use social media to build brand awareness, it’s crucial that your account is complete and that it reflects the brand you’re building. Luckily, our #ContentWritingChat participants had some great advice for creating a profile that stands out!
A6 Ask people to check out your profile and see if they understand who you & what your area of expertise is. If people are uncertain, then it’s time to redo your profile. The media and brands need to know straight away what you’re all about! https://t.co/ZoWNNj6Y7b
Get feedback from people by asking their opinion on your profile. If they get a clear understanding of what you’re all about, fantastic. If not, you know you need to change things up.
A6: #ContentWritingChat
Your social media profile should:
? Have up-to-date bio info
? Have consistent voice and style
? Adapt as you grow
Don’t be afraid of trying new things, but make sure your posts and engagement activity still aligns with your goals and personality. pic.twitter.com/AeWPY0Mp2d
— Click Control Marketing (@ClkContrl) March 3, 2020
Make sure your profiles always contain updated information in your bio and have a consistent voice and style.
A6) Have a social strategy prior to posting (or create one now if you don’t have one) and do, at least, quarterly audits to ensure the brand voice, tone, and content reflect the company’s best interest.
It’s easy to get off track, so audits definitely help.#ContentWritingChatpic.twitter.com/PpIDsWErH0
— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) March 3, 2020
Having a strategy is important! Then, you can conduct quarterly audits at the least to assess brand voice, tone, and content are exactly how you want them to be.
A6.
SOCIAL
should accurately
reflect your brand & it’s:
_______
?Unique Value Prop.
?Message
?Values
?Story
?Voice
?Efforts
____
HOW?
Ensure all
of your posts
and actions align
with these elements!
__
CONSISTENCY = KEY!#ContentWritingChat#branding#marketingpic.twitter.com/9q71xiN4Jy
Ensure your posts align with your unique value proposition, your message, your values, and more. This is what makes your brand special. Embrace it to stand out.
A6: Be authentic and consistent. Define what your brand is. But authenticity is what people want today. That doesn’t mean spilling your guts out on professional pages & profiles, but be real & appropriate. Don’t be fake. People see through it. #ContentWritingChatpic.twitter.com/P5vPu9lHmF
When using social media to build brand awareness, authenticity and consistency are two key elements.
Q7: Are there any things you should or shouldn’t do when pitching your brand to someone?
Sometimes you have to take bold action and actually pitch yourself. Don’t be shy! And don’t be scared! You can successfully pitch yourself when you’re confident and follow these tips:
A7 Don’t pretend to know the brand. Truly get to know the brand & make certain it aligns with you. Provide possible deliverables, that allows the brand to right away think of ways to partner with you. https://t.co/ov9nroR5Oy
If there’s a specific person you’re reaching out to, get to know that person as well. Read their bio and even check out their personal social media accounts when possible so you have an understanding of what this person is all about.
A7) Don’t focus on hard selling. Focus on how you can help with prospects and customers solve problems. It’s key in a world where people no longer want to be sold to and where they’re more untrusting of brands than ever. #ContentWritingChatpic.twitter.com/zAFab2tUyf
Focus on how you can help solve problems and provide value as opposed to hard selling. People want to know what’s in it for them and by delivering something beneficial, they’ll see you as a trustworthy source.
And remember that you can’t be everything to everyone.
Join us for the next #ContentWritingChat! We chat on the first Tuesday of every month at 10 AM Central. Just follow @ExpWriters and @writingchat for all the latest.]]>
As a business owner, your social media presence is crucial.
It’s a place for you to share content that builds your community, while also giving you the chance to get to know and better understand your audience.
Not only that, but social media is also a great way to generate new leads… When you do it the right way! And luckily, that’s what we talked about in this #ContentWritingChat!
#ContentWritingChat Recap: Using Social Media to Connect With Your Audience & Generate Leads with Bernie Fussenegger
Happy Tuesday! ?? It’s time for #ContentWritingChat!
Today, @B2the7 is guest hosting to share his tips on using social media to connect with your audience and generate leads.
Make sure you give him a warm welcome! ? pic.twitter.com/q3BLWIiDlr
— Express Writers | Your Content Writing Team (@ExpWriters) December 3, 2019
Our guest host for this month’s chat was Bernie Fussenegger. Bernie is a digital marketing leader, as well as the host of #Digital360Chat on Twitter.
Q1: How do you choose which social media platforms are worth the investment?
The first step in building your social media presence is determining which platforms are worth your time and energy. Because the thing is, you don’t have to be everywhere! So, how do you choose the platforms that will deliver the ROI you’re searching for? These tips will help you make the decision:
A1a: Each channel is going to be different for each brand or solo business. Find out what channels your audience is in and start with those channels first #ContentWritingChat
A1b: For myself, the channels I spend the most time in are @Twitter and @LinkedIn. I also continue to follow and understand the other channels to help others and clients as needed for their audiences. #ContentWritingChat
Bernie’s advice is to first figure out where your audience is spending their time online. You want to make sure you’re somewhere that they’ll actually discover you, otherwise your content won’t be seen by the right people.
For him, his go-to social media platforms are Twitter and LinkedIn, but he still stays updated with other platforms so he can best serve his clients.
A1a. Also, where do I feel that I am having the most fun and am able to express myself the best? Such a vital part of the equation. Without those, it will be hard to sustain the effort over the long run. #ContentWritingChat
Gene shared two great points. It’s important to do some research to figure out what makes the most sense for your brand. Determine where your audience is, as well as how you can best serve them.
But another thing to consider is which platforms are the most appealing to you. Where do you have the most fun? Where do you really shine when it comes to creating content and being present?
A1: To determine which SM platform is best for your business, do in-depth research on where your audience spends their time. Be where they are. It doesn’t hurt to do some competitor research either. What works for their business & can you do it better? #ContentWritingChat
Lexie agrees that it takes a little research to get it all figured out! She says it’s important to be where your audience is. And don’t be afraid to check out your competitors to see where they’re spending their time. Can you identify areas where they’re struggling and step in to do better?
A1: I think the initial decision is made by matching up audience demographics. Modify that decision by listening to your audience to find out where else they might be. #ContentWritingChat
John suggests considering the demographics of your audience as well. This will be a good indication of which platforms those in your target audience may be using.
A1) This is where knowing your audience comes in to play.
Does your brand cater to an older demographic? Facebook
Cater to a younger generation? Instagram/Tik Tok
Not sure? Twitter (always a failsafe) ?#ContentWritingChat
— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) December 3, 2019
Jason also feels knowing your audience demographics is key. If your audience is older, Facebook might be your best bet. If they’re younger, you might want to give Tik Tok a try. And of course, there’s always Twitter!
A1: Take a look at which platform provides you with the most rewarding and meaningful engagement with your customers or clients! #ContentWritingChat
It’s also worth experimenting to see which platforms are actually working for you. Don’t be afraid to give a new platform a chance and see if it’s delivering the engagement you want.
Q2: Once you’ve picked your platforms, what should you be posting to attract the right people?
Posting the right content on Twitter is a huge part of your strategy. You want to make sure you’re sharing things that will appeal to your desired audience, otherwise you’ll end up with all the wrong people following you! And if you want to ultimately make sales, you need to have an audience that’s interested in your offerings.
A2a: With social, I see the perfect testing ground and the ability to really understand your audience. Test your content and see what works. Is it video, graphics, links, questions, polls, the types of content & the style of writing. #ContentWritingChat
Bernie is all about testing to see what kind of content works for you and your audience! Experiment by posting videos, graphics, links, questions, polls, and more to see what moves your audience to take action. Have fun with it!
Also, you want to make sure you’re engaging with your community. Sometimes it’s as simple as asking them what they want to see.
A2: Post helpful and engaging content. What is your audience most interested in? Start by posting content related to it. Also, post that content in various forms. Not everybody absorbs content the same way. #ContentWritingChat
Lexie knows that posting helpful and engaging content will go a long way when it comes to building your community. Think about what your audience is most interested in and start by sharing that. She also encourages you to try out different content formats to see what really resonates.
A2: Post content that’s helpful, actionable, and helps your audience make strides towards something. That may be engaging with your social posts, signing up for an email list, buying a service/product, or any number of things. Always think about the next step. #ContentWritingChat
Helpful, actionable will always be a winner! Amanda feels it’s important to think about the next step that you’re leading your social media followers to take. It could be joining your email list, purchasing your offerings, or something else. That’s how you start getting leads!
A2) First off…DON’T do what “best practices” say to do for that platform. Those are what worked for someone else & doesn’t guarantee success.
Research trends, find what people respond to, & think of ways you can offer valuable content to your audience.#ContentWritingChatpic.twitter.com/aGnBk5xU7P
— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) December 3, 2019
Jason’s tip is to NOT follow the best practices that you find online. The reality is, what worked for someone else might not cut it for you. That’s why you need to do some research and figure out how you can provide value to your audience.
A2. Post content that is the unique intersection of expertise/perspective and helps potential clients find answers to questions. If you can do that while entertaining and showing your authentic self that also helps attract and keep the right people. #ContentWritingChat
Gene said to share content that shows your expertise/perspective, while also helping your audience in some way. And if you can do that while keeping them entertained and engaged, that’s a win!
A2: Get your content out there! Whether it’s blog posts, press releases, or just general announcements, it’s a great way to ensure your followers stay in the know about your business. #ContentWritingChat
Don’t forget that it’s also important to spread the word about your content. There’s no reason to be shy when it comes to sharing your blog posts, announcements, etc.
Q3: How can you create more engagement on social media to build relationships?
If you’re ever feeling bummed by the lack of engagement going down on your social media platforms, let’s make a change! These tips from the chat will help you boost conversations and ultimately build your brand:
A3a: Twitter Chats are a great place to engage and build relationship with like-minded professionals. Follow peeps and relevant hashtags and be part of the conversations. #ContentWritingChat
A3b: And with the engagement, it is being consistent, providing value, it is sharing, it is listening, it is a two-way street, it is about respect and it isn’t about you. #ContentWritingChat
Bernie knows that Twitter chats are where it’s at! They provide a fantastic opportunity to connect with people from all around the world. You can learn from them and make new connections. It’s also important that you’re actually engaging with others and listening to what they have to say.
A3) Treat social media the way it’s supposed to be used -> BY BEING SOCIAL!
Ask questions, answer questions, share insights, publish things that entices user-generated content…don’t focus on just selling/promoting your product/service.
Use the 4-1-1 rule!#ContentWritingChat
— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) December 3, 2019
If you want more engagement, you need to be social yourself. Jason’s advice is to ask questions, answer questions, share insights, and more. Don’t just promote your products. Think about what will get people talking.
A3 That’s the $64,000.00 question! It’s not enough to just be there on social, you need to BE THERE. Engage with your audience, join their discussions and listen to their concerns. Create content based on those interactions and reward loyalty/advocacy! #ContentWritingChathttps://t.co/q3DXVGHQDB
As Michael said, you need to actually be present on social media if you want to drive engagement and see real results. This is why it’s important that you check in and engage with your audience regularly.
A3: The best way to create more engagement on social media to build relationships is – surprise- to engage. ? #ContentWritingChat
A3 2/2: that means actually spending time on the platform. That could be through Twitter chats like this or simply engaging with people proactively, and also reactively, responding to their comments, etc. #Socilamedia isn’t set it & forget it. #ContentWritingChat
Engage with others and you’ll increase the likelihood that you’ll see engagement in return. Michelle says it’s important to spend time on the platforms of your choosing so you can read and respond to replies.
A3a. Be willing to learn. Coming with an open mindset and a willingness to hear what others are saying goes a long way in building relationships. Be social. When you don’t understand ask. When you have a different opinion, share it respectfully. #ContentWritingChat
Marcy’s advice is to be willing to learn and be social. Having that mindset will really go a long way in creating success.
Q4: What’s the key to converting social media followers into clients and customers?
Now that you’ve got the followers, it’s time to start turning them into paying members of your community. After all, don’t you want to sell your products and services? To get people to take that next step with your brand, make sure your keep this advice in mind:
A4a: It takes time and there is a fine-line between selling and engaging. When you are providing value and seen as an authority in a topic, it becomes much easier for recommendations and word-of-mouth #ContentWritingChat
A4b: It’s very important to provide value, to be transparent, to be honest and respectful. What you see of me on social is what you would also get in person…be genuine and authentic #ContentWritingChat
Bernie suggests providing value, being transparent, honest, and respectful. It’s not a game you can win overnight. But in time, people will connect with you and ultimately be willing to purchase from you.
A4: In my mind, there are three things:
– add value to their lives
– build trust
– make it easy#ContentWritingChat
John’s tips are to add value, build trust, and make it easy for people to discover and buy your offerings.
A4) Consistency & Quality.
Be that voice they hear/see regularly, which builds trust & authority.
Once you’ve achieved that, they are FAR MORE likely to convert, regardless if it’s a sale, download, signup, etc…b/c they TRUST you are looking out for them!#ContentWritingChatpic.twitter.com/S1NtcSbKSI
— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) December 3, 2019
Jason says it’s all about consistency and quality. When you have established yourself as an authority and built trust, they’ll be more likely to buy.
A4: Don’t be afraid to ask for the sale or promote. It’s so important to weave sales messages into your social content. Free content builds trust, but remember why you are building trust. Chances are your audience wants to support, but they don’t know how. #ContentWritingChat
If you want to make the sale, don’t be afraid to ask! You have to promote your offerings in order for people to discover them. Don’t expect them to find it on their own.
Q4: show up, consistently. Have a generous mindset by producing valuable content that answers Qs/solves problems. And be human! Chat with others as you do in person. And remember that it costs nothing to be polite. #ContentWritingChat
And don’t forget, you need to show up consistently!
Q5: How can you set up your Twitter profile to drive leads?
Now that you know how to drive leads with your content, what about your profile? There are different things you can do on your Twitter profile to drive people to your site and boost sales. Here’s what you can do:
A5a: Take full advantage of your cover photo and profile pic – ensure they are profession but also tell what you do. Have a good descriptive bio and a link to your website or services. #ContentWritingChat
A5b: Keep your posts professional, show some personality, be transparent and a trusted source that provides value…it will come through in what and how you post. #ContentWritingChat
Bernie said it’s important to keep things professional. You want to portray yourself in a good light to your target audience. Use your cover photo to show what you do, write a descriptive bio, and include a link to your website or services.
A5: First, fill out your profile completely. Be sure to include contact information! Take advantage of posting tools to be visible, but don’t forget to go back and engage with your audience. #ContentWritingChat
Always make sure your profile is completely filled out! Don’t leave anything blank because that doesn’t tell your audience anything.
A5. Really important to have the Twitter bio set up the right way. Starting with the cover, the profile pic, the bio and a pinned tweet. Those elements should all be used to establish trust, look like the real deal, and send people to an offer. #ContentWritingChat
Gene said to make sure you have a profile photo, a cover photo, a bio, and a pinned tweet. These elements can all help people learn what you’re about so they’ll know if you’re right for them.
A5: Take advantage of all of the ways you can personalize your profile. Make sure to include the website URL, the logo of your business as your photo, an eye-catching cover photo, and a short & sweet description of your company/service. #ContentWritingChat
Mara knows there are a number of ways to personalize your Twitter profile, so you want to take advantage of it all. Definitely don’t forget about that pinned tweet, as it can often be overlooked.
A5:
1️⃣ Say what you do and who you help in your bio.
2️⃣ Have your website linked to your profile (and another link in your bio).
3️⃣ Have a pinned tweet with a lead gen offer!#ContentWritingChat
Tony said to use your Twitter profile to say what you do and who you help in your bio, link to your website, and have a pinned tweet with a lead generation offer.
Q6: How will you know if you’re seeing results with your social media efforts?
So, you’re putting in the work… The next step is to actually track and see if you’re generating the results you want. This is how you do that:
A6: Metrics are important in measuring your efforts. I don’t pay much attention to vanity metrics but for each campaign, I measure the engagement, comments, impressions and follower growth as starters. I do have different KPIs for each campaign. #ContentWritingChat
Bernie doesn’t put too much attention on the vanity metrics, but instead he looks at engagement, comments, impressions, and growth. These are all great to watch, but as he mentioned, your metrics will change based on the campaign. Consider what’s most important for you to track.
A6: Make sure you have goals for your social media and have tracking in place. The tracking can be from the social media platform and/or Google Analytics. If you don’t know what you’re trying to achieve you will struggle to see results. #ContentWritingChat
Lexie knows that it starts with setting smart goals! You need to know what you’re trying to achieve in order to know which metrics are the most crucial. From there, keep an eye on built-in analytics from your social media platforms and/or Google Analytics.
A6: Set some goals up first with KPIs, then periodically check them to see how your efforts are paying off.
Look at your analytics as well as the growth of leads/customers, etc.
Ask your customers how they heard about you!#ContentWritingChat
Don’t forget to check in often to see how things are performing. This will let you know if things are going well or if you need to tweak your strategy.
A6. There are a lot of different metrics to look at. Make sure you’re using the right ones. Establish your #KPIs is an integral part of any business plan. #ContentWritingChat
Just make sure you aren’t overwhelming yourself with metrics. Establish those KPIs and pick out the most important metrics from there.
Q6:
? Define what success actually is.
? Determine what KPIs will measure that success.
? Collect the data via your social channel or analytics program.
? Review data to verify current KPI performance.
? Compare to historical data for reference.#ContentWritingChathttps://t.co/i0U3Az934J
Once you’ve collected some data, you’ll want to compare it to previous data to see how things are performing.
A6: have goals per campaign; not just general social goals. Don’t just focus on clicks or leads or sales. Add audience goals. Think like a media company. You have revenue goals, sure. But you need “ratings.” So comments, shares, followers, likes, etc. #ContentWritingChat
It’s also smart to have goals per campaign, not just general social media goals. Each campaign will likely have a different focus and you’ll want to track the right metrics to ensure success.
A6. Look at the insights/analytics and also look at how many ACTIVE & LOYAL followers you have gained. I started my art page on IG and notice that although I do not post that often, I still have LOYAL followers. #contentwritingchat
When looking at growth, it’s active, loyal followers that really make the difference. Having 1,000 followers that are listening and engaging is much more powerful than 10,000 follows that aren’t paying attention to you.
A6: Sometimes, you don’t know for sure where someone heard of you. The lurkers on social media are a HUGE factor. Always ask, if they don’t volunteer that info. “How did you find me/hear about me?” #ContentWritingChat
And as Michelle said, it never hurts to just ask people how they discovered you! This will show what’s really working in your strategy and where you can make improvements.
Q7: What tools and resources can help you make social media management easier?
Let’s make your job of social media management a little easier, shall we? There are tons of great tools out there that can help, as well as resources we can learn from. Here are some that are worth checking out:
Bernie has a number of tools he loves, which includes Twitter Analytics, Google Analytics, and TweetDeck.
A7: I like @Buffer for scheduled posts. And I love @PablobyBuffer for photos. So easy to create an image with text to accompany your post – or just pull an image to include. #ContentWritingChat
Crowdfire and SproutSocial are essentials for John.
A7: I love using @buffer and @TailwindApp when I am scheduling stuff out. Otherwise, I use the tools the company provides like Tweetdeck and Creator Studio. For graphics I use a mix of @canva and @Photoshop. I also love @CreativeMarket for things like fonts. #ContentWritingChat
And of course, SEMrush is always a great one to use as well! Want to join the next #ContentWritingChat? Our Twitter chat takes place on the first Tuesday of every month at 10 AM Central. Just follow @ExpWriters and @writingchat to stay updated!
Social media can sometimes feel a little overwhelming.
There are so many platforms to keep track of, you have to create fresh content on a regular basis, and still find time to connect and engage with your audience.
How are you supposed to manage it all? And how can you be sure you’ll reap the rewards of all the time and effort you put in?
Well, it’s all about having a smart strategy! In this month’s #ContentWritingChat, we talked all about social media. And in this recap, you’ll learn which platforms are worth your time, what makes a great post, and what you can do today to boost your results.
#ContentWritingChat Recap: Creating Content & Engaging With Your Audience on Social Media with Brooke Sellas
Our guest host this month was Brooke Sellas. Brooke is the CEO and Founder of B Squared Media, an award-winning social media marketing and ads agency. She’s also the co-host of the Marketing Companion podcast alongside Mark Schaefer.
Q1: Which social media platforms are worth your attention in 2019? Are there any you’ll be adding or dropping from your strategy?
With so many social media platforms available at our fingertips, it can be difficult to choose the ones that are right for you and your brand. We asked everyone to share the platforms they’re focused on and the ones they’ll be saying goodbye to (if any) this year.
A1: You should choose the platform(s) that work for YOU and YOUR GOALS. We all hear Twitter is dead, but here we are. Now FB is “dead” (hint: it isn’t). When platforms aren’t working for you, the first thing you need to look at is your content! #ContentWritingChat
As Brooke said, social media is all about determining what works for you and your goals. The reality is, certain platforms work really well for some brands and don’t perform that well for others. Pay attention to what’s working for you and what’s not. And if something isn’t working, review your strategy first before completely ditching it.
A1: It’s not which platforms are worth attention in 2019, but which platforms are my target market on. No matter what new social platform is trending this year, if my customers and potential customers don’t use it, then it’s a waste of my time. #ContentWritingChat
Always consider which platforms your audience is actively using. If your audience isn’t there, you won’t be able to reach the right people and you’ll ultimately waste time and effort.
A1. It all depends on the brand goals and audience. Put attention into the platform that serves the audience and shows that things are resonating. Also, look for where there is fun and enjoyment. Drop the platforms that feel like hard work. #ContentWritingChathttps://t.co/SFmD2K6j3K
— Gene Petrov – Ultra Human Leadership Coach (@GenePetrovLMC) April 2, 2019
Gene’s advice is to direct your attention toward the platforms that serve your audience. He said you should also consider which ones are fun and enjoyable for you. And if a platform feels like hard work, then it’s time to let it go.
A1: When choosing the social media platforms that are best for your brand, you need to consider two things.
Where do you shine? Are there particular platforms that really show off what you have to offer?
And where is your audience spending their time online? #ContentWritingChat
— Rachel (@redheadrachel) April 2, 2019
Another thing you want to consider is where you really shine. Are there specific platforms that you love to create content for and that truly showcase your abilities? Stick with them! For instance, if you create great images and video content, Instagram can be really beneficial.
A1: For my #B2B clients, we focus on LinkedIn & Twitter (sometimes Facebook).
The advice I hear – and give – is to focus on a couple that are most effective for you. Don’t try to be all things to all people (= overwhelm). #contentwritingchat
— Michelle Garrett (@PRisUs) April 2, 2019
For Michelle, she knows that LinkedIn, Twitter, and sometimes Facebook are the top platforms to focus soon with her B2B clients. You have to consider the audience and figure out what works the best.
And of course, Warwick is all about LinkedIn. He knows that this is the platform where he can be himself and create amazing content. Plus, he sees results from building his presence there, which is what really matters.
A1.
Social Media
platforms we are
paying attention to in 2019:
?Instagram
?Twitter
?LinkedIn
?YouTube
?Facebook
We’re using:
?Pinterest
?Snapchat
less than before. #ContentWritingChat
— Bentley University (@bentleyu) April 2, 2019
For the team at Bentley University, they aren’t afraid to utilize multiple social media platforms. Instagram, Twitter, LinkedIn, YouTube, and Facebook are the ones that work really well for them. However, they’re scaling back on their usage of Pinterest and Snapchat.
Q2: How do you figure out what you should be posting on social media?
Once you’ve chosen the platforms you’ll include in your strategy, it’s time to start creating content. But how do you craft posts that stand out, as opposed to getting lost in a busy timeline? Here are some tips to help you out!
A2: First, you need to remember why people use social in the first place: escapism. Or, some use it to gather information. That means your content always needs to meet 2 goals, entertain + inform. Or, INFOTAINMENT. #ContentWritingChat
A2A: Then, you need to measure the content. We do this with a weekly “see-saw” report, where we look at the top 3 performing posts & the bottom 3 performing posts and spot micro trends or patterns that tell us why things are (or aren’t) working. #ContentWritingChat
Brooke feels that great social media content meets the goals of informing and entertaining your audience. To determine if you’re doing it right, you want to track results on a weekly basis. Her advice is to examine the top three performing posts and the bottom three. Look for micro-trends or patterns so you can identify what’s working and what’s not.
A2) Research. Having a solid understanding of who your audience is and the keywords they’re searching makes creating your content easier and helps resonate with your audience more!#ContentWritingChat
— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) April 2, 2019
Jason knows that research is essential. You need to have an understanding of who your audience is and what they’re looking for online. From there, you can create the content they want to see the most.
A2. The easiest way is to directly ask your audience what they WANT to see (ex. use Twitter polls!). You can also check out your competitors’ social media channels and look at what posts users interact with most often. #ContentWritingChat
If you’re ever feeling unsure of what your audience wants to see from you, just ask them! It’s as simple as that. Dianna also suggests looking at your competitors on social media to see what gains the most traction with their audience. This isn’t an invitation to copy, but it can be a great source of inspiration.
A2 by doing your homework reviewing old posts and thinking outside the box. Don’t be afraid to push the boundaries when it comes to promoting #ContentWritingChat
— Jade Alberts Consulting (@Jade_A_Consult) April 2, 2019
Part of the research you should do can be reviewing your older social media posts. This goes back to Brooke’s advice of looking for patterns to identify what works and what doesn’t.
A2: When you’re first getting started, it is a lot of trial and error. If you have data, find out what is already performing well and share similar content. Keep in mind that there is such a thing as too much though. Find a happy medium. #ContentWritingChat
As Lexie pointed out, creating social media content involves some trial and error. When you determine the types of content your audience likes, you can create more of it. And if there’s something they clearly aren’t responding to, you can eliminate it. It’s all about testing to see what works for you.
A2:
– Listen to your audience
– See what others in your space are posting (what’s working for them/what’s not)
– Content type – some platforms are video-based whilst others are more focused on writing
– A/B testing#ContentWritingChat
— Tamara (@itstamaragt) April 2, 2019
Tamara shared some great advice here. She said to listen to your audience, see what others are sharing to determine what’s working and what’s not, consider the content type that works best for each platform, and then test.
A2 We have a dedicated strategy for each channel. On Instagram, you’re likely to find photos of our company outings or behind-the-scenes looks at agency life. On LinkedIn, we’re driving conversations about best practices that help our clients make decisions. #contentwritingchat
You also shouldn’t be afraid to create a different strategy for each platform you’re using. After all, each one is unique and requires its own content!
A2: How about what NOT to post? I often have to advise clients not to go too heavy on the promotional content.
Just like #PR, social media should not be too salesy. That’s what paid ads are for. #contentwritingchat
— Michelle Garrett (@PRisUs) April 2, 2019
And let’s wrap up this question with a fantastic piece of advice from Michelle… Don’t go overboard on the promotional content. Focus more on providing value and building relationships.
Q3: What makes a highly engaging social media post? Are there certain characteristics that stand out among posts that perform well?
We all want our social media posts to go viral, but there’s really no rhyme or reason behind this. The most unlikely posts go viral and you can’t always explain it. Nor can you count on it to happen for you! What you can do is incorporate characteristics of content that performs well to increase your chance of success.
A3: At @hellobsquared, we hate blanket statements like, “posts with 80 characters or less do best.” If you’re doing your see-saw reports, you’ll know what types of content get the most from your audience. Make your OWN best practices. #ContentWritingChatpic.twitter.com/JiutyGb8v5
As Brooke said, make your own best practices. Pay close attention to what’s actually working for you. Just because something works for another brand, it doesn’t mean it’ll work for you.
A3: Your audience is going to determine what a highly engaging social media post is. Having the ability to share the same information in different forms of content can help you stand out because you’re catering to different parts of your audience. #ContentWritingChat
What makes a highly engaging social media post largely depends on what your audience is interested in. That’s why it’s so important to understand them.
A3. Does it create a human connection?
Does it stir people to action?
Does it make people laugh?
These are the types of questions that will guide the process of making engaging posts.
Knowing the audience and giving them what they look for is crucial.#ContentWritingChathttps://t.co/CqgEWOj7aC
— Gene Petrov – Ultra Human Leadership Coach (@GenePetrovLMC) April 2, 2019
Ask yourself if the post creates a human connection. Will it cause people to take action? These are important questions to ask yourself.
A3) Emotion-driving words, a strong call-to-action, asking questions, attention-grabbing creative (image or video)…these all make for great engaging content for social media!#ContentWritingChat
— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) April 2, 2019
Jason said to include emotion-driving keywords and a strong call to action. He also said to ask questions and use visuals that will grab attention. Together, this is a formula for success!
What makes a highly engaging social media post?
R E L E V A N C E:
? Informative
? Timely
? Useful
? Entertaining
? Accessible pic.twitter.com/NIVYxOWcSx
— Click Control Marketing (@ClkContrl) April 2, 2019
The best social media posts are relevant to your target audience. They’re also informative, timely, useful, entertaining, and accessible.
A3.
A highly engaging social
post is…
??Creative
??Valuable
??Relevant
??Timely
??Informative
??Entertaining
??Thought provoking#ContentWritingChat
— Bentley University (@bentleyu) April 2, 2019
It’s also smart to make sure your content is creative, valuable, timely, informative, entertaining, thought-provoking, and of course… Relevant.
A3. Posts that perform well on social media:
-Ask questions
-Tag influencers
-Use hashtags (trending or other)
-Use graphics/imagery
-Teach your followers something new#ContentWritingChat
Dianna suggests asking questions to get the conversation going, tagging people when appropriate, using relevant hashtags, and including a visual. You also want to try and teach your audience something!
A3 – Incorporating a visual, (photo, video, or gif) usually results in your audience stopping to look & read, even if only for a few seconds. You can also try polls & emojis, but, don’t overuse them #ContentWritingChat
John knows that a great visual can help since it allows your posts to stand out.
Q4: What actions can we take to encourage more engagement on the platforms we use?
Feeling like you aren’t getting much engagement when you post on social media? This advice should help turn things around for you:
A4: For one, #ThinkConversation NOT campaign. We marketers get mired in the ROI of things too much. Figure out how to join the conversation (or start it) in an authentic way and keep doing that! Also: SEE-SAW REPORTS!?#ContentWritingChat
As Michelle said, we have to spend time on the platform. You cannot expect to receive engagement if you aren’t actively paying attention to your audience and responding to them.
A4 – Starts with you being consistent with providing value when you engage your audience. You cannot expect hundred or thousands of followers on any platform unless you put forth the effort #ContentWritingChat
Being consistent with your posting is a great way to boost engagement. It gets you noticed and encourages more conversation. As John knows, you have to put in the effort.
A4) Research to find out what kind of content your audience regularly engages with (not just within your industry). Get to know your audience on a personal level and find out what really matters to them.
Incorporate that into your content and you’re golden!#ContentWritingChat
— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) April 2, 2019
Jason’s advice is to research to figure out what your audience is actively engaging with. This will guide you in creating the content that speaks to them.
A4 Twitter chats like this generate so much engagement because they welcome/value feedback. They’re also regularly scheduled (predictable) and consistently promoted. Form your actions around those factors. #contentwritingchat
Twitter chats can be a fantastic way to increase exposure and engagement!
A4.
How can we
encourage more engagement?
?engage back
?be proactive
?join chats
?use polls
?ask questions
?use clear CTAs
?utilize UGC
?create interactive content
?use multimedia
?try contests/gamification
?do collabs
GET CREATIVE!!! #ContentWritingChat
— Bentley University (@bentleyu) April 2, 2019
Make sure you’re actually engaging with your audience. You can also ask questions, create polls, and design other interactive content.
If you want to encourage engagement, try:
✅ Clear CTA’s
✅ Different media types
✅ Engaging FIRST, not waiting
It’s important to test, review, repeat to continuously find the best results! pic.twitter.com/t1zOlNPels
— Click Control Marketing (@ClkContrl) April 2, 2019
And one important piece of advice: don’t wait for people to engage with you. You can make the first move!
Q5: Once people are engaging with your content, how do you keep the momentum going?
When you finally have engagement, you don’t want it to stop! But if you aren’t smart about it, it’ll be short-lived. So, if you want to keep the momentum up and continue the conversation with your audience, consider these tips:
A5: I’m not going to pretend this is easy. There’s a balancing act that happens with content you “have” to post and content that gets engagement. Watch that you don’t tip too far in either direction. #ContentWritingChat
A5 Great #content starts the conversation, its your responsibility to monitor replies, questions and reshares in order to continue the conversation and build depth with the community! #ContentWritingChatpic.twitter.com/LCcUwRJEz5
— Dan Willis #SMWL19 (@MLLNNLmotivator) April 2, 2019
As Dan said, it’s our conversation to monitor replies, questions, and shares. Don’t ignore your community!
A5: Engage back with them! I always say that the yin and yang of social is — Content creation AND community engagement. The balance between both will help you build a following and be an active member of your community. #ContentWritingChat
A5: Don’t let your content get stale. Make sure you’re still providing quality content that will keep your audience engaged. BUT while doing that you also need to engage with them & get to know them more so they feel important & stay interested in your brand. #ContentWritingChat
Lexie’s advice is to not let your content get stale. Providing quality content is important if you want to keep your audience engaged and grab their attention.
A5 Post regularly and keep asking good questions – keep them talking to you and each other! Don’t be afraid to change things up, by posting different types of content so they don’t tune you out. #ContentWritingChathttps://t.co/by5RRTzogD
You also need to be sure that you’re posting regularly instead of letting your account go dark. Share content to get the conversation going by posting what your audience is most interested in.
Q6: How can you be sure you’re reaching your goals with your social media efforts?
When you’re putting so much time and effort into your social media presence, you want to see that you’re actually reaching your goals. But how can you know this is happening? These responses from the chat will help you out.
A6: Please, oh please, figure out what your KPIs (key performance indicators) are and tie your social media activities to business goals or outcomes! ??? #ContentWritingChat
As Brooke said, you need to know your KPIs! From there, you will tie your social media content and activities to those goals so you can achieve them.
A6: Know your goals and metrics. Check in to be sure your meeting them. If not, why? Then tweak. If so, keep creating similar content. #ContentWritingChathttps://t.co/f6Nn5S3XYQ
— Lori Anding? Heart-based Smallbiz SoMe Advocate (@southbaysome) April 2, 2019
Lori agrees that it’s so important to know your goals. This will tell you which metrics you should be keeping a close eye on. Otherwise, how will you know what you’re working toward?
1. Define Success
2. Create Measurable Goals
3. Define platforms that will lead to goals!
4. #ScreenshotAwesomeness when good happens
5. Test, Tweak, Repeat
6. Lean into what works today & listen for what will work tomorrow!
7. Pivot#ContentWritingChathttps://t.co/nXNbW4NFOe
— Brian Fanzo ? iSocialFanz (@iSocialFanz) April 2, 2019
Brian shared a great answer with us for this question. First, you need to define what success looks like to you and set measurable goals you can track. From there, you’ll choose the platforms that are right for you, create content, and continue to test to see what works and what doesn’t.
Every goal needs KPI’s to accurately measure the results.
In social media, it depends on the goal, but common KPI’s include:
⚡️ New followers
⚡️ DMs
⚡️ Comments
⚡️ Likes/reactions
⚡️ Link clicks
⚡️ Reach
⚡️ Shares
Be careful of vanity metrics, though! pic.twitter.com/kfeuwFtXUJ
— Click Control Marketing (@ClkContrl) April 2, 2019
You may want to track things like DMs, comments, link clicks, etc. It all depends on your unique goals.
Q7: Are there any social media trends we should consider experimenting with this year?
Thinking about trying something different with your social media platforms this year? There are some trends you can try out!
A7: Social listening is big for us right now.?(isn’t it silly that we’re this far in and NOW listening comes up?!) We’re using for content, but also customer service, market research, and sales. #ContentWritingChat
A7A: We’re also really into using machines to help our marketers be more efficient. So #AI and content or AI and advertising have our interests piqued. ?#ContentWritingChat
For Brooke, it’s all about social listening and AI. Will you be stepping it up in either area this year?
A7: If you have the means, video. Do not make a video to just make a video though. It is important to create quality videos your audience connects with instead of makes fun of. #ContentWritingChat
Lexie knows that video is still hot! But the thing is, you can’t create video content just to jump on the bandwagon. You need to make quality videos your audience will connect with.
Chatbots are worth looking into if you haven’t already!
A7:
– Social listening
– Micro-influencers
– Adding personality to your brand to create trust and relevance
– Live video
– Storytelling #ContentWritingChat
— Tamara (@itstamaragt) April 2, 2019
Partnering with micro-influencers and incorporating storytelling into your content are just two things that Tamara will be working on.
A7.
Social Media
trends to consider
experimenting w/ in 2019…
?Chatbots
?Personalized CX
?AI
?Micro Influencers
?Paid Social
?Vertical Video
?Live streaming
?Storytelling
?Gamification
?Data Transparency
?Podcasts#Marketing#Branding#ContentWritingChatpic.twitter.com/46xAmzmb7i
— Gabriela Cardoza (@CardozaGab) April 2, 2019
Gaby mentioned live streaming, gamification, paid social media, and more.
Q8: What’s one thing we can all do today to start creating more engaging social media content?
Now, we want to leave you with some final tips that you can act on today in order to see a boost in your social media presence. Pick at least one piece of advice and go for it!
A8: Stop acting like a marketer and start acting like a human. One-to-one conversations and interactions on social are where it’s at.⚡SMALL IS THE NEW BIG!⚡ #ContentWritingChat
Know your audience and spend time learning all about them.
A8 – Start posting a few different types of content over the coming days to start compiling data & results. Again, refer back to your goals to ensure you are on track. #ContentWritingChat
Experiment with different types of content to see what works for you.
A8: People don’t remember content as much as they remember meaningful conversation. Interacting with people has always been the best form of content, IMO. #ContentWritingChat
One thing YOU can do TODAY to create more engaging social media content: ⭐️ TRY SOMETHING NEW! ⭐️
With consistent branding and presence, testing new content can get the attention of your audience. Make sure to have a goal for the content and track KPI’s. pic.twitter.com/a1YATwf8dX
— Click Control Marketing (@ClkContrl) April 2, 2019
Don’t be afraid to try something new! Join us for #ContentWritingChat on the first Tuesday of every month at 10 AM Central! Follow @ExpWriters and @writingchat to stay updated.
