4 Easy Hacks for Curating Content on your Social Media Channels
Your online audience demands content. There’s no way around it. But if you’re a solopreneur or a small-but-mighty organization, the task of constantly curating content online can cause a lot of overwhelm. There’s the question of what to post, how to target and schedule it, and on the most basic level, how to even prioritize content marketing when you have other, more pressing stuff to do. So, to anyone who has ever felt like posting content to your social channels on a regular basis was more of a headache than a help to your brand, this post is for you.
First, let’s get a fundamental understanding of what content marketing is. Content marketing is when you share media online - whether it’s a blog post, a video, a tutorial, etc. - that’s meant to ignite interest in your brand without directly promoting it. The purpose of content marketing is to consistently offer your audience material that’s valuable to them as a way to retain their attention and ultimately convert that attention into patronage for your brand. This last part is key because there’s a common misconception that content marketing is just about posting something all the time. Great content marketing results in a stronger relationship between your brand and the people who fit the description of your target audience. If you fall into the habit of posting inconsistently OR of posting content that doesn’t appeal to the folks you want to reach, you’re doing yourself and your audience no favors.
So how do you simplify your content marketing plan to make it sustainable and effective for you? Here are 4 ways to get started.
1) Narrow it down to two platforms
Choose a couple of social media platforms where you know your audience spends time and focus on creating quality content just for them. It’s better to nail your digital storytelling in two places than to half-ass your content across four or five platforms. Talk about spreading yourself thin!
Pro-tip: Make Instagram one of your primary platforms. With new features emerging all the time that, essentially, combine the most popular aspects of all the other social apps, Instagram is a fast-growing platform and one of the first places people go to discover and follow your brand (even before your website!).
2) Create some, borrow some
You should definitely create some original content, no matter what your industry is. But fill in the blanks by borrowing some content from other sources as well. For example, if Facebook is one of your primary social channels, share videos and articles from other pages and publications. Don’t forget that content marketing is all about sharing material that’s valuable to your audience AND that will generate interest in your brand. Therefore, make sure whatever you post clearly reinforces your brand values or key messages.
Pro-tip: Have a list of 4-5 online publications or media platforms that inspire your own brand and check them regularly for content your audience might enjoy. I often supplement my original content with posts from Create & Cultivate, Blavity and Forbes, for instance. Each of these brands appeals to some part of my target audience and deals with subject matter that’s relevant to Branding By Bri.
3) Make it last forever
Blog posts, behind-the-scenes stories, and video tutorials are all examples of original content types you can create for your brand. But if you’re tight on time, (wo)manpower and budget, you’ll want this sort of content to work as hard as it can for you so you don’t have to keep producing new stuff. Focus on creating material that you can repurpose long after you’ve published it the first time.
Check out this article from Create & Cultivate for details on how to create “evergreen content.”
4) Take advantage of free tools
Lastly, take advantage of free tools and resources for both creating content and measuring its effectiveness. One surefire way to cut down on the overwhelm of planning content is to designate a certain amount of time once per week for collecting and scheduling your posts. Creating branded Instagram posts that look professional doesn’t even require a graphic designer anymore with tools like Canva available. Later allows you to plan, write, and schedule posts for all your social channels from one central website. Instagram for Business and Squarespace both have built-in analytics for quick-glance overviews of how your posts are performing. Give these a once-over every now and then to understand what sort of content your audience is engaging with most.
What are some of your hacks for making content marketing easier? Let me know below!