If you want to have success with your Social media networks you need to be able to fill in the proper content. Proper content who decide what it is?
You as a marketer have one important “boss” on this subject – the ones who read your content. If you daily have a high number of readers you have certainly made a hit, and this is actually despite what your content expresses. Everyone wants to make content and of courses the ones who make the content has something they want to share with others. It is important to make a difference in who you are addressing with your content. If you want to send a marketing content it is on type of communication you want to send or is it your private or non-business content you want to share, you choose a Social media or just a media which will give you the best platform for expressing your content fully.
Reading surveys on content marketing, a number of challenges described by companies as the most important for their investment and engagement in the subject:
1. The first challenge for marketers is to make engaging content. You can compare engaging content in Social media with the same content you can find on various seminars or congresses. In a seminar or congress you can have the brilliant speakers who can engage people with content which is mediocre and you can have speakers with the most engaging content but not being able to present it in an engaging way. The dilemma of content is not always the content itself but the presenter of the content. A good presentation of content is more than half the job.
2. The second challenge for most marketers, is there enough content to fill the gap of communication with costumers and do they have topics that have not already saturated the market. Marketers have to ask them self is it quality or quantity of content that costumers need to find the content successful!
How important is for the costumer to have a different spin on content already saturated the market. Should the content just be put into a coherent context and referred to with a reference to an earlier publishing or should further be done?
3. The third most difficult thing is to excite your costumers you need to have the engaged employees or a third party who knows enough of your business so they can full fill the content to the market – this is a challenge for your budget.
How does a marketer work around these challenges to get the most Social Media content with the best quality to the market?
According to B2B Content-Marketing survey[1] your success as a marketer depends on your ability to “adopt” in each of the single category of content marketing. An effective marketer use eight tactics and less effective marketer use only six tactics. The content category, which score best is Social Media followed by e-Newsletters, case studies, blogs, webinars and videos. The investment in content marketing by effective marketers, allocate 30% of the marketing budget versus less effective marketers who allocate 18% of their budget to content marketing. The survey reveilles that effective marketers benefit more from senior managements buy-in on content marketing which gives the effective marketer the possibility to work more with the engaging content as content marketing is a part of the overall company strategy. The challenge with content gap is even possible to work around as long as you have support from senior management and herby easy access to marketing funds. As long as senior management support content management the proper persons in the company to excite the costumers and again if support is coming from higher-ups you will have funds and support for getting the success in the content marketing to your costumers – and the social media is one of the important tools in the marketing tool-box.
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