John Manlove
Gina Manlove

Putting the “Strategy” Back into Social Content Strategy

Posted on October 2, 2018

Social media managers are always on the lookout for the next big trend. As a result, far too many brands have lowered the bar on social content. Learn how to make a more significant impact by strategizing your social content more effectively with these tips.

Create content that breaks through the clutter rather than adding to it.

The average consumer sees up to 1,500 pieces of content every day, with an attention span of under eight seconds per item. Every advertisement you place should add value rather than clutter the page. For instance, just because it’s National Tooth Fairy Day doesn’t mean your brand – which has nothing to do with teeth or fairies – should mention it in a social media post.

Breaking through the clutter requires you to ensure a proper balance between your media and production budgets. If you put too much into production and not enough into media, you could end up creating an awesome piece of content that no one sees. Likewise, if the weight swings in the opposite direction, your ads could appear in all the right places at just the right time, but lack the right content.

Start planning for breakthrough creativity with proper paid support.

Now may be the time to sidestep your monthly content calendar and embrace the algorithm era by shifting to paid posts. More brands these days are pouring marketing dollars into paid social to ensure their posts reach their desired target market.

Social network ad spending saw an increase from 20 percent of marketers’ digital advertising budgets in 2016 to 25 percent in 2017 – and with good reason. Paid ads are the only way to help your brand gain mass reach and create a viral, real-time moment.

Don’t throw away your monthly content calendar just yet.

While the pay-to-play model is in full swing, organic content posted without paid support still ranks highly on Facebook’s top branded pages. Plus, it’s a safe way to test new social media opportunities without making an investment.

Ask yourself these questions to determine if your time and resources are worth posting organically from a monthly content calendar:

  • Do consumers discuss your brand without you starting the conversation?
  • Is your social media audience engaged?
  • Do you get likes, comments and shares from consumers when you post organically?
  • If your brand went dark, would you be missed?

Remember to maintain two-way communication.

Social media was the first opportunity in advertising history for consumers to talk directly with brands in real time. No matter what form your advertising takes, always remember to be social. Two-way conversations are an integral part of social media, so don’t use it as a microphone – use it to gain insights from consumers and shape the way you do things to better meet their needs.

Working with a marketing agency can help you master your social content strategy. Contact John Manlove Marketing & Communications at 281-487-6767 to learn more about how we can assist your business.