We’re going to take a shot in the dark and assume that you’ve probably heard the term “content marketing” about a bajillion times by now. But for many brands, consistently developing content is only half the battle. The real struggle comes from trying to ensure that the content is loved and shared by fans. After all, if a blog posts to the web and no one is there to read it, does it make an impact?
We’re going to take a shot in the dark and assume that you’ve probably heard the term “content marketing” about a bajillion times by now. Fun fact, more than 83% of us are actively employing content marketing right now (take this blog post for example). But for many brands, consistently developing content is only half the battle. The real struggle comes from trying to ensure that the content is loved and shared by fans. After all, if a blog posts to the web and no one is there to read it, does it make an impact?
One recommendation we give all of our amazing SocialToaster clients is to concentrate on developing content that is fan-focused, instead of content that is brand-focused. If it seems like your brand’s content is falling through the cracks on social, chances are that it’s being perceived as too brand-focused or “salesy.” Your fans are sophisticated; they understand that occasionally you need to try to sell them something. However, that doesn’t mean they want to hear your sales pitch every time they log onto Facebook. When you shift the focus of your content away from selling and place an emphasis on your fans and their needs, you’re bound to see an increase in fan engagement.
To help give you an idea of the kind of content your fans want to consume and share, take a look at these tactics we’ve found to be successful with some of our best performing clients.
When you’re trying to get the attention of your fans, you have to consider “what’s in it for them?” To ensure that your content isn’t just a massive waste of their time, make it useful! Provide answers to the questions your current and potential customers are asking, give advice on how to better use your product offer directions to the nearest Dairy Queen (take a left off exit 143). Whatever it is you need to do to provide value to your audience, do it! This way you are much more likely to grab their attention and develop a more engaged audience result.
One of our clients, Avocados from Mexico (AFM) tackles this by posting recipes and tips so fans never have to wonder “what can I do with this avocado?” or “how can avocados fit into my diet?” As a result, AFM has above-average sharing and engagement rates on their content.They also make sure to start conversations by asking for feedback as wells as the customer’s own recipes, tips and tricks. This has been instrumental in creating an online community around AFM where fans discover and share ideas.
When developing your content, don’t forget that one of the main functions of social is to help you develop deeper connections with your customers and fans. If done effectively, this will lead to more sales, shares, website traffic, etc. so you don’t need to flood your fans with pitches. If an individual feels connected to your brand, they are less likely to shop around when an organic need for your product or service arises.
Again, AFM does a great job with this by drawing a connection between their product and their fans’ lives and families. Through their content they encourage fans to “express your love with delicious recipes” and “discover the fruit that will improve your family’s diet.” When you’re able to form that connection with your fans, they are they are more likely to share because your content will be seen as relevant to their lives and to the lives of their friends and followers. This, in turn, helps build trust and customer loyalty.
Crowdsource Your Content
Once you get in a groove with being helpful and making connections, then it’s time to get your fans involved in creating content. AFM has done this by creating the #EchaleChallengeContest which centers around encouraging the chef of the family to feed their families more avocados.
Participants in the #EchaleChallengeContest shared photos of their creations on Instagram, Twitter and Facebook. The challenge received over 10,000 mentions between all channels. In addition to the photos, several members shared their avocado recipes and in return, earned points for the monthly prize drawing.
By inviting fans to participate in the creation of content, AFM is building a strong community of advocates that are proud to share their content. This effectively solidifies AFM’s belief that their message is stronger when it comes from their advocates.
The final piece of the “fan-focused content strategy” puzzle is delivering your content to fans in a way that is most convenient to them. SocialToaster makes it easy and fun for fans to share brand content across all of their networks, from their inbox, with just one click of a button. Remember your fans, like you, are busy people! Keep it simple to promote more engagement on your content!
If you’d like to learn more about engaging your fans with quality content and delivering it to them with SocialToaster’s patented one-click sharing system, give us a call at 855.628.6278 or contact us here.