SOCIAL NETWORKS: HOW TO DESIGN A RELEVANT CONTENT STRATEGY?

In the worldwide contact plans for businesses, social networks have assumed tremendous significance. Regardless of the type of operation (B2B) or Business to the customer (B2C), a strategy focused on engagement with internet users through social networks should be built depending on the type of goods or service you provide. Depending on the type of service you sell.

DEMONSTRATE EXPERTISE (B2C / B2B)

The first step in the plan for social media content is to show your know-how. The main goal is to ensure that internet users find a solution to a particular issue, educate them and support them.

For example, by posting articles on your blog you can offer exposure to the business. Furthermore it helps you to boost the SEO by creating content based on keywords.

Also in this process, you can publish different types of so-called “expert” content such as a white paper, an infographic or even presentations on SlideShare . The objective is always to "feed" Internet users with information that you share.

TELL THE STORY OF THE BRAND

The second step is to tell your brand's past and the picture you want to transmit through your content. The main aim is to make social networking popular on a permanent basis by creating contents like stories. Storytelling is a technique of communication based on a story-like narrative structure.

The issue is this How can I rebound on current trends to get my internet user's attention when they're online? The goal is to draw the attention of internet users to current events, like a sporting event or political event and to express their views or connection to their activities.

The main challenge is both to create relevant content but also to know how to distribute it.

RECRUIT NEW COLLABORATORS

Social media marketing agency is a great way to communicate about your business environment in order to recruit new employees. It is strongly recommended to describe through content of all types (articles, photos, videos) the “behind the scenes” of your company.

This allows you to highlight the quality of life both with your future employees but also with your customers and your future customers.

It is also strongly recommended to publish the ads of the different profiles you are looking for on social networks and, thus, to benefit from significant visibility without necessarily going through (often) paid recruitment platforms.

DEVELOP YOUR NOTORIETY

One of the key elements of a social networking content strategy is the growth of its notoriety. In this context, the main goal is to produce viral content and to create interaction with the content of your internet users. These contents can be decreased in various ways:

create video content: video content must be produced for the purpose of enforcing the use of the product or service. The objective is to present and make concrete the functionality of the product.

visual content (computer graphics, presentations, etc.): this content, which is relatively easy to produce, helps to more easily capture the attention and interest of the Internet user.

live streaming: the live streaming of content is a practice that is more popular with Internet users. This format allows Internet users to take advantage of the authenticity of the information offered to them and to interact with you.

Facebook-social-content

Facebook is the world's most utilized social network. We need to know how to use the content and what types of web users like:

Privileged content:

Text + Native Video (Native Video is a direct view of the Facebook Video Player): this format fits well because it's the one preferred by the Facebook algorithm.

Text + YouTube video status: this format works well but benefits from fewer impressions, which results in less "reach" (number of people reached by your publication)

Facebook articles: Facebook allows articles to be integrated directly on the platform. This format is increasingly preferred because it allows the Internet user to enjoy the content without having to change page. The question to ask is, however, the following: Is it better to direct the user to your blog or will the article be read more directly on Facebook?

live streaming: Facebook now offers a feature allowing everyone to share the content they are filming live. This type of dissemination is highly appreciated by the media and by Internet users because of its ease of use, especially during spontaneous gatherings such as demonstrations, for example.

content-social-networks-twitter

Twitter is a very special network. Even if it is currently losing ground, it remains essential to know how to take advantage of its unique format by offering the most popular content:

Average publication frequency:

for a brand: 2 to 3 / day

for one medium (press, radio, TV): 8 to 10 per day

Privileged content:

Text tweet: Text tweet is the simplest and most used tweet. It is widely used to exchange up-to-date details

Tweet text + link: this format is also widely used. It facilitates the transmission of information easily through the Internet user to a site.

This comes from a desire to attract the attention of the Internet user by offering more visual, more attractive and less textual content.

live streaming: live streaming of content was popularized by the takeover of the “Periscope” application by Twitter in March 2015. This application allows you to broadcast what you are filming to millions of people in real time. users. Its notoriety is explained by the exclusive relationship between the instantaneity and the authenticity of the sharing of information.

Tag and hashtag system: Twitter's notoriety system is based on tagging, using the "@" character, The subjects in your tweet (such as #webmarketing) are the people you want to communicate with or tag keywords with, using the character '#.' Both of these should be key to your thoughts when uploading material. Instagram-social-content

Instagram has become the trendy social network over the past two years. It is very intuitive to use and quick to upload, "like and comment on pictures, among other things. There are also some laws regulating this network:

Average publication frequency: 1 to 2 / day or 3 to 5 per week

Privileged content:

Photography, video, and gif material: even if the content types spread over Instagram's remain classic, the network features are actual, original, without any publications being touched up.

tag and hashtag system: Instagram's notoriety system is almost identical to that of Twitter. It is also based on the fact of tagging, using the "@" character, people with whom you wish to interact as well as tagging keywords, using the character "#", The themes of your tweet (example: #webmarketing). These two things should be at the heart of your thinking when posting content.

social-media-content-google-plus

Even though the 4th largest social network with more than 340 million users (most of whom are not active...) was considered in 2015, Google is not really a lever. To build communities. to create communities. Google also favors content that is specifically published in Google and helps boost the SEO, as a member of the world's largest search engine.

Google is similar to the content type, but it doesn't generally represent a priority in startups and SMEs to that published on both Facebook and LinkedIn (articles, videos, etc.)

content-social-networks-LinkedIn

LinkedIn is the key social network in B2B (business-to-business) when setting up a content strategy on social networks. The type of content that it is advisable to post is as follows:

Average publication frequency: 1 to 2 / day or 3 to 5 per week

Privileged content:

“showcase” communication: the form of the content to be offered on LinkedIn is similar to that posted on Facebook. Companies use this social network to communicate on their brand-employer universe but also on their job offers. This enables you to become established within a professional world-wide network.

Business orientated content: LinkedIn can also allow users who seek information to demonstrate their expertise and feed them to their pages, mainly their business blogs and to their businesses.

social-media-content-Pinterest

Pinterest is a photos-sharing social network. Your rapid application:

Pin system: each user must add what are called "pins" (pins in English). This creates a sort of news feed around topics that you define. The peculiarity of Pinterest and every "pin" is that every photo can be clicked and then taken on the page.

Main interests:

Inspiration Source: The vast majority of internet users use Pinterest to get inspiration from the photos they pin, for work or for personal use

Keep track: Other internet users use Pinterest to monitor their web pages and their contents later on.

Professional use only: Some Internet users use Pinterest only to carry out research and find photos related to their professions such as web designers, for example.

HOW TO ARTICULATE ITS CONTENT BETWEEN THE DIFFERENT SOCIAL NETWORKS?

One of the main issues relating to the implementation of a content strategy lies in the way in which you will organize your content between the different socials.

The social media are available in 3 forms of ads. Although all media, including TV shows, radio and even the press are typically affected by these trois marketing practices, they can only be extended to social networks.

Cross-media: cross-media is a technique that consists of using several networks to distribute your content. The goal is to play on the complementarity between the different networks used. In general, a cross media campaign begins on one or more initial network (s) to subsequently refer to a complementary network.

Multi-media: this technique consists of using several social networks simultaneously to broadcast the same message by offering advertising creations adapted to each medium.

Trans-media: This approach consists in the creation and provision of narrative content across multiple networks, separating it and its presentation in accordance with network characteristics. This enables Internet users to access content from many network specific entry points.