"First establish your message, then choose the media", says Sally Hogshead, an American author, professional speaker and CEO of Fascinate Inc.
"Quantity is NOT quality", according to Jess Ostroff, Managing Editor at Convince & Convert.
"A brand needs to show us who it is and not only what it does and how it does it", explains Juntae DeLane, founder of the Digital Branding Institute.
The content, relevant ... how?
This slightly older but still relevant article by Isabelle Mathieu in the form of an infographic, teaches us that we should share our successes and failures equally, that content can come from case studies or existing studies to which you can add your opinion, and that reader curation and interrogation can turn out to be a good source of inspiration.
It seems that content can be divided into 8 typologies:
- Infographics - essentially, their key advantage is that 65% of people are visual and people retain 80% of what they see (versus 20% of what they read).
- Lists attract 22.45% engagement on social networks because they arouse the reader’s curiosity.
- Highly emotional publications. Admiration (25%), laughter (20%) and joy (14%) generate the most shares.
- Pictures, because a tweet (for example) with a picture generates 25% RT whilst a tweet with no picture only generates 10%. Photos on Facebook get 53% more likes than posts with no pictures.
- Why-posts deliver 22.32% engagement.
- Whilst videos get 18.94%.
- Media interest generates the most engagement but also requires constant tracking to keep it current. Strike the right balance by varying your own content with whatever is topical to increase the notoriety of your brand.
- Inspirational posts convey emotions to the reader. They make him/her think, they start a discussion.
Another route would be your own content. You need to analyse it and categorise it: which content is suitable for a blog article, a product sheet, a newsletter, a white paper, a post on social media, a tutorial, an opinion piece, an interview/advertorial, a press release, etc…
Two other pieces of advice:
- Produce content regularly (up to you whether you outsource or not). There’s nothing more disappointing than arriving on a site or blog, only to find that the most recent item is old.
- Create an editorial calendar so you’re never short of ideas.
[For more on this topic]
Read the whole source article 15 secrets from the top social media experts.