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Content Development and Social Media: Four Easy Tips to Help You Create Great Content

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In the rapid-paced and ever-evolving digital landscape, it’s important for every business to have a well-structured and effective content development and social media strategy. With social media, the primary goal is to continuously develop fresh, original content that readers will find interesting and will want to share.  High-quality, relevant content should always be at the core of any such content development and social media strategy, and it’s imperative for content developers to produce the types of content that will keep audiences engaged and encourage them to return to the website, blog or page at a later date.  The following four tips will help get you on your way to developing great content.

TIP #1:  What Lies Beneath: The Power of Analytic Data

Analytic tools are an excellent way for you to monitor your readers.  There are dozens of free analytic software programs you can use to track visitor behavior, including the amount of time readers spend on a site, the pages they view, and the keywords that linked them to the site in the first place.  For instance, the basic Google Analytics package is free and easy-to-use.  With just a few minutes a week dedicated to analyzing website data, you can easily chart your most popular posts, and can then re-purpose these posts at a later date or expand on them to keep readers coming back for more.  Additionally, should previously-posted blog content show a higher-than-average numbers of page views, your content can be re-shared via social media sites such as LinkedIn, Reddit, Digg, and Facebook.

Over time, you may start to notice trends in viewer behavior.  Analytic data may show that a certain keyword or phrase brings substantially more people to the site through organic search methods, or that a certain type of post typically receives more click-throughs to additional pages on the site.  As a content developer, you can leverage this data to create materials in response to reader interest, which will help to continue to drive page views and reader loyalty.

TIP #2: Give ‘Em What they Want: Reaching Out to Your Customers for Creative Content Ideas

Perhaps the most important aspect of effective content development is a clear understanding of your target audience.  Companies that are not constantly creating interesting content for their target audience risk a loss of reader interest.  As readership drops off, so does the initial impact of the social media strategy.  Therefore, it is important to have a deep understanding of your readers in order to effectively cater to them.

Qualitative data is essential to help you understand your readers’ true preferences.   Customers are a valuable and reliable source of feedback.  Reaching out to your readers directly to assess what types of content are of interest to them assures that you will always have steady stream of topics from which to create relevant content.

A strong engagement strategy uses social media platforms to encourage readers and followers to speak up and voice their opinions, which can range from conversations about topical subjects to more in-depth feedback about products or services. This form of qualitative research costs you nothing, yet can offer valuable insights into your customers’ behavior.

TIP #3:  #GreatContent: Trending Topics as Content Development Tools

It’s a fact: topical social media content typically performs better than evergreen social media content and has more opportunities to “go viral.”  Especially in the fast-paced digital world, content developers should always be aware of what’s trending on the internet.

Perhaps the easiest way to find out what people are talking about is to visit Google Trends, which has statistics about the most popular Google searches by date.  However, should you want to target a single social media platform, you can always look to Twitter‘s Trending Topics, which appear on the Twitter dashboard and show popular hashtags from the past few hours.  You can also look to sites such as Kurrently, which offers real-time searches for both Twitter and Facebook, and What the Trend, which shows trending Twitter topics and explains why they are trending.

Once a trending topic inspires an idea, it’s useful to find a way to frame that topic in a manner that supports the core message you wish to convey.  From there, you can incorporate such trending topics into blog posts, Facebook status updates, Tweets and other social media.  Content that is aligned with a trending topic offers an added bonus of potential exposure to a wider audience of people who are interested in discovering content relating to that trending topic.

TIP#4:  Digging Deep: Using the Drill-Down Method to Ramp Up Content

Think you have an idea for something you want to write about, but you’re not sure how to maximize your reach?  Drill it down!

The drill-down method is a simple tool you can use to get the most out of your content. Start by coming up with a broad topic you’d like to cover.  Then, break that idea down into as many separate components as you can come up with, and think about which of those might separately make good blog posts.   For example, say your topic is “Planning a Successful Event.” List 10 tips, such as developing a planning schedule, selecting a venue and choosing a caterer. For each of the tips, break them down into sub-topics, such as “Five things to consider when selecting an event venue.”  From one broad topic, you can drill it down into many more specific topics.  This allows you to create more articles or break an article down into multiple blog posts or ideas for Twitter and Facebook posts and updates, which, in turn, can generate more ideas and customer engagement.

Creating Great Content: Conclusion

Content developers can effectively leverage social media by using these tips to create relevant content, which will ultimately yield higher numbers in terms of page views, reach and return on investment. Need help with you content creation? Contact us about our content creation services.