Content Without Strategy Is Just Clutter

Scrolling through LinkedIn today made me realize: Content without strategy really is just clutter.

Most posts that clog my newsfeed are only given a cursory glance and quickly scrolled over to get to content that actually interests me. Then there are people I know who always post good stuff – those are the posts that I stop to read and even seek out.

What’s the difference between those that get perused and those that get passed over? Strategy. Without sound strategy, your posts are just clutter. So here are some tips to make your business’ posts more strategic:

  • Identify your objectives. What do you hope to achieve? For example, if you want to establish credibility or thought leadership, post meaningful content that resonates with your audience and provides valuable knowledge and insights.
  • Understand your audience. Who are you trying to reach and what would be of interest to them?
  • Plan. Establish a content calendar of strategically thought-out content and identify the best channels for that content. Don’t just wing it.
  • Choose quality over quantity. I’d venture to say that one to two well-executed strategic posts a week are much more valuable than posting garbage every day. So spend a little extra time honing your messaging.
  • Watch your competitors. This doesn’t mean to copy your competitors; however, get an understanding of their post styles and what’s resonating with their followers. Caution: Copycat marketing never differentiates, so be sure to devise a social voice, style and connection that is truly your own.
  • Tamp down sales pitches. Limit posts that are promotional in nature. For example, a tax preparer could offer a simple yet useful “Avoid These Five Red Flags for Revenue Collection Agents” post during tax season versus several entries touting his or her rapid refund offer.
  • Focus promotional postings. If posts are promotional in nature, try being more specific and focus on the benefits. For example, that same tax preparer could wrap a promotion around a “Common Mistakes People Make When Filing Their Own Taxes” newsfeed.
  • Link to within. When possible, link to content that is on your website instead of to an outside source. If you can link to blog posts – even better.
  • Share... with your perspective. If sharing other’s content, lend some insight or opinion on the subject such as, “I came across this article, which most accurately sums up the major changes in this year’s tax laws that could affect you. However, the section on Roth IRAs is misleading...” You can’t simply rehash content and join the giant echo chamber of the web. Your perspective is what will give your posts unique personality.
  • Check tone. Facebook and Twitter posts can be more conversational and casual in style than LinkedIn, for example.
  • Pick of the pics. Consider different photo choices that draw people in.
  • Practice social listening. Social media should not be one sided. It should be a conversation. No one likes having a conversation with someone when all they do is talk about themselves or brag about what they do.

 


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