Feeding the Beast: 5 Smart Tips for Content Development

In this age of social media, content development is crucial. You need a healthy supply of fresh content to assuage your follower’s appetites -- otherwise brand awareness will falter and engagement will wither away. On Facebook alone, a brand should post between five- to ten-times per week. That’s a lot of content to be developed.

According to a report from the CMO Council on B2B Content Marketing, one quarter of marketing budgets are allocated to content development and implementation. What’s more, this content isn’t just a frivolous pursuit. It’s influencing vendor preference and ultimately selection with 87 percent of buyers saying that online content has a major or moderate impact.

But, before you start on a content development frenzy, remember the basics. Good content begins with sound strategy, an understanding of your audience and their tastes, and best practice insights.

So, say you have all that in place. How do you feed the beast? Here are five tips for successful content development:

1. Find Your Voice – Although there is no precise formula for finding your authentic social media voice, it is a worthy exercise to examine the character, tone, language and purpose of your social media messages. A distinct and consistent voice will make your brand stand out.

2. Mix Up – Everyone from ranchers to prom queens are blogging nowadays. And while blogs can certainly be a valuable social media marketing tool, the written word of a blog is not the only way to share your voice. As the old adage goes, a picture is worth a thousand words. In fact, visual content is more impactful than ever before. So try adding infographics, visual posts and videos to your social media mix.

3. Creation or Curation? – Coming up with new, unique content can be a creative challenge, even for the most prolific communicator. Content curation, on the other hand, allows you to share other people’s work in your space. This can be as simple as sharing a link to someone else’s article. However, more effective content curation adds your voice to the topic, lending your insight and providing analysis or takeaways.

4. Tailor Content for Each Channel – In terms of social media posts, it’s not one-size-fits-all. Even if the topic is the same, the content length and wording for a headline should be different on Facebook than what you post on Twitter, for example. Also, consider your audience. Since you are communicating with a professional audience on LinkedIn your tone should reflect that.

5. Try New Things - And just when you think you have it all figured out -- the game changes. What was best practice yesterday could be ineffective tomorrow. Don’t be afraid to try new channels, test different post styles, and be open to new ideas.

What other tips do you have for feeding the beast? We invite you to share your thoughts on our Facebook page.


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