- Image by fredcavazza via Flickr
Social media is a new monster, a new addition to the zoo that some brands are afraid to interact with despite the fact that it’s a giant fuzzy bear. It’s understandable to a point, because the bear still has some claws and a mouth big enough to swallow your head.
But really, it’s more fuzz than it is killer Kodiak.
Still, brands can be hesitant to share information and build a following within their social media marketing efforts. That hesitation leads to a complete lack of information being posted or the updates they do make contain language that feels like they’re seeking approval somehow.
In either scenario, the audience is going to be put off because uncertainty will never breed thought leadership in content marketing. Essential, the lack of confidence in deal with the giant fuzzy bear puts it in a position that it sees you as prey – and it eats you. You end up doing more harm to your brand by doing nothing or sending ineffective messages.
Use What You Know To Your Advantage
Content marketing is about thought leadership. It requires that you engage your audience from a position of confidence in serious conversation, in a manner that educates and/or entertains.
Since you are ultimately in charge of your social media marketing, that makes you the brand ambassador. The tone of the emotion of your individual posts directly affects how your brand is perceived in the market and what opinions the audience attaches to the brand as a result of your content marketing strategy.
Want to avoid drab, dull, boring and all around shite content?
Spice it up
Show Some Emotion:
When there is an exciting update within your company, a new change, a press worthy event or even something wacky within the halls of your business then share it. This includes pictures and video of how happy you are. This isn’t about showing off, it’s about putting a positive face on the brand. People will be more likely to do business with you if they believe that the people working there love what they do and enjoy doing that work with the people around them.
Share Inside Info:
Well, not to the point where you’re getting into legal issues. Make a strategy out of it, as this can generate surprising levels of engagement. Any kind of update that can create buzz is a good update: product improvements, pre-launch notifications, testimonials, the attendance of cool events, taking part in charities, etc.
Set Yourself Up As A Resource:
People are always looking for information online, both actively and passively. If you find relevant videos, studies, answers to common questions in your niche, tutorials, etc – provide links for your audience.
When you link to valuable content outside of your own it shows that you’re not just trying to be promotional – it shows that you’re willing to step outside of the box and provide valuable content specifically for the benefit of your audience.
It’s not at all difficult to engage your following. A common thought is that you need to understand your followers – who they are and what they want- in order to engage them. That’s true, but you also need to understand your business so that you have a working knowledge of what you can offer them. Both as a whole and on a deeper, more personal level.
When you can do that, you’ll find that it’s much easier to find something relevant and helpful to say that actually sparks interest and keeps your head out of the bears mouth.
