Social Media Marketing – Stay on-brand with integrated content
Social media marketing is a fantastic, low-cost solution that helps you share your message with your online community. Social media is also a great place to establish yourself as a thought leader and build your reputation through your expertise.
But what makes this complicated is that some content works better on social media than others, and it’s also important to stay-on brand.
In this blog, we look at how to flex with content while also keeping up your brand consistency.
What type of content is best for social media?
All types of content are great on social media…but you might have to adapt them. For example, sharing a whole blog as the main part of your post rarely works, because people using social media are looking for quick content rather than a long read. However, sharing the subheadings from a blog, or copying and pasting the intro paragraph, can be very successful. Both work as a teaser for the blog – you can then add the link to the whole blog if anyone wants to click through.
Similarly, you can adapt the message of your latest newsletter to share on your social channels. This helps you share the quality information that’s gone out to your mailing list with your social media community too.
If you create ebooks, you can use social media to promote your latest publication without sharing the whole thing. Remember to include a link to help people buy or download the complete ebook – don’t leave them hanging!
How do I find time to adapt my content?!
It’s often a good idea to write all your content from one idea at the same time – it can be a real time saver. If you write a blog, think about which sentence would make a strong social media post while you’ve still got the Word file open. Think too about how you can make this idea into a newsletter that will appeal to your mailing list.
All of Get Ahead’s content writers offer packages, where clients can have their blog and newsletter written from the same idea, with a suitable social media version too. This can be a great value solution that gets all the content written at the same time.
How do I maintain brand consistency if I’m changing up my content?
Editing your existing content doesn’t mean you have to compromise your brand message. If you have a strong brand that’s really embedded in what you offer, it’s almost impossible to go off-piste. That’s why it’s worth investing in your brand…but that’s another blog!
Re-read the carefully selected sentence from your blog before you post it on social media. It might be strong, but does it convey enough on its own? Consider whether it could be misinterpreted without the whole blog or ebook to give it context. Don’t be afraid to tweak it again to remove any controversy or reinforce your brand message.
Pictures can be very powerful on social media. Remember to illustrate your posts with pictures from your brand palette, accompanied by wording in the right font. If you regularly share content from your website to social media (e.g. estate agents sharing the latest properties), plan how these regular posts will look to keep up your brand consistency.
Outsource social media marketing
Our experienced social media managers love helping businesses like yours get more from Facebook, LinkedIn, Instagram and all the other channels. To find out more, explore our site or contact your local regional director.
