Here at Bright Authority, one of the key aspects we are going to try to instil in all of you is that the presence of style and substance within your content is much more important than considerations of SEO. Why this is so vital we believe is because if the content can stand up on its own, your website promotion will go very well as long as you promote the content in the right way.
For this to happen, content marketing has to combine with social media marketing so as to distribute your written content to the widest audience possible. Making your first steps into social media marketing can however be challenging; especially if you don’t know what you are getting yourself into.
I have mentioned in previous posts on social media of how to boost your social profile by interacting with others, but I haven’t as yet talked about what it means for your content. You might think that your audience for your website and you fans on Facebook are one and the same thing but you would be wrong.
Facebook and Twitter are social networking sites where the emphasis is pretty much on the “social” side of things. You are dealing with different people and perhaps more precisely a different mindset where they are using the site in a different way compared to a normal business site.
One of the most essential pieces of advice which needs to be heeded is the type of content you share on these sites. It is not a generalization to say that the very nature of using social media encourages briefer, shorter, more colorful and straight to the point content. I would never stop you adding your 500-1000 blog posts to these sites as people will read, share and retweet them if they are good enough but to make a big impact initially, you have to become better known.
Attracting people to your social profile through the use of images (interersting or funny), useful infographics, engaging video and more visual based content is important. You are then able to add context to them in relation to your website and market to engage users to follow up their interest. Using bold headlines, sub-headings and spacing out wording is critical for written content so it is easier on the eye for those on social media who lack patience.
For me that is what is particularly important to grasp about social media. Users approach content in a different way to when searching on Google or landing on a website. Really analyze the market influencers on Facebook and Twitter and see how they engage their fans and followers. The key is to focus content almost exclusively from the reader’s perspective; never make a blatant sales pitch or come from an angle which is gauged to make money. A marketer will be found out very quickly on these platforms. Be subtle and street wise with how you promote your website. The best type of promotion on social media is through helping your fans and followers so don’t stray from this line.
Becoming an authority is hard work but building trust is the fundamental cornerstone. As well as providing advice and substance. Style is also required. People on social media will want to know who you are once you have made them your fans and followers. Keep to a narrative and engage people by being interesting. If you are in a certain niche, talk about aspects from a particualar perspective, use the right phrases and terminology but also use a narrative style, whether it is quirky, funny, positive or slightly left field; something which represents your brand.
If you have these elements all planned out before hitting Facebook and Twitter, you can then plan content and interactions from a carefully cultivated persona, allowing you to hit the ground running with your site promotion.
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