Content

Content strategy, content curation, content discovery, content rate. Social media marketing needs content to exist. Importantly, it needs effective content. While it's important that we use social media to listen, before you actively set up your social media presence, you need some things in place:

A content hub/anchor: Your website or blog should be a key component of your content marketing strategy. You can only publish so much information on social media pages. For more in depth content and articles, you need to be directing traffic back to your site.

Adequate resources to keep up a consistent presence: Having an outdated presence on a social platform can look worse than having no presence at all. We discuss this in the Things To Consider and Before You Set Up pages but before committing to a platform, make sure you have the resources you need to consistently update your content.

A content plan: You need to understand why you are communicating on a given platform, and what you will deliver there. Scheduling your content allows you to stay on top of the job.

Voice & tone: Knowing who you're talking to and how to talk to them helps to develop authentic relationships. Relationships that drive a return on investment (ROI) in social.

Frequency: Posting infrequently, inconsistently or even too often can turn your audience off. There are different rules of engagement depending on what channels you are using and who you're talking to.