Social Media: How to Structure your Content for Engagement

We have often seen marketers talking about ROI for their social media marketing efforts. Majorly, marketers are more concerned with numbers to measure their marketing activities. However, I personally, feel that the engagement factor is missing its shine in the overall social media efforts. It has been observed that marketers are tend to focus more on clicks and leads and are missing the critical engagement value.

I have always believed that content is the only medium to drive that much-needed engagement for marketers. It is an effective and efficient medium to bridge the gap between brands and customers. Now, let’s talk about the ways to drive engagement with your content.

Focus on customers: It is always important to remember that every marketer should keep customers ahead in mind while deciding the content strategy. The content should be created in such a way that it should reflect customers’ issues and address their concerns. It has to be presented in a subtle and stable manner, which can be easily understood by the customers.

Call for an engagement: I have often seen marketers who focus only on leads or clicks through their content efforts. Ideally, their content efforts should call for an engagement. Getting a stable customer engagement mechanism should be the priority of the marketer.  Any social media marketing strategy needs to be targeted towards long-term objective, rather than focusing on short-term goals.

No self-hype: I personally feel that social media content should not be used from the promotional point of view only. Marketers should focus more on educating customers on their brands, rather making self-promoting speeches. The best way is: Think like a publisher and act like a marketer. The idea is to deliver sensible content, which can help customers understand brand and services.

Talk about customer benefits: The best way to make your content readable is to make it customer-oriented. The content has to be structured in such a way that it talks about the customer benefits. Customers are more interested in content that can help them understand advantages they are getting rather listening to the marketing jargon about the products.

Content is an effective way to reach out to our target audience. The success of your social media marketing strategy depends on how content is positioned and packaged. The streamlined and stable content approach helps make customer engagement process simpler and effective.


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