How to Optimise the Social Media Content Cadence of Your Brand
It is no secret that the rise of social media has taken a toll on traditional marketing as the source of communication to consumers. Marketers, content creators and users are finding it hard to keep up with the continuous flux in trends, updates and algorithms. In order to be seen and heard by your customers, you need to be consistent, informative and engaging.
It goes without saying that the content that is produced should reflect your brand's image and values. Having a consistent and strategised content cadence will drive your brand to success.
The term ‘content cadence’ may be foreign to some; however, it should not be overlooked as it holds a lot of value to social media marketing. So, what is content cadence? In simple terms, cadence is the pattern of how you present your content. A cadence is useful in targeting the who, what, when and where of your content to make sure you’re targeting consumers at the right stage of the buying cycle. This social media growth strategy is so important because it outlines the key way your consumers connect with your organisation while you tell your story, vision and purpose, at the right stage of the customer journey.
To increase your brand awareness, here are 3 tips to optimise your social media content cadence:
Know your audience
To optimise more leads through your content you firstly need to understand your consumers. According to Krystal Wu, social media community manager at HubSpot says that "A social media channel has no presence if there is no audience who values it. Use social media to listen, monitor, and analyse your audience's behaviour." This can be done by:
- Monitoring and collecting data
- Reviewing feedback, surveys, and interviews
- Analyse your customers' comments
- Analyse your competitors
- Building relationships with your customers
Being present on any social media platform and not engaging with your audience will not help you build relationships, gain trust or even help you understand your customers! Making sure that you are aware and present of where your target audience spends their time is at the heart of all digital marketing activities. Some questions you can ask yourself are:
- Who is this message targeted toward?
- When would they be the most receptive to hearing this?
- How will this solve my customer’s problem?
In the end, you want your customers to understand and respond to the content that you are sharing, that is why customer marketing is crucial.
Schedule your content
This concept goes without saying. However, many organisations tend to oversee the importance of content scheduling, when realistically, this should be a priority. It may be a tedious task and it may also be time-consuming but think of the number of days and alerts you save! Scheduling your posts in advance is worth every single second of your time. Here are some of the reasons why you should start now:
- Saves you time
- Posts content during peak times
- Manage multiple social platforms
- Gives you brand consistency
When scheduling posts, always remember to review the content you penetrate. The last thing you want is scheduling your posts through multiple platforms and finding a spelling mistake or posting the wrong image or email.
Consider the ‘411’ rule
The strategies of social media marketing are constantly evolving, and the 4-1-1 rule is one of them! This rule was popularised by TippingLabs and Joe Pulizzi, founders of the Content Marketing Institute.
If you don’t know where to start when producing content, the 4-1-1 rule guides you to produce a well-balanced mix of posts across all your social media channels.
It is believed that the standard of the 4-1-1 rule is when you divide the informational posts into 3 types:
- 4 educational and/or entertaining posts
- 1 “soft promotion” post
- 1 “hard sell” post
When creating content, you need to keep in mind that you are sharing valuable information to attract your followers in order to gain potential customers and in hopes turn them into loyal customers. Taking the first steps above, will put you on the right track to developing a well-balanced social media cadence across your content and build a powerful marketing strategy.
If you require any assistance with your marketing strategy, feel free to get in touch with one of our expert consultants today.