How to Generate Relevant Content in Media

What do you think the hardest part of social media is? For many of us, it’s finding or making great content to share on a regular basis. There is no question that great content is core to social media success. Forrester Research found that marketers who create valuable content and stories build better relationships with customers. Here are some tips researched on by social media analyst Evan Lepage on generating relevant content in social media:

• Actually spend time creating a useful content strategy

Edelman Vice President Michael Brito recommends, at the minimum, considering the following seven inputs when creating your content strategy:

1. Brand positioning and voice
2. What issues are important to your brand (i.e., sustainability, politics)
3. Media perceptions of the brand. How do they refer to the brand when they write stories?
4. Community perceptions of the brand. How do they engage? What is their tone?
5. Fan interests. What else is your community interested in when they aren’t talking about your brand or directly to you?
6. Historical content performance. What has worked in the past and what has completely failed?
7. Search behaviour. What do people search for when they are looking for your brand’s products and services?

• Establish an effective content calendar, and stick to it

This calendar should list the dates and times you intend to post blogs, Facebook and Twitter messages, and any other content you share. Hootsuite’s Senior Director of Social Media Jaime Stein recommends establishing a content matrix that defines what share of your media profile is allocated to different types of posts. For example:

1. 50% of your content will drive back to the blog
2. 25% of your content will be curated from other source
3. 20% of your content will drive enterprise content
4. 5% of your content will be HR and culture

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