Social media can give your content the exposure it needs to drive actual results for your company, but navigating the multitude of channels can be an extensive exercise in trial-and-error. In this #ContentChat, we were joined by Laura Roeder (@lkr), founder of Meet Edgar (@MeetEdgar), to discuss everything you need to know about using social media to promote your content.
Q1: What social media channels are the best for promoting written content?
The ideal channel will depend on your audience. Pay attention to the sites they use and how they like to consume content on those sites.
A1. It’s important to know your audience, no matter what content. Pay attention to what channels they like best. But overall without knowing your audience Twitter, LinkedIn and Facebook are great for written content. Pinterest too depending on your topic #ContentChat
— Laura Roeder (@lkr) November 26, 2018
A1: I think that “best social media channels” is a deeply subjective question… and it elicits the dreaded “it depends” answer. What works best for us is twitter and LinkedIn because our market actually sees them due to employee and partner sharing. #contentchat
— Maureen Jann (@SuperDeluxeMo) November 26, 2018
#contentchat A1
The channels you choose for promotion depends less on the type of media (written/graphic/video) and more on the audience. Where do your users spend their time? https://t.co/1HbccvVNhp
— K. (@KaylaNaab) November 26, 2018
A1: I think it depends on the type of written content we are talking about. Different audiences on different social platforms want different kinds of written content #ContentChat
— Alex Crump (@alcrump12) November 26, 2018
A1: As with most channels and content, it is best to know where your customers are, what channels they are using and then develop the content for them in that format/channel. Each channel will have it limitations so each needs a goal to be planned for differently #ContentChat
— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) November 26, 2018
Different companies will find their audiences react to content differently across channels.
A1: For us and most of our clients, Twitter is tops. For B2B, Linkedin is pretty strong as well. Facebook has gotten less and less important. Reddit is a slept on but smart place to promote written content depending on your industry. #contentchat
— CHARGE (@CHARGEgoforward) November 26, 2018
A1: Twitter and LinkedIn are great for us for promoting blog posts as they tend to be more educational/professional development in nature. FB is good for informational downloads as those tend to be more general public-facing. #contentchat
— Caitlin Kinser (@caitlinmarie89) November 26, 2018
It depends on where your audience is! We love LinkedIn, Twitter, and even Pinterest in some cases. Facebook is certainly falling off for most of our B2B clients. #contentchat
— Brafton (@Brafton) November 26, 2018
If you can, look at hard data to guide your strategy.
Yes! Tracking the performance of different content asset, formats, etc on each channel can give you great insight into what works. You can even just use a spreadsheet to track and see patterns. #contentchat
— SqueezeCMM (@SqueezeCMM) November 26, 2018
Facebook especially has changed in value over the years. As the algorithms change, video content and groups may be your best bet to reach new audiences. If you choose to develop a group, ensure it stays active by assigning a moderator that can keep engaging with the group.
A2b. With that being said, algorithms are changing now. Facebook especially, is prioritizing video content so you want to really focus on headlines and images in addition to great content. #ContentChat
— Laura Roeder (@lkr) November 26, 2018
I’ve found that using videos or infographics on Facebook that connect to/compliment the written content and can get attention to direct to the content on our site is a strong strategy. #contentchat
— Caitlin Kinser (@caitlinmarie89) November 26, 2018
Agreed on Facebook. there’s a place for it but it’s harder than ever to be seen organically, especially for written content! #contentchat
— Laura Roeder (@lkr) November 26, 2018
A1. I feel that Facebook’s changing algorithm has made it fruitless when it comes to promoting content organically. But groups earn good points when it comes to promoting content. Been hearing Pinterest is excellent for driving traffic and promoting content though. #ContentChat
— Masooma // Content Writer (@inkandcopy) November 26, 2018
Absolutely, you can make Facebook work if you study the algorithm. They LOVE videos these days! #contentchat
— Laura Roeder (@lkr) November 26, 2018
That’s been my ongoing advice for clients… if you want to use Facebook to reach your audience, build or participate in active communities. #contentchat
— Maureen Jann (@SuperDeluxeMo) November 26, 2018
Love Facebook groups! I think they’ve been a great solution to the decline in organic reach on Facebook. #ContentChat
— Laura Roeder (@lkr) November 26, 2018
Facebook groups are either too quiet or too noisy for me. Either nothing happening, or all the notifications all the time. I guess finding a stable balance is hard – especially if you want to grow a community. #contentchat
— David McGuire (@McGuireDavid) November 26, 2018
