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How can you create engaging content for your SMO clients?

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If you are a social media manager, you know how important it is to create engaging content for your SMO clients. SMO stands for social media optimization, which is the process of enhancing the online presence and reputation of a brand, product, or service through various social media platforms. Engaging content is content that attracts, informs, entertains, and inspires your target audience, and encourages them to interact with your client's brand. But how can you create engaging content for your SMO clients? Here are some tips to help you.

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Kate Fernandes

Marketing Communications Professional | Host of Marketing over Chai Podcast | Brand Management | Content Management |…
Gabriela Vascimini

Brand Storyteller, Content Producer, & Digital Strategist

1 Know your audience

The first step to creating engaging content is to know who you are creating it for. You need to understand your client's target audience, their needs, preferences, challenges, goals, and pain points. You can use tools like surveys, analytics, social listening, and buyer personas to gather insights about your audience. Knowing your audience will help you tailor your content to their interests, expectations, and problems, and make it more relevant and valuable to them.

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Gabriela Vascimini

Brand Storyteller, Content Producer, & Digital Strategist
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One fun and effective way to get to know your audience is really to step into their social media shoes–when logged into your brand's account, make sure to engage with content on your for you and explore pages as if you're a part of your audience. Like, comment, and take note of what everyone else is saying in the comments section. When the algorithm begins to view your brand as one and the same with your audience, you'll be able to gain valuable insight as to what content they find most engaging and what is trending in their––and your-–niche of choice.

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Kate Fernandes

Marketing Communications Professional | Host of Marketing over Chai Podcast | Brand Management | Content Management | Events & Partnerships
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The best way to understand your audience is to take a hard look at engagement with the existing content. Engage with them from your brand's account and see what gives them the most value. That's what you have to build on.

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2 Define your goals

The second step to creating engaging content is to define what you want to achieve with your content. You need to align your content goals with your client's business objectives, such as increasing brand awareness, generating leads, driving sales, or building loyalty. You also need to set specific, measurable, achievable, relevant, and time-bound (SMART) goals for your content, such as increasing reach, engagement, conversions, or retention. Defining your goals will help you plan, create, and evaluate your content effectively.

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Kate Fernandes

Marketing Communications Professional | Host of Marketing over Chai Podcast | Brand Management | Content Management | Events & Partnerships
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Get real with the goals you set, clients often want to rank first on Google, but don't often know what they want to rank for or be known for. An intentional content strategy built on core values will put things in perspective and help you build towards something achievable.

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3 Choose your platforms

The third step to creating engaging content is to choose the right platforms for your content. You need to consider where your client's target audience is most active, what type of content they consume and share, and what are the best practices and features of each platform. You also need to consider how you can optimize your content for each platform, such as using hashtags, keywords, captions, tags, images, videos, stories, reels, or live streams. Choosing your platforms will help you distribute your content to the right people at the right time.

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Gabriela Vascimini

Brand Storyteller, Content Producer, & Digital Strategist
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Short form video content is definitely the most popular form of marketing right now, but don't underestimate a long form livestream. Livestreams, when hosted in an engaging and captivating way, offer an unparalleled way to connect with your audience on a personal level.

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4 Create your content

The fourth step to creating engaging content is to actually create your content, utilizing audience insights, goals, platforms, creativity, storytelling, and branding skills. To make your content stand out and resonate with your audience, try using catchy headlines and hooks to grab attention, visuals and multimedia to enhance your message, humor, emotions, or curiosity to spark interest, questions, polls, quizzes, or challenges to invite participation, testimonials, case studies, or user-generated content to build trust, and calls to action to prompt action.

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Gabriela Vascimini

Brand Storyteller, Content Producer, & Digital Strategist
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The key to creating captivating viral video content is striking a balance between carefully calculated and planned content and spontaneous, in-the-moment content. Look for authentic moments that resonate with your brand's story and identity, and amplify them by aligning them with social media trends.

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5 Analyze your results

The fifth step to creating engaging content is to analyze your results. You need to use tools like analytics, reports, feedback, and reviews to measure and monitor the performance of your content. You need to track and evaluate the metrics that are relevant to your goals, such as impressions, clicks, likes, shares, comments, views, followers, leads, or sales. You also need to identify what worked and what didn't, and what you can improve or change for your next content. Analyzing your results will help you optimize your content and achieve your goals.

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6 Learn and improve

The sixth and final step to creating engaging content is to learn and improve. You need to use your analysis, your audience feedback, and your own experience to learn from your content. You need to find out what your audience likes, dislikes, wants, or needs from your content, and how you can meet or exceed their expectations. You also need to keep up with the latest trends, best practices, and innovations in social media, and how you can apply them to your content. Learning and improving will help you create engaging content that delivers results for your SMO clients.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create engaging content for your SMO clients?

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1 Know your audience

2 Define your goals

3 Choose your platforms

4 Create your content

5 Analyze your results

6 Learn and improve

7 Here’s what else to consider

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