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How do you create and distribute engaging and relevant content for your target audience?

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Creating and distributing engaging and relevant content for your target audience is a key challenge for any social media marketer. You want to attract, inform, and delight your followers, while also achieving your business goals. But how do you know what kind of content works best for your audience, and how do you deliver it effectively? In this article, we will share some tips and best practices for social media content creation and distribution, based on the principles of social media measurement.

本文章的要点总结

Understand your audience:

Delve into your audience's world by using surveys and social listening. Tailor content that resonates with their interests and habits, ensuring they feel seen and heard with every post.
Employee-generated content:

Encourage team members to share their stories. Authentic content from diverse voices fosters a strong community connection, making your brand more relatable and engaging to the audience.

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1 Know your audience

Before you start creating content, you need to understand who your audience is, what they want, and how they behave online. You can use various tools and methods to research your audience, such as surveys, interviews, personas, social listening, and analytics. These will help you identify your audience's demographics, interests, preferences, pain points, motivations, and online habits. You can use this information to segment your audience into different groups, and tailor your content to each group's needs and expectations.

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2 Define your goals and metrics

Once you have a clear picture of your audience, you need to set your goals and metrics for your social media content. What are you trying to achieve with your content? How will you measure your success? You can use the SMART framework to define specific, measurable, achievable, relevant, and time-bound goals, such as increasing brand awareness, generating leads, or driving sales. You also need to choose the right metrics to track your progress and performance, such as reach, engagement, conversions, or revenue. You can use various tools and platforms to collect and analyze your data, such as Google Analytics, Facebook Insights, or Hootsuite.

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Ashley Watts

Strategic social media partner that drives KPI-driven results. FitMom of 2????
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One of the most successful yet practical ways to set clear goals as a business or personal brand is by creating 1 awareness, 1 engagement and 1 conversion goal. From there, you then tie metrics and KPIs associated with each goal. This helps you define what success looks like for each goal, proving ROI through various key social metrics. Example: AWARENESS Goal: I want to become a thought leader in the staffing industry by growing my following 5% each month, targeting managers and above in the United States. Metrics to measure monthly: Connection growth, follower growth, post views, total number of posts, profile views

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3 Plan your content strategy

Now that you have your audience, goals, and metrics in place, you need to plan your content strategy. This involves deciding what type of content you will create, how often you will post, which channels you will use, and how you will optimize your content for each platform. You can use a content calendar to organize your content plan, and align it with your audience's journey, your brand's voice and tone, and your industry's trends and events. You can also use a content mix to balance your content between different formats, topics, and purposes, such as educational, entertaining, or promotional.

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4 Create your content

The next step is to create your content, using the insights and guidelines from your previous steps. You want to create content that is engaging and relevant for your audience, while also reflecting your brand's personality and values. You can use various tools and techniques to create high-quality content, such as storytelling, visuals, hashtags, emojis, or user-generated content. You also want to create content that is optimized for each platform, using the best practices for each channel, such as length, format, style, and tone.

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Kristy Marshall

Communications Strategist | Stakeholder Engagement | Corporate Communications
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Consider amplifying employee voices at all levels - not just management - when creating content. User generated content is a great way to increase engagement as well.

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Lawrence Mitchell

Business Development Consultant/Mentor/Finance Professional/ Retired Business Banking VP at Wells Fargo Bank
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In my experience you should know your audience before you engage. Listen more than you speak. Then add content to the conversation.

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Oleg Tyshchenko ??

Search Engine Optimization Expert
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When creating content, parameters such as the style of narration and images, length of text and number of photos, content formatting and other parameters depend on many factors. Including your business niche, audience interests and demographics, and, of course, the specific social network. For example, in some cases it is recommended to use only vertical images, and in other cases square or horizontal ones.

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5 Distribute your content

The final step is to distribute your content, using the channels and schedule that you have planned. You want to reach your audience at the right time, on the right platform, and with the right message. You can use various tools and methods to distribute your content effectively, such as automation, cross-promotion, influencers, or paid ads. You also want to monitor and adjust your distribution strategy based on your results and feedback, using the data and metrics that you have collected.

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6 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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Ashley Watts

Strategic social media partner that drives KPI-driven results. FitMom of 2????
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Analyzing your content being shared is the most important aspect of this process. What's working and what's not? Are you on track to meet your goals and KPIs this year or are you off track? What are 2 areas of opportunity for your brand to consider / test the upcoming month based on last month's data? I always recommend pulling and analyzing your metrics every month. Whether you are a Business or Personal brand, this information is extremely helpful for your content creation process.

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How do you create and distribute engaging and relevant content for your target audience?

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1 Know your audience

2 Define your goals and metrics

3 Plan your content strategy

4 Create your content

5 Distribute your content

6 Here’s what else to consider

Social Media Measurement

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