How do you make sure your SMO content matches your brand?

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Social media optimization (SMO) is the process of creating and sharing content that attracts and engages your target audience on different platforms. SMO can help you increase your brand awareness, generate leads, and drive traffic to your website. But how do you make sure your SMO content matches your brand identity, voice, and values? Here are some tips to help you create consistent and effective SMO content that reflects your brand.

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Godwin Eyo, CCSS, CCP, CDMA

Customer Advocate | CX Guru | Certified Customer Success Specialist | Global Transport & Logistics Expert | CargoWise…
Anthony Frei

Analyst at Deloitte Consulting

1 Know your audience

Before you create any SMO content, you need to know who you are talking to and what they want. Research your ideal customer persona, their demographics, interests, pain points, and preferences. Use social media analytics tools to monitor their behavior, feedback, and engagement. Tailor your content to their needs, goals, and challenges. Use the language, tone, and style that resonates with them. For example, if your audience is young and casual, you can use emojis, slang, and humor. If your audience is professional and formal, you can use more data, facts, and authority.

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Godwin Eyo, CCSS, CCP, CDMA

Customer Advocate | CX Guru | Certified Customer Success Specialist | Global Transport & Logistics Expert | CargoWise Certified | Bridging Marketing & Customer Service
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What I did was to generate topics and distribute into different buyer's journey stages. This ensures that my content addresses my audience needs differently.

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Alok Agnihotri

Performance Marketing | Entrepreneur
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Know your audience's demography. Know your product/service deeply. Take ideas from the most successfully performed posts in the past. Put yourself in place of your user and read the content. Take opinions from the sales team, as they are the ones who are going to deal with clients/customers.

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2 Define your goals

Another key step to align your SMO content with your brand is to define your goals and objectives. What do you want to achieve with your SMO content? Do you want to raise awareness, educate, entertain, inspire, or persuade your audience? How do you measure your success? Use the SMART framework to set specific, measurable, achievable, relevant, and time-bound goals. For example, if your goal is to increase your website traffic by 20% in three months, you can create SMO content that showcases your products, services, or solutions, and includes clear calls to action and links to your website.

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Anthony Frei

Analyst at Deloitte Consulting
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SMO goals vary awareness, education, entertainment, inspiration, or persuasion. Measure via SMART: Specific: Define precisely. Measurable: Quantify for tracking. Achievable: Realistic with resources. Relevant: Align with objectives. Time-bound: Set a clear timeframe. E.g., Goal: Raise awareness by 15% in 3 months. Specific: Increase brand mentions on social media. Measurable: Track a 15% rise in mentions. Achievable: Attainable based on current visibility. Relevant: Supports broader online presence goal. Time-bound: Achieve within 3 months. Strategy: Diversify content, use CTAs, engage users, leverage hashtags, collaborate, and monitor progress. This aligns SMO content with SMART goals.

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3 Create a content calendar

A content calendar is a tool that helps you plan, organize, and schedule your SMO content across different platforms. It can help you create a consistent and coherent content strategy that matches your brand. A content calendar can include the following elements: the topic, the format, the platform, the date, the time, the target audience, the goal, the keywords, the hashtags, the images, the videos, the links, and the metrics. A content calendar can help you avoid duplication, gaps, or conflicts in your SMO content. It can also help you optimize your content for each platform, based on the best practices, trends, and algorithms.

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Anthony Frei

Analyst at Deloitte Consulting
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Think of a content calendar as your content compass, guiding your journey through the digital landscape. It's a strategic map that ensures you're never lost in the content wilderness. With it, you weave a tapestry of consistency, avoiding haphazard steps. You plant content seeds at the right time, letting them bloom during events, trends, or campaigns. Collaborative orbits align as your team dances to the same content rhythm. This calendar whispers when to share stories, unveil innovations, or spark conversations. It's your crystal ball, letting you peer into the future of engaging posts.

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4 Follow your brand guidelines

Your brand guidelines are the rules and standards that define your brand identity, voice, and values. They include elements such as your logo, color scheme, fonts, images, tone, and message. Your brand guidelines help you create a consistent and recognizable brand image across all your channels and touchpoints. They also help you communicate your brand personality, mission, and vision to your audience. Follow your brand guidelines when creating your SMO content, and make sure they are aligned with your audience's expectations and perceptions. For example, if your brand is fun and playful, you can use bright colors, animations, and jokes. If your brand is serious and trustworthy, you can use dark colors, graphs, and testimonials.

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5 Test and optimize your content

The final tip to make sure your SMO content matches your brand is to test and optimize your content regularly. Use social media analytics tools to track and measure the performance of your content, such as the reach, impressions, clicks, shares, comments, likes, and conversions. Analyze the data and identify what works and what doesn't. Use A/B testing to compare different versions of your content and see which one generates more results. Optimize your content based on the feedback, insights, and best practices. For example, if you find that your audience responds better to videos than images, you can create more video content. If you find that your audience prefers short and catchy captions than long and detailed ones, you can adjust your copy accordingly.

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Anthony Frei

Analyst at Deloitte Consulting
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Social media analytics tools unveil the hidden magic within your content. They decode the digital spells cast by your posts. By tracking reach, impressions, clicks, shares, comments, likes, and conversions, they transform data into insights. Discover what resonates and what fizzles. A/B tests play wizard, pitting content versions against each other, unveiling the champion that conjures better results. These tools illuminate your path, revealing the alchemy of content success, empowering you to enchant your audience with captivating spells of engagement and conversion.

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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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How do you make sure your SMO content matches your brand?

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3

4

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1 Know your audience

2 Define your goals

3 Create a content calendar

4 Follow your brand guidelines

5 Test and optimize your content

6 Here’s what else to consider

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