Continuing with the theme of the solar system as your content marketing strategy, plan, and process, we’ve now created a big piece of content (the sun) and ten smaller pieces of content (planets) repurposed from this larger piece of content. So we have a sun and some planets. Now we need to give each planet its moons. In other words, we want to support and promote our blog posts with social media posts.
But first, a quick joke borrowed from Twitter on Monday, August 21: [Tweet “How does the man in the moon keep his hair so short? Eclipse it!”]
How Many Social Posts?
For each blog post, create 10 social posts for each social media channel on which your brand has a presence. Why 10 again? Again, why not? Create more if you want to, but 10 is a nice round number and a good goal to shoot for. But is 10 enough? Yes, it is, especially if you put them on repeat. I use a tool called Meet Edgar. It’s $50/month, which seems steep, but Edgar is something like a social media jukebox set to auto play. It’s perfect for evergreen content, and getting better for one time, scheduled, and time sensitive posting as well. Another similar tool is socialjukebox.com, but it’s UI is not as good as Edgar.
So when you create 10 social media posts – again, for each channel – and enter them into Edgar, you get weeks and months and even years of social media support of your blog posts. Again, if your blog posts are evergreen content (meaning not event related), then you can let Edgar take care of all your social promotion. That means your blog posts will not fade away in views after a week or so.
Which Social Channels?
I get this question all the time: “What social media channels should we be on?” The answer is clear, but not simple. The answer is, “the channels your audience is on.” That’s the clear part. The not so simple part is finding those channels that reach your audience most effectively and efficiently. It’s not as hard as it seems. There are two primary ways of accomplishing this task: demographics and experimentation.
Learn your customers’ demographics. From that information, you can make a very intelligent guess which social media channels they use the most. If you’re marketing to millennials, chances are they are on Instagram and Snapchat. If you’re marketing to parents, it’s Facebook. You get the picture. Then you conduct experiments, meaning you focus on certain channels and measure the results. Doing so over a few weeks will show you your winners and losers.
Building Your Solar System
Create your sun. Then create 10 planets. Then create 10 moons for each planet for each channel. That might mean 40 social posts for each blog post. That’s ok. Moons are much smaller than planets; however, you must adhere to some best practices for social media posts:
- Text optimized for each channel (aka “short”, except for Instagram – 200 words)
- A relevant, compelling image, optimized to each channel’s dimensions
- A clear call to action with a UTM parameter link (so you can measure in Google Analytics)
- Appropriate hashtags (no more than 2 for Linkedin, Facebook, and Twitter; no fewer than 5 for Instagram)
With this structure, you will have created a process through which you will optimize your content and your promotion of this content.