It is not a revelation that content constitutes the core of social media marketing. It can appear in all shapes and sizes: as texts, images, videos, podcasts, music and many others.
A good content should enrich and engage* social media users. It should give your audience the additional value they are keen on. The social media space is to the utmost social, so that all social interactions apply. If you give out value, people will reciprocate it in a number of ways you count on. That’s why you should care of the quality of your content. I always say that a good content should fulfill at least one of these two values: expertise or entertainment. Why? Because these qualities enrich your audience, give that additional value, either knowledge or amusement.
There are a number of benefits of producing a worthwhile and interesting content. For clarity, I always extinguish between two main advantages which are: SEO and PR.
Here is how it works:
1. Why SEO?
A good content becomes sharable – people want to put it forward throughout their networks. Therefore your site gets more traffic and better online exposure – better page rank.
2. Why PR?
- Because people start talking about your company/product – your brand gains publicity and recognition.
- Users interact with your brand – relationships are being made.
- People became ambassadors of your brand.
- You get instant feedback on your actions.
Graphically it looks as follows:
Content -> Engagement -> Reactions -> Results
*Engagement signifies interactions/ processes that users make with your content, i.e. share, comment, discuss, recommend or go even further and act with your intent, i.e. purchase, subscribe. If the content is not engaging it means it is left forgotten and doesn’t cause any users’ reactions.