18 Content Marketing Tips

The social media landscape has undergone rapid changes in recent times. From Elon Musk’s unpredictable actions at X to government proposals to ban TikTok, and the introduction of new features like YouTube Shorts and Meta Threads, every platform is constantly evolving to adapt to the latest trends and business models. With all these changes happening, it’s important to update your social media strategy accordingly. In this article, we will share valuable tips from experts who presented at Content Marketing World on how to navigate the ever-changing social media landscape.

Follow your people

One of the key strategies for adapting to the shifting social media ecosystem is to follow your audience. Different audiences respond to changes in social media in different ways. Pay attention to the communities your followers are engaging in, such as Discord servers, Reddits, or Circle groups, as these semi-open spaces are gaining popularity. By keeping a close eye on these communities, you can better understand how your audience is adapting and tailor your social media strategy accordingly.

Delve into personas

To stay ahead of the curve, it’s crucial to study the social media behavior of your target personas. Keep track of how their preferences are changing by having conversations with your sales team, periodically surveying customers (trade shows can be a great opportunity for this), or referring to industry research that analyzes social media behavior. By understanding your audience’s evolving preferences, you can adjust your social media strategy to meet their needs effectively.

Go private

In order to mitigate volatility in your social media strategy, consider turning to private social media communities. Platforms like Slack, Discord, and Telegram offer excellent opportunities for building and engaging communities. Discord, in particular, stands out for its ability to foster communities, providing an authentic and organic experience. By leveraging platforms like Discord, you can tap into their potential for community building and engagement, ensuring a more stable and reliable social media presence.

Go where impact is greater

Despite the buzz surrounding social media, it’s important to remember that its impact is often overestimated. Research has shown that social media only generates 2% of traffic and leads for most companies, while organic search accounts for a significant 60%. Therefore, it may be wise to spend less time and budget on social media and instead focus on channels where people are more willing and ready to engage, such as organic search. By shifting your efforts towards channels with higher impact, you can maximize your resources and achieve better results.

Audit your social content regularly

Regularly reviewing your social media strategy is crucial to ensure its effectiveness. Schedule regular meetings to evaluate what’s working and what’s not, and keep an eye out for any signs of change on the horizon. By proactively monitoring the landscape, you can anticipate potential shifts, such as a mass exodus from a platform or a platform being banned, and make necessary adjustments before it’s too late. Staying proactive and adaptable is key to maintaining a successful social media strategy.

Be nimble and responsive

In a rapidly changing social media landscape, being nimble and responsive is essential. Continuous monitoring and flexible adaptation are key to navigating the fickle nature of social media. Brands may need to diversify their social media portfolio to ensure continuous distribution as audiences migrate during times of volatility. It’s also important to invest in owned and operated channels like your website, blog, and email list, as these channels provide a direct line of communication with your customers, regardless of platform changes. Stay updated with changes in regulations, platform policies, and user behaviors, and adjust your strategy accordingly to stay ahead of the game.

Try new things quickly

In a rapidly evolving landscape, it’s crucial to stay curious and open to trying new tools, platforms, and formats. Teams that embrace experimentation and are willing to quickly adapt and move on from strategies that aren’t working will ultimately achieve the best results. It’s important to jump in quickly and test new approaches. If something isn’t working, don’t be afraid to pivot and try something else. By staying agile and open-minded, you can leverage emerging opportunities and stay ahead of the competition.

Focus on what you own

While social media is an important component of any marketing strategy, it’s essential to prioritize owned media. Instead of relying solely on social media platforms, focus on building and nurturing your blog and other content created for your own website. Identify the social channels where your target audience spends the most time and incorporate them into your strategy accordingly. By leveraging owned media and collaborating with your PR team to turn your content into earned media, you can maximize the visibility and reach of your content across multiple channels. Collaboration between content, social, and PR teams is crucial to making the most of your efforts.

Make a tasty sandwich

To ensure a cohesive and effective social media strategy, your social strategies should complement your owned platform strategies. Think of them as two essential components that go together seamlessly, like peanut butter and jelly. Create social content that is so compelling and valuable that people can’t resist subscribing to get more. Use social media as a tool for listening and learning, allowing you to craft the best content and offerings for your audience.

Ask for emails

To avoid relying too heavily on rented platforms, it’s important to foster a community on owned land. Host events like coffee chats, dinners, and meetups to connect with your audience. Utilize platforms like Slack or Discord to coordinate gatherings and maintain ongoing communication. However, it’s crucial to build an email list of your community members as a way to establish a direct line of communication. By building your own email list, you can maintain a strong connection with your audience, regardless of platform changes.

Stick to the strategic differentiator

Your social media strategy should be an extension of your overall marketing strategy, reflecting your brand’s unique differentiators, culture, and brand position. Regardless of the platform you choose, it’s important to stay true to what sets your brand apart and resonates with your target customers. By staying authentic and true to your brand, your social media strategy will remain consistent and effective, regardless of platform changes.

Make it about principle

While it’s important to adapt your social media strategy to different platforms, it’s equally important to have a principle-based approach. Your company should have a clear understanding of who you are, what works for you, and what you’re trying to achieve. By carrying these principles across platforms, you can maintain consistency and ensure that your social media strategy aligns with your overall brand identity. Focus on the principles that drive your brand, and let them guide your decision-making across all social media platforms.

Don’t do the eggs-basket thing

Avoid overinvesting in any one social media platform. It’s crucial to stay nimble and avoid putting all your eggs in one basket. While certain platforms may be popular at a given time, trends can change rapidly. Remember platforms like MySpace, Vine, Tumblr, Friendster, and Google+ that were once the dominant players but eventually faded away. By diversifying your presence across multiple platforms and optimizing your content for different audiences, you can mitigate the risk of relying too heavily on any one platform. Embrace change and adapt your strategy to meet the evolving needs of your audience.

Make it about people and content

To future-proof your social media strategy, focus less on the medium and more on the message and audience. Understand the changing demographics and preferences of different social media channels and adjust your investments accordingly. Regardless of the platform, storytelling remains a powerful tool. Craft compelling stories that resonate with your audience, adapting them to each specific channel. By staying laser-focused on your audience and your message, you’ll be better prepared to navigate the inevitable waves of change and volatility ahead.

Build a fan base

In today’s social media landscape, it’s essential to showcase a clear brand point of view and create irresistible content. Brands with valuable and memorable content will find that their customers become loyal fans who actively seek them out on new platforms. Just like TV shows that gained a second life due to their dedicated fan bases, brands can benefit from cultivating a strong following. By consistently delivering valuable content, you can build a loyal fan base that will support your brand across different social media platforms.

Think green

In order to adapt to changing circumstances, content teams should focus on expanding their database of evergreen content. Having a repository of ready-to-use content that can be repurposed for various social media channels is invaluable. This approach ensures that you have a library of content readily available, even if a specific social media app comes under scrutiny or experiences changes. By having a diverse range of content at your disposal, you can maintain a consistent presence across different platforms, regardless of their individual challenges.

Go for the creator, not the platform

To navigate the challenges posed by social media platforms, it’s important to think beyond your own social feeds and engage with content creators. Collaborating with strong creators who align with your brand can help diversify your reach and mitigate the impact of changes made by social media platforms. When platforms prioritize profit, they often limit the organic exposure of businesses. By engaging with creators who work across multiple platforms, you can ensure that your brand remains visible and connected to your target audience, regardless of platform changes.

Whatever you do, don’t make a pronouncement

While it’s important to pay attention to social media and adapt your strategy accordingly, it’s best to avoid making grand pronouncements about your brand’s social media strategy. Instead of making headlines with your approach, simply make adjustments as needed. If there’s a troubling platform, consider pausing your activity on that platform without making a formal announcement. Most people won’t notice, and you can avoid unnecessary attention or backlash. Focus on the evolution of your strategy behind the scenes and make changes as necessary, without drawing unnecessary attention to your brand.

In conclusion, the social media landscape is constantly evolving, and it’s crucial to adapt your strategy accordingly. By following these expert tips, you can navigate the ever-changing social media ecosystem and ensure that your brand remains relevant and impactful. Remember to stay connected with your audience, focus on the principles that drive your brand, and be open to trying new approaches. By staying nimble, responsive, and focused on creating valuable content, you can thrive in the dynamic world of social media marketing.

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