Social media platforms offer a great channel for brands to distribute their content to prospective consumers.
With the rise of these platforms employing algorithms to make the content displayed more relevant and digestible, the barriers to getting content noticed have also risen.
Instagram's photo cache alone is growing by a staggering 80m each day - rendering their historical approach of displaying content in chronological order untenable.
Although, it is becoming increasingly difficult for brands to ignore content marketing, the question remains how to differentiate and get your content noticed?
- Strategy - planning and focus are essential!
- Format - there are different forms of content you can utilise from articles to videos
- Content Type - question what type of content will provide value to your audience
- Platform - how do you plan to distribute?
- Goals - what does success look like to you? i.e. sales, web traffic, etc.
- Metrics - how are you going to measure success?
- Sharing Triggers - are you going to include calls to action, emotional responses?
In order to fully optimise your content, it is important to monitor and analyse success. Question the data and your audience to ensure you are making the most of the work you are putting in. Where necessary, edit, and return to the drawing board if you default on your business objectives.
By creating content and not ads, brands are hoping that they can reach consumers and build stronger relationships with them, but cutting through the clutter is increasingly difficult because of the deluge of content. To help consumers separate the wheat from the chaff, popular platforms on which content is distributed and shared are increasingly turning to algorithms. While Facebook's News Feed has been subject to an algorithm for years, Instagram and Twitter, services that have historically displayed content in chronological order, have recently introduced algorithms of their own.