Last week we began to explore social media strategic plans and creating good content.
This week we will continue discussing content, specifically ‘evergreen’ content (descr: retaining its relevance, popularity, usefulness, etc.; enduring), and look at some social media management tools.
Evergreen content is content which is related to your business or field of practice, that is always relevant.
It is a great way to ensure that you always have something relevant to post. It can fill those gaps between campaigns or events and is a great way to show your audience the breadth of your industry knowledge.
If you find a really great article which you believe would be constantly relevant to your audience, then consider saving it. You can work your evergreen content around this article, and get some longevity out of it.
Try Tweeting a few key snippets from the article over a few months, with links back to the article.
Or, if you have an affinity for writing and research, you could write your own ‘Cornerstone Article’. This article should detail the most important aspects of your business, those that you want to rank the highest in search results (for a better understanding of Search Engine Optimisation (SEO), head to our previous blogs).
Now you have the ability to create content that stems from this article, which makes it easier for you to think of ideas for content. Flesh out aspects of this article in blog posts, LinkedIn articles, or Tweets for ongoing engagement and improved SEO.
Lists are also a fantastic way to increase your Click-Through-Rates (CTRs). People are drawn to articles. We recently published a blog post on our ‘Top-5 eNewsletter picks’ which increased our CTRs from Social Media to our website.
These articles are also a great way to engage your stakeholders, and friends in the industry. Give them a shout-out, and watch your brand exposure, and theirs, increase!
Social Media management tools
Having a backlog of content ready is great but in last week’s article, we discussed the importance of not over-saturating your social feeds.
So, what do you do with all of it now? Get yourself a social media management tool!
These tools allow you to schedule all of your content, for all of your social channels, into a calendar that is published at a time and date of your choosing #howcool
We use Sprout Social as our social media management tool, and it even gives you suggested post-times, to maximise the exposure of your content.
These tools also provide analytics which determines when your audience is most likely to be ‘online’ and engaged. Sprout Social also offers you a listening tool, so you can stay ahead of the trends and social conversations. It’s fantastic if you’re short on time, have limited resources, but need maximum results!
If you need a hand setting this up in your business, we’re more than happy to help! Send us a message to get the ball rolling.
There are many other tools out there, here are a few that we have either worked with or trust:
- Hootsuite: They offer fantastic service, great analytics, and a user-friendly interface. Their founder Ryan Holmes is often mentioned in the news for his exceptional business prowess, so you know Hootsuite is one to trust.
- Buffer: Buffer provides a more unique experience for you and your users, allowing you and your team to reply to social conversations from within the program. With customers like Shopify and Microsoft, you know you’ll be in good hands.
- MeetEdgar: MeetEdgar is a smaller program, but that doesn’t mean it can’t pack a punch! CEO Laura Roeder created the platform to be tailored to her business needs, so you know this one has busy professionals front-of-mind. MeetEdgar also set themselves apart in the market by the introduction of ‘Auto-Variations’ which will automatically pull content from articles and blog posts for you to post!
When publishing scheduled content using a management tool, it can be easy to slip into a ‘set and forget’ mindset. We wouldn’t recommend this, as the main objective when utilising social media, is engagement.
You need to monitor your social channels, interact with your customers and provide timely updates.
You’re not alone…
If you need a hand with your social media management and monitoring, we can help you! Our team come with a wealth of social media knowledge and can do everything from writing content to managing your interactions for you. Get in touch with us today to find out how.
Next time we will dive into some more complex topics; paid social media, influencer marketing, and measuring ROI (Return on Investment).
It’s Tim, the author of this article.
I hope you found this edition of the blog insightful, and have taken something away from it.
As the marketing lead for the Digital Team, I love helping clients achieve their best Digital Marketing results. Whether it’s assistance with SoMe management, social listening, or writing a content plan, I’m here to help!
Send me an email today to get the conversation started, I look forward to hearing from you.