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7 Bright Ideas to Ensure Social Media Success in 2022

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7 Bright Ideas to Ensure Social Media Success in 2022


“Social is your superpower,” read this tagline on Hootsuite’s homepage and couldn’t agree anymore. Hootsuite – a tool that has been popular since the early days of social media helps businesses manage their accounts all across social media platforms, that too with ease and flow!

We are in 2022, and social media is more powerful than ever before. Videos, reels, posts, filters, live videos, etc make it easier for both small, and large businesses to reach the target audience with ease.

According to research, there are approximately 4.62 billion social media users today. So, how do we reach our ideal customer in such a huge influx of users? Get creative! When we say ‘get creative’ we mean getting creative in terms of how you put your message out there.

A great way could be to come up with unique visuals that appeal to your audience. Unique, creative content be it text, videos, images drive the audience’s attention and engage them well as compared to the boring content.

Without further ado, let’s get to some of the bright ideas that you must use when designing your social media strategy in 2022.

No. 1: Make the most of User Generated Content

People love online stores, they love to see and watch people doing the same thing before they could actually do it themselves. It gives them confidence. That’s why people love to read reviews or watch video testimonials before they could actually buy your product or service.

User-generated content does wonders particularly if you sell a product. Personally, I never buy anything before checking the reviews. A happy customer would always share his experience on his social media, or your product page. Make sure you repurpose that and place it on your website, landing page, or store.

A way to make the most of user-generated content is by promoting the testimonials with the hashtag #testimonialtuesday across all social media channels.

Check out this testimonial Tuesday post done by a real estate investor in order to promote her services, and honestly, the post is engaging quite a lot.

No. 2: Connect with the Audience, Emotionally

When you connect with your audience at an emotional level, you won. Know that your target audience always loves to be valued and care for. Therefore, the more personalized you get, and the better you connect with them at an emotional level, the better your social media campaigns will succeed.

Dove did it massively and had great results with its campaign to make women feel beautiful in their own skin. It won the Bronze award for its transforming the beauty conversation on social media.

So, here’s what the states looked like.

  • The message inspired women significantly and there were more than 168,000 posts with the hashtag #SpeakBeautiful
  • The campaign drove 800 million sociala media impressions, which is huge  

No. 3: Create Content that Leaves the Reader Wanting More

Creating content that leaves your target audience wanting more could be the best thing you can do. Don’t be afraid to get a little creative and fun as you create this kind of content. If you have a food business, this formula can never get wrong.

We all snap good pictures of the delicious food before we could actually start eating it, and so does your target audience, just make use of that.

So, here’s what you can do further to make it possible.

  • Show up on each social media platform to increase brand awareness and demonstrate your product through storytelling.
  • Reach out to the industry influencers including niche-specific bloggers and collaborate with them.
  • Ask your followers for a meet and greet session to share their experiences that will give brand recognition a little further.

Here’s what Nutella did.

Would you love to have more? Think again…

No. 4: Choose Strong Visuals

It goes without saying that strong visuals are crucial. Need some proof?

  • Photo-based posts on Facebook get 53% more likes, 84% more clicks, and an astonishingly 104% more comments
  • Tweets with great images have 3X engagement rates than others
  • LinkedIn posts with images receive 98% more comments

Still not convinced?

According to Social Science Research Network, the human mind processes images 60,000 times faster than text. Now you must have a good reason to focus on visuals rather than just the text. Again, don’t shy away from getting a little creative and funny when it comes to creating visuals for your brand.

You can choose to create:

  • Charts and graphs for data visualization
  • Great product photos
  • Videos
  • GIFS
  • Infographics

Pro tip: besides using beautiful imagery on social media, your site also has to be well designed so it appears trustworthy.If not, all that sweet social referral traffic will hit the back button as soon as they see your site. And that is a terrible message to send to Google about the quality of your website.

No. 5: Create Social Media Content around a Trending Topic

Twitter is a game-changer when it comes to trending topics. Create a post around a hot topic under discussion, and boom your tweet will reach millions of audience. Therefore, it is great to keep eye on the topics under discussion and get creative around that to design that one crispy post which will reach millions of audiences.

In the same pattern, make sure you create content on another platform as well. It shows that your brand is well-informed about what’s going on in the world, and it shows you care about it.

Don’t just follow the trend, see if the matter in trend meshes up with your brand well, and come up with the best idea that you have.

Pro tip: though some AI content writers (for example Jasper AI assistant) have posts templates for all major social platforms, my advice is that you write social media posts yourself, or have your VA write it.

That’s because these AI tools spit out generic content that lacks fire and that won’t inspire your audience to take action.

No. 6: Occasion-Specific Campaigns are a Must

It’s when you have to mix and match everything you have learned so far to get the best out of your social media strategy for occasion-specific campaigns that include:

  • New year
  • Mother’s Day
  • Father’s Day
  • Valentines Day
  • Christmas
  • Holiday Season
  • Thanksgiving
  • Etc

Design a unique strategy for the specific occasion to promote your product/service to your audience. Use your campaign to help them celebrate the occasion in the best possible way with their loved ones.

Check out this campaign by Starbucks that smartly tries to improve social media engagement too by offering a reusable red cup for free.

No. 7: Measure Results

Numbers never lie! And, if you create a social media plan based on this rule, you will never fail. In order to achieve results, you have to set smart goals. It is an amateur mistake to shoot blindly without first knowing where the target is.

Don’t just say that you need to increase followers, however, your goal should be like, “We need to get 1000 targeted followers in one month.”

So, here’s what happens.

All the new followers that you will get are ideal customers, which means that you have a higher conversion rate on your social media. And, then you are a step closer to the goal i.e. to sell your product/service.

Alternatively, if you need to increase the number of sign-ups for a specific campaign. Look at how much you spent and how many sign-ups you get. And, increase your ad spending based on that.

Explore Meta Business Suite and dig deeper into the statistics for targeting and retargeting the ad campaigns. Once you do that, use a report maker to compile all the results about the social media campaign and share them with the marketing department.

Tapping into the analytics will help you,

  • Understand user behavior at a deeper level
  • Refine your strategy more effectively
  • Understand which platform works best for your brand
  • Identify the best times to post
  • Analyze your competitors

There you have it, some of the bright ideas to ensure social media success. Get creative as you plan your social media strategy as you work on these seven bright ideas. Together this will ensure you have a successful social media strategy.

Do you think we have missed out on adding any important things here? Let us know in the comments section below.



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Content Operations Framework: How To Build One

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Content Operations Framework: How To Build One

More and more marketers of all ilk – inbound, outbound, social, digital, content, brand – are asked to add content operations to their list of responsibilities.

You must get your arms around:

  • Who is involved (and, I mean, every who) in content creation
  • How content is created
  • What content is created by whom
  • Where content is conceived, created, and stored
  • When and how long it takes for content to happen
  • Why content is created (the driving forces behind content creation)
  • What kinds of content does the audience want
  • How to build a framework to bring order and structure to all of this

The evolving expectations mean content marketers can no longer focus only on the output of their efforts. They must now also consider, construct, implement, and administer the framework for content operations within their organizations.

#Content marketers can no longer focus solely on the output. It’s time to add content ops to the mix, says @CathyMcKnight via @CMIContent. Click To Tweet

What exactly are content operations?

Content operations are the big-picture view of everything content-related within your organization, from strategy to creation, governance to effectiveness measurement, and ideation to content management. All too frequently at the companies – large and small – we consult with at The Content Advisory, content operations are left to evolve/happen in an organic fashion.

Teams say formal content operations aren’t necessary because “things are working just fine.”

Translation: Nobody wants the task of getting everyone aligned. No one wants to deal with multiple teams’ rationale for why the way they do things is the right/best/only way to do it. So, content teams just go on saying everything is fine.

News flash – it’s not.

It’s not just about who does what when with content.

Done right, content operations enable efficacy and efficiency of processes, people, technologies, and cost. Content ops are essential for strategic planning, creation, management, and analysis for all content types across all channels (paid, earned, owned) and across the enterprise from ideation to archive.

A formal, documented, enforced content operation framework powers and empowers a brand’s ability to deliver the best possible customer experiences throughout the audiences’ journeys.

A documented, enforced #ContentOperations framework powers a brand’s ability to deliver the best possible experiences, says @CathyMcKnight via @CMIContent. Click To Tweet

It doesn’t have to be as daunting as it sounds.

What holds many content, administrative, and marketing teams back from embracing a formal content operations strategy and framework is one of the biggest, most challenging questions for anything new: “Where do we start?”

Here’s some help in high-level, easy-to-follow steps.

1. Articulate the purpose of content

Purpose is why the team does what it does. It’s the raison d’etre and inspiration for everything that follows. In terms of content, it drives all content efforts and should be the first question asked every time content is created or updated. Think of it as the guiding star for all content efforts.

In Start With Why, author Simon Sinek says it succinctly: “All organizations start with WHY, but only the great ones keep their WHY clear year after year.”

All organizations start with WHY, but only the great ones keep their WHY clear year after year, says @SimonSinek via @CathyMcKnight and @CMIContent. Click To Tweet

2. Define the content mission

Once the purpose of the teams’ content efforts is clear (and approved), it’s time to define your content mission. Is your content’s mission to attract recruits? Build brand advocacy? Deepen relationships with customers? Do you have buy-in from the organization, particularly the C-suite? This is not about identifying what assets will be created.

Can you talk about your mission with clarity? Have you created a unique voice or value proposition? Does it align with or directly support a higher, corporate-level objective and/or message? Hint: It should.

Answering all those questions solidifies your content mission.


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3. Set and monitor a few core objectives and key results

Once your content mission is in place, it is time to set out how to determine success.

Content assets are called assets for a reason; they possess real value and contribute to the profitability of your business. Accordingly, you need to measure their efficacy. One of the best ways is to set OKRs – objectives and key results. OKRs are an effective goal-setting and leadership tool for communicating objectives and milestones to achieve them.

OKRs typically identify the objective – an overall business goal to achieve – and three to five key quantifiable, objective, measurable outcomes. Finally, establish checkpoints to ensure the ultimate objective is reached.

Let’s say you set an objective to implement an enterprise content calendar and collaboration tool. Key results to track might include:

  • Documenting user and technical requirements
  • Researching, demonstrating, and selecting a tool
  • Implementing and rolling out the tool.

You would keep tabs on elements/initiatives, such as securing budget and approvals, defining requirements, working through procurement, and so on.

One more thing: Make sure OKRs are verifiable by defining the source and metric that will provide the quantifiable, measurable result.

Make sure objectives and key results are verifiable by defining source and metric, says @CathyMcKnight via @CMIContent. Click To Tweet

4. Organize your content operations team

With the OKRs set, you need people to get the work done. What does the structure look like? Who reports to whom?

Will you use a centralized command-and-control approach, a decentralized but-supported structure, or something in between? The team structure and organization must work within the construct and culture of the larger organization.

Here’s a sample organizational chart we at TCA developed for a Fortune 50 firm. At the top is the content function before it diverges into two paths – one for brand communications and one for a content center of excellence.

Under brand communications is each brand or line of business followed by these jointly connected teams: content – marcom, social/digital content development and management, center of excellence content – creative leader, center of excellence PR/media relations, customer relationship management, and social advertising.

Under the content center of excellence is the director of content strategy, manager of content traffic, projects, and planning, digital asset operations manager, audience manager, social channel and content specialist, creative manager, content performance and agility specialist, and program specialist.

Click to enlarge

5. Formalize a governance model

No matter how the operational framework is built, you need a governance model. Governance ensures your content operations follow agreed-upon goals, objectives, and standards.

Get a senior-management advocate – ideally someone from the C-suite – to preside over setting up your governance structure. That’s the only way to get recognition and budget.

To stay connected to the organization and its content needs, you should have an editorial advisory group – also called an editorial board, content committee, or keeper of the content keys. This group should include representatives from all the functional groups in the business that use the content as well as those intricately involved in delivering the content. The group should provide input and oversight and act as touchpoints to the rest of the organization.

Pointing to Simon Sinek again for wisdom here: “Passion alone can’t cut it. For passion to survive, it needs structure. A why without how has little probability of success.”

6. Create efficient processes and workflows

Adherence to the governance model requires a line of sight into all content processes.

How is content generated from start to finish? You may find 27 ways of doing it today. Ideally, your goal would be to have the majority (70% or more) of your content – infographic, advertisement, speech for the CEO, etc. – created the same or in a similar way.

You may need to do some leg work to understand how many ways content is created and published today, including:

  • Who is involved (internal and external resources)
  • How progress is tracked
  • Who the doers and approvers are
  • What happens to the content after it’s completed

Once documented, you can streamline and align these processes into a core workflow, with allowances for outlier and ad-hoc content needs and requests.

This example of a simple approval process for social content (developed for a global, multi-brand CPG company) includes three tiers. The first tier covers the process for a social content request. Tier two shows the process for producing and scheduling the content, and tier three shows the storage and success measurement for that content:

Click to enlarge

7. Deploy the best-fit technology stack

How many tools are you using? Many organizations grow through acquisitions, so they inherit duplicate or overlapping functionality within their content stacks. There might be two or three content management systems (CMS) and several marketing automation platforms.

Do a technology audit, eliminate redundancies, and simplify where possible. Use the inherent capabilities within the content stack to automate where you can. For example, if you run a campaign on the first Monday of every month, deploy technology to automate that process.

The technology to support your content operations framework doesn’t have to be fancy. An Excel spreadsheet is an acceptable starting place and can be one of your most important tools.

The goal is to simplify how content happens. What that looks like can vary greatly between organizations or even between teams within an organization.

Adopting a robust content operations framework requires cultural, technological, and organizational changes. It requires sponsorship from the very top of the organization and adherence to corporate goals at all levels of the organization.

None of it is easy – but the payoff is more than worth it.

Updated from a November 2021 post.

Want more content marketing tips, insights, and examples? Prenumerera to workday or weekly emails from CMI.

HANDPLOCKAT RELATERAT INNEHÅLL:

Omslagsbild av Joseph Kalinowski/Content Marketing Institute



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SEO Recap: ChatGPT – Moz

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SEO Recap: ChatGPT - Moz

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

We’re back with another SEO recap with Tom Capper! As you’ve probably noticed, ChatGPT has taken the search world by storm. But does GPT-3 mean the end of SEO as we know it, or are there ways to incorporate the AI model into our daily work?

Tom tries to tackle this question by demonstrating how he plans to use ChatGPT, along with other natural language processing systems, in his own work.

Be sure to check out the commentary on ChatGPT from our other Moz subject matter experts, Dr. Pete Meyers and Miriam Ellis:

Video Transcription

Hello, I’m Tom Capper from Moz, and today I want to talk about how I’m going to use ChatGPT and NLP, natural language processing apps in general in my day-to-day SEO tasks. This has been a big topic recently. I’ve seen a lot of people tweeting about this. Some people saying SEO is dead. This is the beginning of the end. As always, I think that’s maybe a bit too dramatic, but there are some big ways that this can be useful and that this will affect SEOs in their industry I think.

The first question I want to ask is, “Can we use this instead of Google? Are people going to start using NLP-powered assistants instead of search engines in a big way?”

So just being meta here, I asked ChatGPT to write a song about Google’s search results being ruined by an influx of AI content. This is obviously something that Google themselves is really concerned about, right? They talked about it with the helpful content update. Now I think the fact that we can be concerned about AI content ruining search results suggests there might be some problem with an AI-powered search engine, right?

No, AI powered is maybe the wrong term because, obviously, Google themselves are at some degree AI powered, but I mean pure, AI-written results. So for example, I stole this from a tweet and I’ve credited the account below, but if you ask it, “What is the fastest marine mammal,” the fastest marine mammal is the peregrine falcon. That is not a mammal.

Then it mentions the sailfish, which is not a mammal, and marlin, which is not a mammal. This is a particularly bad result. Whereas if I google this, great, that is an example of a fast mammal. We’re at least on the right track. Similarly, if I’m looking for a specific article on a specific web page, I’ve searched Atlantic article about the declining quality of search results, and even though clearly, if you look at the other information that it surfaces, clearly this has consumed some kind of selection of web pages, it’s refusing to acknowledge that here.

Whereas obviously, if I google that, very easy. I can find what I’m looking for straightaway. So yeah, maybe I’m not going to just replace Google with ChatGPT just yet. What about writing copy though? What about I’m fed up of having to manually write blog posts about content that I want to rank for or that I think my audience want to hear about?

So I’m just going to outsource it to a robot. Well, here’s an example. “Write a blog post about the future of NLP in SEO.” Now, at first glance, this looks okay. But actually, when you look a little bit closer, it’s a bluff. It’s vapid. It doesn’t really use any concrete examples.

It doesn’t really read the room. It doesn’t talk about sort of how our industry might be affected more broadly. It just uses some quick tactical examples. It’s not the worst article you could find. I’m sure if you pulled a teenager off the street who knew nothing about this and asked them to write about it, they would probably produce something worse than this.

But on the other hand, if you saw an article on the Moz blog or on another industry credible source, you’d expect something better than this. So yeah, I don’t think that we’re going to be using ChatGPT as our copywriter right away, but there may be some nuance, which I’ll get to in just a bit. What about writing descriptions though?

I thought this was pretty good. “Write a meta description for my Moz blog post about SEO predictions in 2023.” Now I could do a lot better with the query here. I could tell it what my post is going to be about for starters so that it could write a more specific description. But this is already quite good. It’s the right length for a meta description. It covers the bases.

It’s inviting people to click. It makes it sound exciting. This is pretty good. Now you’d obviously want a human to review these for the factual issues we talked about before. But I think a human plus the AI is going to be more effective here than just the human or at least more time efficient. So that’s a potential use case.

What about ideating copy? So I said that the pure ChatGPT written blog post wasn’t great. But one thing I could do is get it to give me a list of subtopics or subheadings that I might want to include in my own post. So here, although it is not the best blog post in the world, it has covered some topics that I might not have thought about.

So I might want to include those in my own post. So instead of asking it “write a blog post about the future of NLP in SEO,” I could say, “Write a bullet point list of ways NLP might affect SEO.” Then I could steal some of those, if I hadn’t thought of them myself, as potential topics that my own ideation had missed. Similarly you could use that as a copywriter’s brief or something like that, again in addition to human participation.

My favorite use case so far though is coding. So personally, I’m not a developer by trade, but often, like many SEOs, I have to interact with SQL, with JavaScript, with Excel, and these kinds of things. That often results in a lot of googling from first principles for someone less experienced in those areas.

Even experienced coders often find themselves falling back to Stack Overflow and this kind of thing. So here’s an example. “Write an SQL query that extracts all the rows from table2 where column A also exists as a row in table1.” So that’s quite complex. I’ve not really made an effort to make that query very easy to understand, but the result is actually pretty good.

It’s a working piece of SQL with an explanation below. This is much quicker than me figuring this out from first principles, and I can take that myself and work it into something good. So again, this is AI plus human rather than just AI or just human being the most effective. I could get a lot of value out of this, and I definitely will. I think in the future, rather than starting by going to Stack Overflow or googling something where I hope to see a Stack Overflow result, I think I would start just by asking here and then work from there.

That’s all. So that’s how I think I’m going to be using ChatGPT in my day-to-day SEO tasks. I’d love to hear what you’ve got planned. Let me know. Thanks.

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What Is a White Paper? [FAQs]

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What Is a White Paper? [FAQs]

The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business.

The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution.

(mer …)

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