Elevating Your Social Media Strategy – Why Compelling Content Matters
The state of content being created by social media managers:
Social media management as an industry was created out of the dire need for businesses to use the power of social media to attract and convert clients. But I think we’ve lost the plot.
Not all social media content is created equal. As a seasoned social media manager, I have serious concerns about the current state of content creation in our industry. Too often, brands are being provided with content that merely looks good but fails to engage, convert, or build a meaningful community. And truthfully, what good is that doing if it’s not tapping into social media’s potential?
The Problem with Evergreen Content:
Many social media managers today are creating content that is visually appealing but lacks substance. This "evergreen" content may fill a posting schedule, but it doesn’t engage audiences or drive conversions. When brands hire social media managers, their goal should be to create content that converts, engages, and speaks directly to their audience.
For instance, when I look for potential clients, I often come across accounts with stale, evergreen content. This type of content does not stimulate engagement or build a community. It’s content that looks good on the surface but doesn’t deliver results.
The Role of Social Media Managers:
As social media managers, our primary responsibility is to create a strategy that engages audiences, creates community, and converts followers into customers. There’s a significant distinction between managers who simply fill a content calendar with generic posts and those who craft strategic, engaging content.
Consider brands like Away on Instagram. They produce engaging, fun content that leverages trending concepts and even memes. This content is not only aligned with their brand but also resonates deeply with their audience, sparking conversations and fostering community.
Understanding Different Needs:
It's important to note that not all businesses prioritize social media in the same way. For example, law firms or medical practices may not view social media as a primary source for leads. They might prioritize other methods like Google Ads, which is perfectly acceptable. However, for those who do want to leverage social media, it’s crucial to understand the type of content they’re getting from their social media manager.
Creating Distinct and Compelling Content:
When I deliver a content calendar, it’s not just a series of bland, ready-made graphics. I create compelling, unique content that considers current trends, audience interests, and ongoing conversations on social media. This approach ensures that the content is not only engaging but also drives meaningful interactions and conversions.
Recently, I spoke with a fellow social media manager who prides herself on creating easy, evergreen content for her clients. While this works for her niche, my focus is on clients who desire more dynamic and engaging content. I aim to build a community and foster an engaged audience specific to their brand.
What to Look For:
The type of content you choose for your social media channels can significantly impact your brand’s success. For those seeking to build a vibrant community and drive conversions, it’s essential to work with a social media manager who understands the importance of creating distinct, engaging content. Whether you’re looking for a presence or aiming to convert, knowing what kind of content your social media manager will provide is crucial. Choose wisely and ensure that your content strategy aligns with your business goals.
