It seems like these days all you hear is talk about content, content, content. The more we engage online, the more quality content needs to be considered. High quality content is necessary for a few reasons…
Information Overload
We are all faced with loads of data each and every day. Online users are aware of the information overload and so they definitely have become more and more discerning about what content they devote their time to as more and more content has become available. Great content today is important and/or interesting and relevant.
Craft your social media content with your target market in mind. Does your audience consist of Millenials or Baby Boomers? Does your audience consist of people of all age groups? Where is your audience located geographically, what is the average highest level of education reached by your target market? Consider every factor you would use to shape any other marketing or advertising effort to be sure your social media content is in fact what will appeal to your audience.
Organic Reach
Social media platforms that use organic reach (such as Facebook) will improve or hurt organic reach based on the type of content you post. Lower quality content that does not serve social media audiences can drastically decrease your reach. Pages with very little or no engagement will find their organic reach decreasing over time as well. The platform’s algorithm assumes quality content is not being shared with fans which have caused them to lose interest. Conversely, high quality content that inspired audience interaction such as likes, comments and shares can help to increase your organic reach because the algorithm assumes your content is desirable to your fans.
News feeds primarily consist of content from users’ friends in order to avoid overwhelming them with too much content from business pages. The more your content proves to be valued by your fan base, the more satisfied the platform’s algorithm will be and the more it will do to get you content in front of audiences.
Networking/Building a Supportive Online Community
Don’t be afraid to share content. Sharing high quality content others have posted on various social media platforms is a great way to benefit your audience. Sharing allows you to 1) spread great content, 2) support another member of the social media community and 3) open up the potential for building online relationships with other businesses, influencers and even potential customers.
Branding
Every word, every sentence and every image you share is a reflection of your company. For the purposes of branding alone, high quality content is non-negotiable!
