Importance of Content for Social Media Engagement

Importance of Content for Social Media Engagement

How it started

Online content generation started with the dot-com boom at the start of this century when almost every business began to move on the internet. This decade witnessed a widespread use of social media by businesses to get noticed by the huge consumer base already active on the dais. I recall my college days when data was being termed as the oil of the 21st century by internet companies and the marketing world regarded content as the king, perhaps things have become much more serious since the time, half a decade ago.

Where is it today

The diversity of content available today ranges from images and GIFs to blog articles and white papers. All this content plays a crucial role in achieving business and social media objectives such as brand recognition, thought leadership, audience engagement, and lead generation. Content is a way forward in strengthening an organisation’s position as a go-to destination for its customers, in its respective domain. Effective content helps an organisation build long term relationships with its audience, ultimately leading to an increase in revenue.

With an unexhaustive mass of information available online, getting the attention of a business’ audience can sometimes feel like an uphill battle. Businesses need to ensure their content is well received by keeping it relevant to its audience’s interests, goals, and pain points. The best way to achieve this is by ensuring the content reflects the unique perspective of one’s brand, while also considering the needs of one’s organization.

What can be done

An important step towards getting relevant content is having an efficient content recommender system in place. Content recommender systems are known to have a huge impact on social media engagement, to the extent that players like Outbrain and Taboola have made fortunes worth millions by recommending relevant content. They place links beneath or next to articles or blog posts on a given website. Media companies and marketers pay Outbrain and Taboola to get their links posted on the publishers’ site in an effort to drive traffic to their content.

Smooper too, in one of its blog posts, has discussed about building a content recommender system, which has proven to be efficient, in terms of getting relevant content, working on real world data.

In addition to this, a feedback system depicting user analytics would help understand how different sections of the target audience respond to the kind of content being shared, further steps can be taken in accordance.

A key tool to achieving one’s social content marketing goals is a strong Content Strategy which acts as a game plan for coordinating, creating, and distributing the organization’s content. Operating without a Content Strategy could result in content that is unbalanced in tone, subject matter, or purpose. Without a plan in place, most organizations would find it difficult to maintain an effective cadence and regularity to their posting schedule.

Use your content strategy to tell a consistent, cohesive story about your brand. A well thought out strategy helps ensure you’ve set attainable goals, identified your audience, and are distributing your content effectively.


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