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What Content Optimization Means for Social Marketers

What Content Optimization Means for Social Marketers

What Content Optimization Means for Social Marketers


We wanted to create a space where social marketers could dig deeper into trending topics and learn a little each week, so we decided to host a weekly Twitter chat.

Last week at #SimplyChat, we discussed:

  • How social marketers define “content optimization”
  • How each person in the content creation process optimizes differently
  • How each social channel affects content optimization
  • How teams can work together to optimize content
  • The role developing technologies play in content optimization.

Q1. What does the word “content” in “content optimization” mean to you? A social post? A webpage? Something else entirely?

A1: Anything put in front of consumers for their attention. “Content” is not just exclusive to digital spaces

— Marcos (@ItsMarcosSays)

A1. To me, “content” is everything you share; all of your words & images. Optimization matters for everything!

— Houndstooth Media (@houndstoothmg)

A1: Content is the meat of the information. A social "post" or webpage is just the vehicle.

— Caitlin Kinser (@caitlinmarie89)

A1 It's a valuable piece of information shared in any format by anyone to meet the needs of their audience.

Takeaway: According to our chat participants, the word “content” in “content optimization” is the information you push to your audience. The phrase “content optimization” refers to the way you package that information in order to make the most impact on your target audience. You can package that information in the form of a blog post, social post, podcast, video, or other medium. You deliver that package via website, streaming service, or social network.

Q2. Describe a time you optimized your content in the last week.

A2 One way I optimised content was repurposing images w/ different captions for IG & Twitter; + cross promoting

— Alpana Deshmukh (@AlpanaDeshmukh)

A2: Optimize: delivering your content in the most/best ways for audiences: think repurposing a journal article into a short blog

— Caitlin Kinser (@caitlinmarie89)

A2 Content optimisation is finding opportunities n filling the gap left by others to reach your customers.

— Rajni (@RajniS26)

Takeaway: Although the definition of content optimization remains the same, depending on a person’s role, the way they optimize content is different.

For example, the way I, as a social media manager, optimize content is by finding the combination of copy and media type that will generate the most engagement and click-throughs. However, the way Bryan, our content marketing manager, optimizes content is by formatting the blog post on our website to make it shareable and favorable to search engines.

Q3. How do you optimize content on Twitter vs. Facebook vs. Instagram vs. LinkedIn?

A3: Understand how your audience differs from platform to platform and shape the information in a way that they will understand.

— Caitlin Kinser (@caitlinmarie89)

A3b: Additionally, use the unique functionality of the platform to "optimize" the content for maximum effect.

— Caitlin Kinser (@caitlinmarie89)

A3: A/B test w/ content, time, voice etc. Twitter can be more QA, FB more mssg board, IG visual & LI articles. Find what works.

— Carolina (@YoursTrulyCaro)

A3C. You can't post the content with the same message on facebook and twitter because the audiences are extremely different

— Cheval John (@chevd80)

I often see brands posting links in IG captions. They don’t work! 🙅🏻 put link in bio

— Alpana Deshmukh (@AlpanaDeshmukh)

A3 Tailor content to fit the platform & audience. Twitter is Q&A, LinkedIn is B2B, Instagram's aesthetic, & FB ties it together

— Bright Rain (@WeAreBrightRain)

Takeaway: The way social media marketers optimize content needs to differ depending on which platform the content is being published on. Each platform will give you different results, even if you push out the same content on each channel.

For example, despite publishing the same content on LinkedIn and Facebook, I’ve found that posts of guides with a preview of what is in them will get more engagement and link clicks on LinkedIn than on Facebook. The reason for this is that each channel attracts different use cases. There’s a reason you are more likely to find a lifestyle blogger on Instagram and Pinterest than on LinkedIn and Twitter.

Q4. How do you work with your content team to optimize web content for social?

A4. I participate in Twitter chats to see what people are chatting about and then the ideas for content creation happens

— Cheval John (@chevd80)

A4: This is the fun part for me. Often I'm given PhD-level content to "translate" into engaging pieces for the lay public

— Caitlin Kinser (@caitlinmarie89)

A4b: I also use insights from the social convos that I'm seeing to guide our content creators on popular/controversial topics.

— Caitlin Kinser (@caitlinmarie89)

Takeaway: Communication is key. To connect the dots between what happens on social and what information your brands pushes out on social, a conversation must be had. This may sound strange if you’re a one-person department. But whether it’s a conversation between two people or with yourself and a drawing board, it must be had. Let’s go through both scenarios.

Two-person team: For this example, we’ll use one of our #SimplyChat participants, Caitlin. She works in the health and fitness industry. In the tweets above, she mentions that she acts as a translator between the public and experts in her field. The experts give her content to push out to their audience, and she tells the experts about popular topics that their audience is talking about.

One-person team: We’ll use Cheval for this scenario. He participates in Twitter chats, similar to how some social marketers do on behalf of brands, to learn about trending topics and what people think about those topics. He connects the dots between social and content creation by deciding if his audience will benefit from the topics he learns about during chats. Cheval uses this information to create impactful content for his own audience.

Q5. How do developing technologies/new features on social networks affect the way you optimize your content?

A5. Live streaming has been the driver in shifting the way I post content on social media

— Cheval John (@chevd80)

AGREED! A5 I use live streaming on platforms constantly, to have that personal interaction with my viewers as well as

— Simone Agoussoye (@fancybosslady89)

A5 IG Stories features has opened up content possibilities for brands; freer, more ‘in the moment’ posts w/ creative options

— Alpana Deshmukh (@AlpanaDeshmukh)

A5: It forces you to keep things fun and fresh–But again-you have to stay authentic to your brand voice.

— Caitlin Kinser (@caitlinmarie89)

Takeaway: Social marketers need to be flexible and act quickly by adopting the appropriate newest features. by Forbes points out that “It’s the brands who can keep up and roll with the punches that are going to be the ones who succeed on social.”

Oftentimes, social networks will favor accounts that use the latest features. But there’s a caveat. Marketers need to be selective in choosing which features to integrate, because they need to be relevant to your brand, messaging, and overall marketing strategy. I’ll use Cheval as an example. He is active on Facebook and hosts a weekly podcast. When Facebook Live became available, he was able to put a face behind the voice for his podcast listeners, as well as bring together Facebook and podcast audiences.

If you like what you read here and want to be a part of the conversation, for a chat on how brands should use social media for building relationships! These are the questions we’ll be asking:

Q1. How can brands use social media for relationship-building?

Q2. What’s the most successful tactic you’ve tried for building relationships [with whom??] on social?

Q3. Which social network(s) do you prefer to build relationships on? Why?

Q4. How is relationship-building different on each social platform?

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