How to Develop Your Business's Facebook Content Strategy
Keep in mind that content drives engagement with your business. Content is the foundation of people-centered marketing. And as long as Facebook and social media exist, content will be the primary reason people share your product or service with their friends. This is why it’s so important to never stop asking content-related questions like
How can you tailor your content to appeal to your fans?
What assets do you already have (such as videos, tips, customer testimonials, and so on) that will enhance your brand while delivering real value to your fans?
When developing your content strategy, look at your different channels of communication — your website, Facebook Page, Twitter presence, e-newsletter, and so on — and then decide which content is right for each channel.
For example, you may realize that your Twitter followers want a different stream of updates than your Facebook fans, and your website visitors would be better served with more product-focused content. Because you want different types of engagement across all your channels, the content you publish needs to address each audience’s needs and concerns.
Here are some powerful ways to develop your Facebook content strategy:
Post to engage users. Although some content you post will be purely informative, such as broadcasting a particular price promotion to your fans, posts that are designed to encourage participation from Facebook will allow you to benefit from Facebook’s viral effect: Every time a fan comments on your Facebook Page, a story will end up in many of her friends’ News Feeds.
These stories provide links back to the original post and often generate additional attention and interaction with that content. In this way, your fans invite others along for the ride.
Provide discounts and special offers. Facebook marketers are discovering great success through extending discounts, special offers, and giveaways to attract Facebook fans. Ads that generate the greatest responses on Facebook offer something of perceived value for very little effort on the member’s part. Often, these offers are based on a prerequisite, such as the completion of a form or clicking the Like button.
When developing a promotion, keep in mind that the offer must interest your target audience. Sometimes, the offer doesn’t even have to be tangible, but merely the chance to have a shot at glory. Klondike appeals to its fans’ desires by encouraging them to share funny videos.
Deliver content in a format accessible to your audience. When developing your content strategy, it’s important to consider the range of media at your disposal. Facebook allows you to publish content in a number of formats (including photos and videos), making this content accessible directly through Facebook with a click of the mouse. Why not take advantage of the convenience of having everything in one easy-to-access location?
Likewise, if your fans enter into a dialog on your Facebook Page’s timeline, continue to use Facebook as your communications channel. Don’t reach out to that individual on Twitter, LinkedIn, or some other social network unless requested to do so by the fan (otherwise, you could seem too aggressive). Maintaining a consistent approach to communicating with your Facebook fans keeps them fans for the long term.
The culture of Facebook is formed by young, digitally fluent adults who understand when they’re being talked at versus engaged in a conversation; the key isn’t to interrupt them with a continuous stream of messages, but to instead use content to encourage participation. By creating a steady stream of rich content, you can engage the right audience and get them to interact with your brand.