How to Create Remarkable Content to Get a Job in Social Media

By Brooks Briz, David Rose

The content that you create on social media must aim to educate (and hopefully entertain) and have a heavy dose of your personality. You can choose different content types. Create a video or compile research that helps a potential employer achieve an objective. Look for influencers asking questions on their personal blog or on LinkedIn comments; respond with the answer via a YouTube video.

The best types of content let the audience take immediate action to see results. If your audience has questions, you’ll be the first one they contact. Provide your direct contact information!

The top forms of social media content have specific benefits:

  • Audio: This can be in the form of an audio recording or podcasting. Podcasting has huge markets, such as iTunes. If you’ve been told that you have excellent inflection or cadence, then this is for you.

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  • Written word: Blogs on networks such as WordPress sync well with search engines, which make up about a third of the world’s website traffic. If you can organize information, create excellent actionable advice, or inspire others, then this is an excellent medium to choose.

  • Video: YouTube is consistently the third‐highest trafficked site in the world. If you’re extroverted and perform well on camera, then this highly visual medium is a great place to build your personal brand.

  • Imagery: If you have photography or graphic design skills, then this is a fantastic way to set your personal brand apart. Creating distinct content that influencers want to use is a quick way to get noticed.

  • Original research: Creating original studies, gathering statistics, and putting together numbers pertaining to the social media industry from an academic standpoint is a great way to build your personal brand. You can brand your research with logos or a specific style that you create.

Promoting your work

One of the biggest mistakes social media pros make is failing to effectively tell others about the content that they’ve created. Most social media pros also fail to understand that your content and promotion may fail repeatedly, and that’s completely okay.

Tenacity — sticking to it and getting better — is really what matters. The only way to get a social media job is by effectively promoting your work.

Content promotion has an ever‐changing nature, but your goal is to continually challenge yourself to produce the right message at the right time to the right audience on the right platform. If you get all four of these components right, then you’ll be a household name. However, continually challenging yourself to refine all four is where you’ll see results that steadily improve over time.

Follow these best practices when it comes to promoting your work:

  • LinkedIn: Unless they unsubscribe, people you’re connected to are automatically notified when you publish a post.

    You can pay for targeting toward specific groups, companies, and people, but set a strict budget and evaluate whether paying for exposure is netting a return for you.

  • Google+: You can directly email anyone within your circles and share it on the Google+ network. These are by far the best ways to distribute highly targeted content in different media.

  • Email: One of the most valuable assets that you can possibly build is an email list full of loyal readers. Many social media pros say that email is useless because no one reads it anymore, but it’s not necessarily the medium that’s ineffective. Email success depends on whether the recipient is familiar with the sender. One way to set yourself apart is by using engaging video newsletters or beautiful email templates through vendors such as iContact.com and benchmarkemail.com.

  • Syndication: Facebook emphasizes advertising, which forces you to pay for your content to be seen. Larger platforms are your best options. It takes time, but applying to be a contributor for huge social media publications such as Mashable and Social Media Examiner, and for business publications such as AMEX Open Forum and Inc.com, is a terrific way to get tons of traffic.

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Syndication can get a bit sticky when it comes to search engine results. Google pushes a website down in the search engine rankings if Google has seen the content before. To combat this, use the Fetch as Google feature in the Google webmaster tools. The tool ensures that Google gives you credit for your content. Just put your URL in Fetch as Google and submit it to Google’s index.

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Volunteering with influencers

You certainly have a talent or skill that you can offer influencers. This can be something as basic as researching or compiling data, or as advanced as graphic designing or programming.

Examine

  • Their blog

  • The comments on their blog

  • What they post on social media

For example, if she talks about the five hours of research she did to write a blog post, then you have the opportunity to step in and help. This approach is especially effective if you offer to help them without them having to ask.

To contact thought leaders, find their contact information. Most publicly list their email addresses or have contact forms on their websites. Keep these guidelines in mind:

  • Use the person’s supplied email address or contact form unless she explicitly states some other way to make contact.

  • Be very specific about what you can do for them. Define your value.

  • Provide evidence from social media or their thought leadership blog comments.

After you’ve helped someone, you can propose a working relationship. Be brief and clear about the benefits you bring. Then establish what you’re looking for. It’s completely acceptable to say what the person can do for you; leaders are interested in mutually beneficial relationships.

Don’t get discouraged if someone you contact doesn’t answer you immediately (or at all). To get the attention of an influential person, you must remain value driven, succinct, and persistent.