Blogging and social media offer marketers the opportunity to publish content to attract customer attention, as well as pitch the media. This strategy
requires a balance of content that provides fresh news while also covering evergreen topics.
For the best results, think like a news editor. Create a regular mix of current events, original research and timely commentary for reader engagement. Here
are three key elements you need:
1. Monitor and anticipate trends.
Use social media to participate in larger conversations beyond just pushing out your company news. The more your brand interacts with timely content, the
more people will see the brand and its digital offerings.
Monitor trends in the news, pop culture and the lives of your customers. Map out how your brand can participate in these conversations via social media,
blog posts or other appropriate media. But don’t get involved in every conversation. Instead, focus on stories that relate to your overall brand strategy
2. Create evergreen content your customers need.
Know your customers’ pain points, busy seasons, challenges and strengths. Create evergreen content and address long-term issues that won’t go out of date.
When your customers search topics that regularly impact their lives, you’ll already have relevant content out there. Customers and reporters alike will
come to rely on your brand as a resource for their research, and they’ll become more engaged with your timely content, as well.
3. Leave room for real-time news.
Twenty-four-hour news is your brand’s opportunity to offer instantaneous commentary. Remember the Super Bowl blackout? Oreo’s social media team was on
standby and capitalized on the situation with timely humor. No one could have anticipated the blackout, but they seized the opportunity as it happened.
For maximum effectiveness, create an editorial calendar. Consistency is key. By regularly publishing quality content, you can drive more traffic, leads and
revenue, and nurture those leads into customers.
Stacey Acevero is the social media manager for Vocus/PRWeb. A version of this article first appeared on
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