Are content marketers wasting their time?

January 12, 2017

Facebook. Twitter. LinkedIn. Instagram. Snap. There are a lot of social media platforms out there, and according to Pew Research Center, more people are joining them every day. With ample opportunities to leverage social media, the pressure to create content non-stop can be real. But is that approach truly valuable in the long run?

Don’t hide the chocolates in your hat.

Keeping up with creating social media content can make you feel like Lucy and Ethel that time they got jobs at the chocolate factory. Which is to say, completely overwhelmed. And while we’ve made the case in the past for the importance of quantity, quality is just as important. Resist the urge to share that meme just to fill an arbitrary tweet quota. Everyone has already seen it multiple times, and your sharing it—or other unoriginal content—will be at best irrelevant and at worst a source of annoyance for your audience.

There’s someone on the other side of that computer screen.

Your Twitter followers are more than just a number. They’re real people, and they’re following you because they think you have something valuable to offer. Savvy content marketers will invest the time in creating thoughtful posts and assets, and followers will not only look forward to reading your tweets and the content you promote on social —they’ll log onto their Facebook and Instagram accounts to connect with you there, too. Even if that means sharing less content daily, it pays dividends in the end.

Hello? Is anybody home?

Those real, living, breathing people connecting with your brand on social media are there because they do truly want to connect, person to person. If you don’t believe us, take it from the man who manages Taye Diggs’ Twitter account. Dedicate some of your valuable social media time to showing your most loyal followers a little extra, personalized love, and they will repay you tenfold in loyalty. Turning social media fans into brand ambassadors? That marketing just paid for itself.

The hashtag is your friend.

When you go to a party where you don’t know many people, do you stand in the middle of the room and shout, “Hi, it’s nice to meet you all! Who wants to be my friend?”

Of course not. The same principle applies with social media: blasting content into the void is not going to garner the right kind of attention. Enter the hashtag. Being strategic about hashtag use allows you to catch the eye of people who’ll be most passionate about your brand; Investor’s Business Daily provides some more detailed insights here. It’s like going up to the person at the party who's wearing earrings by your favorite designer and striking up a conversation based on that shared interest—much more effective. 

Work smarter, not harder.

The moral of the story is this: yes, content marketers need to use social media regularly (and we’ve even developed a handy Daily Twitter Checklist for our clients to keep them on track with content creation). But a little bit of strategy and thoughtfulness about the way in which you create content can go a long way—even if it means fewer posts each day.

Download this daily checklist to boost your influence on Twitter.

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