In life, we all wear masks.
Depending upon the current environment that we’re in, we will alter our body language, tone of voice and choice of words as it’s natural that you, for instance, speak differently to your boss than you would to your sister. Similarly, you would speak to your sister in a different way at a club say, than you would in a library.
It’s all about the context.
You need to consider who you are speaking to and where you are speaking to them.
This is no different online. Especially when it comes to your content marketing strategy, as you need to ensure you are following the usual social rules of offline communication, in the online social world.
People on Facebook are looking for something different than those on Twitter, Instagram, Pinterest, Snapchat and Tumblr. You will notice that the same content does not perform the same across the board, and that your social audiences are varied demographically when you look at each channel individually.
To succeed in providing useful information, you need to ensure your brand acts as an Information Dj. in a world where we are hit from every angle with news and information, you need to ensure you are cutting through the clutter to provide the right content to the right people in the right place at the right time.
How do you do this?
Unfortunately for me, quite more of a creative person than a numbers person, the only way you can ensure you do this accurately is by analysing the data. Take some time to map out who your audience is then think of ideas for content for each persona, on each channel.
Then, start testing ideas and quantifying the results. What reacted well on which channel? Testing the same image across multiple platforms can allow you to gain some incredibly useful insight into where different sub-groups of customers are, and how they react to certain content.
Testing can also help you track commercial success of your content, as you can begin to look into the success of popular content vs content that converts well. Just because your blog has 1000 likes, doesn’t mean any of the readers (if they even read the blog before they “liked” it) will actually buy your product. Seeing which content pieces have the highest conversion rate will show you the content that works with ready-to-buy customers.
As a Brand is primarily a ‘human personality’ acting on behalf of an organisation to represent the product/service, your brand must be able to wear different masks, just as humans do, to ensure you adapt to the social situation.