Leveraging social media to reach key audiences isn’t a new concept. B2B and B2C organizations alike have utilized platforms like Facebook, Twitter and LinkedIn for years. But with new platforms and features emerging, it’s more important than ever for marketers to understand how they can be used – and who is using them – to maximize their social media content strategy.

Here are a few tips to strengthen your social media content strategy.

Millennials are so 2000. Focus on Generation Z.

As a millennial myself, I’m not afraid to admit we aren’t that “young” anymore. Yet, articles that focus on how to attract millennials – either as customers or employees – seem to be never ending.

Gen Z is already overshadowing millennials in size; their influence will continue to strengthen too. So, if you’re ignoring this audience, stop now. Be wary of overly promotional content. Like the millennials, Gen Z craves authenticity and likely won’t follow and engage with brands that appear to be in constant “sell” mode.

Also, don’t be afraid of ephemeral “story” features found on Snapchat and Instagram. Gen Z is an audience with serious FOMO (fear of missing out). Short-lived content fuels their desire for engagement; plus, who can resist a well-designed photo filter? In fact, more than half of Snapchat users say they would feel disconnected from friends if it weren’t for the platform. Gen Z is also the perfect audience to experiment with augmented reality (AR), particularly with iPhone X, which features a new chip expected to support AR.

Engagement is king.

Interestingly, Gen Z isn’t the only generation avoiding obvious marketing messages. Audiences across the board crave one-on-one connections, which is why engagement is the most important metric to measure in your social media content strategy.

Audiences across the board crave one-on-one connections.Click To Tweet

Focusing on growing your audience instead of engaging the loyal followers you already have is a mistake. Today’s social media landscape is fueled by new algorithms that dictate what your audiences see. If your posts have low engagement – or worse, have negative engagement (like hiding content) – fewer users will see them. Posts with stellar engagement are more likely to reach more users.

Your organic content should pull users in with creative, relevant and personalized information that encourages engagement rather than driving clicks and conversions. Save the latter goals for other components of your content marketing strategy.

Messaging platforms are worth the investment.

Don’t limit your social media content strategy to traditional social media platforms. Messaging platforms like WhatsApp and Kik are growing and they offer the personalized experience audiences crave.

Consider incorporating messaging platforms into your company’s website to deliver a truly customized experience. They can be driven by employees or even chatbots for efficient, automated communication.

Influencer marketing isn’t just a B2C play.

Most marketers hear the term “influencer campaign” and automatically think of consumer-driven brands. While it’s true that many high-profile influencer campaigns are consumer focused, often including celebrities and product giveaways, there’s still a huge opportunity for B2B marketers. The key to a successful B2B influencer campaign? Content.

Creating content for influencers should look very different than what you create for your other audiences. Think about it. Who are your influencers? Are they bloggers, analysts or association leaders? What content do they already engage with, and how can you offer a new, fresh perspective that’s valuable for their audiences? Launch a successful influencer campaign with just one solid piece of content, e.g., a white paper, case study, an exclusive book chapter or an industry report. If your content provides value, engaging with influencers for social media promotion will be a much smoother process.

Creating and evolving your social media content strategy shouldn’t be an afterthought. Your audiences are active and hungry for information – will you capitalize on the opportunity?
communications planning

Providing communications strategy, implementation and execution, Anjelica specializes in content development and media relations. Her passion for continuous learning is essential for her work with corporate clients and thought leaders across various industries – healthcare, education, finance, energy and others – where she plays a key role in the implementation of public relations and marketing programs. Prior to joining Stern, Anjelica worked in advertising, where she specialized in technology accounts. She earned a Bachelor of Arts in public relations from Rowan University.