How to change content strategy in social ...

How to change content strategy in social networks in 2022

Jan 23, 2021

The previous year changed the global paradigm of consumer behavior. People began to think differently about product selection, become more interested in brand values and demand the most personalized approach to themselves. To meet the current demands of the audience, we need comprehensive changes, and it is better to start with the content strategy.

Take away aggressive sales

Now many companies are rushing online, but the main thing from the start is not to make mistakes. What works offline with direct contact with the seller will not work on social networks. Don't sell "head-on", but show the value of your product in stages. You can't be a pushy salesperson on social media. Such behavior will only alienate the audience.

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The task of the business is to make the site as clear as possible. There should be contacts, ordering options, and different methods of payment everywhere. Then you won't have to chase each user with advertisements in the "buy only today and only now" format. With good text content or video content with right royalty free music and attracting your target audience, people will want to buy from you. The main thing is to have the opportunity to do this at their fingertips and in a convenient way.

Focus on the customer

This is about how to make sure that a person doesn't need to sell, but that he himself wants your product. No one is interested in information about the product as such. Any lists of characteristics, descriptions of composition and other things in a dry form are of little use to anyone. It's important for a company to communicate the value of their product in the customer's world. Not to say that a particular product is good because it's flexible, layered, or made of cotton, but to explain exactly what it helps with.

This is done through clear examples, storytelling, testimonials, or cases. You explain what problem you can solve, and why your product is the best fit for it. For example, you could say that your mineral wool can absorb 40 dB of high frequency sound. Or you can say that your product helps to get rid of downstairs neighbors' conversations and TV. The first option simply voices the technical characteristics, the second clearly shows the benefits of the product on a concrete example.

Read about how experts advise social networking this year in our other article.

More care in content

Last year, during the pandemic, many felt unsafe. The usual rhythm of life was disrupted, everything was shut down, and going to the grocery store was accompanied by fear of catching a little-known virus. And the best feeling at this time was for those companies that adapted to the new realities. Many had contactless delivery of products, where couriers could buy medicine or take out the trash on the way. Some companies started bringing groceries to the elderly and doctors. In general, all businesses became more caring to customers. And this is something that many are not willing to give up, even after the coronavirus story is over. Some studies show that more than 70% of consumers will give preference to businesses that care about their customers in some way.

It is also worth noting another trend concerning caring. It's about concern for the environment, equality, animals, and more. If you think that this is the fate of large Western companies, which can appeal to an environmental agenda and animal protection in their marketing, then you are wrong. Even in Russia, audiences are quickly rebuilding, diving into conscious consumption and rejecting "toxic" products.

All that said, you need to translate the company's values into content. People turn away from obviously commercial brands and go to those that bring additional value or share their worldview.

Social networks as a full-fledged online representation

It would seem an obvious idea that a company should cover all the needs of the customer in the social network where he is. But you can still often find that social networks are used solely as a channel to inform the audience. You can learn about new products, see a nice picture of the product, but to order it, get full-fledged feedback, or solve a problem you can get only in another place. And different tools can be used for all of this.

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It's important to understand that the more "barriers" there are when interacting with a brand, the fewer people reach a purchase, let alone satisfaction with the service. Ideally, when both the Facebook group and the Instagram profile can fully cover all questions independently from each other or from the main brand site. The customer gets the whole service, the ability to order and get answers to questions in one convenient place. Don't "flip" a person from site to site. That way he can just get lost along the way and go to your competitors.

Conclusion

The content strategy in 2021 should be as consumer-oriented as possible. The time when a company could brag about how cool, breakthrough, and representative it was is gone. People have begun to think about themselves more, and they want brands around them to think about them, too.

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