How to Create Dynamic Social Content
Dynamic social content is content that evokes responses, earn shares, and meets a need. One way to determine whether or not your content is dynamic is to ask yourself if you would share that content if it came across your newsfeed. Then, take an outsider’s view and ask yourself it evokes any kind high energy emotion within you, if you would learn something new, or if you could solve a problem using the information in your content. Most importantly, dynamic content is customized to meet each of your visitors needs. The more dynamic your content is, the more shares and engagement that you will earn. Here are a few tips on creating social content that is truly dynamic.
Use Segmentation to Identify Specific Groups of Customers And Meet Their Needs
Segmentation is a method of dividing your visitors into specific groups and customizing both your content and the user experience for each segment. For example, if you have an ecommerce website, you could offer a different experience and content for a returning customer who has recently made a purchase than you would for a new customer, or a customer who is returning after a long absence. You can also simply ask the visitor about their reason for visiting, and then route them to the webpage that best meets their needs.
Determine Where Your Dynamic Content Will Have The Most Impact
It does take time and resources to create dynamic social content. If you are like most people and don’t have those things in infinite amounts, you’ll want to decide where these efforts will serve you best. Knowing that dynamic content evokes responses such as comments, shares, and answering calls to actions, your best bet might be to focus on landing pages, social media platforms, your blog, and potentially your front page. These are the places where the time and effort that you take are going to bring you the most beneficial results.
Collect Data to Determine What Things Visitors Truly Care About
If you use Google Analytics or other similar tool, you can collect data on your customers that will help you to determine the things that they will find to be the most relevant to them. For one thing, analytics data will give you information on where your visitors are coming from. If they are coming in from your social media channels, it’s a good indication that the content you are offering on those channels is getting good results. That can help you determine which content to create in the future. In addition to that, your analytics data can tell you the keywords that are driving people to your website.
Adapt Your Branding to Your Audience Segments
Unless you are marketing to a very specific demographic group with little variation in needs or interests, forcing your social content to fit into a very narrow branding definition might be a mistake. While you certainly shouldn’t go entirely off message, different audience segments will respond better to different branding efforts. Disney television is a good example of this. They operate 3 different television channels in the United States. Each is dedicated to children who are of different ages and who have different interests. Although the content provided on the web pages created for these channels makes it clear that they are associated with the Disney brand, the logos, the color schemes, the imagery, and the content are very different.
Use Tools to Create Content That Really Pops
Don’t limit yourself with all text posts with just a few images pasted in here and there. After all, there are so many options when it comes to creating amazing, eye catching content that really motivates your followers to take action. Use a tool like Apestr to create cool interactive things such as social media tests and quizzes, use periscope to take your followers with you on a variety of adventures, or use Animoto to create quick yet engaging videos. In addition to these, you can use Facebook 360 and Snapchat stories to give your visitors a different view of your world, or to tell stories that will keep visitors engaged and interested.
Know What is Trending For The Keywords That Matter to You
If you want your content to earn shares, you have to know the topics that are currently trending in your niche. To accomplish this goal, consider using a tool like BuzzSumo. You can enter in keywords that you are interested in ranking for, and it will give you a list of blogs and articles that also rank for those keywords that have been receiving the most shares on social media in the last few days. If you have competitors, you can enter in their URLs to find out which content that they have created that has also been receiving the most shares on various social media channels.
Be Opinionated And Stand For Something
Nobody is going to engage on posts that are dull and mealy-mouthed. Take a stand with your posts. If you have a strong opinion on an issue that impacts your industry, say so. If you believe that you are doing something better than your competitors, don’t be afraid to say so. Show passion, demonstrate that you believe in your products and services, take stands even if they are controversial, or risk blending into the woodwork. You don’t have to be crass or inappropriate, but it’s okay to say things in your content that not everybody is going to love.
The more dynamic and customized your content is, the more shares and engagement you will receive. As you already know, this is what leads to the conversions that will help you to develop important relationships, and to increase conversions ultimately improving your profitability. This will, of course, result in growth and expansion of your brand. If there is one thing that you should take away from this article it’s that your content should, in some way hit an emotional trigger point that encourages sharing and interaction.
Featured image source: Flickr