The social selling series continues, click here to view previous content:
You need to know these three things about your company’s overseas social platform marketing layout
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SocialSelling Social Selling 1+5+1 Methodology Series: What is the Value of Social Selling?
SocialSelling Social Selling 1+5+1 Methodology Series: Basic Thinking of Social Selling
SocialSelling Social Selling 1+5+1 Methodology Series: Selling Personal IP
SocialSelling 1+5+1 methodology series: How to mine sales intelligence
Continuing with the special content on social selling, if you want to truly realize the value of social selling, another sufficient and unnecessary condition is a large amount of high-quality content. Social media itself is a pan-content creative platform. Text, pictures, videos and other types of content are the support of the platform and the carrier of corporate customer acquisition.
01Social media content pyramid
Social media content is rich and diverse, forming a content pyramid. From the perspective of content value from low to high, the content with the lowest value is basically advertising content, which is opened or closed according to the advertising behavior. As introductions, they rarely have the value of in-depth practical guide, but are more explicit and direct overviews.
Further up, there are some joint brand activities and official account matrix content. The official status gives them the basis for professional and full-time production, such as the company's official public account, official website, self-media matrix, etc.
What is more interactive than official content is the content produced by sales individuals and users. They are real people in the social media ecosystem. They output their own opinions and thoughts, and the interactivity between accounts will be stronger. These are also the legendary UGC (professionally produced content).
What is more valuable is content produced by KOLs and experts, which are often called PGC (professionally produced content). There are in-depth thoughts, long discussions, and even entire books. These contents are authoritative and influential, and will also trigger everyone's thinking and exchange.
Social media content pyramid has different content values. When conducting social selling, you need to produce from the perspective of content value and interactivity.
02Continuous targeted content output
Social selling is a long-term project and must be done. Its cost value is low. Compared with placement and activities, it achieves the effect of natural drainage of content and has a long-tail effect. Continuous and targeted content output will also be more meaningful for companies to promote customer acquisition.
Social sellers belong to Social Sellers. They are sharers and helpers on social media. Only by understanding customer needs and answering customers' questions can they have a chance to gain trust and conversion. First, use the account matrix for continuous content production; second, combine social media search and listening to send targeted content to customers.
When a customer has a problem, social sellers need to produce targeted content for this customer, use the content to interact with the customer on the social platform, and then obtain responses and in-depth interactions from the customer.
Content is the basis and carrier of interaction. The quantity/platform/scope of content distribution, etc., will determine the subsequent distribution effect. Social sellers must pay attention to the depth and breadth of content. The content must be distributed to all social media platforms such as LinkedIn/Twitter/Facebook/Instagram. At the same time, they must also take care of the richness of the content within the ecosystem of each platform.
When a person shares SocialEpoch brand product information on the Facebook platform, it is difficult to gain attention. If the promoter expands to 100 people, it will attract the attention of some customers; when this group further expands to thousands of people, more customers will know about the SocialEpoch brand and products. This is the meaning of making content deeper and thicker on social media. Based on such characteristics, the long-term long-tail value of social media content can be exerted.
03 Social media content browsing and topic selection
Content is about relevance. Only content that caters to customer interests and needs will gain customer attention. Each platform has its own cultural atmosphere and text characteristics. Every social seller needs to read more and browse more to understand the platform culture, select customer-related content, and then edit and write content to cater to user needs. Finding content, creating content, and publishing content are the complete links for social sellers to conduct content marketing on social media.
04Adopt a 4-1-1 content strategy from the bottom up
If social sellers want to achieve good product promotion and traffic promotion, they cannot do without an effective content strategy. As shown in the figure below, to establish a multi-account matrix, each account can repeat the 4-1-1 content strategy.
Each account needs to repost a large amount of content and learn to "spend traffic". Follow and forward high-quality content and comment at the same time, leaving your own traces and making high-quality content the threshold for mining traffic. This is how people rush to grab the hot topics on social media. Reposting popular content over and over again is bound to increase the life value and popularity of the account.
In addition to forwarding content, the account also needs to publish some original content to enhance the account's weight and maintain customer attention. These original contents can be systematic methodologies that highlight industry thought leaders, or they can be comments and reflections on current news. Using originality, thinking or controversial points as breakthrough points, they can bring unique value to users and naturally bring traffic and attention to the account.
In addition to all the content that attracts eyeballs and attention, another important content is advertising. As the saying goes, all traffic that does not seek to be monetized is just hooliganism. At the right time, the account can publish some company business, products, brands, official activities and other content to pave the way for traffic screening and monetization.
The fundamental elements of the 4-1-1 content strategy are to do simple things repeatedly, perform multiple accounts simultaneously, accumulate brand IP potential, win with more, and sweep the entire social media circle with more. Of course, social media content has the characteristics of protecting and highlighting originality, which means that content positioning between different accounts needs to be differentiated to avoid the platform from folding and blocking homogeneous content. This brings up another problem: content production.
05How to produce a large amount of high-quality content
Along with the 4-1-1 content strategy comes the production of a large amount of high-quality content. If you want to produce high-quality content, there are three more effective methods and strategies:
First: copy, correct, summarize, and optimize output. This is actually a strategy of inputting and then outputting high-quality content. In the current explosion of content information, all kinds of high-quality and low-quality content are mixed together. Marketers must quickly find and digest high-quality content and combine it with their own thinking and insights for secondary output, thereby forming original high-value content.
Second: Modification and output of content from the brand marketing department. These contents are original and closely aligned with the business brand. Sales do not need to worry about copyright issues when copying and using them. Modifying the output based on these contents can also solve some of the content problems.
Third: Take advantage of AI capabilities. Since AI applications such as ChatGPT have become popular, Sora Vincent’s videos have also swept the circle of friends recently. Using AI to produce content will become the norm in the future.
Summary:For social sellers, content is the carrier to attract customer attention and monetize. How to avoid homogeneity, find appropriate content, produce high-quality and high-quality content, and obtain the best results... The 4-1-1 content strategy in the article is for your reference.
