Embracing New Approaches to Community Management

November 10th, 2015 by | No Comments

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Digital marketing is ever-evolving, and as such, marketers need to embrace new approaches to community management and content production. Rather than publish hourly updates for a handful of followers, for instance, they need to produce fewer, but higher-quality content that will be liked and shared by millions.

Change is painful and inevitable, but often necessary. Before you start losing valuable ideas in your attempt to discard those that aren’t worth keeping, though, here are some key considerations:

Less is more.
Many brands make the mistake of publishing more content than they need, when they’re actually better off creating and promoting only a couple of truly great pieces every week or so. Although how much content you share depends on how much resources you have and how often you need to publish in order to drive business objectives, your ultimate goal should be targeting consumers with personally relevant messages.

Don’t neglect video.
Video has always been a powerful way to get your message across. Even more so these days, given that newsfeed-based platforms like Facebook and Twitter now feature videos that autoplay silently. Capitalize on this by publishing content that will really hook your audience in.

Ditch the reporting and be smarter about data.

One of the pitfalls of digital marketing is the overwhelming amount of data on consumer engagement and analysts’ tendency to blindly chase it. Although the gathered data undoubtedly provides useful information, overthinking can lead marketers away from communicating what’s really important about their brand. Looking at numbers, reports, and views about your brand can help you develop an effective strategy, but in the end, it’s up to you to decide how to target audiences for relevant types of content and drive personal connections.

About the author:
Jehan S. Ismael is a full-time writer and editor for a leading Internet Marketing firm. She has a love-hate relationship with food, likes to listen to rock and rap music, and enjoys reading books by self-absorbed writers like J.D. Salinger and Anthony Bourdain.

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