Creating Social Media Content I

 In social media marketing content is gold. Or rather: No content, no social media marketing. When having listened and decided on how we want to interact with our present or potential customers, the time has come to create content.

In the book "The new rules of marketing and PR" the author David Meerman Scott states that content is everything. Today it does not really matter what source that brings information to the costumers, as long as the information is relevant to him/her. When searching the web for information most costumers will never separate website content, a blog post about our organisation (or event), an article in a magazine etc; if the information reflect what he/she is looking for right now.

The key to creating relevant content is to really know the target group. Social media content always has to target different groups; for example, existing audiences, potential audiences, teachers with their classes, donors, sponsors etc... Meerman Scott talks in his book about different "buyer personas". By mapping out different buyer personas you can easier outline your different target groups and the relevant characteristic of the content for each of those groups.

On the publishing and reading site Scribd I find some other good advises on social media content. After having created "the right" content Scribd recommend publishing "Home and Away". This means that if the content is going to reach your buyer personas you have to publish, not only on your own site, but on other sites where the buyer personas are. The idea of extending the value of your content is the main idea of social media.