Nowadays, almost everyone agrees that on most Social Media networks content is king. However, content without context is just messages without any bond to your long-term brand strategy and audience. To have an always on-strategy is to think long-term on a short-term basis and prioritize quality over quantity. In practical terms it means that your overall brand strategy should be implemented on a daily basis. However, the most crucial thing when creating content is to make the right amount of content relevant to your users.
It’s all about being relevant and relatable
As we now write 2015 much focus has turned towards the right content form moving from good copy to visuals and now especially to video. However, no matter the chosen format, your audience needs to be able to connect your products and services to their own context. Relevant content adds value to the individual and makes him or her more prone to engage with it. In other words relevancy should be your end goal and great content, in the right context, your weapon. Wondering how exactly to produce relevant content? We’ve written a how-to on the subject.
Timing is (still) everything
Very often, relevant content is a question of timing. People are often concerned with what surrounds them right here and now. It may be the changing weather, a big concert, breaking news etc. A reference to the local hero, the current traffic jam or maybe the drop of the year by the local team’s goalkeeper makes the content much easier to decode and relate to for the content receivers.
Local community management is the answer
To sum it up, putting content into a local context with the right timing will create engagement in the most optimal way and create deeper ties to your audience. The consumers will not only engage and share the content but also return to you and be more aware when new relevant and entertaining content is released. To truly master relevancy, we believe that only Community Managers who have grown up and are based in the local markets can create content with real authenticity and within the right context. Taking language, culture and real-time happenings into consideration is a task a centralized Community Manager simply isn’t able to execute. That’s why Facebook is global, but social is local.
At Mindjumpers we have been focusing on local activation since our early days. In order to build and engage communities in valuable ways with content of high quality, we have Social Media Managers located in more than 25 countries around the world. We strongly believe that e.g. Scandinavia, United Kingdom and larger countries, such as China and Australia, need to be divided into regional levels to achieve the best results for our clients. If still in doubt, check out this Infographic about the importance of localized branded content.