We’re all too familiar with the feeling. We get on social media to set up a new post for our business – and then it happens. Two hours has gone by and we’ve either fallen down a coronavirus rabbit hole or we’re still looking at cat videos.
That darn cat! You can avoid the brain drain and get more *real* work done this week by staying off of social platforms and leveraging tools that facilitate automated social media posting.
Next-Generation Content Automation Simplifies Even Social Posting
Today’s content automation goes way beyond old-school mass emails. You can now automate practically every task in your content marketing process. Those tasks include social media posts, as our own Brock Stechman points out.
Various content automation tools can be used to suggest ideas for posts, as well as track down high-performing content that your social media followers will find useful. Once you’ve posted that content, use the best-performing pieces as springboards to help you write more in-depth content – or to repurpose it in another form, such as a video, a white paper, or an e-book.
Even more useful is a content automation platform’s ability to schedule social media posts and post them at the optimum time. Generally, the best time to post is just before your target audience is most likely to check their social media feeds.
These tools can even help you discover what times are best for a particular audience. If your target audience is musicians who play in clubs or concert halls, for instance, they’re not probably going to be on the same social media wavelength (or schedule) as executives who work a 9-to-5 day.
Additionally, many content scheduling tools can help you experiment with different social media channels that your target audience may be gravitating towards. Social media channels are always emerging, and you may be able to detect trends well before your competitors hop on board.
Pair Content Automation with Content Analytics to Optimize Outreach
Once you’ve set your social media content on autopilot, don’t just leave it hanging. Use content analytics to track each post’s performance.
In fact, you can compare one version of a post with another version to see which version tracks better with which audience. Called split (or A/B) testing, this powerful optimization strategy can compare headlines, images, or other subtle differences to achieve better results with each customer segment.
Without the help of automation, you’d probably need the help of an entire data analytics team to sort all these variables out. With today’s AI-fueled content automation tools, though, you can test a wealth of variables and customer personas to deliver more personalized content to each member of your target audience without the hassle of onboarding extra help.
Content automation tools can also personalize the landing pages users go to when they click a link in your posts. With content tailored to their exact needs, you’ll likely see an improvement in conversion rates.
Use Content Automation to Involve All Your Employees in Social Posting
When you encourage teams outside your content team to post (and we highly recommend involving them in the content creation process), you’ll need a content calendar and collaboration tools that can keep everyone on the same page. Subject matter experts (such as doctors, engineers, or developers, for instance) can contribute ideas without feeling that they must create the entire piece of content themselves.
Involving more than just your marketing team in posting social media and other content is one of the lowest-cost strategies to get your content in front of more qualified customers. In fact, the social media experts at Everyone Social point out that 76 percent of consumers trust employee-shared content over content that your official marketing team shares.
That statistic bears out in employee-shared content engagement. Consumers engage in employee-created content eight times more than the content your marketing team puts out.
So how might this be automated? Well, there are lots of apps for that. Take for instance IFTTT (If This Then That), a platform built specifically to automate processes between platforms. Say, for example, that employees would like to auto-share social posts that you’ve originally published on your main brand networks. An IFTTT applet could be set up so when a brand posts a new Instagram photo, tweets automatically get created and published on 20 employee accounts.
In addition, when you have a content marketing platform that automates collaboration and scheduling, it’s a lot like a sports team moving the ball toward the goal line with everyone playing a role. If your social media post is about how your new gadget works, for instance, your lead engineer can start out by jotting down a few ideas on the content calendar.
Then your video team can collaborate with her to write the script, and pass it off to the production team, who will polish it off for posting. Or, if you want your post to link to an article or a white paper, the engineer can provide a few sources for research and an outline – and the writing team can take it from there.
After you publish, your analytics point person can track each piece of content’s performance so that you can test it, tweak it, and get it back on the social media field again. Automated social media posting turns all these content collaboration tasks into one simple, streamlined process.
Finally, Use Content Automation to Post Blog Articles to Social Media
You know the value of creating robust, shareable content on your owned digital assets. The most powerful of all your digital assets is your company blog. With the right content automation tools, you can link your blog to your social media accounts, giving every post a chance to win the trust of your social media followers as well as your blog subscribers.
In fact, when you do publish your blog content on social media, be sure that you have a “subscribe” button on every blog post you put out. That way, you can turn casual readers into loyal subscribers – and, eventually, into customers.
That’s not all you can do with the right content management tool. You can keep track of old content that’s been a stellar performer, update it if needed, and republish it on social media either with the touch of a button or with an automated tool (see example video below, which we use at Divvy).
Our guess is, once you give automated social media posting a try, you’ll have a lot more time on your hands. Time to build your business and take it to the next level. Maybe you’ll even have a few extra minutes for binge-watching cat videos. This time, without the guilt.
There’s one way you can give social media automation – plus a whole suite of other content marketing tools – a try. We make it simple. Just sign up for a free 14-day trial today.