Let’s take a look at Why Your Content Marketing Isn’t Working – Reason Five of Five:
5. You’re not connecting with those connecting with you
The first post in this five post series explained how understanding the meaning and origination of each of the three words that makes up “social”, “media”, and “networking” would help explain how to use them effectively. This reason why your content marketing isn’t working, that you’re not connecting with those connecting with you, has to do with the social aspect of how these networks are designed to help grow your digital footprint and overall brand awareness. Pay attention to the people that pay the most attention to you and are in your industry or one related to your industry. Connect with every qualified social media account.
What’s a qualified social media account?
Some people approach social media with the idea that it’s a numbers game. In the entertainment space, agency clients would ask us to “buy Likes” or fake accounts to falsely inflate the size of their client’s following so they could shop that number to large retailers for licensing deals. The larger followings would show the value of doing business with the celebrity because they were an influencer, capable of influencing public opinion. But for most brands, the quality of the Follower, Subscriber, or Connection is what converts to real business. If you are in the pharmaceutical space and you’re marketing medications to consumers it helps when scientific journals, respected media outlets, and leading physicians Follow your account. Those groups already have large followings. By Connecting with them you’re tapping into an existing target audience. So make sure you connect and even post about them. To use social media network accounts effectively, you need to identify the leading voices in your space, Follow them, and then Connect with them to share their story. When you do they might share yours thus growing your audience by exposing your message to theirs.
Following everybody under the sun actually hurts you because you’re not using the algorithms built into these platforms. When you Follow people and groups in your own industry, the algorithms will recommend more connections similar to the ones you already have. To convert business it’s better to know a lot about one thing than to know a little about a lot of things. It’s also a faster path to effective organic SEO.
So that’s a look at Why Your Content Marketing Isn’t Working – Reason Five of Five: You’re not connecting with those connecting with you. Part of the five main reasons why businesses and groups aren’t seeing a return on their content marketing or blogging and posting on social media networks:
- You’re publishing the wrong content
- You’re not posting enough
- Your content is not optimized for search
- You’re not listening to what’s important
- You’re not connecting with those connecting with you
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Taft Moore is CEO of the content marketing and digital asset management firm VOX Communications, LLC. Established in 2009, VOX has helped clients in apparel, construction, entertainment, finance, government, healthcare, non profit, and startup spaces, among others, to build brand awareness, drive engagement, and ultimately increase sales. Taft is a Google and Facebook Agency Partner and a Linked In Advisor/Pro. In that capacity, Taft has driven millions of views for his clients across multiple platforms. Successes include raising tens of millions of dollars in funding for startups, geometrically increasing online sales for established brands, generating national news headlines and mainstream media coverage on the future of healthcare, effective treatments for opioid use disorder, protecting oil and natural gas pipelines in the environment, and saving rhinos. Over the course of more than ten years, Taft and his team have also generated above the fold organic search engine results for hundreds of terms in numerous, highly competitive industries. Taft and the VOX team research your industry, competitors, and influencers, build, manage, and optimize your websites, connect your social media networks, generate compelling content, and then drive engagement while building awareness through organic and paid search campaigns. An in depth understanding of digital marketing and the algorithms that drive search results help Taft to understand, educate, and then perform for his clients.
VOX researches your industry, competitors, and influencers, builds, manages, and optimizes your websites, connects all your social media networks, generates compelling content, and then builds awareness through organic and paid search campaigns. Connect with VOX to see what we’ve learned about how to leverage the internet on your behalf.