How do you create content that works well for both Social Media Advertising and Organic Social Media?

We should craft high quality content that resonates with the audience of the company , and make sure it provides genuine value use engaging visuals monitor the analytics

Start by crafting high-quality content that resonates with your audience's interests and pain points, ensuring it provides genuine value. Use engaging visuals and compelling narratives that encourage sharing and interaction, boosting organic reach. For advertising, refine this content with targeted calls to action and use data insights to tailor messages for specific segments. Consistency in brand voice and aesthetics across all content strengthens brand recognition. Finally, monitor performance metrics for both organic and paid content, allowing you to adapt and optimize for both channels effectively. This approach ensures your content is versatile, engaging, and aligned with your marketing goals.

Find who your customers are already following organically. What does their content look and feel like? What is the format? What are the themes? Mimic that.

💡Creating customer personas is crucial and often overlooked. To craft content that engages your target audience, it's essential to focus on their aspirations, motivations, concerns, and reservations, presenting information in an educational, engaging, and inspiring manner.

When selecting a platform, it's crucial to consider where your audience is in their buying journey. Are they just discovering your brand, or have they engaged with it before? Understanding this will guide your choice of platform and audience targeting. For example, if you're aiming to retarget existing visitors, choose a platform that generates significant traffic to your site. Conversely, if you're targeting new customers from a specific demographic, opt for the platform most frequented by that demographic.

Idealerweise definiert man nur ein klares Ziel pro Kommunikationsmaßnahme. Diese präzise Definition ermöglicht es, die entsprechenden Maßnahmen zielgerichtet darauf auszurichten und die Effektivität anhand der erzielten Resultate eindeutig diesem Ziel zuzuordnen. Ein Funnel kann dabei behilflich sein, die Ziele so zu strukturieren, dass sie aufeinander aufbauen. Beispielsweise wollen wir im Upper Funnel möglichst viele Menschen erreichen (Ziel Reichweite) und im Lower Funnel diese Menschen zu einem Kauf bewegen (Ziel Conversion).

Another crucial step because when you create goals that are specific, measurable, attainable, relevant, and time-bound, you're increasing more chance for success by verifying that the goal is achievable, identifying the metrics that define success, and creating a roadmap to reach those metrics. I love this frame because it helps track your process and keep everyone accountable.

The goals when running ads should always relate to immediate profits. Paid Advertising is a faucet of traffic that should be highly qualified and lead to immediate revenue. When budget is large enough, the data will be consistent and should always make sense for the business model. First order data should on average be profitable. Ads can also be involved in remarketing, but only when a customer contact is lost. This is typically 120 days out but can vary by industry. Goals differ if remarketing past customers, ROAS should be much higher.

1️⃣ To craft impactful content, start by defining clear, measurable objectives that resonate with your business goals. 2️⃣ Utilize the SMART framework - Specific, Measurable, Achievable, Relevant, and Time-bound - to set targets. For instance, aim to boost website traffic by 20% within three months via both paid and organic social media. 3️⃣ Regularly monitor your performance against these goals, tweaking your strategy as necessary to ensure alignment and success.

Clear Objectives: Establish clear goals for your content. Are you aiming to increase brand awareness, drive traffic, generate leads, or boost sales? Having defined goals helps guide your content creation process. Unified Strategy: Align your advertising and organic content strategies to support these goals. Ensure that both types of content work together to drive your overall marketing objectives.

It’s so important for brands to understand that you DON’T need to be on every single platform. What works for other brands might not work for your brand, especially if you are the only one running that department. Experience a couple of platforms to get started. Be present and show up where your audience is, not every single platform available and spread yourself too thin. Time is valuable so choose your platform wisely.

Es ist von wesentlicher Bedeutung für die soziale Medienkommunikation zu erkennen, dass nicht jede Marke mit ihrem Produkt oder ihrer Dienstleistung auf sämtlichen Plattformen präsent sein muss. Die Wahl der geeigneten Plattform erfordert zunächst eine eingehende Auseinandersetzung mit der Zielgruppe und deren Verhalten in den sozialen Medien. Hierbei sind statistische Daten und Einblicke in das Konsumentenverhalten äußerst hilfreich, um die passenden Plattformen für die Kommunikation zu ermitteln.

Start with data rich platforms like Google Meta and LinkedIn. Once one or two of these platforms have a solid working foundations, branch out to supplemental platforms like TikTok, Pinterest, Twitter (X). These platforms typically work well as TOF and MOF but can struggle to optimize towards BOF conversions. At least with a direct attribution model. Treat these more like awareness and engagement channels.

It may be that you do want to test out all platforms because your social listening, research and data are telling you your audiences are on them all in some capacity. However, to do each platform well, take one at a time and have a strategy. Learn from each one and use the findings for the next focus. Most successful strategies take time to be successful and the is nothing wrong with that approach!

1️⃣ Identify where your audience is most active to optimize content reach and engagement. 2️⃣ Tailor content to suit each platform's features and formats while maintaining consistency and strategy. 3️⃣ Focus on platforms like Facebook and Instagram for their broad user base, diverse content options, and robust advertising and analytics capabilities.

Um in den sozialen Medien erfolgreich zu sein, ist es wichtig, Inhalte zu erstellen, die auf mehreren Faktoren beruhen. Allen voran stehen, Relevanz für die Zielgruppe, ein aufmerksamkeitsstarkes Asset, zum Beispiel durch das einbeziehen einer emotionalen Komponente und ein klarer Call-to-action. Dennoch müssen diese Inhaltekontinuierlich getestet und optimiert werden. Jedes Produkt und jede Zielgruppe ist einzigartig, was bedeutet, dass Zielgruppen unterschiedlich reagieren können. Durch regelmäßiges Testen können wir herausfinden, welche Art von Inhalten am besten funktioniert, um die gewünschten Ergebnisse zu erzielen. So können wir sicherstellen, dass unsere Inhalte effektiv die gewünschte Zielgruppe erreichen.

The effectiveness of your content is driven by three factors: Content with emotional resonance is not only more memorable but also fosters long-term relationships with your audience. Entertaining content is more likely to be shared, expanding your reach and visibility. Additionally, content that delivers value in the form of information, insights, or solutions to problems establishes trust and credibility. When you combine all three elements, your content gains the power to make a meaningful and lasting impact on your audience.

If you are posting consistently on organic you should already have a good idea of what is engaging your audience and be able to start utilising that for paid. However with organic, your audience has already shown interest by following the company, they are expecting to see the content and therefore your content might be more generic for awareness. With paid, you have to be more direct - Your audience is not expecting to see your ad so call them out - Marketing Managers, HR Directors etc, give them a sense of urgency that they need to know what you are telling them. Keep it short, to the point and have variations of copy. Even small tweaks can make a huge difference

Prioritize resources around specific events. The 2024 Paris Olympics were a golden opportunity for sports content creation. Once every four years, the world pays attention to fencing. The women's foil team won a historic gold medal, so that boosted interest and long-term engagement. Colleges and fencing clubs have seen a record number of new signups in the two months since Paris. The pictures and essays I wrote leading up to and during the Olympics are evergreen.

Test test test. Use data driven content, not gut feeling content. Stop making content you like. Make content that converts.

Agree and you can go even deeper by taking a look of what works on organic social that feels a bit more branded/promotional. Those are the types of posts that tend to not be the top performers on organic but the best out of those branded posts will most likely resonate the most with those you are trying to capture on the paid side. This doesn’t work for all industries but optimizing, analyzing and reacting to the results will always be key to creating effective content that will work for both organic and paid. Remember, although those types of posts aren’t the ones that go viral on your organic channels, they usually capture the ones that will go straight to your site and purchase.

Again use data. Found a high performing creative? A/B different CTAs, models, colors/elements within the ad. Keep making that one piece of content better by expanding.

1️⃣ Ensure your content resonates with both social media advertising and organic audiences to maximize effectiveness. 2️⃣ Leverage advertising tools like Facebook Ads Manager for campaign management and audience targeting. 3️⃣ Utilize organic social media tools such as Facebook Creator Studio for scheduling and performance analysis. 4️⃣ Employ testing methods like A/B testing to refine content strategies based on performance data. 5️⃣ Regularly analyze feedback and performance metrics to fine-tune your content approach for optimal results.

SEO and Keywords: Optimize your content with relevant keywords for better discoverability. This is crucial for organic posts and can also enhance the performance of your ads. A/B Testing: Test different versions of your content to see what resonates best with your audience. Use the insights gained to refine and improve your content over time.

Optimizing your content ensures it performs well on different platforms and reaches the right audience: SEO and Hashtags: Use relevant keywords and hashtags to increase visibility and discoverability. Each platform has its own best practices for using hashtags. Post Timing: Schedule your posts at times when your audience is most active. Use insights and analytics to determine the optimal posting times. Engagement: Encourage interactions by asking questions, prompting discussions, and responding to comments. Engaging with your audience boosts your content's organic reach. A/B Testing: Experiment with different versions of your content to see what resonates best with your audience. Test variations in headlines, visuals, and CTAs.

To repurpose content effectively for both social media advertising and organic engagement, start by identifying key pieces that resonate with your audience and goals. Tailor content for each platform, optimizing for advertising by incorporating compelling headlines and strong calls-to-action. Engage with your audience through comments and user-generated content, adapting your strategy based on performance metrics to continually refine and maximize reach across different platforms.

I actually love this step and find it useful as a content creator. I would prioritize content that performs well while having a goal in mind, like if I want to repurpose my content to raise awareness, increase traffic or get more sales, etc. This part will also save you time from having to always creating new piece of content because most of the time, the majority of your audience might have not seen your content yet!

I’ve learned through mass testing that organic IS your breading ground for paid. You can figure out what your audience resonates with most there and use it as a testing ground for new styles. If it works on organic it’s most likely going to work on paid. Example: take your most liked image from instagram and put ad copy on it and it’ll likely drive interactions through paid as well!

1️⃣ Extend your content's reach by repurposing it for various platforms, formats, and purposes. 2️⃣ Reuse and adapt existing content to maximize audience engagement and lifespan. 3️⃣ Transform blogs into infographics or videos, videos into short clips or GIFs, and images into slideshows or collages. 4️⃣ Convert testimonials into case studies or stories, and webinars into courses or guides, amplifying your content's utility and value. 5️⃣ Utilizing these steps, craft content that resonates across social media advertising and organic channels, fostering a broader online presence and customer base.

Content Recycling: Repurpose high-performing content into different formats to maximize its reach. For example, turn a blog post into an infographic, a video, or a series of social media posts. Cross-Platform Sharing: Share your content across multiple platforms to increase visibility. Tailor each piece to fit the specific requirements and audience expectations of each platform.

Successful organic social content appeals to your followers. Successful paid social content appeals to total strangers. Appealing to the latter is usually harder. Succeed with the latter and generally you'll succeed with the former.

When I know that a certain piece of content will definitely overperform without any advertising, I definitely let it sit and marinate as people share and consume it. Give it a 24hr window after publishing and then see when it starts to plateau. That's when you can start looking to promote it, and I've also seen that the cost itself will be lower since the content has performed well.

I love repurposing content but there are occasions where content doesn't translate from organic to paid (and vice versa). This is ok and it's better to tailor content to what your audience values, rather than try to make one-piece of content be a plug-in for every platform. I run organic, human-focused content that wouldn't make sense for paid (employees of the month, new employees, featuring other businesses, etc.). And I run branded, formal ads that wouldn't make sense for organic. Be sure to consider the goal of that particular piece of content and what the audience on specific platforms finds valuable.

Paid and organic social teams are often separate; however, content that performs well organically is likely to be the same type of content that performs well as social advertising. There are some caveats: Short-form video that relies on trending audio won't be eligible to be promoted. Plenty of organic social content is in the "brand awareness" category and may or may not align with the KPIs outlined for a paid campaign. Conversely, a conversion-focused campaign may need more sales-y/product testimonials-based content than is optimal on a brand's organic feed.