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Delivery is Everything: How to Serve up Your Social Content

Written by Todd Laire | June 08, 2016

Have you ever had an urge for food but had zero desire to venture outside your home? You know you’ve got delivery options. Likewise, there are small and medium sized businesses across the globe that are harnessing the power of social media to deliver content. Some better than others. The great thing is that business owners are finally creating, curating and sharing content. Now that you've jumped that hurdle, the next step is to determine how to share it - and that's no easy feat. Even marketers are tasked with decisions every day of how to format posts and there are plenty of options. So, which ones are right for you? Every business’ social media presence is unique so naturally, you’ll need to deliver your content differently.

 

By now, nearly every social media platform has a paid option that is being used by small businesses and international brands alike. Gone are the days of 100 percent free social media. However, there are still a few options that won’t break the bank. Whether or not you’re seeking out pepperoni pizza or looking for a weekly meal delivery there’s a social option that will keep your social media full. 

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Automated:

Busy? Platforms like Hootsuite, Sprout Social and HubSpot make scheduling out social posts a breeze. Think of it as your standard pizza delivery. It’s convenient, quick and gives you what you need in the moment. However, as much as we’d like to gorge ourselves on pizza daily, it isn’t healthy. Same goes for your social media presence. In-the-moment posts balance out your strategic, scheduled content. Use social automation for its convenience but don’t depend on it for your entire meal.

 

Organic:

Nope, we aren’t talking farm fresh content. What we mean by organic are posts to engage your audience. Live tweeting conferences, posting event photos and all around non sales-y content is gold. Brands that have a strong presence on social media realize it isn’t all about the customer - it’s oftentimes more about the repeat customer. So go ahead and give them something engaging to talk about. Ask questions. Post gifs. Relate your business to current events. This type of content is what I consider the five different delivery apps I have on my phone. It’s something special (Read: you can’t normally have this food delivered) that is a nice change of pace from cheese pizza. 

 

Sponsored:

Marketers love sponsored content because it is the least interuptive form of paid advertising. Think of it like a delivery of doughnuts to the office on a Friday morning. It seems natural, given the circumstances, but in reality it was strategically placed. Content that is sponsored is somewhere in between organic and paid content when done correctly. Money is put behind a post with a soft sell of the product/service. Just like that last Krispy Kreme, sometimes you won’t even realize you what you consumed was an advertisement. 

 

Paid:

Social media has become the mecca of digital advertising. The Social Media Examiner’s 2016 Marketing Industry Report tells us that 86 percent of marketers regularly use Facebook ads. Paid advertising on social is like a meal delivery (Blue Apron, anyone?) because it keeps on giving for a set period of time. You have all of the ingredients you need (demographics, interests, and a dash of behavior) but its your responsibility to actually make the ad. As many marketers are serving up paid ads, there are any equal number of small business owners struggling to make them correctly. Don’t let the ease of delivery fool you here, you’ll be doing the bulk of the work in this kitchen. 

 

Each of these styles of delivery are equally appetizing – and every business has different needs from content marketing. How have you been delivering on social media?

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Todd Laire
Todd Laire

Founder & Managing Partner, Laire Group Marketing