Content marketing: how to share successfully

“What do you do with a Facebook page, anyway?”

We get that a lot. Potential clients are familiar with the fact that everybody is on Facebook (about 1.5 billion active users, so it’s more like 1/7th of everybody) and are ready to get involved and connect with their customers, but they’re not sure what the day-to-day of social media marketing actually looks like.
Much of BizBuzz’s social advertising is made up of what’s called “content marketing,” where just like regular users, we share things that the people who like our clients will find interesting. It gets them engaged with the client businesses, keeps brand notoriety up and happens to be pretty fun for everyone involved.

We’re happy to run profiles for clients, but we like to encourage anyone running a Facebook page for their business to make the most of their effort and keep their audiences engaged, while coming across like an authority about their business and their industry. How? We’re glad you asked:

Know your audience

Be sure you know the target audience and choose content accordingly. People relate to one another through shared interests and common experiences, and sharing content is another way to do that, even if it seems like it’s more broad because it’s a business talking to customers. If you run a health food store and the primary audience is female, share content about women’s health. If the ladies in question are closer to middle-age, share information about children’s health, or other topics that they’re likely to find helpful. You can find out demographic information in your Facebook page’s “Insights” tab, under “People.”

Stay relevant

This is closely related to knowing your audience, but it has to be said: stay on target, and stay on brand. That means no punk rock show reviews on a business page about baby formula (unless you’re the coolest baby formula company ever), and political rants should probably be kept to a minimum (unless you’re the weirdest baby formula company ever). It’s also key to be timely — don’t send out news items that are outdated and have incorrect information. You want to establish that you know what you’re talking about, and you share good ideas.

Read the article

Most of the time, the article or video you share is going to be exactly what it says in the headline. “A little boy kisses fence posts, but when his mom does THIS we cry every time” will probably be as innocuous (and chilling) as it seems from the title, but just in case — bear with us, here — just in case, check out the whole video or article to make sure it doesn’t suddenly veer off into Communist rhetoric or not-safe-for-work language and images. This is the internet, and weird things happen here.

Make your own content

We’ve talked mostly about sharing content created by others, but you can — and should — be sharing the things you’re working on, too. Blog posts, websites, portfolios, new and exciting kinds of sandwich found only at your restaurant — this is all great stuff that needs a spotlight, too, and in our experience, sharing actual events from your business like big purchases, employees of the month and even an employee’s birthday party are heavy-hitters when it comes to impact and engagement.

​Join us next time when we cover our favorite places to find content, how to keep up with news from your industry and take our baby to a politically-charged punk rock show.