5 KEYS TO CREATING AWESOME
CONTENT FOR SOCIAL
Satisfying the consumer’s need for useful content requires an authentic,
organic, and dedicated voice that leverages the reputations and experience of
people your customers trust. A key source of that consumer content comes from
social influencers, those with loyal audiences on Facebook, Twitter, Pinterest,
Instagram, YouTube, and Vine. Find the influencers and social media personalities
who fit your marketing objectives and help create stronger relationships with
Co-founder & CMO | TapInfluence
Holly Hamann is the co-founder and CMO of TapInfluence.
She has helped launch six web-based startups in the
social, music, video, and entertainment spaces. She is a
public speaker, Board member of the Deming Center for
Entrepreneurship, and American Marketing Association
“Marketer of the Year”recipient.
Co-marketing Manager | HubSpot
Amanda Sibley manages the co-marketing team at HubSpot,
where she works with large and small companies to create
co-branded campaigns to satisfy a mutual goal. Partner
companies range from social media networks and search
engines, to experts in marketing and sales industries.
Why Social Content Should be a Key Part ofYour Marketing
Influencers are Powerful Partners for Building Social
Key #1: Getting Social-Ready:Where isYour Audience and
What doThey Need?
Key #2: Setting Goals
Key #3: Identifying Social Influencers
Key #4: Getting the Most Out ofYour Content
Key #5: Measuring the RightWay
Next Steps to Using Influencers to Create Social Content
It’s creative and catches consumers’attention.
It evokes emotion and creates a connection with the
consumer and, ultimately, affinity for your brand.
It tells your brand story with a personal context, so it
adds value to your customer’s life.
It’s more naturally distributed via person to person
across all social channels.
WHY SOCIAL CONTENT SHOULD BE A KEY
PART OFYOUR MARKETING
Consumers are getting a constant feed of digital content, while
brands need help standing out. To be successful, you need to
reach consumers via a trusted source and add value to their
lives. But, at the same time, you don’t want to disrupt them by
trying to sell something. The solution is social content, which
is one of the best ways to engage your audience and capture
their attention. Done well, social content has four big benefits
over other content:
80%of people check their
phone within 15 minutes
of waking up
• They have the trust of their audience.
• They reach and engage a very targeted audience.
• They represent an authentic consumer experience.
• They sometimes have bigger reach than brands themselves.
• They are an army of content creators that are better, faster, and
cheaper than what brands can do themselves.
• Their content is already shareable.
One of the most effective ways to build trust and
engagement with your audience is collaborating with key
influencers to create relevant, quality content. Some key
reasons why influencers make powerful partners include:
Influencers have some distinct advantages that are difficult
for brands to replicate, including large communities of
followers, consumers’trust, authentic personal experience,
and social network expertise. Social influencers are effective
at starting, sharing, and spreading online conversations,
which is incredibly valuable to brands.
When it comes to consumer spending, online content
and social conversations have a significant impact on how
consumers choose what to buy. While product information
and brand-crafted messaging is valuable, consumers want
information that comes from like-minded people they trust.
Content from third-party experts and their personal networks
is often more trusted than content from advertising or brand
On average, people check
INFLUENCERS ARE POWERFUL PARTNERS FOR
BUILDING SOCIAL CONTENT
In this eBook, you’ll find best practices from industry leaders
HubSpot and TapInfluence for creating effective social
content and ways to make influencer marketing a key part
of your content strategy. We’ll dig into five aspects of using
content and collaborating with influencers including:
The device is no
longer ‘a phone.’ It’s
become a personal
extension of being.
— Adam Kmiec
Senior Director of Social Media & Content
• Getting social-ready: where is your audience and what do they need?
• Importance of setting goals for your content and campaigns
• Identifying the right social influencers for your brand
• Making the most of your content so you get the best return
• Measuring your content’s success (including how to track metrics that
are normally assumed to be unmeasurable)
FOCUS ON THE MOST IMPORTANT PLATFORMS FIRST
According to research, Twitter is where most consumers go to complain.
If you sell a consumer product, Twitter is a good platform to focus on first
before embracing platforms like Pinterest or Facebook.
CUSTOMIZE CONTENT TO THE PLATFORM BASED ON HOW
CONSUMERS USE IT
By matching the type of content you create to how consumers use each
platform, you’ll get better results and higher engagement. Here are some
examples from our research:
KEY #1: GETTING SOCIAL-READY:WHERE IS
YOUR AUDIENCE &WHAT DOTHEY NEED?
Before you start creating social content, you need to know
which platforms are important to your consumers and
customize content appropriately. You can do this via A/B
testing or other testing methodologies.
3 Keys to Building an
Effective Social Content
1. Know Your Audience
2. Set Clear Goals
3. Define How You Will Measure
• Consumers use Pinterest to kill time, explore, and get ideas for projects
and recipes. Therefore, content for Pinterest should be creative, very
visual, and entertaining.
• If consumers want an expert opinion, product recommendation, or a
discount, they visit Pinterest and blogs. Content that focuses on helping
consumers make buying decisions can work well on these platforms.
• Blogs and Facebook are the platforms people use to enter sweepstakes
and contests. If you plan to do a giveaway, consider tying it into other
content you’re promoting on those platforms.
MAKE SURE EVERY PIECE OF CONTENT YOU CREATE ADDS
VALUE TO YOUR AUDIENCE
SET GOALS FOR CRITICAL METRICS THAT MAKE A
DIFFERENCE TO YOUR BUSINESS
Measure and report on them regularly so you can gauge what’s working.
Increasing your reach is a good goal, but also think beyond it to other
specific goals such as:
Setting goals is a must! If you’re not sure where to get started,
goals help you formulate a plan. They also help you hone in
on the most important activities for realizing your objectives.
Consider these two major themes for your goals:
• Determine your consumers’needs and create content that helps them
solve pain points and problems.
• Formulate an appropriate mix of short and long form content based on
how you can solve your audience’s problems.
• Create content tools that help your audience do their jobs better.
• Leads generated for your sales team
• Driving traffic to a branded site or social channels
• Getting more followers
• Capturing email addresses
• Increasing sales and growing your customer base
• Building relationships with influencers and content creators
What Do Influencers
Have that Brands Don’t?
• Authentic consumer
• Bigger reach
• Better, faster, cheaper way to
• Ability to share content with
their targeted audience
IDENTIFYING SOCIAL INFLUENCES
As discussed, one of the key ways to reach your goals is by
creating content that your audience finds valuable. But, first,
you’ll need to identify content creators to develop it. You have
three possibilities for finding them:
Out of these options, the most powerful is using influencers
to create content. When working with influencers, follow
these seven guidelines to build collaborative, positive
• Identifying internal people to create content
• Curating it from external sources
• Collaborating with trusted third parties, such as influencers
• Let them tell authentic stories
• Think of them as partners
• Showcase their content on various platforms such as Facebook, Pinterest,
• Give proper influencer attribution
• Clearly explain the actions you want your audience to take
• Be“always on”by working with influencers throughout the year, rather
than focusing your efforts only on holidays or other one-off dates
• Increase value (and exposure) of their content by using it in eBooks, blog
posts, webinars, email marketing, advertising, and case studies
9 Questions to Determine
if an Influencer is a Good
1. Is their content relevant to
2. Do they post frequently?
3. Do they have audience data?
4. Is their content high-quality?
5. Do they have high audience
6. Are they professional?
7. Do they have the ability and
desire to build a relationship?
8. Do they have clear
expectations, and do they
understand your objectives?
9. Do you have similar
KEY #4: GETTINGTHE MOST OUT OF
After working so hard to create content, you want to realize
a positive return from it. The key to getting the most out of
your content is getting it in front of the right people. In other
words, build content that solves a problem for a specific
audience segment and then promote it using the platforms
and channels they prefer. Use these best practices to get
Get the most out of your
content by getting it in
front of the right people.
ENCOURAGE CONTENT SHARING by using social media sharing
buttons whenever possible, such as at the top of blog posts.
INCLUDE LINKS TO YOUR CONTENT when you post on social
media. This is the key to getting clicks on your website, which can turn
into leads, and, eventually, customers. Use unique tracking on each link
to determine which content performs best.
KEEP MOBILE IN MIND 78% of Facebook users use a mobile device
to read posts. Be sure your content displays correctly on mobile devices
by using your mobile phone to check formatting and links. If you’re
linking to a web page within your post, be sure it’s also formatted
correctly for mobile.
OPTIMIZE CONTENT FOR EACH PLATFORM by ensuring it’s
appropriate for the platform’s audience and focus. For example, content
that helps working professionals balance their jobs and personal lives
might perform better on LinkedIn than Facebook.
BE AWARE OF EACH PLATFORM’S IMAGE DIMENSIONS as
they vary widely. Images optimized for Twitter will look different when
posted on Facebook. For a list of graphic dimensions for social media
platforms, get HubSpot’s infographic: The Ultimate Guide to Social
Media Image Dimensions.
After you’ve partnered with influencers and created great
content, it’s important to measure outcomes and quantify
the impact on your business. Getting more followers and likes
are great, but don’t let it be your only goal. With an analytics
dashboard, you can quantify key metrics that are often
assumed to be unmeasurable such as content reach and
Total Media Value. Measuring the success of your influencer
marketing drives smart decision-making so you can optimize
future social content efforts.
Outcomes to track and measure include:
Don’t let getting more
followers and likes be
your only goal when it
comes to measurement.
• Content reach (individual and total for all influencers)
• Content views
• Content engagement (such as likes, tweets, comments, pins, and shares)
• Total MediaValue of content (your real dollar return on influencer
• Influencer rankings by reach, views, and engagements
THE IMPORTANCE OF MEASURING
Image #1 - TapInfluence Analytics Dashboard: Reach
Image #2 - TapInfluence Analytics Dashboard: Views
NEXT STEPS TO USING INFLUENCERSTO
CREATE SOCIAL CONTENT
The key to creating successful content is to add value to
consumers’lives. By partnering with digital influencers,
brands increase their ability to reach more consumers by
exponentially scaling how quickly and broadly high-quality
content gets shared.
Marketers are beginning to identify key influencers in their
industries and form trusted relationships that help them stay
close to their consumers. Get started by following the five key
strategies we discussed in this eBook including:
By harnessing the power of influencer marketing and using
these best practices from HubSpot and TapInfluence, you’ll
engage consumers with high-value content that builds
relationships, inspires trust, and furthers your business goals.
• Getting social-ready
• Setting goals
• Identify the right social influencers
• Making the most of your content
• Measuring success
Want to learn more about how leading brands are influencing
their audiences? A TapInfluence brand strategist can help
you determine if influencers are a good fit for your content
For more information on finding and utilizing sources for
influencer marketing, connect with us online at
or contact us directly at:
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5 KEYS TO CREATING AWESOME
CONTENT FOR SOCIAL CAMPAIGNS
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