Forget Everything You Know About Social Media: Embracing Chaos

Are you struggling to make social media work for you? Wondering how your marketing needs to change?

In this article, we’ll explore how marketers can embrace changing times.

The Evolving Challenges of Social Media Marketing

Marketers face numerous challenges regarding their social media presence today. The rules of the game have changed significantly in recent years, and marketing strategies that worked just a few years ago may no longer be effective.

One of the most significant struggles marketers face in the current social media landscape is getting their content seen by their followers. Before the social media revolution, building a large following was enough to ensure your content would reach a wide audience. 

However, with the rise of complex algorithms and the increasing competition for attention, this is no longer the case. Social platforms like Facebook, Instagram, and X are now prioritizing content they believe is most relevant to each user, even if it comes from accounts they don't follow. 

This means that even if you have a substantial following, there's no guarantee that your content will reach them.

Another major challenge is social platforms' growing desire to keep users engaged within their own ecosystems. In the early days of social media marketing, posting content with links directing users to your website or blog was common practice.

However, this approach has become less effective in recent years as platforms have changed their algorithms to favor content that keeps users on their platforms longer. This shift has left many marketers wondering how to drive traffic and conversions effectively if they can't easily send people off-platform.

How to Adapt Your Social Media Marketing Strategy for Today

Embracing change in social media marketing means you need to adapt your social media strategy to stay relevant. Here are some key things to keep in mind as you navigate the ever-changing landscape and adopt a competitive edge:

#1: Choose a Primary Content Type

In today's digital world, content has become the backbone of marketing. It's the primary vehicle for driving connection, evoking emotion, and building brand loyalty. 

There are four main types of content to consider: 

• Written content (such as blog posts and articles)
• Video content (including live streams and pre-recorded content) 
• Podcast content (audio-only content)
• Image Content (such as infographics, carousels, or social media graphics)

Pro Tip: Don’t rely too heavily on image-based content like Instagram posts or Pinterest pins, as these formats are less searchable and discoverable than the others.

While it can be tempting to try to be everywhere at once, this approach often leads to scattered efforts and mediocre results. Instead, choose one content channel  that aligns with your strengths(such as written content, video, or podcasts) and focus on creating the best content possible for that channel. 

By pouring your energy into mastering one format, you'll be more likely to create content that truly resonates with your audience. Once you've established a strong foundation in your chosen channel, you can consider adding another one to your mix.

For example, Mark Schaefer’s priority content is writing blog posts. He's been consistently blogging for over 15 years and has published a new post every week for more than 620 weeks straight. While he also has a podcast, he's structured it in a way that doesn't detract from his ability to create quality blog content, such as keeping episodes short, publishing bi-weekly, and using a rotating cast of co-hosts to minimize scheduling and production challenges. 

#2: Publish to Your Content Hub First, Then to Social Media

While social media can be a powerful tool for reaching new people, it's risky to rely solely on these platforms to connect with your audience. To mitigate this risk, build your own audience through other channels you have more control over, such as email lists, blogs, podcasts, or video series. 

By creating these content hubs and encouraging your social media followers to subscribe, you can establish a direct line of communication that isn't subject to the whims of algorithms. This approach also allows you to build stronger relationships and foster community management around your brand.

For example, Mark always publishes content on his website first, using it as the home base and archive for his content.

A few days later, he repurposes this content on various platforms like LinkedIn, Medium, and Substack.

By doing this, he signals to search engines that he is the original author and builds a loyal following that knows where to find his latest content.  

#3: Create Better Social Media Content Than Your Competitors

With so much competition for attention, creating social content that truly stands out is more important than ever. Your content needs to be superior to what’s already out there. This means going beyond simply sharing information and statistics. 

These tips will help you consistently deliver high-quality content that’s more likely to capture and retain your audience's attention, even in the face of changing algorithms.

Infuse Unique Perspective and Insights Into Your Content

This means going beyond simply rehashing the same information already out there. Instead, add your own stories, experiences, and insights to make your content truly one-of-a-kind. Don't be afraid to share your successes, failures, and lessons learned along the way. By being authentic and transparent, you'll be more likely to connect with your audience on a human level and build trust and credibility over time.

Mark emphasizes the importance of creating content that is not just informative but insightful. In an age of information overload, people don't need more facts and statistics—they need revelations and unique perspectives. By drawing on your own experiences and observations, you can turn ordinary information into extraordinary insights that genuinely resonate with your audience.

Embrace the Power of Storytelling 

In a world saturated with information, people are more likely to remember and connect with stories than with facts and figures alone. Incorporate storytelling into your content to make it more engaging, memorable, and shareable.

Share your own experiences, challenges, and insights to give your content a personal touch and help your audience relate to you on a deeper level. By weaving storytelling into your marketing, you can create content that informs, inspires, and motivates your audience to take action.

Mark is a big proponent of using stories in content and presentations. For example, he once wrote a blog post about a children's basketball game in which a player made a perfect layup in the wrong basket to show that excellent execution doesn't matter if you have the wrong strategy. By tying a relatable, memorable story to a key marketing lesson, he made the concept more engaging and easier to understand.

Create Content That’s Worth Your Audience’s Time

Another important aspect of creating compelling content is to focus on delivering value. Whether you aim to educate, entertain, or inspire, your content should always provide something worthwhile to your audience. Before creating any piece of content, ask yourself: “What will my audience gain from consuming this?” If you can't answer that question clearly, it's time to return to the drawing board and refine your approach.

Experiment With Different Formats, Styles, and Angles

Some of the most successful content creators aren't afraid to take risks and try new things. Whether incorporating humor, tackling controversial topics, or collaborating with other creators in your space, pushing yourself creatively can help you stand out in a crowded market and attract a loyal following.

For example, Mark once wrote a blog post comparing a common marketing challenge to a moment from his favorite movie. By drawing an unexpected parallel between two seemingly unrelated topics, he created entertaining and insightful content, demonstrating his ability to think creatively and connect with his audience on multiple levels.

Pro Tip: Mark emphasizes the importance of creating content that evokes a sense of awe, citing a study by Buzzsumo that found this to be the emotion most associated with viral content.

#4: Maintain Consistency

Consistency is crucial when building an audience and establishing your brand. Show up regularly and deliver valuable content on a predictable schedule. Whether it's a weekly blog post, a daily Instagram Story, or a monthly podcast episode, your audience should know when to expect new content from you. 

If you miss a week or two, it's a slippery slope, and your audience may lose interest or forget about you altogether. To avoid this, create content in advance when possible and have a backlog of evergreen content ready to go in case of unexpected delays or emergencies.

For example, one of Mark's readers told him that she starts every day by opening her email, hoping to find a new post from him. By consistently showing up in her inbox, he's become a part of the fabric of her life. This level of loyalty and anticipation is only possible through consistent, valuable content creation.

#5: Embrace AI to Enhance Your Social Media Marketing Efforts

In today's digital age, artificial intelligence (AI) is rapidly transforming many industries, and marketing is no exception. While some marketers may feel intimidated or threatened by the rise of AI, it's crucial to approach it with an open mind and find ways to leverage it to your advantage.

One way to do this is to identify your core competency—the unique value proposition that sets you apart and attracts customers—and explore AI applications to enhance and amplify that competency. 

For example, if you're a writer, you could use AI-powered tools like Grammarly or Hemingway to help you write more efficiently, catch errors, and improve the clarity and readability of your content. If you create audio content, you could use AI-driven software like Descript or Adobe Audition to automatically transcribe your recordings, remove background noise, or add music and sound effects.

Mark shares an anecdote about a woman in his community who, thanks to AI tools like ChatGPT, can now express her ideas through writing in a way she never could. By using AI to help structure and clarify her thoughts, she's unlocked a new level of creativity and confidence in her ability to share her insights with the world. 

The key is to focus on AI applications that complement and enhance your existing skills and strengths rather than trying to learn and master every new AI tool that hits the market. Remember, AI does not replace human creativity, insight, and empathy. Instead, it's a powerful tool that can help you work smarter, faster, and more effectively, freeing up your time and energy to focus on the aspects of marketing that truly require a human touch.

Another important thing to remember is that AI is rapidly being integrated into many of the tools and platforms we use daily. From Microsoft Office to Google Workspace, from social media platforms to email marketing software, AI is becoming an increasingly ubiquitous part of the marketing landscape. 

By staying informed about these developments and being proactive about incorporating AI into your existing workflows, you can stay ahead of the curve and reap the benefits of these powerful technologies.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Instagram and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

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✋🏽 If you enjoyed this episode of the Social Media Marketing podcast, please head over to Apple Podcasts, leave a rating, write a review, and subscribe.

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