Last updated on September 27th, 2019
Timing is everything – it’s not a joke but a reality. ‘Timing’ plays a crucial role in defining success and failure. For example, a batsman hits a ball hard but if the timing isn’t perfect, it won’t go behind the boundary line. In most of the cases, he’ll end up being caught.
The same is applicable for content posting on social media channels as well. To succeed in their content marketing efforts, marketers must consider creating the right content and posting it for the right audience and at the right time.
But how to create the right content? To help you out, Designhill conducted a webinar lately in which Michael Janda – an award-winning creative director, designer, and author – revealed some cool tips to create the right content. Michael has worked with big clients like National Geographic, Google, Disney, Fox, Warner Bros and more. Here are some excerpts from a particular section of the webinar.
Check Out The Webinar Video
5 Tips To Create Right Content At The Right Time
01. Know Your Audience The Best
Knowing your audience is the first step in creating the right content. It’s also helpful in ensuring that it will engage them and achieve its purposes such as – boost traffic, brand awareness, increase in conversions or build quality links.
Most businesses capture people’s behavior. On top of that, they collect information like people who bought their products or services previously. You need to do that too. Why? It’s because the data will help you draw a general picture of your potential buyers.
Another way to collect data is to bring social media into play. With Facebook Audience Insights, you can simplify the whole process. It lets you know the demographics of your audience along with their gender, interest sets, relationship status, and more. You can even know the amount of time they spend on Facebook with time and day they’re most active on.
The more you know about your audience, the better you create content for them.
02. Alight Your Campaign With The Right Opportunity
As said earlier, there are many reasons for which a business turns towards content marketing. Some of them include:
i. Engaging with the audience.
ii. Giving your brand a persona.
iii. Ranking well in search engines.
iv. Building domain authority.
v. Boosting traffic and conversions.
vi. Boosting brand awareness.
If you want your strategy to work, consider the content you create and the objective from above that you want to achieve. Let’s talk about a scenario in which you want to drive traffic to your website’s landing page.
You want to produce content that goes well with the page. The content that tells what it is all about. You may like to place relevant CTAs for readers to the response. Considering how the content you plan to produce fits your promotional campaigns will help you become more focused on your approach.
Creating a detailed, dedicated content calendar is one of the best ways to align your campaigns. The calendar should have different sections dedicated to — content being created, launch dates for campaigns and other events. Make sure your team is aware of it when you plan content production.
For example, if you’re into the food industry, find out events like National Chocolate Day, etc. along with their time and date. Don’t forget other famous holidays such as Valentine’s Day, Mother’s Day, etc. to include. These events can have a direct influence on your audience.
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03. Figure Out The Right Content Types And Mixes
Once you gain the idea of your target audience and know what you want to achieve, it’s time to think about the content type that your audience will like.
Think about whether they want long-form content like e-books, guides or short-form content. Are they looking for in-depth content with tips, tricks, and hacks that would answer their questions? Will they like infographics? Or do you want them to get your content in the form of videos?
To suit your audiences’ needs, you have to create a different mix of content. Take inspiration from magazines or newspapers. They are specialized in a mix of content for their audience which includes news stories, personal opinions, exclusive videos and more. Make sure to diversify your content to engage your audience.
04. Include Reactive Marketing Approach
Social media channels are the best resources to execute reactive marketing strategies. It’s one of the best ways to show that your business is on the top of trends in your niche.
Here is an example that will help you understand this approach the best.
In 2018, Colin Kaepernick was in news for his flag controversy. The controversy rose so high that it started trending across many social media platforms. Nike took advantage of the trend and started an ad campaign in support of Colin Kaepernick.
What does this example show you? It shows that taking advantage of a current trend is an excellent way to capture attention. But it can back-fire you. Nike claimed that their sales increased after the ad campaign they launched supporting Kaepernick. But some consumers started another trend in which they boycotted Nike’s products.
So, reactive marketing is a two-edged sword. You need to be very careful when picking a trend or event.
05. Test & Consider Different Timings For Content Posting
Determining the best time for content posting involves a lot of research. Testing different timings helps you know what will work for your audience. Consider these scenarios before posting content across various channels.
While commuting home, 81% of users are found to be on Twitter. Early evening is the best time for re-tweets. Early hours of the morning are the ideal time for engagements. People who tweet between 2 and 3 AM get the most clicks.
According to Buffer research based on the News Feed algorithm of Facebook, Thursdays and Fridays get 18% higher engagement rates; while weekends see 32% higher engagement rates. As far as timing is concerned, it varies. Content that’s shared at 1:00 PM gets more shares while the one shared at 3 PM gets more clicks.
In general, early afternoon is the best time for content posting.
According to a MailChimp study, the time slot between 8 – 11 AM and 12 – 2 PM is perfect for sending newsletters as response rates are higher during this period.
These are just the stats based on research. However, we would suggest you to run your own tests and find out suitable timing for content posting.
As far as content creation is concerned, we suggest you to consider the below format.
a. Create a small piece of content considering a time-span of 30 seconds.
b. Create a medium piece of content considering 1 to 3 minutes.
c. Create a large piece of content considering 4 to 7 minutes.
d. And create extra-large content considering 15 or above minutes.
Creating content for different time slots is an ideal way to engage your audience. As there is a variety, they won’t feel annoyed or running away from your content. Variety is what will keep them hooked to your brand.
Timing is a key to unlock people’s mind and fit in your brand there. Posting the right content at the right time helps you achieve your goals. From knowing your audiences to staying updated to the latest trends, as a business, you have to think of every possibility and hit hard on every aspect to win. If you fail to do so, people will forget your brand in no time. So, consider the tips explained earlier and stay ahead of your competitors.