In 2013, 86% of B2C marketers use content marketing, according to Content Marketing Institute. 84% of those use social media to promote their content. As a brand marketer, your content needs to stand out above all the noise in order to be heard. In a recent MediaPost column, I talked about the inherent link between content marketing and social media; you can’t do one without the other. Fresh content fuels social media and social gives content more eyeballs and a longer shelf life.

However, the content you create must be truly great in order to be successful on social media. A few factors go into great content that people read and interact with on social media. Here’s 4 things that marketers should include in the content they create:

  1. Timeliness – A sense of ‘right now’ will prompt many consumers to click on a post or update. It might be a sneak peek at a new product or service, a coupon that expires in a matter of time, or something relevant to breaking news. Oreo hit the jackpot on this last one with their blackout tweet during the Super Bowl.
  2. Newsworthiness – Content must be topical for your audience. Think about why it matters to them and hone it on that. Newsworthy content could result from timing (mentioned above), significance (how many people does it impact), location based (is it relevant to a certain demographic?), or even human interest (is it something the general public cares about?)
  3. Insider View – Consumers love to get a behind-the-scenes look at how a product is developed or into the lives of the people who make the products they love.
  4. Wit – Especially when it comes to social media, a sense of humor will go a long way with consumers. Be real with them, make jokes, even be a little sarcastic, and you’ll see consumers interacting with your content.

Check out my complete column in MediaPost’s Marketing Daily Commentary for more insight on how to make your content and social media work together more effectively.