social media contentThe best part of social media marketing is that it gets you out of the office. Or it should, anyway. The social aspect of social media is what will yield your best content on the subject. Yesterday, Ifbyphone got out of the office and went to a roundtable (Social Media for Accelerated Customer and Business Development) where we learned, among many other things, some tips on optimizing your onsite content for social media sharing and engagement. Today, we’ll share those tips with you!

Have A Plan

Winging it can be great for timely content around pop culture, current events, etc., but when it comes to creating value for your customers, do some planning and research around the content you’re creating. This can start, for example, with researching some similar, existing pieces on a topic…and then making them better. Find what made that piece of content so valuable to your audience and then add your spin to it. What can your brand bring to the table on that topic?

Then, once you’ve added your individual flair, think about what other contributors can add to make the content you’re creating invaluable. Do you have a customer you can interview to add relevancy for your other customers? A partner that you work with to make your product or service unbeatable? Bring them in on the piece. It takes longer to put together this kind of content, but it will pack more punch than a one-off.

Develop and Nurture

Once you’ve written/created “the thing,” you need to decide where it’s going to exist—but think outside of social for now. Is it going to live on your blog? What about other relevant places on your website? Are you going to get it cross-posted on partners’ sites, or maybe exclusively on their sites and then link back to yours? Deciding where that blog will have the most value is an essential part of developing your content. Then, you can decide what means of making it shareable are most helpful.

Making your content shareable is key, of course. During the creation of the content, you’ll be thinking of things like catchy titles and hot-button issues. But during the nurturing of that content, think about using share widgets, hyperlinks to contributors (as well as tagging them in tweets about the content), embed codes for visual content, and more. Requiring link-backs for those who share your infographics, etc. is a great way to ensure your brand gets credit for the content that’s popping up on everyone’s newsfeeds.


This sounds like a “duh,” but don’t forget to share your own content. You might create so much of it that you need an editorial calendar to make sure nothing gets missed, but whatever it takes, make sure you’re remembering to share your own content. Ways to do this include:

  • Create trackable links to keep track of what’s getting clicked
  • Share the content on your company social channels (more than once: tweet it several times throughout the week if it’s relevant, post it in multiple groups on LinkedIn)
  • Include previews of your on-site content in your email newsletter (with links)
  • Contact contributors to encourage them to share the piece with their communities, and provide links to the piece where it lives on your site (if applicable) to share

Your content is great. The next step is optimizing it so that everyone sees how great it is! There are steps after that, of course, including optimizing your content for lead gen purposes. If you want to get a jump on that, download our free white paper, The Marketer’s Guide to Proving (and Improving) Content Marketing ROI.