Enhancing Organic Growth through Social Media Content Strategies in 2020

Organic reach for brands on social media has been steadily declining, with current reach on Facebook being less than 2%, according to Hubspot. Despite these low numbers, it’s still possible to create content plans that provide value for brands. While organic transactional content has yielded mixed results, content aimed at increasing brand awareness has seen positive outcomes through community engagement. This strategy helps break down barriers around the product, answers customer questions, and explains how the product works, eventually building a community of brand fans.

There are over 3.4 billion active users on social media, making it a great place for brand engagement. However, many people are quitting social media due to feeling overloaded, combined with trust issues and privacy concerns. As a result, brands need to diversify their marketing efforts across various platforms rather than relying solely on organic social media posts. Treat social media marketing as part of a larger content strategy that includes paid ads and search campaigns.

Engagement is key for creating meaningful experiences on social media. Focusing content creation on the audience helps nurture interactions beyond just likes and shares. Here are some tips:

1. **Create a Content Matrix:** This helps focus on content that amplifies your organic reach, aligning with your brand and enhancing performance. It also allows you to see how your marketing initiatives complement each other.

2. **Conduct a Content Audit:** Analyze your best-performing content to identify successful patterns and avoid ineffective ones.

3. **Maintain Brand Voice:** Ensure your content is relevant and authentic to keep your audience connected. Followers stick around for specific reasons, so don’t lose their trust.

4. **Map Audience Needs:** Align your content with the audience’s pain points and needs. Competitor analysis can also provide valuable insights.

5. **Use a Content Calendar:** Consistent posting is crucial. Tailor your strategy to different platforms without overwhelming your audience.

6. **Experiment with Timing:** Identify when your audience is most likely to engage with your content to maximize organic reach.

Despite having large followings, some brands struggle with post engagement. Here are strategies to improve it:

1. **Community Building:** Encourage internal teams to contribute to thought leadership and create an authentic brand voice, fostering trust.

2. **Social Media Groups:** These can spark conversations around your brand, adding a human touch and enhancing engagement.

3. **Micro-Influencer Marketing:** Even though it’s not entirely free, partnering with micro and nano influencers can make your brand appear more genuine.

Customer support is also vital for creating positive brand experiences. Many people now use social media to interact with brands, so having dedicated support channels on platforms like Twitter can lead to better engagement.

Stories offer a different experience compared to standard social media posts. This format allows for experimentation with uncut visuals and behind-the-scenes content, meeting the audience’s desire for real, authentic experiences.