Marketers should align their social and content strategies with the brand

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 12, 2020, 5:07 PM UTC

It can help companies establish a consistent brand voice across all marketing channels.

Businesses need to create a well-documented, full-funnel social media strategy that is fully integrated with their content marketing program. To create that strategy, marketers should first align social and content strategy with the brand. Aligning both strategies can help marketers maintain a distinctive brand voice across all messaging and enhance the company’s branding efforts.

Marketers should also encourage other departments to participate in content creation and sharing processes as employee-shared content receives, on average, eight times the engagement of an official social post. Businesses can ask their editorial team to ensure the employee-generated content is free from grammatical errors.

Providing incentives like financial bonuses or recognition can further motivate employees to create branded posts. Companies can also provide brand guidelines and train technical teams to develop compelling content.

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