Chapter 9 of "Social Media For Strategic Communication"

        In chapter 9 of Social Media and Strategic Communication, I learned about creating, managing and curating content. Content marketing is the approach to promote content to the masses. According to the Content Marketing Institute, content marketing is “a marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.” Even though this is not anything new to the social media industry, it has become a very important tool for helping professionals predict what to create, disseminate, and share with others in order to determine certain accomplishments. Reasons to create content on social media is because first it creates strong brand awareness. All brands in today’s industry are trying to establish themselves in a way which separates them from their competition. In order to accomplish this companies have to think about how each piece of content describes their digital footprint and real estate. Another reason to do this is by gaining respect and the reputation in the industry as a trusted resource. This is because the more people see your content consistently yet personalized for each of the designated platforms, the more consumers will trust the information presented to them. It will also motivate them to become long-term readers and followers of your platforms. Other tips include tying into the search optimization capabilities and providing assets to a social media campaign. The ultimate goal for the social media professional is to create great content which will attract new customers. Evergreen content is the content which stays relevant for a long time and doesn’t have to be updated as regularly as other types of content. Creating content and putting it out ther for the world to see is not the only strategy or action a social media professional should pursue. A professional should also consider multiple components when aligning content with the strategies and messages if a campaign or promotion for a brand. First, the manager of social media needs to conduct a content audit to determine which assets worked and have takeaways for the future. Then they need to provide the context of the asset so they can determine what to do next. This is just some of the things I learned from this chapter.