Social media has become a foundation of any content strategy, today’s marketer needs to be fluent with the various social media platforms, how to create and edit videos, and how to break down messaging into “bite-sized pieces”. Ebony Renee Baker, Fashion Editor at Refinery29 UK, discusses the importance of social media for content authors and editors, and reminds us of how fast technology is evolving in this space.
In the moz.com article, Content, and the Marketing Funnel, we learn about how to target the buyer at the right place in their marketing journey. If we look at the phases in which we need our target audience to connect with our brand; discovery, consideration, conversion and retention, we have to think about where. Where? That’s easy, on Instagram, on X (formerly Twitter), on TikTok, on Facebook and on YouTube. Especially in a post-pandemic world, target audiences are connecting with their brands on social media.
Not to say that marketers should forget more traditional channels like Web sites, direct marketing, billboard marketing and point-of-sale promotion. But those traditional channels have been around for decades and are not evolving as quickly as digital channels. Ms. Baker points out that so much has changed since she graduated university in just 5 years.
Regardless of what we learn in school, in a digital age we need to be continually updating our skills, learning about new technologies and exploring new possibilities. As marketers and content strategists we need to be asking ourselves What’s Next and take the initiative to learn how we can better build our brand and connect with our target audiences on the platforms of the future.