Which Social Media Platforms Are Right For Publishing Your Content?
What do you do with your content? Where you publish your content is one of the most important factors in your marketing strategy. You could have amazing content, but it will never reach your audience if it’s not published on the right platforms.
Which platforms should you consider for publishing your content and how do you choose the right one?
Note that in this article, we focus primarily on social media platforms. Keep in mind that there are other potential online avenues for publication as well, like magazines, newspapers, and contributing blogs.
Where should you publish?
59% of B2B marketers consider blogs to be the most valuable publishing channel.
Any and all content should be published on your own website. Your site is the only platform where you have complete control over publication, readers, and responses.
Other platforms, especially social media, can change their algorithms at any time. You are at the mercy of their optimization and search tactics. With a personal blog, though, you maintain control.
Even if all other social media platforms plummet and fail, you can still maintain the same content and client list on your own website.
Moreover, blogs are highly optimizable on search engines. They are responsible for 434% more indexed pages and 97% more indexed links than other web or social media pages. Each blog becomes another piece of real estate for search engine optimization.
However, blogging can itself be a challenge. You need to entice readers to your blog—and then keep them there. This isn’t always easy, especially if you don’t already have a strong customer base.
Thus, we recommend using other publishing platforms to drive viewership to your blog.
Click to learn how to grow a content following here.
From there, use a newsletter or email campaign to capture and maintain your readership following. Your website should be optimized to collect emails to create a comprehensive client list. This helps you retain readers for long-term engagement. Keep an eye on the PBCCo. blog to learn how to set up an email drip campaign in the next few weeks!
Facebook has the largest audience with over 1.4 billion active users daily. Almost every business has some portion of their audience on Facebook. That’s why there are nearly 40 million active small business pages and counting.
Key Facebook objectives: engagement & conversion
Some marketers have begun shying away from Facebook, though, because visibility and reach can be a challenge. Facebook isn’t as searchable as other platforms.
Users don’t generally go on Facebook to look for new content by searching hashtags or keywords. In this way, small businesses struggle to push their content out to new users who are not previously connected with their business.
Thus, the best use of Facebook is for ongoing customer engagement. Facebook can be a strong platform to interact with the first and second circles of your content personas: your brand fans and the friends of your brand fans. Learn more about defining the three circles of content customer personas here.
Facebook is also a strong platform for conversion. Facebook drives 25% of total referral traffic to websites. This means customers are more likely to click on blog links or websites if they first see the information shared on Facebook (compared to other social media shares).
When to post: weekend afternoons
Facebook sees 32% higher engagement on Saturdays and Sundays and 18% higher engagement on Thursdays and Fridays. You’ll see the highest number of views and clicks at 9am or 3pm over the weekend, but shares and conversions are greater at 1pm. Never post “overnight” on Facebook.
LinkedIn is the best platform for news and business stories. LinkedIn has become the professional newspaper of today’s world.
Key LinkedIn objectives: establish authority
Like Facebook, it can be challenging to gain new viewers on LinkedIn, especially on your company page. The best way to boost viewership on LinkedIn is by promoting your content in LinkedIn groups and creating articles on the Publishing Platform.
Nevertheless, the quality of content on LinkedIn is generally more valuable and business-worthy than other platforms. Posting on LinkedIn is a great avenue to establish yourself as an authority in the field.
LinkedIn is also a great way to spur an intellectual conversation regarding issues in your niche or industry. Placing yourself in the middle of industry conversations boosts brand awareness and credibility.
When to post: commuter times in middle of week
LinkedIn is the workday social media. Users are more likely to log on to LinkedIn during the week, especially Tuesday, Wednesday, and Thursday. There’s especially low engagement on Monday and Friday.
The best time to post is during 5-6pm or 7-8am—commuting times. It seems that users are more likely to log on while going to work, taking a break at work (12pm), or leaving work in the evening.
Twitter has become the “catch-all” of social media with over 100 million daily users. It encompasses all sorts of content from fun and goofy listicles to breaking news and opinion pieces. With its shortened character space, it uses fast information to attract, engage, and convert readers.
Key objectives: reach & impressions
Twitter is one of the easiest ways to gain new followers and improve your brand reach. With hashtags and retweets, digestible content can easily spread into the third circle of your content personas. This boosts reach and impressions, which can improve brand awareness and authority in your field.
When to post: Wednesday afternoons
Twitter performs best in the middle of the week around lunchtime (noon) and commuting time (5-6pm). Like LinkedIn, Twitter users are most likely to be on Twitter during their commute. B2B content performs 16% better during business hours while B2C (direct to customer) performs 17% better on the weekends.
Users prefer to see 1 to 4 tweets daily. Images work best on twitter, gaining 18% more click-throughs, 89% more favorites, and 150% more retweets. This is especially true for infographics. You can also use hashtags to improve your reach, but stick to one or two hashtags—three or more shows a 17% drop in engagement.
Along with Facebook, Pinterest is one of the most popular social media platforms to drive traffic to your website. It uses key visuals and easy click-through to bring customers to your site.
Key objectives: lead generation & conversion
When users tap on a pin, they are instantly brought to the source URL. This is one of the easiest ways to bring social media users to your website. Be sure to include your website or blog in the source URL to boost this conversion rate.
Pinterest is also highly shareable. Users are more likely to re-pin an article or image than they are to retweet, share on Facebook, or “like” on LinkedIn. This makes it one of the most engaging platforms, ideal for word-of-mouth marketing.
Pro-tip: Pinterest is primarily a mobile social media. 80% of Pinterest’s traffic is on mobile devices. If you are going to utilize Pinterest for publishing, you need to ensure your website and content are mobile accessible.
When to post: weekend evenings
Pinterest is most popular on Saturdays and Sundays. People seem to neglect Pinterest during the workday. They instead log on over the weekend, which are the “lifestyle” days. It’s also most popular at night between 8pm and 1am. Basically, post on Pinterest when your target audience has the most free time.
Pinterest also optimizes different target subjects each day:
Sunday = food
Monday = fitness
Tuesday = gadgets
Wednesday = quotes
Thursday = outfits
Friday = GIFs
Saturday = travel
If you follow the daily target subject, you’re likely to see greater visibility with your audience.
Instagram is the new Facebook. There are approximately 800 million active users, typically between the ages of 18 and 29 years old. Influencers and marketing experts are moving to Instagram to optimize on the visual aspects of sharing.
Key objectives: impressions & engagement
Like Pinterest, Instagram is highly visual. However, unlike Pinterest, Instagram doesn’t directly link to websites. On an image or short video, you can direct users to click on the link in your blog, which can bring them to expanded content. This causes some friction, which can create some challenges for conversion.
Thus, Instagram tends to work best for increasing marketing impressions and brand awareness as opposed to pushing people to your website. Though it may not drive clicks to your site, it can get your brand name in front of customers more often.
The visual content on Instagram also helps create a lifestyle and story surrounding your products. This improves brand voice, understanding, and engagement.
When to post: Monday and Thursday mornings
Instagram has sporadic viewership, and it can be highly dependent upon your audience. Some studies show that the best times to post are between 8 and 9 am or 3 and 4pm, but late night postings also seem to have high viewership. Most Instagram viewers are more engaged on Mondays and Thursdays, and Sunday is the lowest day of engagement.
Post attractive content or infographics. These tend to see the highest engagement with favorites and links. These are also most likely to increase followers and send customers to your website through your bio.
How do you choose the right platform?
How do you know which social media platforms are right for you? Keep in mind that you don’t want to spread yourself too thin. Choose two to three platforms to focus on, especially if you’re a smaller company. When you grow an audience on a few sites, it will be easier to grow your audience on other platforms as well.
1. Consider your audience.
Who is your ideal content customer persona? Where does he or she hang out online? You want to post content on platforms that have high viewership amongst your specific audience. You also should publish on platforms where your audience is most likely to engage with and share your content.
2. Consider the type of content.
The type of content you use will determine where you post. The platform you choose should be able to host your ideal content. For example, newsworthy articles work well on LinkedIn, while infographics perform well on Instagram.
3. Size up your competition.
Where do your competitors usually publish content? Do you want to compete on that platform or enter a new online sphere? For example, if all of your competitors are on Facebook, you may want to be on Facebook, but then you’ll just be one in the crowd. If you’re the only one on Twitter, though, you could instantly gain access to an untapped market within your niche.
4. Know your objectives.
What are your key content goals? These should relate back to your content marketing mission statement. Different platforms have different potential metrics. For example, Instagram can boost impressions while Facebook encourages engagement.
Choosing the right platform for your content and audience can be a challenge. You want to make sure the platform aligns with your content marketing objectives, audience, competition, and purpose.
Don’t create outstanding content without having a publishing plan in place.
Don’t throw your content up and hope it sticks.
Contact Palm Beach Content Co. to create a content marketing plan that will boost readership, awareness, conversion, engagement, and sales.
Are you ready to finally utilize content marketing to its full capacity?
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