064 Social Media: Increase Engagement with the Perfect Content Playbook

by April Buencamino-dy

Katie is the founder of KW Content, a global content and social media marketing agency where for the last 4 years, she’s been focused on supporting purpose-driven brands. Before that, she spent 5 years as Content Marketing Manager at various retailers.

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How Katie Got Into Social Media

Katie started her career at Burton Snowboards, first as a copywriter for their marketing team. Then she was given the task to handle their social media where the only strategy used at that time was organic.

After that, she moved to the beauty industry also doing organic social media.

Katie says the time she spent in the sports and beauty industries were focused on building community only using organic content, and Katie got to see tactics that have become the golden rules of social.

Increasing Organic Social Engagement

For eCommerce brands, the goal of social media should be bringing the brand to life or personification. The tone of voice and cadence mixed between aspects of a brand’s personality are key pieces for engagement. 

From there, establish a strong point of view based on your brand’s DNA and values. 

These two, when factored in, make for a good brand strategy that can get your audience to engage with you on a deeper level.

Profitability Driver

With eCommerce brands having a lot of competition, letting your audience go behind the scenes of your brand and giving it a human voice through your content makes social media a strong marketing tool. 

In addition, your social can also be a loyalty-building tool when used to grow your community. This opens the door to repeat purchases and ultimately, to becoming a profitable brand.

The 3 Content Pillars

Think of your brand storytelling using these 3 pillars:

  1. Pillar 1 is connected to the business objective of growing your brand.
  2. Pillar 2 highlights your products to drive sales.
  3. Pillar 3 takes your audience behind the scenes and where you get to tell your story in a way that’s relatable.

In using these 3 pillars together with your tone of voice, you can come up with a document or playbook that ensures the consistency of your content and becomes the guidepost for your content strategy.

Measuring And Interpreting Data

In increasing engagement, Katie says brands should read their engagement the right way to make good decisions.

Aligning your 3 pillars to specific business goals, and learning how to measure and analyze engagements related to these goals will help the brand in coming up with the right content strategies for the future.

Insider Tips

If we’ve inspired someone to take their first step with organic social media – what do they need to know to give themselves the best chance of success?

Have a good sense of what your brand’s content strategy is.

Start by getting to know your customer: how they use social media, how they engage, and even where they share content from.

Then get into the industry leaders who have the same target audience as you. Look for the ones with a lot of engagement, understand what they’re doing, and learn from them.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve organic social media performance?

Review your content performance on a monthly basis.

To do this, you have to know how to measure your results properly based on the goal of your content, and in alignment with your 3 pillars.

If someone listening wants to learn more about organic social media is there one cheap/free resource you’d recommend?

Katie has a free masterclass where you’ll learn 3 simple steps to grow your brand with social media marketing and develop 3 pillars unique for your brand to get your message across.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in organic social media?

Social media platforms are going to get more crowded so there’s a need to emphasize the following:

  • Have a strong brand point of view
  • Resist the temptation to use design templates

Cut through the noise by using unique content strategies and creating content that will allow you to connect with your community.

Interview Links

Katie on Social media:

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