The success of a content marketing plan depends not only on specific skills in content creation, the development of an overall strategy and editorial plan that match the company’s mission and values, but also on the internal organization of work and the ability, on the part of management, to assign certain assignments to the right people, thus avoiding unpleasant inconsistencies that would have incredibly negative effects on brand performance.
All companies, in every corner of the world, have by now become familiar with the practical and operational benefits provided by digital marketing, and in particular by all those online communication activities carried out on the new communication platforms called social media, which for the past few years have basically replaced more traditional media.
The presence of the brand within these virtual spaces, in a sense, is comparable to the condition of a magnet suddenly finding itself in a box full of paper clips. Abruptly, the brand will thus find itself in the need to deal with multiple actors, with web users making judgments and expressing opinions, and which could positively or negatively affect its reputation.
The added value
The attractiveness of the brand, within certain virtual contexts, is indeed capable of attracting the attention of a large number of stakeholders, such as potential customers, possible partners in the business and those who could also turn into new leads for the company tomorrow.
All this generates added value that goes far beyond any operational strategy previously devised by the company, and which in most cases was based on merely selling products to an audience interested in a certain kind of service.
With social media, companies can not only fish their customers from an immensely larger pool, but they can also build from scratch a solid reputation that could attract an entirely new audience, thus expanding the brand’s horizons and its ability to be relevant to different, extremely specific targets, all of which, moreover, can be reached by appropriate promotional activities launched through social networks.
For these reasons, over the years, companies have increasingly sought to equip themselves with appropriate social channels, capable of generating intense traffic to the site and giving rise to high rates of engagement through content, especially in terms of likes, shares, retweets and more (although the metrics to focus on should be quite different, such as generating new leads).
Nowadays, even small stores have at least one social media profile to try to promote their activities and tell the brand story, trying to attract the attention of a very specific, almost always local, audience.
Larger companies, including multinationals, have in some cases entire staffs dedicated to social media management, who are also routinely entrusted with all tasks related to the creation of graphic, visual and textual content with which to fuel their communication campaigns.
Very often, the success of a communication plan lies in the ability of staff members to bring to life a series of brilliant, original content consistent with the brand image, aimed at a very specific audience and almost always aimed at increasing sales of some new product.
The distribution of tasks
What is still hard to understand, in this complex historical phase, is that the success of a social media marketing plan is also linked to the internal distribution of work, the distribution of tasks among staff members, and the specific ways in which the communication strategy is planned.
In many cases, a mistake (or a poor choice) in the assignment of tasks can neutralize the positive effects of original and well-structured communication plans, rendering them totally ineffective.
A still very common mistake, from this point of view, consists in entrusting a heterogeneous team with the strategic and content management of a communication plan, often arriving at quite grotesque situations in which a staff member with no experience in certain subjects (such as content creation) finds himself acting as a supervisor to other staff members who specialize in the creation of graphic or textual content, thus resulting in great waste of time and persistent confusion.
Social media management represents an extremely delicate task, a decisive assignment on which the fate of the brand may depend in the short to medium term. Companies should therefore try to assign tasks intelligently, valuing individual skills and leaving behind the belief that senior employees can handle anything.
The ideal situation, from this point of view, would be a staff of three, consisting of a content creator, an expert in the use of major graphics and video editing programs, and a supervisor who has specific creative and strategic skills.
Content creators, in some cases, may also have a strong strategic orientation, but the figure of a supervisor who possesses within him or herself all the main skills of this work becomes really crucial, even decisive for the efficient management of work in any office.
A good example of perfect distribution of tasks, within the staff, is provided by the online portals dedicated to gambling, which for a few years have begun to use the services of entire teams of experts to produce guides, reviews and textual content dense with suggestions for all players, thus allowing anyone to save a lot of time in online searches and immediately find the online game that best suits his tastes.
Within portals such as this (https://www.vegasslotsonline.com/uk/), users will be able to find rich selections of online games and slots to try out even for free, while also accessing attractive bonuses and innovative, extremely thrilling game modes.
The fact that these experiences can be experienced extremely easily, using the convenience of one’s smartphone or tablet, from anywhere, at any time, seems to further enrich an already rewarding and undeniably intriguing experience.
In the age of the Internet and social media, individual skills should not dissolve in the cacophonous welter of the Web. Everyone’s skills and abilities must be deployed at the right time and in the right place in order to come up with quality content with which to excite and intrigue as many people as possible.