Customer Experience

By Liam Dowd - March 14th, 2014

The anatomy of content marketing, how timing is everything, and why women power social media

Timing is everything

With so many social media channels to manage, ensuring the content your corporation creates is timely and reaches the right audiences is vital to get right. A new infographic from Social Caffeine gives an insight into the right and wrong times to post content on the leading social media networks. For instance, posting on Twitter between 1 and 3pm will gain the most engagement for this content. Whereas, the evening is the worst time to post on Google+

Timing can be everything, as British Gas discovered when they organised a Q&A via Twitter with their customer services director just after announcing their price rises, or Tesco that had scheduled their ‘hit the hay’ tweets just as the horse meat scandal broke.

The anatomy of content marketing

We all have read how content is once again king. However, what kind of content is best to use and in what context?

The infographic from Content Plus offers some answers in that it reveals that interesting content will influence the purchasing decisions of 6 out of 10 Twitter users. Well-written content that has a specific audience in mind can also be highly effective and result in conversions. Some 61% of companies now see content on social media networks boosting sales. And interestingly in an age of social media, the humble blog is still holding its own, with corporations that have a blog on their sites gaining 55% more visitors than those that don’t. When was the last time your corporation updated its blog?

Women power social media

Research from Ruby Media Corporation for Finances Online makes for interesting reading if your corporation’s core markets are women. It seems when it comes to Tumblr and Pinterest in particular, the fairer sex are much more active and influential than their male counterparts.

Finances Online comments: “The infographic shows that women not only use social media more often than men, but they use these sites in more ways.  More women also use the top social media sites and they dominate the visual-type social websites, which are the fastest growing social networks today. No site establishes women’s dominance in social media more than Pinterest, where 33% of US women access Pinterest (for men it’s only 8%).

But more tellingly is how women lead the trend of accessing social media via mobile. Forty-six per cent of women use their smartphones to check their social account versus 43% for men. Likewise, 32% of women use a tablet versus 20% of men for the same reason. Now juxtapose that to the Business Insider report saying 60% of social media time is spent on smartphones and tablets, and you’ll realize women will be setting the pace towards social mobiles."

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