Cool Content Marketing Survival Guide

Should my business be active on social media?

The short answer is absolutely.

By the sheer amount of traffic that these social channels get, it really is kind of a no-brainer! That being said, you need to acknowledge that your competition has most likely (definitely) realized this as well.

Don’t be discouraged – just get in the game!

We are going to share with you the best strategies to stand out on social media and provide content that will actually get engagement.

Before we do that though, here is a general overview of how to really connect with your audience – regardless of the industry you are trying to speak to:

Create a S.M.A.R.T. plan for your goals on social media

S.M.A.R.T. stands for – Specific, Measurable, Achievable, Relevant, and Time

  • Specific – what exactly is the point of your social media marketing campaign?
    • It does not always have to be to increase sales
  • Measurable – what are the metrics that you will be monitoring to determine that you have reached this goal?
  • Achievable – make sure that the goals are attainable in a reasonable timespan
    • These can be ambitious, just remember to keep them realistic
  • Relevant – does the goal align with the trajectory your company is on?
    • Mission statement, values, policies should all be taken into account
  • Time – what is your deadline for achieving this goal?

Without a doubt, the S.M.A.R.T. Plan for goal setting is the most effective method of doing so.

Universities use this for students struggling to pass a course (2-3 time repeaters), companies build entire workshops to train their employees based off of it, and most (if not all) successful entrepreneurs would agree this strategy is a winning one.

Need help figuring out where to begin? Click here to get a Free Report on your company’s online presence.

Re-Purpose Your Content

Look, nobody is saying that you need to produce 100 hours of content every month to keep your audience engaged, interested, and aware of your brand.

How are you supposed to keep pushing out new content then?

A little thing known as Re-purposing, that’s how!

Let’s look at a specific example:

Let’s say that you perform an interview, podcast or webinar – some sort of visually recorded piece of media. You can definitely post that entire piece of content on a platform like Youtube.


  1. You can take the best pieces of spoken word and repurpose it as written tweets.
  2. You can create a 30-second snippet and repurpose it for Instagram or Facebook.
  3. You can take “screenshots” and repurpose it for any platform that images can be posted on

If you have not gotten the idea yet, what we are saying is… Repurpose your content!!!

Leverage Your Employees

Whether you are a small, medium, or large-scale company you can always use your employees to boost your content.

With how fast the social media algorithms are “learning”, we will never advocate you to hack your way to more likes, comments, or shares.

You can still use your employees in a safe way though. It’s important to keep it organic!

Here are a few examples:

  • Instagram Post: Instruct your employees to like and comment something meaningful and on-topic with the post itself.
    • Comments like three fire emojis do not count
  • LinkedIn: Likes and comments are great here too, but what is really going to move the needle is sharing of the articles, posts, or updates released by your company.
  • Twitter: Retweet, retweet, retweet! Quote tweeting is better than a reply, but take what you can get

It’s important to set this distinction – this practice may be very hard to track based off of an “honor code”.

Providing incentives, prizes, bonuses, etc. are great things to offer your employees in exchange for some company support.

Embrace the Negative

It’s never nice to see somebody talking about how bad your company’s product or service. In fact, it can be downright hurtful.

What is even worse than seeing a complaint, is seeing a complaint with no reply from management.

That’s the stuff of campfire horror, right there.

Not replying to a complaint on social media is the same thing as completely ignoring a dissatisfied customer/client in person. To everybody else, it just looks like you do not care!

Do not make this mistake.

It is very important that you make sure that the reviewer feels that their concerns have been addressed – you never know how many other people are having those same complaints and are just not saying anything.

This is the difference between relatively good brands and relatively great ones!

High Quality and Resonating Messages

If you have the capability to post high-quality images and video, that’s half the battle right there!

The other half is making sure that the messaging of that content is going to leave your audience wanting more.

This is easier said than done, but it is definitely attainable!

Equipment/expertise will cover the first half, but careful market research and attention to industry standards will (in time) get your content to the level it needs to be.

Here’s a list of some general concepts to keep in mind about any given audience:

  • They need to see inherent value – you have about 5 seconds before they scroll and forget all about you… what can you put in front of them to stop their fingers?
  • They do not care to be sold to – do not bother launching into a sales pitch about how awesome your product/service is
  • Testimonials are your best friends – use these to bridge the gap between you and your “perfect” customer/client

Just a friendly reminder for those of you who have made it through this guide – none of this will help if not implemented.

What makes us so Cool is that we only provide you with clear, actionable tips and tricks for Digital Marketing.

The point is, it only works if you do.

If you need some help figuring out specifically what your company can do to help accelerate its growth, we have a ton of other great blogs on our website.

Check them out here.

Until Next Time, Stay COOL!

Cool Ideas Marketing

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