When writing content for social media, you want the most band for your buck. But when is the best time to do it? Consider the following scenario.
Imagine, if you will, having a long, hard week of work. That’s probably not that hard to imagine. In fact, that’s probably the last thing you want to think about, but for the sake of this scenario please bare with it. Most of us have a rather busy life that starts on Monday and ends on Friday. We get up early only to sit in traffic, come rain or shine. Work for hours and have lunch breaks that feel like they’re way too short. Take care of our families: spouses, children, and the family pet who sheds on our furniture. Frankly, we do it all, which is why we worship the weekend — hallelujah!
The weekend is the perfect time to kick your feet up and relax. This, of course, means that it’s the best time for writing content for social media, right? Believe it or not, when it comes to content marketing, you want to avoid the weekend and focus on writing content for social media during the week. This may feel like an odd choice since people have the most free time over the weekend. This is when people don’t have to get up early, don’t have to sit in traffic, and don’t have to spend eight hours out of their day working. Wouldn’t that be the best time to spread around any information you want to share? Surprisingly, the answer is no.
So when should posts be made?
In keeping with people’s normal, daily schedules, you would think that the evening would be the ideal time for writing content for social media. By the time the sun sets people are at home, having dinner, and resting after a long day. However, you’d be wrong in this assumption. The general consensus for social media postings is that posting in the evening is not an ideal time.
Ironically, the best times to make posts is when people are going about their day. It’s not when they’re relaxing at home or when they’re off work, but when they’re actually busiest. The times range from about seven in the morning to about four in the afternoon, which is usually when people are out and about. Depending on what outlet you use, the best times for posting will vary. Facebook and Twitter seem to do best in the early afternoon while Linkedin and Google+ do well in the mornings.
So my posts should take place during someone’s busy day?
It sounds a bit odd, doesn’t it? But people seem to be most active in social media when they have the least amount of time in their day. Instead of spending the weekend scrolling through Facebook, playing another round of Candy Crush, or seeing what celebrity tweeted about something, these actions are reserved for the weekday. Social media serves as an escape, as a break in someone’s hectic, daily schedule.
When we’re free over the weekend we may check social media for a quick second, but then we’ll go about doing something away from it. This is because we finally have time to ourselves. The weekend is when we’ll go out at our leisure and take part in the world at our own pace. The weekday is when we have to go out there, whether we want to our not. Social media gives us a break, which is why the weekday is the perfect time for posting.
If you stop and think about it, you get the most emails during the week versus the weekend. You see the most amount of stories buzzing over the internet during the week versus the weekend. Even if there’s a large event over the weekend — an award show on a Sunday night — the most buzz you hear about it seems to happen the following Monday morning. Sure, we’ll be talking about it that night, but Monday is when the real gossip begins. This will not only include the people who saw the event on Sunday, but it’ll include the crowd who missed out and decided to look into what they missed on Monday.
A weekday afternoon conclusion
While each social media tool has its own key times for writing content for social media, they all happen during the week, not the weekend. The general public may be more available over the weekend, but their dedication to social media is reserved for those long, working weeks. So save those thought provoking posts for a Monday afternoon, your audience will be ready and waiting for them. However, those fun cat pictures? Those are good any time of day.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.