Gartner Research

How to Create Content That Succeeds on Social Media

Published: 05 August 2019

ID: G00407770

Analyst(s): Nicole Greene

Summary

Marketing leaders struggle to create impactful content across more social channels than ever before to fuel both organic and paid strategies. Use this research to develop a robust, relevant social content pipeline that meets the expectations for quick consumption content driven by mobile consumers.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Optimize Your High-Performing Assets With Performance Data and Real-Time Feedback
  • Develop an Agile Approach to New Social Content Creation by Establishing Process and Guidelines
    • Know Where Your Brand Stands on Relevant Issues
    • Develop Guardrails to Guide Your New Content Creation
    • Understand Consumer Expectations of Your Brand on Social Media Accounts
    • Take a Test-and-Learn Approach to New Formats and Channels
    • Formalize the Process and Approvers
    • Use a Different Approach With Organic Than With Paid Social Content
    • Ensure Multichannel Content Is Consistent
  • Build a Robust Content Pipeline and Support Always-On Engagement With UGC and Influencer Content

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