Social Media Content
To be successful in social media, we need to provide relevant content to our target audiences and be recognizable as a brand across different channels. This section summarizes tips, tools and information necessary to achieve these goals. Tools can help you create and plan your content in the long run. Of course, all content must be produced in line with legal and, if applicable, divisional regulations.
From Finding Topics to Content Distribution
The quality of content is the defining factor in social media as we increasingly compete for short attention spans. We aim to provide social content that inspires our target audiences. It focuses on life itself and conveys our optimism, passion and vision in an approachable fashion. We will show you how source and develop get the right content for your channel, step by step.
Creating Relevant and Attractive Content
The core and starting point of all our content is formed by our vision, ‘Health for all, hunger for none,’ which helps to personify our values and activities as a company. Key topics that fall into more than one division should be jointly handled and coordinated by the communication units concerned. If your content successfully picks up on the topics outside the company, it becomes all the more relevant.
You have already identified relevant topics for your channel? Then check out the Do’s and Don’ts for content creation.
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We should develop content that:
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Social media is not a legal vacuum. Be careful not to:
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The Process of Content Planning & Approval
Ideally, all content consists of roughly 30% global and 70% local topics (i.e. topics relevant to the market you supervise). An editorial plan can help you maintain this balance and an adequate posting frequency.
Drafting a content plan does not need to be difficult. An overview of public holidays and industry events is often a great start. A number of professional tools can further assist you with your content creation and planning. At Bayer we use Sprinklr for example.
With the help of these tools you can easily coordinate posts with your team and relevant stakeholders. The final content approval is subject to the respective country requirements. For more information on approval please speak to your local (digital) communications team.
Successful Content Distribution
Marketing your channel is vital, with or without a budget. If you produce relevant content tailored to your target audience organic growth is possible. If you do have a budget, weigh your options carefully. Choose the marketing method promising the highest return on your investment.
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Final Checklist for Content Creation
My content:
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Inspiration for Great Bayer Social Media Content
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One of our goals is to communicate our core values - visionary, optimistic and passionate - via every Bayer channel. This post from the Bayer US Instagram channel combines these three attributes in a single message – through passionate work and advanced, visionary technology, farmers can look forward to an efficient, successful future.
Bayer is active on various social networks worldwide. We can use this ecosystem to draw the users’ attention to more of our channels by cross-promoting them. For example, visitors to our global YouTube channel will receive suggestions for various Bayer channels. There are also links to other platforms such as Facebook.
This post from our global Twitter channel is an example of global content that can be published using social networks. Posts intended for a global target audience and published via a global channel should always be internationally relevant, such as overarching industrial issues for example.
The Bayer US Facebook channel honors and celebrates our employees on National Employee Appreciation Day with pictures of Bayer US team members. This post is an example of tailored, local content.
This post from our LinkedIn channel is an example for global B2B communication via international industrial relevant content.
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Most frequently asked questions
Where can I find ideas for content?
Your content must be in line with the overall focus of your channel. As appropriate, you may choose to launch joint projects in cooperation with other Bayer channels. When planning your content, you should always keep in mind the perspective of your target group, which will allow you to identify relevant topics. Our global content wheel is available to assist you in the strategic planning of corporate content. It will help you sort through relevant Bayer topics.
How do I plan my content?
To manage your channel over the medium to long term, you should plan your content at least six to eight weeks in advance. Early planning will make it possible for you to collaborate with colleagues from other departments or other countries. Coordinated planning of topics and assets reduces creation costs and promotes a more uniform image of Bayer and our team-based approach. We offer a variety of tools (e.g., Sprinklr) to facilitate clear content and channel planning.