A social media content strategy is a core instrument to a brand’s success. It maps out a business’s future, what they want to achieve and how they’re going to use social media to accomplish these goals. The starting point in any development of a strategy is to look at where you want to be. Then, look at the present: what you’re currently doing, what is working, and how it can be improved.
So, what is a social media content creation strategy?
In simple terms, it is the approach for the type of social media content a business wants to create and distribute as part of its wider goals. While it may seem easy to curate social media material, without a plan it can fall flat. This is because a strategy ensures the business is on track to succeed with its goals. Have key performance indicators in place to keep track of your efforts, including metrics of audience growth, shares, and impressions of posts.
It’s not just about having a pretty feed (although also important); it is the attraction and engagement of your target audience. Finding out who that it is, where they are, and what to provide is at the core of the content strategy, or else it’s like shouting into a void.
A social media strategy is a plan to set out your goals for using social media, the methods by which you will achieve them, and what metrics can be used to track the progress being made.
So, let’s get developing!
Where to begin?
Audit of existing content
First things first, it’s important to see where you’re succeeding and where you’re failing online. The easiest way to do this is to look at your existing content, use an analytics tool such as Semrush to gather your content in one place. It will then examine the activity and engagement your posts have received.
Ask yourself the 5 w’s when auditing:
- What’s working or isn’t working?
- Who exactly is engaging?
- Which of the platforms does your audience use most?
- Where is the traffic coming from? (Is it organic?)
- When is the best time to post?
These are vital to ask yourself when doing a social media audit and positioning the results into your social media content creation strategy. It helps you to look at what you need to be producing more of and what is worth cutting out or jazzing up.
The process of observing social media channels for mentions of your brand is called social listening. It gives brands the ability to monitor conversations being had about them online and they can also choose to respond.
Also worth including is who your competition is, their audience and what they’re producing on social media. Acknowledge which content has high engagement and what doesn’t, so you know what to avoid or improve upon.
Who is your target audience? Find out! Gather important data on their different personas, as it helps to gage who they are and where they’re getting their content from.
Things you should know about your target audience:
- job title and salary
These different demographics can be examined and help you make decisions in your social media content creation strategy. For example, an under 30’s junior exec would likely get their content from Instagram.
Where to display
Analyse the results you collected from your audit.
Instagram- brand awareness, engaging pictures, fun, and playful content.
Linkedin- professional content, such as: blog posts, recruitment, and employee news.
Facebook- a mix of the two above, plus it’s a great director to your website.
Decide which networks to focus on and know the reason why – make sure your audience is there and listening.
What to produce
In the strategy, consider what it is that you want to provide in your social posts. Planning the appropriate information you want to convey, such as case studies, blog posts, or company news on social media will guide your customers to the action phase.
Setting your goals
For example, aiming for three business-related LinkedIn posts per week, that will aid in building the credibility and aptitude of the business. Setting different goals for different platforms will help to create accuracy of your content and help to achieve the right results.
The foundation of any good strategy is “content pillars”, these are an applicable set of topics and themes that inspire different forms of content for your target audiences. If you were a sustainable tote bag brand, your content pillars might include: insight and expertise on current sustainability trends and affairs, product offers and deals, and new product releases.
Now everything is planned, it’s time to actually create the content! Make sure that you’re creating useful and informative content to engage the right audience. Different audiences react differently to content and will be prompted to do different things as a result. A webinar might encourage them to your site where you can get their emails, while an online game where they can win a prize can encourage interest and loyalty to your brand. Create content that is in the right place and at the right time for them.
Also, make sure that your content is eye-catching with relevant pictures. There are plenty of resources available to help you create eye-catching content such as canva. People tend to look at pictures first and get drawn into the words along with it. Organic images and videos drive more traffic to your content so it’s worth putting in the time to create these, it also feels more authentic to your brand. It’s all a part of the storytelling process of your business and is a powerful tool to garner the right audience when done well.
Why do you need it?
It can be said that developing a strategy is essential to the overall success of social media content and the subsequent activity created from it. With the help of SEO and other digital marketing resources, a strategy can significantly increase a business’s content engagement and drive more people to their site.
It also ensures that any and all activity will provide the all-important return on investment that has been put into it, as producing quality content can be expensive.
The discipline of a solid social media content strategy will help to achieve various marketing objectives.
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