If your social media marketing strategy is struggling, it might be because you lack a documented content strategy. It’s crucial to plan, create, and implement content properly on your chosen platforms. Being present on social networks is one of the most effective methods of building brand awareness. Here are some other benefits of having a documented social media content strategy:
It’ll save you time
Developing a comprehensive social media content strategy might seem time-consuming. Isn’t it easier to post whatever you want, whenever you want?” Some marketers adopt this approach for their social media content calendar. However, this method ultimately wastes time as you scramble to decide on your next post. The time spent on last-minute decisions could be better used to create a documented strategy that effectively advances your goals.
7 steps to create your social media content strategy:
1. Set goals for your new strategy
Before starting, set clear goals aligned with your business objectives. Social media KPIs should support these goals:
1. Build brand awareness: Establish brand voice and promote causes.
2. Grow audience: Expand reach for lead generation opportunities.
3. Boost community engagement: Increase content views and interactions.
4. Drive website traffic: Direct audience to your website.
5. Generate leads and sales: Measure growth in leads and sales resulting from your strategy.
2. Research your target audience
Utilize website and eCommerce data to craft buyer personas. Leverage tools like Google Analytics, Facebook Page Insights, and Instagram Insights. For startups, gather insights through surveys and reviews to pinpoint customer platforms and influencers. Offer free trials for valuable feedback.
3. Choose your target platforms
Prioritize platforms based on your audience. B2B professionals might prefer LinkedIn, while Gen Z favors TikTok. Focus on two or three platforms where your target customers are most active.
4. Set up metrics tracking
Use a social media management tool to judge whether your social media content strategy is working. Track metrics like:
– Reach: Measures how many users have seen your post.
– Clicks: The percentage of people who see a link and click it.
– Engagement: Social engagement levels on your post.
– Hashtag performance: Which hashtags drive more eyeballs to your post.
– Sentiment: Whether people mention you positively or negatively.
5. Create engaging content
Create high-quality content by repurposing existing content when possible. Each type of social media content fits within one of four categories designed to move users through the sales funnel:
– Educational: Helps customers learn about a product, topic, or industry.
– Entertainment: Light-hearted content to get people talking.
– Inspirational: Content that inspires action.
– Promotional: Content that promotes your products or services.
Tailor your content to each platform’s strengths and user preferences.
6. Plan content on an editorial calendar
Use a social media calendar to visualize how your content will play out. Create a plan for delivering educational, entertaining, inspirational, and promotional content. Be prepared to turn off campaigns and reshuffle your posting strategy if needed.
7. Measure and improve
Revisit the goals you set and compare data from your social media analytics tool against pre-strategy data. Evaluate whether your new content strategy is working and continue posting content that proves successful. Use a data visualization tool for a holistic approach to reporting.
Tips to create engaging content for your socials
1. Make real-time content
Create content based on events and programs your audience is interested in, such as sports games, award ceremonies, and holidays. Try AI-generated social media posts to maintain a steady stream of content
2. Provide original and distinctive content
Don’t plagiarize; provide unique content that stands out. Share blog articles, curated content, how-to articles, and case studies.
3. Use popular hashtags
Hashtags like #FlashbackFriday, #ThrowbackThursday, and #MotivationMonday can help your business.
4. Deliver useful infographics
Combine statistics, facts, and images to make information easy to understand. Infographics are widely shared on social media.
5. Pay attention to feedback
Value your followers’ opinions and feedback. Use polls, surveys, and simple questions to gather feedback.
6. Thank your followers
Share followers’ content on your social media pages and recognize brand ambassadors. Organize giveaways and contests to engage your audience.
7. Make use of humor
Use humor to engage your followers. Share memes, celebrate unusual holidays, and post ‘truth or myth’ questions.
Wrapping Up
Developing a robust social media content strategy is vital for digital success. By dedicating resources to a detailed plan, businesses save time, align with objectives, and measure outcomes effectively. Following a seven-step process ensures systematic content creation, from setting goals to evaluating performance.
Tactics like real-time content creation, original material, and engaging with followers enrich social media presence. A well-executed strategy boosts brand recognition, fosters community involvement, and drives business growth.
