A social media strategy is like a map. Your plan of action not only ensures you reach your destination but also allows for flexibility as you get farther along the way. Make sure to include measurable goals in order to know whether or not you’re reaching the target (or coming close to reaching it). Feel free to experiment! What one person does may not be the best strategy for everyone else, so be open-minded and flexible when creating your own unique map for success on any given platform.
Your business account may have a pretty serious handle, but your content strategy doesn’t have to be so buttoned up. Maybe it’s time to spruce things up with a strategic content creation plan. Here are seven steps you can take, that will help get you started.
The ultimate guide to creating high-performing social media content
Whether you’re looking to build your social media following or you’re hoping to upgrade your business, you need to know how to craft a good social media content strategy. Find out how to do that here.
Determine and develop goals
You’ve got to have goals if you want your social media marketing strategy’s longevity to be worthy of the bill. Your content goals should be able to serve the marketing goals you created, to begin with, and sometimes the two can work together. Because in this case, your content needs to help define your brand values and audience research – which you will then use as a guideline for producing your Facebook, Twitter, Instagram, or any social media posts.
Know Your Target Market
Personas don’t form themselves. For a true understanding of your target audience, you have to roll up your sleeves and take notes. And by that, we mean really get involved in the data collection process—your website and eCommerce platform are a great place to start. Social media marketing tools like Google Analytics or Facebook Insights help establish some basic demographics to keep track of based on location, age, gender, interests, and language.
Instagram Insights provide additional information such as time of day, which helps you understand when people are engaging with your Instagram presence!
Know your Target Platform
Being all over the internet can be overwhelming and confusing. There are so many different types of websites, apps, social media accounts, and communities to look at that you might not know where to begin in order to effectively market your brand. First things first: you need a strategy before diving head-first into posting on platforms like Facebook or Instagram.
Your new marketing plan needs to pinpoint your audience – what do they like, who are they? How do their media habits differ from others? Take Snapchat, for example. It’s perfect if you want to reach out to younger audiences compared with, say, LinkedIn, which tends to reach out more to business professionals.
Prepare your social media content
Once you’ve decided which social networks you’d like to focus on, it’s time to get your profiles all set up to start interacting with fans and followers. Make sure you fill out all profile fields (or any new ones created by the network) based on keywords or phrases that people who love your brand or product might search for online. It’s crucial that you use consistent branding (like logos, photos, etc.) that is recognizable for each platform in order to attract the type of target market which will most likely be interested in the content you’re planning on sharing in the future.
Social Media Calendar
A social media calendar will help you get the pulse of your audience by allowing you to plan relevant posts in advance based on their needs and desires. Rather than having to create new content daily, a calendar will help you get an overview of what you’re posting across different networks so that you can identify gaps and take advantage of existing, popular pieces.
Your social media schedule should serve as a hub for everything that is posted; being able to give a bird’s eye view of what is going on within your company will let you see things in different lights and help your business grow. It’s ok to repurpose content on the same platform so long as it can attract new attention while mixing up the audience by posting on other platforms when necessary.
Promote your Content
Social media planning and publishing are just a small part of your digital transformation strategy. A successful strategy goes beyond knowing what you want to post on your channels, as it involves being proactive about how to get your desired aggregate audience to engage with your content. This is because when you establish a distribution-focused strategy upfront, you’re able to set up the right settings for effective distribution of your content so that you have the best chances of having people see it in the first place.
Make sure you connect with your followers regularly and frequently. Responding to and retweeting others is always golden in the world of social media – you never know who may be watching! And remember, the whole point of social media is sharing great content with people who want to hear it. Always include buttons that allow readers to quickly share your social media content without ever leaving your blog or site.
Measure your Strategy
The last step in developing an effective social media content plan is to measure how well all of your efforts are paying off. Proper tracking will allow you to continuously improve your strategy if need be. So when it comes time for you to review your digital marketing strategy, be sure that you’re at least measuring the performance of your social media content.
While doing this, remember to analyze data from each piece of relevant content that worked and those that didn’t perform as well so you can see the trends between them. Look at what variables or factors influenced the results and did any of these factors come as a surprise? What did not work out according to plan? Preparation is key to success!
Creating a successful social media content marketing strategy is a continuous process, but it doesn’t have to be difficult. To establish content planning that prioritizes a strategic approach, map out your process using the principles above and follow these crucial stages.
In the social media world, content is king! If you have been considering expanding your business’s social media presence, we hope that this blog post has helped you get a better understanding of what makes for effective social media content, and how to craft an effective social media content strategy.
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