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Content is at the heart of social media. “Content is king,” they say, and it takes many forms: text, images, photos, videos, and emojis 😉💪🔥🙏🥇. But it’s not the individual components that give content a royal stance, it’s the story it tells and the emotions it generates in its audience.
That’s why you need a content strategy to define your brand’s storyline and ensure you fully reap the benefits of social media.
When building your social content strategy, remember that engagement is an integral part of how social media platforms work: The more your content resonates with your audience, the further it will be distributed on the social platform to be seen by more people -- and if you’re lucky, it might even go viral.
There’s never a guarantee your content will go viral, but a structured approach to building your strategy will increase your chances.
Let’s look at the steps for defining a social media content strategy.
To make your strategy successful, you should tell a story with your social media content, be ambitious, use automation as your invisible friend and creativity as your magic wand. And above all, maintain your rhythm and consistency throughout the entire process.
Before we look at the content itself, we need to consider who it’s for. Your social media audience should correspond to your target market, but it doesn’t have to be limited to just individuals in that market.
Adjacent audiences, or those who can exert an influence on your target market, can serve as an entry point to your audience and shouldn’t be overlooked.
A great way to define your target audience for social media is by using personas. Personas are a simplified representation of your target audience with a name as well as geographic, demographic, psychographic, and behavioral characteristics.
A persona is like a sketch of a segment of your audience that you can improve over time.
Make sure to include motivations, interests, fears, and pain points in your persona definitions, and keep your persona(s) in mind every time you shape new content.
Keeping your audience in mind, it’s time to look at your existing content. This can be quite a challenging and time-consuming process as it involves identifying all of the articles on your blog, any historical publications on social media, and even content you’ve created for using offline.
If you plan to reuse some of this content, it would be a great idea to organize the content in a repository or a digital asset management tool.
Now you should be able to start identifying your highest-quality content, as the most popular content will be prioritized in the searches you do. However, you shouldn’t assume that your most popular content is also the best representation of your brand.
Keep in mind your audience personas as well as the values of your brand. Perhaps you’ve performed a brand audit or detailed the values of your brand in your social media marketing plan or your business plan. Look them up, and qualify your best-performing content against those criteria.
There’s also a fun way to audit your existing content: Let artificial intelligence (AI) have a look at your existing articles: “What does Walt think?” Analyzing your content with AI can help you understand how credible it is.
The ideal outcome of your content audit should be a complete overview of your existing usable content, which we will categorize in the next step.
While auditing your content, you may have realized that most of it fell into natural categories corresponding to the themes you most often communicate about. In this step, take the time to define the full range of themes you want to cover.
Keep an open mind; you may discover content gaps between what you have and what you need, which will help you in the process of developing content.
You also need to define what social media channels you want to use in your content strategy and what their function will be. Define your primary social media channel as well as a few secondary channels, too, that can piggyback on your primary channel to increase the reach of your communications.
Don’t forget to define the role of your website in your social media content strategy, and create an overview of the themes and topics your content needs to address.
With your themes in mind, do some hashtags research. Hashtags are an essential component of social media navigation on Twitter and Instagram, and they have a secondary role on most other social media networks, too.
The next step is to associate various hashtags to each of the themes you identified in the last step. Focus on the ones that can drive discovery, and analyze the reach and consistency of each of them. You should end up with a prioritized list of hashtags you should be using for new posts on each topic.
To check the consistency of a hashtag, simply search for it and look at the results. Would a post from your brand belong in the search results? To check the volume of searches for various hashtags, here are a couple of free tools that can help analyze the amount of traffic on hashtags:
The social media management tool you’re using might be also able to provide this functionality. Keep a number of hashtags on your list so you can vary the audiences you target from time to time.
Use restraint with hashtags, though: A good limit to respect is 3-5 hashtags per post, allowing you to use events or discovery, context, and an anchor.
Now that you know your personas, have identified your existing content, and have defined the themes that should be present in your social media marketing strategy, it’s time to take a step back and look at the big picture.
Use your newly defined content themes and hashtags to look at content that has stood out for the theme in the past using BuzzSumo, which is a database of articles that appear on blogs and social media sorted by popularity. What outstanding creative content do you need your story to wind itself around?
Next, consider content types. YouTube put the Hero, Hub, Hygiene framework forward in 2014, which defines three functions for the pieces in your content strategy.
The creativity of your hero content can strongly influence the success of your content strategy. It is the “Don Draper” of your content strategy: Don Draper is the main character of the Mad Men TV series, depicting the advertising industry in the 1960s.
He spends his time looking for outstanding yet simple concepts that will connect end users with brands.
Take some time to build the concept for your hero content, and consider it the most important content element in your mix. Next, consider all the elements that can support the main hero content and how they can prepare and expand the main story element.
When building up the storyline itself, consider learning from Pixar in this online course. The framework won’t be directly applicable to your social media strategy, but it should inspire you to apply some of the same storytelling principles in your communications.
To make it all come together, you need to define a more detailed plan. Identify a top storyline and a list of themes to cover in your communications. Also, be sure to insert the calls-to-actions and promotional elements required for this strategy to serve your marketing plan as well.
The next step will be to define your publication frequencies.
A good way to define publication frequencies is to look at the strategy from the viewpoint of social media metrics: Calculate your reach on social networks, and compare this to your communication goals.
Your ideal publication frequency will derive from this comparison as you will need to reach your entire audience many times per month -- and maybe several times per day -- to meet your goals.
If you can’t reach your goals via a higher publication frequency, you’ll need to activate social media advertising campaigns to close the gap. You should, however, look into as many alternative digital marketing ideas you can find before investing in paid media.
You’ve now put all of the components of your content strategy together. In order to further materialize it, consider building a detailed content calendar of individual posts, themes, hashtags, and publication dates.
A content calendar helps you organize when and where each of your posts will publish, allowing you to optimize your content as well as each social media platform you use.
A content calendar is one of the best social media content strategy tools you have at your disposal, and one way to organize it is by using a social media management tool.
Your new social media content strategy is ready, and you may feel a little overwhelmed with the objectives you’ve set for yourself and your team. If not, go back and revise your objectives upwards: Social media objectives should be daring!
Beyond the strategy, you now need to address the execution of your strategy, and for this, a number of tools in the market can help you automate a wide range of the activities you need to undertake, including automatic scheduling, competitive analysis, and reporting.
We’ve looked at some of the best tools for social media management below.
If your primary social media channel is Instagram, then Later might be your preferred tool. Its strongest functionality is the preparation of a social media calendar from an image repository and the automatic publication of posts.
In addition to Instagram, the tool also allows you to manage your Facebook, Twitter, and Pinterest activity.
Hootsuite is a longstanding leader in the area of social media management. With Hootsuite, you can cover four key aspects of your social media management: post scheduling, social listening, content curation, and analytics.
There is a further integration of direct management of advertising in Facebook and LinkedIn as well as project management for your social media team.
The basic Hootsuite plan is free for a limited number of social networks and posts per month.
At the high end of the social media management tools spectrum, we find Sprout Social. The basic functionalities covered include social listening, post scheduling via a content calendar, centralized engagement management across various social networks, and analytics.
Sprout claims additional access to consumer research and influencer identification as some of its strengths. These more advanced features can be helpful in some of the stages of the content strategy process.
The myth of viral content that suddenly becomes a worldwide phenomenon simply because it was outstanding has endured for many years. In reality, though, it is preparation that allows for great social media success.
Social media teams who have their finger on the pulse, who abound with creativity, who detect every competitor move, and who constantly optimize their presence on the various platforms are the most likely to generate success.
And at the very foundation of a social media presence lies a well-researched and documented content strategy, which will guarantee that your content resonates with its target audience so you can meet your business objectives.
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