Content strategy is the soul of any social media branding and advertising. There are certain do’s and don’ts you need to follow when it comes to social media marketing.
While creating a content strategy isn’t too hard, many brands miss the mark, and fail to deliver on what users are seeking from companies when engaging on social channels. To create a content strategy for social media, brands absolutely need to create content that users want to consume.
What do generally consumers want from brands on social media?
- 72% of consumers want discounts or sales
- 60% of consumers want posts that showcase new products/services
- 59% of consumers want posts that inform
- 56% of consumers want posts that entertain
- 49% of consumers want posts that inspire
- 41% of consumers want posts about company happenings
By understanding what users want to see in their feeds, brands can create more effective content strategies, which will help to maximize your social media success and help business.
Phases of Content Strategy!
In the planning phase, brands should keep in mind what they have to offer as an entity, and present those elements through the lens of what consumers want. In short, process what makes your brand special and present that story with elements of education, entertainment inspiration and provide value.
You should always align your content strategy with these concepts. While it’s tempting to always talk about what you offer, be conscious that there’s much more to the conversation than just your brand.
Consider the third party sources you might want to include in your content plan, and don’t be shy to showcase like-minded (and non-competitive) branded content.
Once your planning is wrapped up and you know what your overarching messaging will be, you’ll next want to draft content strategy in an organized way.
We highly recommend employing a Social Media Content Calendar. A content calendar enables you to set a visible plan on what kind of content is going to be published and when.
When building your calendar, there are a few elements we highly recommend:
- Day – This tells you which day of the week the content will be published
- Date – This tells you the date the content will be published
- Content Theme – This tells you the topic of the content piece – very useful when trying to ensure your content strategy is dynamic and diverse
- Post Copy – This is the copy of your post, it includes hashtags and other important things you might need to remember while posting
- Creative – Place the image that goes with your post copy here. We typically use Microsoft Excel for this.
It also goes without saying, but after your content is published, you’ll want to keep an eye on engagement, and reply appropriately.
Sure, Planning and Publishing might seem like the only two actual steps in content strategy, however, in order to optimize your efforts, you have to also measure as much as possible.
In this phase, you’ll want to take a top-level view of your data for a set time period, in order to determine which performed the best. A key thing to keep in mind here is that different content pieces might have different objectives – for example, a meme that’s intended to entertain should be judged by engagement, whereas a post that links to a blog post should be judged by clicks.
For those new to social media measurement, here are the key performance indicators we recommend tracking when it comes to analyzing your content strategy:
- Impressions – The amount of times people saw your content.
- Engagements – The amount of reactions, comments and shares your content wins.
- Clicks – The number of times you get link clicks
To improve anything, in work or life, we must measure it. Measuring your content strategy gives you the ability to optimize against what is working well and remove content that isn’t resonating with your audience.