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December 6, 2020
How To Create An Effective Social Media Content Strategy

Content is not just the king of social media, content is social media and if you are running a business or career on social media, you would need the most effective content strategy to drive sales and yield huge revenue.

Content helps you achieve huge things for your business, not just on social media but your online presence as a whole. Improving brand awareness and recognition, developing lasting relationships, creating loyalty and trust with existing customers, building brand authority, driving website traffic, generating leads and yielding revenue include the numerous benefits of content marketing.

Posting content might seem very simple, and basic, but it is not enough to post whatever you feel like, whenever you feel like. Having a well-researched and constructed content plan means the time and resources you invest in social media marketing won’t go in vain.

The great thing about social media networks is that they support multiple content formats and there has been rapid growth in the use of interactive formats like Instagram carousels.

Its format ranging from texts, images, videos carousels and multi-images give marketers the ability to experiment with different types of content to find and maximize every opportunity to attract and engage with audience on social media.

 

CRAFTING THE RIGHT SOCIAL MEDIA CONTENT STRATEGY

Every form of marketing campaign or strategy always begin with defining and understanding your target audience and stating your goals for that particular strategy, content marketing isn’t an exception but that’s not all of it.

A good content strategy also involves choosing the type of contents you would be creating, creating a solid content calendar, preparing & scheduling your posts in advance.

 

DEFINE YOUR GOALS

The first thing you’ll need to do is to establish goals for your content marketing.  .

Carefully pen down what your aim for developing a content marketing plan is. Articulate what your business stands to gain from content, this helps determine KPIs to measure the success of your strategy and also the set of audience you wish to target.

If you are at this point confused on your goals, here is a list to pick out from.

  1. Increase brand awareness
  2. Effective customer care service
  3. Drive website traffic
  4. Generate new leads
  5. Grow revenue such as sales or signups
  6. Boost brand engagement
  7. Build a loyal and supportive community around your business

 

CREATE A CONSUMER PERSONA

This means getting to know your target audience. Create a profile on your ideal customer to help you better understand your audience so that you can create more relevant and valuable content that align with their values and appeal to them.

If your business already has buyer personas, then you use that same information for your social media target audience.

Establish who your ideal audience is and what they want. Target audience research is most likely part of your overall digital marketing strategy. A lot of the demographics details can be found by looking at your analytics. Look at your social media numbers and track any current campaigns. This information should allow you build what you already know about your audience.

Once you discover who your ideal audience is, it is time to locate their homes on social media. This is very important especially when your target market is age specific. For example, you wouldn’t really think older people of 50-above will spend time on Instagram or TikTok; Facebook would be your best bet if your ideal audience falls within that age range.

 

CHOOSE YOUR CONTENT STYLE

Your content should have the same theme, tone, voice, look and feel across all your social platforms. Choose a type of content that suits your brand, aligns with your audience and helps you meet your goals.

Are leaning towards videos, infographics or images? What kinds of content are you looking to create, educative, entertaining contents.

You should note that although your primary aim is to boost sales, bombarding too much sales content on your audience may overwhelm them and chase them away. Internet users usually stick to brands that not just sell but add value. So your content strategy should be focused on adding value before or while selling.

 

CREATE A CONTENT CALENDER

Once you know what goes on which platform, map out a content calendar based on what you’ve learned about your audience. Develop a monthly or weekly plan and list out the type of content that you’ll put up on each posting day and the time of the day these posts are meant to go up.

There are loads of social media automation tools that can help you out with curating the right content and getting them out there on time. This is very beneficial especially when you are running multiple social media pages on various platforms. These tools help you effectively get your work done, take a lot of load off your back and give you more time to do other things.

The likes of these tools are Sprout Social and Buffer for scheduling your posts and Feedly to help you source and create content.

 

DETERMINE YOUR KEY PERFORMANCE INDICATORS

This is the only way you can measure success and identify areas of improvement. KPIs are the metrics that are most relevant to the goals that you are looking to achieve.

For example, if your social media content goal is to boost awareness and engagement, you would focus on the comments you get on a post and profile visits. If website engagement is what you wish to achieve, your KPIs would be amongst others, bounce rates and conversion rates.

Establishing KPIs (your most important metrics) depends on what you wish to achieve using content. They are special indicators to the performance of your strategy, and give you insights on what you could do better.

The actual KPIs you can track will vary by social media platform, but typically include the following;

  1. Clicks
  2. Likes
  3. Shares
  4. Comments
  5. Brand mentions
  6. Profile visits
  7. Active followers

Other KPIs can although be tracked through other means.

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