Blog Post by Sarah Malcolm, Chief Digital Strategist at The News Funnel
We have baked chocolate chip cookies a dozen times, but that doesn’t stop us from googling a recipe every time. We rely on directions to keep us on track. The same is true for our professional lives. We craft SMART goals and benchmarks to provide guidance. Your content marketing deserves the save attention. You can't just create a social account, throw up some posts, and expect instant results. What's going to happen in two or three months it's not performing the way you expected? You need a killer social media strategy. Content leaders plot social media strategies that include:
What is the goal of your social media marketing strategy? Overarching goals define what benefits social media and content will provide to your business. The objective must align with your business goals.: generate leads, grow revenue, create brand awareness, etc. From there, every single owned network should have its own goal reflecting how that platform will play a role in achieving results.
2. Content personas
Who is going to interact with you on these platforms? What type of content would be most interesting to them? That's where content personas come into play. Create a personality for the most common demographics that would interact with your business. Define who they are, how old they are, what their needs are, and where they are in the buying process. Know the network they are most likely to use and what time of day they will be most active. Define their habits, their likes, and dislikes. Give them a name and associate with a personality, like ”Dan the planning man,” or “Sarah, the serial entrepreneur.” This helps your team envision the persona as a real person when crafting content.
3. Platform prioritization
There is no need to publish content six times a day on every single one of the top five networks. The beauty of having various social platforms is each one speaks to a different audience. The most blatant is Snapchat, which serves a young demographic. If the majority of your audience is not under the age of twenty-five, there may not be a reason for you to try Snapchatting every single day to drive business. However, if you are a professional brand marketing to other business professionals, LinkedIn might be an essential platform to regularly produce and publish content. Identify which platforms match your content personas and deserve more of your attention than others.
4. Posting template
Creating templates is a huge time-saver. Know exactly what kind of content you're going to post on each social network and the context you plan to present it. Will one network be text only? Will all of your images use a certain filter? Will there be infographics and what kind of design will they use? Defining all of these things keeps your content in line with your brand and content generation easier.
5. Content calendar
An editorial calendar is crucial to social media success. Effective content calendars keep teams accountable for pushing content, plans ahead for blog posts and content creation, and assigns social media to certain people. A content calendar should define what network each piece of contents will appear on, the time, the day, and the type of contents it is. Calendars must be regularly updated to reflect changes to your overarching strategy.
View these five steps as a starting point for designing a content strategy. Additional steps to the process include researching the competition and analyzing their profiles, allocating your budget resources, assigning roles, creating a social metrics map, and more. At The Content Funnel, our experienced team applies their knowledge to help businesses craft a results-driven social media strategy. It doesn't matter if you're just starting out or have been in the game for a while, our experts compose plans reflective of trends and best practices that will propel your content marketing forward.