Social media offers so many benefits for businesses large and small. If you are not on it, you should be. It is one of the best marketing tools at a brand’s disposal. On one hand it is an open platform allowing for direct engagement. On the other hand, it is an over-saturated platform full of constant noise that can be challenging to cleave through. The trick is to build a loyal fan base. One that are part of a circular community within social media. You want to foster a sense of belonging that brings people back again and again. While direct interaction is one way of doing that, it should be combined with another strategy, namely a content strategy.
The Power Of Content
Whether you like the buzzword or not, content is crucial. It is what you give your followers in return for their support and engagement. It is a way to offer information and entertain. But most of all, it is the most consistent and fail-proof method of building a brand. Not only in substance, but in authority. Social media content does not heavily differ from regular content you would find elsewhere. It is just another strain of species. A form of equally valuable content presented for social sharing.
You can build an unstoppable social media content strategy in five simple steps.
Step 1: Establish Your Audience
I’m not saying you should set about building your audience, that is what a social media content strategy is for in the first place. I am referring to establishing who the audience is and what they want. How can you create good social content if you do not know your audience? Target audience research is most likely part of your overall digital marketing strategy. So, you can get some insights from the website analytics software you are using. Those insights will include basic demographics, acquisition channels and content preferences.
Step 2: Invest in Some Social Keyword Research
Keyword research will help you hone your content. Social keyword research is a more specific form of research. It will provide you with a good foundation for catching the eye of social followers or potential followers. You can use designated tools for this or you can also do a search. You can do a search on Twitter, Facebook, or your chosen network. This will help you to see which context your core terms usually appear.
Step 3: Begin Testing Networks to Focus For Good Content
In the past, the recommendation of focusing on one or two social networks when they are building a campaign would have been perfect. However, this rule does not apply anymore. This is because most brands have grown beyond a single platform. For a smaller brand that does not have a team at their disposal, however, it is more likely that they will have multiple pages. However, they only really use one for major social growth.
Bearing that in mind, you should set up several social media profiles. In addition, put equal effort into each one in the beginning. See which yield the best results. Test out multiple forms of social content and tactics along the way. This is like an A/B test, however, a little less straightforward. You will not necessarily get rid of the under-performing networks, as you would with a design or feature.
You will just discover what form of content and use works for each one. Then, use the one that works best. Realistically, you are setting up several social media content campaigns individualised for the followers on each platform. This has the added benefit of allowing you to use each network for something for which it is suited.
Step 4: Develop a Content Calendar For Good Content
Once you know what goes on which platform and who you are writing for, you should have a good idea of what content to plan for. Having an editorial calendar for every piece of work drafted or that will be drafted in the future is extremely effective. Incorporating a social element into that calendar is a great idea. It will transform an incomplete strategy into one that is entirely integrated.
Here are some ideas to include in your social media calendar:
- Monthly holidays
- Big entertaining or business events
- Festivals, upcoming big movie releases and concerts
- Your company plans and events
Step 5: Double-Check Your Site Performance For Good Content
There is nothing worse than spending days planning a social media campaign and then watch your users land on a broken or slowly loading page. This is what far too many viral content campaigns have ended up looking like. The beauty behind a social media calendar is that you can actually anticipate more traffic arriving. Therefore, do your due diligence to let your tech team know your plans and allow them to get properly prepared. Lastly, ensure your site is mobile friendly and consider creating a native mobile app to build your content strategy into.
The benefits of social media are mass. If you want to make an impact with your social media content strategy, this is your guide. Remember to establish your audience. Do invest in some social keywords and begin testing networks to focus. Ensure you develop a content calendar and double-check your site performance. Best of luck!