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Digital Marketing & Social Media Blog

3 Simple Steps to a Better Social Content Strategy

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There’s something thrilling about pushing that “Post” button and sending a piece of content out to the world, isn’t it? For marketers, it used to be a lot more thrilling, as publishing content was immediately followed by a waiting game of “how will this go over?”

Today, brands can (and should) push “Post” with a bit more confidence. For nearly five years, we’ve been experimenting on Facebook, Twitter and other platforms – testing out new approaches and altering our strategies as the platforms themselves mature. Social engagement is no longer a gamble; it’s a game for which marketers can prepare.

Now that content marketing has evolved for the social space, there’s simply no excuse for brands to publish content in the absence of a clear content strategy. Given the wealth of community insights and data on-hand, marketers can plan content in a way that delivers value for their community, encourages engagement/sharing and supports broader objectives.

What is a “content strategy?”

With the evolution of social media has come a better understanding of “content strategy,” yet there still exists some confusion around the term. Put simply, a content strategy is an insights-driven framework to guide which types of media and messaging you share with your social communities in order to reach your marketing goals.

Content strategies need not be complicated, but of course, the deeper you can go, the more strategic you will be and the better results you’ll achieve. That said, the gap between not having a content strategy and employing a basic strategic approach is wide. Even in its simplest form, a content strategy will work wonders for your brand and your team; your brand will see results and your team will see efficiencies.

Creating a content strategy

Creating a basic content strategy will give your brand, your team and your social media audience a greater sense of purpose. To start, answer these three basic questions to help you approach content with a more strategic lens.

1. Which posts received the most engagement in the past six months? This information is easiest to collect from Facebook: simply pull post-level insights and look for the lifetime post stories. Sort posts based on that column to view your top posts over time. Analyze your top posts to extrapolate trends: for example, maybe your top posts were about “family,” or maybe they were posted outside of business hours.

2. What were the topics of those posts receiving the most engagement? Divide your top posts into buckets by theme. The topics that bubble up most represent the things your current audience wants to talk about. Not all of these topics might be within your brand’s objectives, but knowing what your current audience likes to engage with is the first step to ensuring your social media presence is worthwhile.

3. What is the message you are trying to send? Look at your overall marketing strategy for this year. What is your key message point? Seek ways to build your content around your brand’s overall objectives. A great example of this is HBO’s “What Should We Call Girls” content series which connects with Millennial viewers over their love affair for GIFs and stays true to the brand’s personality and objectives.

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Answer these key questions and you will be on your way to a smarter social content strategy. Remember, the content you publish should please your audience while also delivering on your brand message. Balancing these two sides – and creating content that is both on-brand and within an established social tone of voice – will lead to greater engagement and a more real-time publishing schedule that makes the most of emerging opportunities.

To learn more, read 360i’s Report on Content Marketing.

Cover image via Flickr

2 comments
Website Designing Services in India
Website Designing Services in India

Content plays an important role for SEO whether to get the website viral or the social profiles viral the content you put on the website or the social profiles matters, if the content you are posting is not relevant, you will lack the users coming to your site while if you are having a great content present everywhere in social media or on website your visitor rates will go viral. Hence it is necessary to create the viral and unique, informative content to woo the audience

DailyTenMinutes
DailyTenMinutes

APNS Directory 2010-11: It is a 598-page informative report on media and advertising scene of Pakistan. Its foreword is written by Sarmad Ali and printed by Maxim advertising. It shows that 461 government departments are registered with APNS. We find ads of newspapers and brands throughout the long report but no articles for readers and advertising lovers. We find incomplete profiles of newspaper editors and advertising practitioners. Profile of CEO Adreach confirms the fact. Resident Directors of SIMM are missing. At page 36, we find gambling visual and clients’ insult in advertisement of Message Communications. Ad of an agency at page 384 ignores rules of advertising. We do not find exact date of establishment of G.H. Thaver, another ad agency. Youngest CEO of advertising agency is not M. Yahya Khan Sadozai of Enhancerz Communications but Amir Hashmi of Xnine Communication. Is it fair to allow ad agencies to handle more than two clients in same category? Can a man be editor in chief of more than five newspapers? Why is there only one Pushto newspaper in Pakistan? This report cannot be recommended for secondary research to students. It was agreed responsibility of APNS to finalize the contents according to Maxim advertising. To keep the record straight, president APNS must apologize from advertising fraternity and people for printing gambling visual coupled with derogatory caption. Moreover, APNS must facilitate regional and e-newspaper industries for much needed jobs and tax generation. Establishment of 10 Punjabi and Pushto newspapers can provide income to at least one hundred families annually. Hopefully World Association of Newspapers and National Defense University would agree with scribe for restructuring APNS and reshaping advertising arena. (Study www.daily10minutes.webs.com)