Creating your social media content strategy
Assuming, you’ve gone through the previous parts of this series and you are fully aware of the benefits of social media marketing and the things you need to keep in mind when putting together a social media strategy, we’re going to dive into the development of your social media content strategy, which is the logical next step before you start creating content.
First of all, what is a social media content strategy? Like your regular content strategy, your social media content strategy describes how you manage the creation and dissemination of content on your social media channels. It guides what you create and how you share it.
So, how do start creating your own strategy? We’re going to share a few helpful tips below.
1. Do a social media audit
Before you start creating new content for social media, you need to determine whether the channels you’ve been using are the best for you. The things to keep in mind during your audit are:
- Where your audience is: If your target audience is more active on one platform than another, that may be where you need to focus your efforts
- What platform has experienced the most growth recently: “Recently” can be the last month, last quarter or last year, depending on how new your company is. Find where you’re experiencing the most growth and see what you’re doing right on there.
- Where your website traffic is coming from: Is the bulk of your website traffic coming from one particular channel? What are you doing differently on that channel?
Check out this Hoostsuite article for a complete guide on how to do a social media audit.
2. Check out your competition
[Tweet “Your competitors’ social media channels is a great place to do research. By the performance of their content, you can gain some insight into what works for your target audience.”]You can also find some content inspiration from their content strategy. And all of this learning can help you improve your overall social media content strategy.
3. Decide what type of content you’ll be posting
There are four main types of social media content. These are:
Depending on the channels you settled on following your social media audit, you must now decide which of these content types will best suit your channel. Bear in mind that, whatever you choose, it must appeal to your target audience.
4. Plan when to post
[Tweet “In the world of social media, what you post is as important as when you post it.”]According to SproutSocial and Hubspot, you’ll get more engagement on Facebook and Twitter if you post between 9:00 AM and 10:00 AM during the week. On Instagram, depending on your industry, you may get more traction between 10:00 AM and 1:00 PM, and after 5:00 PM, compared to other times in the day.
The fact is, the best time to post depends largely on what you’re posting and who you’re posting it for. Thus, the best way to find your ideal posting times may be to use your own data, i.e. Facebook Insights, Instagram insights, etc. Also, you should be looking to post content when it is most relevant. For example, if you’re going to post a ‘New Year’ message, you probably want to post it at the start of the year, not sometime in the middle of February, lol.
5. Decide how often you’ll post
[Tweet “There is a fine balance between posting too much (and annoying your fans) and not posting enough.”] Also, you may want to post more frequently on some platforms than others. For example, it’s okay post several tweets in one day, but several Instagram posts from one company, in one day, might be a little too much. Again, use the metrics to determine what works best for your audience.
BONUS: Create a social media calendar
“Social media calendars are spreadsheets or apps used to schedule social media posts in advance. They’re also used to plan when and which content will be shared, manage campaigns, and track deadlines.”
Your social media calendar is a great way to plan your posts for the year/month/week ahead of time. This sort of planning keeps you organised, so you don’t find yourself scrambling for what to post last-minute. This also ensures you have the time to put together great-quality content for your audience.
CoSchedule has put together this awesome guide to creating your social media calendar. You should check it out.
Do you think you have enough to create your social media content strategy? Reckon we’ve left something out? Let us know. And if you’re enjoying the series, please feel free to give us a thumbs up. In the meantime, Happy Social Media Marketing! :-).