The four-step social media content strategy

It’s often said that ‘content is the currency of social’ and I don’t think a truer word has been spoken. Successful social media marketing involves creating content that engages customers, stimulates dialogue and evokes a response.

Here are my four simple steps to create an effective social media content marketing strategy:

1. Determine content themes

Your content needs to have a focus in terms of the topics you plan to cover and the tone it will take. Here are some pointers for determining that focus:

• Know your audience. Who do you anticipate will be reading your content? What challenges do they face, which you could address?
• Stimulate engagement. It could be educational, entertaining, inspirational or promotional. Ideally, it should contain elements of all four.
• Demonstrate knowledge. One way to gain trust is by establishing yourself or your company as an expert. Try imparting advice that’s practical and based on your real-life experiences.
• Be consistent with your business’s proposition. You don’t want content that is out of step with your company’s messaging or personality — it wouldn’t seem authentic.

2. Determine content type

Depending on the channel, social media content can take many forms: blog posts, tweets, status updates, contests, quizzes, poll questions, infographics, videos and photos. So decide which tools are going to make up your kit bag and test each one to see which works best.

3. Determine posting frequency

How often you can post updates? Here are a couple of tips:

• Post at the optimal time. By this I mean post on the days and times when you are most likely to receive responses in the form of Likes, comments and shares. Google Analytics can help to determine optimum posting times.
• Be consistent. Whether you post daily, weekly or monthly, if you’re not consistent, your customers will lose interest. Let’s be realistic, if your favourite TV series was shown randomly each week, would you really keep watching?

4. Create a content calendar

The next step is to develop a calendar to schedule your posts. Calendars can be created on a weekly or monthly basis.

Content calendars can be developed using a spreadsheet; or if you prefer, there are many social media management applications out there like HootSuite, Sprout Social and Buffer to name a few.

To plan even more effectively you might like to try tools like TweetDeck, which allow you to schedule your tweets and keep an eye on your Twitter stream, making it a lot easier to retweet and share.

So let’s get started!