Let’s explore some simple steps you can take now to develop this kind of plan and execute it.
How to Create Social Media Content Strategy
1. Adapt to a Changing Social Media Landscape
Social media is constantly changing. What may have worked just a few years ago could completely flop in the current social media landscape.
New social media trends emerge.
Consumer behavior changes. People grow tired of overused trends. What’s at the core continues to work, for example, video will never go out of style. But how you use it to engage people may change a lot.
We’re not just giving you a strategy that’s good for today and gone tomorrow. This head-turning social media content strategy is about sustainability. Get results now and long-term.
It all starts with knowing who you want to engage.
2. Get Clear on Your Audience
You need something more lasting to get results with social media. Fill your stadium with your most likely customers. It may take a little bit longer. But as revenues increase year over year, it becomes clear that it’s worth it.
Your target audience isn’t every person who might possibly buy your product or service. They’re your most likely customers. They’re the people that are likely to keep coming back. They keep buying more. They share your brand with others.
How do you know who your target customers are? The answer is data. Whenever possible use real customer data to determine who your target is.
Find things out like:
Basic demographics (gender, age, education level, etc.)
What are their pain points?
What are their goals?
Who/What do they trust as a source of information? (e.g., HubSpot, New York Times, Kylie Jenner or Neil Patel?)
How do they buy?
What technologies do they use?
Where do they spend time on social media?
How do they speak with their peers?
Gathering this information helps you begin to see the patterns in your client base. They may be invisible to you now if you’re not trying to gather this kind of information.
Write these similarities out into distinct customer personas. As you create content and build out your profile every word, image, video and strategy should have this person (or a handful of people) in mind.
3. Post Consistently
Out of sight out of mind.
On social media, it’s about 100 times that. People are constantly encountering media. They experience many competing messages. If they’re not hearing from you, then they forget about you.
Now, this may simply sound like it has to do with frequency. Should you be posting every 17 minutes day and night as some recommend on Twitter?
Probably not. A basic frequency should be maintained, and this varies by platform. But more important than that is when your posting. When you post at the same times of day, same days of the week, something happens:
The same people are more likely to see your posts again and again
People begin to anticipate your posts
You convey a sense of reliability and regularity
You seem more organized
You appear to be acting with purpose
People know that if they share, their friends will experience the same consistency
Set a clear publishing schedule and don’t wait until the last minute to create needed content. Plan ahead. Then schedule your posts so they always go out at the right time.
4. Only Share Quality Content
Social media can be brutal. Just ask some of the many people who’ve been completely criticized or even fired for saying or sharing the wrong thing. It only takes one click to unfollow someone if content isn’t up to standards.
While consistency is important, quality is essential. The content you create and share represents your brand.
A poor quality video can quickly become a viral meme that negatively impacts your company. Dark or blurry Instagram photos do not delight people or make them want to follow your brand.
Have a plan. Put the people and systems in place to deliver consistent, quality content. Set up quality control and analytics to review content performance on the backend.
5. Use More Video
45% of people now watch at least an hour of social media videos a week. The average Facebook video is 10-30 seconds. That’s a lot of videos!
Videos should be part of your social media content strategy. People not only engage with them. Videos can be directly tied to increased revenues for businesses.
But what strategies should you apply to see this kind of ROI? Impactful videos:
Tell a story. While many types of stories are impactful, hero stories are particularly so. Create a video of a customer overcoming something as a result of your product. Harvard researchers found that people release endorphins (happy hormones) when we see a “hero story”. This generates good feelings about your brand.
Align the video with the platform. Different platforms display videos in different ways. If the video will display with black on the sides, you may need to edit it. Or shoot it in landscape or portrait from the start to match the platform.
Use subtitles. 85% of social media videos are watched with the sound off. People are at work, a restaurant or out where they may not want unexpected audio. If they like what they see, they’ll turn the volume up. You need audio. But for most videos subtitles are very important.
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