People are often quick to jump into social media marketing, but at the heart of every strategy is good content. A good content strategy acts as a bridge between you and your customers. It educates readers, keeps them engaged and shares your brand story.
However, one study found that social marketers are still missing the mark when it comes to giving people what they want. Social media users say they want posts that inform, entertain, inspire and share products and promotions. Is that what your posts are doing?
Whether you’re jumping into social media for the first time, or you want to strengthen your current strategy, follow these tips to create a killer social media content strategy.
Define Your Goals
It’s important to sit down and define your goals because this will help you determine what you want from your content. Do you want to increase traffic to your website? Encourage more email subscribers? Boost engagement? By knowing what your goals are, you can craft social posts that help you reach them.
Here’s a quick note. You may have different goals for each social network. That’s OK. In fact, that’s great. Each social network has something unique to offer, so you may use one channel (Pinterest) to increase sales, another to grow your network (LinkedIn) and another to engage followers (Facebook).
Check out the Competition
Check out 3-5 of your top competitors and review their social media pages. What do you like about them? What don’t you like? Are they effective at starting conversations and engaging an audience? You can learn a lot from your competitors, including where you fit into the bigger picture. If there are gaps, fill them in with unique content and serve it up to your audience.
Pick Your Best Channels
It’s best to start small and add more channels as resources allow. Some of the major networks include Facebook, Instagram and LinkedIn, though you may want to consider YouTube, Twitter, Pinterest and Snapchat. Think about your audience’s demographics and the channels they are most active on. You want to be on these channels, too. Set up your pages, include photos and videos and optimize your content with keywords.
Create an Editorial Calendar
Your editorial calendar lists out the content you plan to post over the next few weeks. Include a mix of content (i.e., infographics, memes, podcasts, videos) so that you appeal to all types of learners. Your content should always be high in quality and valuable to the reader. You can gain inspiration for content through trending topics, industry news, holidays, sales events, things happening in your company and so forth. Aim to educate – not sell.
Engage with Your Audience
Once you post content to your page, your work isn’t done. Find ways to engage with your audience. If someone likes, shares or comments on your post, respond back to get the conversation going. Social media is a two-way street, so remember your part in liking, sharing and commenting on others’ posts. You can also launch contests and giveaways to get people interacting with your brand.
Once you start posting on a regular basis, use the built-in analytics tools to see what your top-performing content is. Look for patterns that can be applied to future content. If you need help setting up or optimizing your social media strategy, contact WSI Internet Partners today.