A Quick Guide To: Creating Your Social Media Content Strategy

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With social media on the rise, it’s time to adapt to the digital landscape.

1. Identify and Set Goals

This first step will be quite a lengthy read as this is the core pillar of your content strategy.

You need to start off by establishing S.M.A.R.T. objectives in place. This will not only guide you later on, but it will also help determine which goals are worth putting the time and effort in.

The acronym stands for Specific, Measurable, Attainable, Realistic and Time-bound.

When it comes to specificity, there are six W’s that you want to answer:

  1. Who: Who is involved?
  2. What: What do I want to accomplish?
  3. Where: Identify a location.
  4. When: Establish a time frame.
  5. Which: Identify requirements and constraints.
  6. Why: List specific reasons, purpose or benefits of accomplishing the goal.

Along the way, you will need to measure the progress made in achieving that specific goal and this includes: the amount of time you’ve spent or allotted for a goal deliverable. You can reach further by also considering the reach of your post, or how many likes did you get within the week, or how many new followers did you get and so much more.

You want to make sure that your goals are actually attainable and realistic not just for you, but for your team as well. If your goal is to reach 11k new followers in just one week, that might not be a actionable considering the time frame as well.

We recommend this in depth article by Hootsuite if you need help with some ideas for your social media S.M.A.R.T. goals.

Next, consider the Buyer’s Journey:

You will need to align your content strategy to your buyer’s journey as your posts will be what your target audience will see. To find out more about the buyer’s journey, Hubspot has an article all about it. Click here.

2. Plan and Schedule Content

What kind of automation tools will do the posting for you?

What kind of posts should you post?

Which platforms best suit each of your post?

These are the questions that you will need to ask yourself before getting started with the type of content that you need to create.

For a start you may do the manual way of posting content but that will take too much time as you will not only be posting once a day. Which you will find out in step 3.

3. Consider the Timings and Hashtags to Use

First, the timings.

You will definitely need to consider what is the best time to post for your audience to see. At this point, you will need to do some research on the most active hours of your targeted individuals.

Based on Sprout Social’s report, the most generic timings where people are most active in their socials (Twitter, Facebook, Instagram and LinkedIn) are from 9:00 AM – 5:00 PM.

As for the hashtags that you use, it will vary on the type of content you plan to post and the location of where you want your post to be visible. We’ve come up with a Generic Hashtag formula:

4. Keep in Mind the: Location, Audience and Devices

Location will definitely play an integral part in your content strategy as cultural norms as well as trends both need to be observed. Is the country patriotic? Maybe you can include the colors of the nation’s flag. Are there some allegoric symbols to refrain from? Up to what extent of worldwide trend is acceptable for that country you are posting content in? This goes for your audience as well, what languages can they understand? Will there be a social barrier to it?

Another consideration when brainstorming about the type of content to post is the device. Consider if all video content caters to a

5. Aesethics

You will want to consider the uniformity of your posts in terms of text, color, dimensions and the overall representation of your brand. It’s not bad to diversify with some pop of color that is not part of your branding, but it is vital that the final output still speaks much of your brand.

Take for instance the new products that McDonald’s has introduced to the Philippines a few years back:

https://www.rappler.com/hustle/food/mcdonalds-new-japanese-inspired-menu-items

You can see that there are hints of pink, gray and black in their photo but it still represents McDonald’s. Finding that intersection between diversity and accurate brand representation can be difficult at first, but it is more than possible.

6. Disperse Your Content

This is the point where your strategy is becoming more concrete and with this, it’s time to distribute your content through different channels as well as mesh in the fact that you will need to post multiple times a day.

So the question is, how many times are you supposed to post in a day?

We recommend posting content 6 times a day when you are a beginner or starting to introduce your fresh brand into the market. This will help ensure that you are making your brand known by informing your audience multiple times a day.

7. Check Your Results

Going on a posting spree can be beneficial, but it is vital to check the results of your posts. You will want to see the number of people your content has reached, what their reactions are, and whether they have engaged with your brand at all or not. These things matter.

Depending on what the objectives you have set from the beginning like
increased awareness, positive rise in engagement rates or even a sales increase, you will always need some sort of metric to measure your progress.

Conclusion

In summary, take your time to craft the social media content strategy that best works for you. It does not have to be perfect at first go, as testing what works and what doesn’t is what will help you decide how to go about your content game plan that brings your desired results to the table.

Hana Hasegawa

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