Many businesses are realising the benefits of using social media as an important part of their overall marketing strategy.
However, many businesses don’t have a content strategy when it comes to the implementation of their social media marketing plan.
What is a content strategy?
A content strategy is the process of defining, planning and managing content to meet specific goals over a long period of time.
When it comes to social media, a content strategy helps you form goals and implement action steps for those goals on the different social media accounts you use in the marketing of your business.
A content strategy is a document that can be referred to by yourself or your team on a regular basis to ensure you are staying on track with your content goals and the implementation of how to manage your content over time.
The problem with not having a content strategy
When you don’t have a content strategy, the problem is you have no way to know if what you are doing with your content is reaching your target audience, or if it’s effective in helping you meet your business goals.
It’s like driving blind- you have no idea where you are going or what you’re trying to achieve.
Related: A social media checklist
The basics of your content strategy
The start with, you need to clearly understand and define your content marketing objectives including:
- Defining your business objectives.
- Know your brand identity.
- Clarify your key messages.
- Identify stakeholders.
- Be aware of influencers.
Know your followers
Next, you want to make sure you know the target market your content will be consumed by.
Ask the following questions:
- Who are they?
- What do they care about?
- What do they think of you?
- Where do they get their content?
- What content types do they like?
- What is the user journey?
Know your content
Once you understand your target market, get to know your content and how it aligns with your target market.
Consider these steps:
- Perform a content audit.
- Analyse gaps.
- Define types and topics.
- Map these to your target market’s goals.
- Align these with your business goals.
- Research keywords.
Set your plan
You now have lots of data on your target market and a better understanding of your own content.
Now you need to create a plan of implementation including:
- Define your content tactics- topics and types of content.
- Assign resources to creation of content.
- Establish delivery channels.
- Define your KPIs.
- Create a content calender and establish a publishing schedule.
- Determine who will monitor and manage the content.
Execute your strategy
This is the part where you take action. Know that you will be engaging with your target market in the long term, which take commitment and consistency.
- Engage with your content creators and curators.
- Implement your tactics.
- Engage with your followers.
- Monitor your content creation activities.
- Measure your successes.
- Modify your strategy as needed.
You will need to modify your content strategy for each social media channel to take into account the different ways users engage with content on various social media sites.
When you create a content strategy for your business, it can give direction and purpose to your marketing activities. Your social media marketing can be dramatically enhanced by taking the time to do some forward planning to ensure you get the best possible results from your marketing activities.
Check out this infographic below from Gage that visually represents the elements to consider in a successful content strategy.
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Sydney Social Media and Public Relations Agency, CP Communications blends cutting edge offline and online PR and social media to help you gain a competitive advantage. Contact us today. For more great tips visit our website www.cpcommunications.com.au.