In the past decade or so, social media has been an exciting new frontier in marketing. It has so much going for it as a marketing platform: it’s (mostly) free, it’s audience-driven, it’s fun, and it can be extremely effective.
But if you want to use social media to grow your business, it’s not enough to post whatever you feel like, whenever you feel like. Having a well-researched, thoroughly-planned strategy means the time and resources you invest in social media marketing won’t go to waste.
New year, new content strategy. Here’s how to create an effective social media content strategy that will help your brand flourish in 2020.
Align your strategy with your target audience
Marketing always starts with identifying and understanding your target audience. Who are the people who need your product or service most, and how can you reach them? An accurate customer profile will guide you throughout the rest of the process, and the only way to create one is to do your research.
Gather as much information as you can about your most loyal customers. What’s their age range? Where do they live? What are their interests? What’s important to them? What challenges do they encounter that are related to your product? The more specific a buyer persona you build, the more effectively you’ll be able to target them.
Analyze the performance of previous content
If your company already has an active social media account, you have some valuable data at your disposal right now. Take a look at the analytics of that platform and pinpoint what’s worked well and what hasn’t. Identify the highest-performing pieces of content and analyze the elements they have in common: what type of content was it? Images? Video? Text? What was the tone? What kind of message did it convey? When was it posted?
Once you’ve delved into the analytics, make sure to tweak your social media content strategy accordingly. For example, if you have an Instagram Business account and are studying your account’s Insights, take a look at: Insights > Audience > Followers. There, you can analyze both Hours (the average times your followers are on Instagram on a typical day) & Days (the days of the week when your followers are the most active). Study when your audience is most active and then plan your future Instagram content for the hours and days when your audience is most likely to engage.
Additionally, don’t be afraid to reach out to your existing audience about whether they’re enjoying your current content, as well as what type of content they’d like to see in the future. You can poll your followers to find out, like @EliseDarma did via Instagram Stories recently:
Research competitors and influencers in your field
Competitors, influencers, and complementary business accounts can provide a lot of useful information and inspiration. You can analyze the type of content they’re posting and what kinds of content resonate most with their audiences. Their feeds can also give you ideas for content of your own to develop (just be sure not to copy from them).
You may also discover gaps in types of content provided by brands in your field, pinpointing a niche that your company may be able to fill.
Another benefit of getting to know your competitors and social media influencers in your field is that you can reach out to them for mutually beneficial partnerships. Arrange social media takeovers of each other’s accounts to cross-pollinate your audiences or collaborate on giveaways. Instagram is the prime platform for creating collaborative content like this – see here for insights.
Choose your social media platforms
Before you start churning out content, you should make sure that you’re using a platform where your target audience actually hangs out. Different social media platforms attract different demographics. Research which platforms are most popular with people who match your customer profile.
Another thing to consider is whether the platform supports the type of content that best showcases your work. Some platforms are more text-based, while others are image- or video-based.
Also, remember that your following on one platform may be completely different from your following on another platform. This is great, because it widens and diversifies your reach, but it also means you need to strategize differently for each platform.
Be sure to look out for new and emerging social media platforms as well. TikTok is one such platform – and is expected to dominate in 2020. Find out everything you need to know about TikTok for business here.
Determine your content style
The look, feel, tone, and voice of your social media content should stay consistent with those of your brand. Decide what type of content is a good fit for your business: what are the topics your posts should address? What messages or information will be most valuable to your customers, and how can you convey those things in a way they’ll find engaging?
Set out your goals and objectives
A solid social media content strategy requires concrete goals and objectives. What is it you’re hoping to achieve with your social media accounts over the next week, month, or quarter? It’s a good idea to set goals for overall performance — such as increasing your following or website traffic — as well as goals for each individual post, such as click-through rates (CTRs), conversion rates, and engagement.
Gather the right resources for high-quality content
Your social media accounts are the interactive online face of your brand. They need to look and sound professional.
You’ll need well-designed images and clean, crisp copy that’s in line with the voice of your brand. Make sure you have the resources to produce high-quality posts — and that may include staff members who specialize in creating and managing that content as well as a budget for outsourcing, paid ads, and professional tools for management and design of social media content.
If you don’t have a design team or much of a budget for design, don’t be intimidated. Here are some tools that you can use on your own to create high-quality social media content:
- Try StoryBoost for creating standout Instagram Stories using templates (discover everything you need to know about Story templates here).
- Use VideoBoost to create videos for social that look professionally produced. You can use your own footage or select stock footage, and then add text and other elements.
- Unsplash is a great resource for free, high-quality images that you can share across social.
Make a plan for your social media content strategy
Now that you’ve collected all this information, it’s time to draw up a social media content plan.
You can draw up a weekly or monthly plan, depending on your needs. Chart a content calendar based on what you’ve learned about your target audience behavior and responses, incorporating ideas you’ve gathered for content that will engage them. This outline will serve as your guide for what and how often to post, and should include concrete concepts that your team will be able to turn into content easily.
Some ideas that you can incorporate into your social media content calendar:
- Seasonal holidays – there’s a holiday on every day of the calendar year. Obviously there are the big ones like Christmas and Valentine’s Day, but there are also fun niche ones like National Spaghetti Day (January 4th). To find today’s unique and engagement-boosting holidays, visit a site like Days of The Year or Time and Date. Find the days relevant to your brand and create content for them.
- Weekly hashtags – these include: #MondayMood, #TuesdayTips, #WednesdayWisdom, #ThrowbackThursday, #FridayFeeling etc.
- Here are 50 Instagram Story Ideas you can use for your brand, anytime. Many of these content ideas are transferable to other social media platforms as well.
To create your content calendar, you can use Google Sheets, a project management tool like Trello, HubSpot’s Social Media Calendar Template or you can write it out by hand.
Experiment and be flexible
Start implementing your plan — but stay flexible! Keep an eye on analytics, and test different practices to see what works best. Sometimes a little tweak to the timing of your posts, their frequency, or the number of hashtags you use (see 7 Quick Tips to Build an Instagram Hashtag Strategy for insights) can make a big difference.
Social media is constantly evolving and your content strategy should evolve with it. If you do your research and stay organized, 2020 will be your year! You’ll create a stellar social media content strategy that will grow your digital presence and generate leads as you move forward with your business.
Pro Tip: If your social media content strategy involves video, refer to our Ultimate Guide to Ideal Video Size for Every Social Platform as a resource for video dimensions and sizing.
Social Media Content Strategy Action Items:
1. Do a short target audience brainstorm. Who are you creating content for? What’s most interesting to them and why?
2. Set aside time in your calendar to review your previous content. Jot down some notes: where do you seem to be getting the most social engagement or business results? What are the common threads between your best performing posts?
3. Take an hour to browse the competition and influencers in your space. Write down any content ideas that come up as you research.
4. Decide which platforms you’ll be focusing on this year. Think: where is your target audience most likely to be?
5. Create Goals! What do you want to accomplish with your social media content in 2020? Create 2-3 main goals and make sure that you can measure them along the way.
6. Block off time to create your content calendar. Investing the time now means less time later!