Read that title again. There is a key phrase there that you should focus on. Quality social media content.
A successful social media strategy isn’t about just throwing everything that you have against the wall and hoping that it sticks. While you should measure and test what works and what doesn’t, it can help if you have a plan for your social content ahead of the actual creation and sharing process.
Answer these questions to get your plan started.
What goals do I have for my brand when it comes to social media?
You may have many, or you may be staring at a blank computer screen trying to come up with an answer to this question. Goals can be as short-term as generating a certain degree of daily social media engagement, to as long-term as enhancing your overall brand awareness. Use our blog on short- and long-term marketing goals to decide which ones are on your radar.
Who comprises my audience?
Before making quality social media content, you need to know who you are making content for. In other words, who do you want to attract with the content you are sharing on your social media platforms? These descriptors could be location-based, demographic-dependent, aligned with specific interests and so on.
What type of content will my audience connect with?
Once you have defined your intended audience, you can guide yourself toward the type of content those audience members willmost likely connect with. What interests your audience? What are they looking for? Your goal as a social media marketer is to anticipate the answers to these questions and provide the content that your audience is seeking. In turn, the goal is they will return to your pages as a resource.
How will I use social media to deliver content?
You’ve got a lot of options here. What social platforms will your brand be using? Will you use paid promotions or rely on organic content? Will you work with influencers or sponsors? Where outside of social media will you send your followers (i.e. websites)?
Start by deciding what social media platforms will benefit your brand specifically. The answer to that question depends on the intended audience you’ve identified and where its members are already spending their time on social media.
How often will I be posting content to my brand pages?
The answer here may depend on whether you are doing your own posting or if you have a dedicated staff member or marketing agency handling your social media (more on that in a minute). The answer here may also depend on how much content you a) have ideas for and b) are able to create. Another factor is dependent on the platform itself—as some social platforms owe better to posting multiple times a day vs. multiple times a week, for example. Establishing and sticking to a schedule for how often you are posting to your social assets can guide you in making quality social media content.
Who will be creating and sharing my content?
If you as the business owner are not going to be in charge of the routine creating and posting of content to your branded social pages, then make sure whoever is understands everything you’ve outlined here. Consistency is key in presenting yourself professionally on social media. So, you want to make sure that even if you have multiple people handling your content, it all appears as if it’s coming from the same person/place.
What is my brand all about?
Think about your “company culture.” This is a broad term used to encompass the values that your brand stands for and the image you are projecting in the public eye. Know and be confident in what you stand for as a brand, as well as what sets you apart from your competitors. Use this information to create compelling content that will keep your followers coming back and that will inspire them to recommend you to others.
When we revisit the phrase “making quality social content,” we want to again hone in on the word “quality.” Your brand followers can tell the difference between thoughtful content and a lack of effort, and the latter won’t have them sticking around your pages for long.
McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.