How to create a content strategy for social media
Whether you have a restaurant, accommodation, store, studio, clinic or digital business, social media are an excellent tool to make your project known and promoted.
And if you still have doubts, regarding its reach, know that social media have more than 3.80 billion active users, worldwide (We Are Social Report, 2020). Which represents an excellent communication opportunity for your brand.
Remember that people access social media to relate with others, be inspired and discover solutions that matter.
As such, feeding your page with relevant and quality content is essential to attract new followers and increase interaction with your audience.
But how do I know what content to create for my pages?
That’s what we’re going to explain, right away.
8 Steps to Create a Content Strategy
1. Define your business goals
To create an online website without previously defining the goals it's like planning a trip without choosing the destination. This is the first step towards creating a content strategy: defining the path and goals to be achieved.
What do you want from social networks?
- Make your space or project known
- Increase your brand awareness
- Generate greater interaction with your content
- Attract visitors to your website or landing page
- Gather business leads
- Publicize a launch or project
- Generate sales or subscriptions
- Create customer loyalty to your brand
Thus, you will know what content to create and in which steps.
2. Analyze your competitors’ social networks
A good source of information and inspiration is to analyze your competitors’ pages. See how they present themselves (bio), what kind of content they produce, in what format and how often.
Another tip is to research which posts generated the most interaction (likes, shares and comments). Take the time to read the comments, as they are a good way to know what are the most frequent doubts, fears and pains of personas. Which can be a good source of information for creating your own content.
And above all, get inspired, but don’t copy! The idea is to develop a unique positioning and an editorial line different from its competitors.
3. Establish a strategy for social networks
As you define a strategy for your business, it is important to define a plan for your presence on social networks.
5 Points to define the communication strategy:
- What is your positioning – What are the services or products you offer and how those are different from the competition
- What goals do you want to achieve – What are your goals
- Who you want to communicate to – What is the profile of your customer or purchasing decision maker
- What is the most effective communication format – Text, photos, videos, tutorials, stories, questionnaires, webinars or lives
- How often will you share content and on which platforms – Both in the feed and in the stories
4. Identify your personas
Knowing who you want to talk to is a good starting point for defining the content and tone of voice, but also for evaluating which social networks are worth betting on.
In other words, it is different to talk to parents or teenagers, as the approach, format and type of content is necessarily different. In addition, they have different consumption habits and behaviors.
The best day and time of publication can also vary, according to your audience. It is important that you know the habits of your audience and that it meets your lifestyle.
If your customers work full time, it is natural that the longest reach periods are before and after office hours or during lunchtime, when they have the greatest availability.
Another important tip is to identify your customers’ pains.
- What are your biggest fears and most frequently asked questions?
- What are the problems for which you have a solution?
- How can you help them achieve their goals?
5. Define the content DNA
Before starting to produce content and defining the best format, take into account the personas, essential to create the content DNA.
This content DNA represents your digital identity. What distinguishes it from competitors, in terms of positioning and communication.
To create a strong digital identity:
- Unique Positioning – How you will position yourself in relation to the competition and how you want to be seen by your audience
- Unique Value Proposition – What is the biggest solution you offer people, through your content
- Content Transformation – What you want followers to do with your content. What actions do you want from your audience
- Central Idea of Content – What ideas or approaches can be innovative and original, in the face of the competition. What is the contribution of your project and what myths or fears can help to demystify
6. Define your editorial lines
Once you have identified your goals, positioning and personas, it is time to define your editorial lines.
Have you thought about the most relevant and appealing themes for your audience?
If you have a fashion and accessories store, it is natural that your audience wants to know the news of each collection. However, having a page with only product photos can become monotonous and too commercial.
Proposed editorial lines:
- Fashion tips – D– You can give fashion tips, how your client can combine the different pieces of clothing and accessories or what are the best combinations to create the illusion that he is taller or thinner
- Fashion trends – Make the season’s trends known, which customers can find in your store
- Backstage – Show the backstage of your studio or a photo shoot for social networks, revealing curiosities
- Outfits suggestions – Proposals for different occasions, such as a party or work look
- Store – Promote your store, inviting people to visit the space. From making known employees who are in customer service, how to show pieces that have just arrived and decorative detail
- Testimonials – Publish your customers’ positive opinions
- Articles published in the media – Share articles published in magazines or online media about your store or the brands you sell
- Collaborations with influencers – Through partnerships and agreements, share content created by influencers with your brand
- Hobbies - Offering your brand's products or services to those who follow your social networks or register your data for the newsletter
These are just a few suggestions for editorial lines, which you can define to communicate your brand.
Please consider there must be a good balance between commercial content (in order to generate sales) and content that is of interest to your customers: informational, educational, entertainment, cultural, tutorials, among others.
7. Work with influencers
Another very effective way to increase your brand awareness is to use influencers in your business area or who have an audience profile similar to yours.
Thus, you will be communicating to your broad base of followers, through a personality seen as an opinion leader, and attracting new people to your page or website.
Also, be sure to assess whether the influencer’s values and lifestyle are in line with his position. The online reputation depends on the relationship of trust and credibility created between the brand and its followers.
There are several ways to collaborate with influencers, from promoting a hobby, publishing a discount code for purchases, demonstrating how your product works (tutorials), highlighting the results achieved with your solution or building a strong brand image.
8. Listen and interact with your audience
This is a point neglected by some brands, which limit themselves to publishing content, but then forget to read and respond to comments or requests from followers.
Social networks allow the collection of statistical data from the audience (age, sex, country, language, reach, interaction, among others), as well as getting to know their opinions and doubts. They are, therefore, a good source of information, from which you can test news and get a direct response from your audience.
With the launch of Insta Stories, it is also possible to carry out questionnaires and questions. This can be useful to test and predict purchasing behavior, but also to detect any business needs and opportunities.
Analyze your most frequent doubts or fears. What questions are asked about your products or services. These data are valuable to clarify, demystify and identify the most relevant content for your audience.
Monitoring of comments and mentions on other pages is also an essential parameter of analysis. After all, what they say about your brand or project on social media is important to assess whether your strategy and impact is being positive.
Are you ready to create an effective content strategy for your business?
Poppy Power Public Relations has strategic consulting services for professionals and companies, who want to create a unique positioning and a content DNA for their brand or project.