how to craft a social media content strategy
TRANSCRIPT
HOW TO CRAFT A SOCIAL MEDIA
CONTENT STRATEGYBy: Jordan Lowry, Digital Marketing Specialist
BRAINSTORMING
BRAINSTORMING Think broadly about your industry Consider all components that work together
to make up your business Avoid having a narrow view of your industry
BRAINSTORMINGFor example, let’s say I owned a skateboard shop.
BRAINSTORMING
Here is a visual representation of the thought process when brainstorming content
RESEARCH After spending time
brainstorming, next we want to begin conducting research
The key is to gain insight into what types of content are performing well within our industry
RESEARCHING WITH EPICBEAT
RESEARCHING WITH EPICBEAT
First, I want to enter in one of the keywords from my previous brainstorming session.
RESEARCHING WITH EPICBEAT
Then, I am directed to a dashboard that gives me a quick overview of several key factors.
WHICH PLATFORMS?
POPULARITY BY CHANNEL The few things I want
to get insight into are: ● Which platforms are popular● What content are
performing best ● When should I be posting to
my platforms
WHICH PLATFORMS Right away you can see which platforms are
performing better and which channel I need to be developing content for.
I get some additional metrics such as, ● Average shares per platform ● Comments per platform ● Average likes on each platform
RESEARCHING WITH EPICBEAT Epicbeat will give you some insight into which
social media platforms you should focus your efforts on
Remember it is important to start your social media campaign small and scale up
As a rule of thumb it is better to have one or two social profiles rather than five you barely engage with users on
DISTRIBUTION BY CONTENT TYPE
Epicbeat gives a distribution by content type for my search query
I get to see which types of articles or content is popular
Right away I see that “How” articles are trending with “listicles” and “interviews” trailing
If I were to skip this important part of doing research I may have been curating giveaway’s and getting sub par engagement
WHEN TO POST? Another important issue is
knowing when to post to get maximum engagement.
Epic Beat allows me to see when engagement is highest among various social media platforms
This allows me to plan out my social media schedule for maximum engagement
DISTRIBUTION BY CONTENT TYPE
Now I have my topics I want to build content around
This gives a better idea of which social platforms my audience are active on
I even have an idea of the types of content I can re-share to my platforms to encourage engagement
IMPORTANT SIDE NOTE While tools make content
research easier you should ● Browse through existing
followers ● Take note of the content they
re-share ● Examine the content they
comment on and engage with
BONUS ROUND Sometimes we do not always
have to curate content We can simply re share content
to our social platforms For this purpose I like to use
Klout and Buzzsumo ● Only re-sharing from these
platforms once you have a better understanding of your target audience
BONUS: KLOUT Klout is great for re-sharing
trending content specific to your followers
It has a built in search function that allows you to further research various topics
Also you can search for influencers within your industry to connect with
BONUS: KLOUT
Klout has a built in feature that allows you to schedule content to be shared among your Twitter or Facebook.
SIDE NOTE You can have a stellar social media content strategy however,
without goals it is easy to get off track Setting goals that impact your business is important when starting a
social media campaign ● Remember to carefully consider tracking Reach and Engagement when
running social media campaigns
Happy Sharing !
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