STEP 1: UNDERSTAND CUSTOMER NEEDS AND MEDIA HABITS

LEARNING SUMMARY

1. Identify content needs

• Customer pain points, product needs, information needs

• Use target persona

2. Understand your target persona’s media habits

3. Determine the best format

• Which format would work for your target audience, given their media

habits?

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S O C I A L M E D I A M A R K E T I N G : S O C I A L M E D I A CO N T E N T

STEP 2: ORGANIZE YOUR CONTENT

LEARNING SUMMARY

Use the Hub and Spokes Model

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S O C I A L M E D I A M A R K E T I N G : S O C I A L M E D I A CO N T E N T

- Start with content for hub

- Distribute through the spokes

STEP 3: CREATE CONTENT

Best practices and tips:

LEARNING SUMMARY

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S O C I A L M E D I A M A R K E T I N G : S O C I A L M E D I A CO N T E N T

o Keep it shorto Use big, beautiful imageso Share exclusive contento Tie content to special events & holidayso Post for the right audienceo Quality > quantityo Avoid being overly promotional o Change up your cover photo regularlyo Use calls to actiono Let consumers know you are responsiveo Use fun imageso Use videoo Run contestso List job openingso Engage with quizzeso Create custom tabso Use Facebook Live

o Encourage audience to use name & hashtagso Create contestso Partner with influencerso Re-gramo Use creative hashtagso Use compelling descriptionso Use your bio space well

o Keep it shorto Use visualso Incorporate hashtagso Ask questions and run pollso Curate and connecto Send multiple tweets with the same contento Seize the momento Match tone to brand o Connect to trending hashtags

LEARNING SUMMARY

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S O C I A L M E D I A M A R K E T I N G : S O C I A L M E D I A CO N T E N T

o Post high value contento Use consistent content (length & quality)o Post multiple videoso Publish on predictable scheduleo Create a channel trailero Use video thumbnailso Share & collaborateo Use short titleso Include channel descriptiono Include video metadatao Consider a transcripto Use end cards

o Use relevant imagery & captionso Try to use trackable URLs or unique hashtagso Use offers & promo codeso Use storieso Post regularlyo Use “our story” (location based)o Use messagingo Personalize your snapcodeo Generate your snapchat URL

STEP 4: CREATE AN EDITORIAL CALENDAR

Keep a calendar that includes:

• Title and description of content• Links to supporting documents• Author or writer• Deadline for release• Channels you plan to promote content in