In the game of chess, the queen is the most powerful piece in the game, able to move any number of squares vertically, horizontally or diagonally.
In content development, strategy is the most powerful. It determines the outcome of your content’s intention.
The content you post on yours or any other platform in relation to your brand has the power to turn your it into a household name and turn your followers into fans. This kind of impact only comes from having a solid social media content strategy. It’s not enough to show up on every platform and sporadically update your audience when you have the time. The way to stand out on any media is to identify specific goals, create valuable posts that align with those goals, and distribute content on the right platforms. Then you can measure your results, and fine-tune your strategy over time.
There isn’t one cookie-cutter media strategy that will guarantee success. Your strategy will differ depending on your industry and audience. There are, however, specific steps you should follow to build out a plan that has longevity and helps your brand and business grow.
Identify and set your goals
Whats your content goal? This helps you plan out the type of content you want to create. Dig deep into your brand values. Do a research on your audience. Make sure your marketing goal is clear and that your content is aimed at driving those goals.
Plan your content
Once you’re clear on your goals, conduct a media platform content audit on the content you’ve created so far. Look at which content performed well, which ones didn’t and what you posted on each platform.
What you look for in the audit should align directly with your content goals. For example, if one of your goals is to improve brand awareness, then look at your follower count on each platform and identify which posts resulted in new followers. Now you have an idea of what types of content help expose your brand to new people who want to follow you.
Build a content calendar
A calendar lets you take a big-picture approach to content planning. It will help you visualize your ideas and organize them in a way that makes the strategy easier to execute. See the calendar as a hub for everything you post.
Promote and distribute your content
A good strategy involves finding ways to actively distribute your content so that as many people as possible see it. Social media platforms, blogs, vlogs, influencers, etc. Use all and available platforms you have access to and remember that anything you share with your audience should be valuable to them and relate to your brand.
Measure your result
Measure the result of your effort. Proper tracking is going to be vital to creating a strategy with longevity. Keeping detailed metrics will help you tweak and optimize your plan over time. Ideally, you should analyze your content every month to keep track of what’s working. When analyzing your data, take a top-level view of your content over a given period. Take a look at how each piece of content performed and what variables it had working with it.
This doesn’t apply to social media alone. It cuts across whatever platform you need to use content for. Effectively planning a content strategy is an ongoing cycle, but it doesn’t have to be overwhelming. Plan out your process, make sure you know what works for your sphere and apply the guidelines, then you are well on your way to get your customers and fan base overflowing.