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by Gillian
on May 1, 2013

Content StrategyWith our focus on social media, ManoByte knows there are a lot of aspects that come into play when creating a social media marketing strategy. Working from the ground up, you need to think about who is going to spend their time on your social media profiles, how often you want them to be interacting, and identify who they should be interacting with. But one of the most important parts of your social media strategy also needs to be the content that you’re putting onto these social media platforms.

The first thing to do when considering your social media content strategy is to identify your target audience. If you don’t know who you need to be talking to, it’s impossible to know what you need to say. Identify some key demographics and find out where they hang out online. If you’re a B2B marketer, you’ll probably find LinkedIn to be more of a focus than if your key demographic is tweens.

Once you have figured out who you need to talk to, make sure that you know how to use their platform of choice. Not only are there rules and regulations that govern behavior on the various social networks, there is also a spectrum of unwritten rules that govern the communities. Be sure to familiarize yourself with the tone and overall tenor of conversations on that particular platform before you try to jump in.

With the right people in your sights and the right platform knowledge under your belt, it is time to open your ears (or eyes, technically) and listen. Chances are, your potential clients and customers are already having a conversation about you – if not directly about you, then about your competitors or your industry in general. You need to listen to this conversation. There are a few ways to do this (and really you should use all of them):

  • Compile a list of relevant keywords (including competitors) and search on your chosen platform for people discussing those topics
  • Use a social media tracking tool like HootSuite to create a feed that tracks important topics
  • Identify influencers in your industry and pore over their feed for relevant and interesting conversations

By listening to what people are already saying, you can learn what they want, which brings us to the actual content portion of your social media content strategy: the content.

The most important thing to do when creating social media content to bring traffic and recognition to your brand is to give your followers (or friends, or fans, depending on the platform) VALUE. Anyone can tweet an advertisement for their own product all day long, but that won’t get you far in the interactive environment of social media. Instead, you need to create content that is not only relevant to your company, but is relevant and interesting to your potential customers. This could take the form of original research, SlideShare presentations, infographics, or blog posts. Remember how we suggested that you listen before jumping in? Use that listening time to figure out what your customers want and what they need, and then give it to them.

When you can use your social media content to add value to your customers’ lives is when your social media strategy is working.

But don’t stop there! Once you begin to implement your social media content strategy, you can’t just quit listening. Instead, go back and listen to how people respond to the content you’ve shared. Is it getting Liked or Retweeted? Are you getting a ton of comments or is it being ignored? Pay attention to these metrics and continue to tweak and improve your social media content strategy. The internet can be a fickle place and it’s important to pay attention to the responses you are getting so that you can always try to play into what people want. Keep your social media content strategy fresh and repeat the listening cycle until something sticks, then listen some more and you’ll be on your way to a successful content strategy.


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