Strategies and tactics are essential. Questions to ask yourself:
- What communication and business objectives are the most important to consider for this social media initiative? Mainly this is asking what your goal or what overall activities and behaviors do you want your content to accomplish is.
- What types of content really resonated with your audience? Audiences want to be entertained. Therefore, you need to make sure the content you share is eye-catching and makes them continue to look for your content.
- Which channels have been our most influential in the past? Use your data from the past and make sure to stick to something similar if it was a hit.
- How much in terms of resources do we have to spend on this content execution? This is about predicting the amount of planning, strategizing, brainstorming needed to make sure everything is aligned.
The approach used to promote content to the masses is referred to as content marketing. This kind of marketing is a strategic marketing approach to a target audience and is used to drive customer action. Some reasons to use content marketing are because you have to have brand awareness. You can gain respect and a reputation in the industry through content marketing. It also helps to provide assets to a social media campaign. Everyone wants to have evergreen content; this is content that stays relevant for a long time and doesn’t have to be regularly updated.
Content idealization is all about the strong idea:
- Look at what is outside of the social media industry
- See what the research is saying
- Categorize ideas in terms of whether they accomplish content goals
- Set up regular brainstorming sessions
- Find the spark
- Note the reasons people like it or do not like it
Content strategy is the strategy component for content is simple: what your overall goals as a brand or company, and how do you want to execute them.
Content promotion is making sure people are seeing and sharing your content. Use tools such as:
- Klear
- Meltwater
- Hootsuite
- Talkwalker
- Zoomph
The content calendar is a vital template for keeping the content you share online, organized, and consistent.
- Helps plan out content around key dates
- Keeps everything in a single place for everyone to be on board with
- Sets up expectations for when certain content and assets need to be scheduled and/ or sent out ahead of schedule
- See where you need to add or take out content for your campaign
Types of content media
Paid- is where you pay for social media advertising
- Sponsored ads, post, or tweets
- Paid influencers
Earned- not controlled by brands but the media you get through PR
- Media relations
- Influencer relations
- Ambassador endorsements
- interactive medium where conversations begin
- Facebook group shares
- Twitter retweets
- Instagram pod discussions
- Advocates and ambassadors sharing content with communities
- Influencer promotions
Owned- the content platform you control as a brand
- Testimonials
- Blog post
- White pages
- Podcast
- E-books
Best practices:
- Create content worth sharing
- Look at the data and see what the numbers are telling you
- Invest in the time to interact with audiences
- Make the extra effort and provide more than the audiences expects
- Edit
- Find time to write when you think you don’t have any time
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