Want to cut through the noise on social media? Follow these six steps for crafting a social media content strategy that will allow you to build a loyal fanbase and turn followers into customers.

1. Set S.M.A.R.T goals for your content

The creation of any strategy should begin with defining what you want to achieve. This will shape the path you take towards making it happen. Each of your content goals should be:

Specific

The more specific, the better you will be able to tailor social media content to meet those goals.

Measurable

You must be able to measure progress towards your goals. It’s hard to prove the actual value of vanity metrics like number of followers. Instead, choose to track meaningful metrics like click-through and conversion rates.

Attainable

Goals should be realistic while also challenging enough to motivate individuals.

Relevant

Content marketing goals should serve overall marketing goals and wider business objectives.

Time-bound

Goals should have a timeframe to maintain individuals’ focus.

2. Conduct a social media content audit

Inventory all your channels

Secondly, export each social platform’s analytics to a social media analytics tool. Take stock of your efforts so far by analysing what’s working and what’s not. Try to identify the reason for a disconnect between posts that don’t do well and top performers. For example, have you strayed from your brand’s authentic voice? In addition, gather information about who your followers are and how they interact with your brand on social media.

Select social media channels

It’s important to understand each channel’s strengths to assess whether they’re right for you. It must be remembered that you don’t need to have a presence on every available platform. So, choose those channels that allow you to reach your audience and help you achieve your marketing goals. Once you have this information, you’re ready to start thinking about ways to improve.

3. Plan your social content

Develop target personas

Knowing your audience’s profile means that you can tailor your content to engage directly with them. Creating a target persona involves gathering data on your audience like basic demographics, acquisition channels and content preferences. You can also gain valuable insights from your main social platforms, such as the time your audience is most active.

Content that understands its audience will be good content. Content that doesn’t can’t be.

Doug Kessler

Choose the right style and formats

Now that you know who you’re talking to take time to figure out how best to speak to them. This involves establishing your brand tone and voice. A consistent voice across all social channels is vital so that followers interpret your posts as authentic.

Map out the key messages that you want to share with your audience. Tip: you may choose to follow the social media rule of thirds…

• 1/3 of social content promotes your business and generates profit
• 1/3 shares content by industry leaders and similar businesses
• 1/3 is based on personal interaction and building your brand

This strategy helps to capture new followers while at the same time keeping current followers engaged. When it comes to format, pick the appropriate copy length and medium for each channel.

4. Develop a social media content calendar

Using an app or calendar spreadsheet, plan when you’ll share content to achieve maximum impact. This will help to keep your social content efforts focused and on track.

Schedule your posts for the optimal time and frequency

Your social media content calendar contains the dates and times you will publish different content on each platform. Depending on your audience and channel, space out posts appropriately and schedule them to be published at optimal times. Remember: the recommended frequency of publishing varies across platforms. Plan social media content at least two weeks in advance to ensure that content flow doesn’t stagnate.

Determine the right content mix

Vary the types of content you share throughout the week on different platforms. A content calendar makes it easy to see what content you shared and when. So, pay attention to content that does well and plan to share more of it.

5. Publish and distribute

Prepare posts in advance

Once you have created your calendar, use a scheduling tool to prepare messages in advance. Block out time each week to create your content, then connect your channels to have it automatically post at your chosen time.

Distribute content to be shared more widely

Planning and publishing your content is just one element of a successful social media content strategy. Additionally, you must find ways to distribute your content to reach as many people as possible. For example, you may want to utilise hashtags on platforms like Twitter and Instagram to reach people following a specific trend. At the same time, network with bloggers and other content creators in your niche. Other brands are likely to share your content with their audience if you have a relationship and return the favour.

6. Measure results

Look at performance metrics

Lastly, you must measure the results of your efforts. Use tools like Google Analytics, Cyfe or networks’ built-in capabilities to keep detailed metrics. Analyse your content’s performance weekly and measure this against the goals set in Step 1. You should also look into what factors contributed to each post’s performance.

Adjust your strategy

After all this, if you are not on your way to achieving your goals, make adjustments to your strategy based on your analysis. Your strategy should include posts that move people to another part of your marketing funnel read more on how to optimise your marketing funnel for maximum conversions. Constant testing allows you to understand what works so that you can refine your strategy over time. This is vital to creating a sustainable strategy.

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In short, don’t underestimate the power of a solid social content strategy! It is your roadmap to success to be communicated across your team so that everyone can coordinate their efforts to achieve better results. Just be sure to define your goals, follow a clear process and take a consistent approach to publishing engaging content.