People are drowning in content. But here’s how you can create a clear strategy to cut through the noise and make sure your social media content lands.
1. Define your Audience, Brand Voice, and Tone
The first thing you need to do is to define a distinct brand voice and tone that resonates with your audience. Start by thinking of your brand as a person – if it were a person, who would it be? And be as specific as possible. By creating a relatable character that embodies your brand, you’ll have a target with whom you can communicate effectively, ensuring your messages feel personal and genuine. Once you’ve accomplished this, tailor your content to speak directly to this person, focusing on strategic storytelling that brings your brand to life.
View this post on Instagram
2. Tailor Content According to Platform-Specific Guidelines and Content Themes
While it may seem simple to craft and share one post across all of your social media channels, this approach can accidentally compromise your brand integrity, as well as the user’s experience. Each social platform has its own unique characteristics, offering different experiences. That means your content must differ from channel to channel as well.
Follow specific posting guidelines for graphic and video dimensions, character limits, link-sharing capabilities, etc. This ensures your posts are optimized for each platform and integrate smoothly from app to app, or from site to site.
View this post on Instagram
3. Create a Library of Photos, Stock, and Graphics
Creating a library of photos, stock images, and video assets before launching social media isn’t just strategy, it’s survival. Social moves fast, so having access to a dynamic group of pre-approved graphics can prevent last-minute scrambles. Think ahead and craft a shot list showcasing your brand in action and in the hands of those who love it. Schedule regular content shoots, whether monthly or quarterly, to keep your asset library fresh. And at every shoot, capture far more images than you need, so you can keep only the ones that align extremely well with your brand.
4. Know the Law: Copyrights, Memes, and Disclosure Requirements
Memes and other types of trending content have emerged as a popular way for brands to engage in conversations and show their “hip” side. Customizing a viral image or sound to align with your message or product is one way to achieve the always-desirable viral status, but it’s important to understand what is permissible and what is not. Otherwise, you could do long-term damage to your brand by getting entangled in legal complications.
Though it may seem like the trending memes are free for all, they aren’t. Before jumping in, make sure to grasp the copyright laws relevant to your brand and evaluate the potential risks of using content that is not your intellectual property.
View this post on Instagram
5. Create a Review Process
Social media is fast paced but keeping that pace should never come at the expense of quality. Your messages need to be on-brand, concise, and error-free. So, develop a streamlined review process that includes a second pair of eyes (at least) to identify mistakes while still pushing creative boundaries without falling into potential pitfalls when weighing in on current events, trends, and pop culture.
6. Train, Read, and Stay Up to Date with Best Practices
Social is constantly evolving, and maintaining an engaging social media feed isn’t just about posting regularly—it’s about staying ahead of the curve. You need to keep up with current trends, continuously enriching your skills through targeted classes and blogs, and by keeping a close eye on the strategies of industry leaders. This way, your content not only connects with your audience but leads the industry.
7. Monitoring and Analytics
Just as an MLB player returns to the dugout to analyze his last at-bat, social media is all about adapting and adjusting. The best way to do this is from analytic reports. Monitoring how posts perform, understanding levels of audience engagement, and tracking changing trends, your content can grow more effective over time.
Specifically, evaluating year-over-year trends helps to paint a full picture. For those who are serious about leveraging analytic reporting, tools like Sprout Social provide detailed KPI breakdowns. While most platforms do offer analytics, their scope can be restricted to limited periods or less thorough insights.
8. Invest in Boosts, Ads, and Influencers
It takes money to make money, right? Well, not always. Paid marketing campaigns can certainly boost your brand’s profile and pull in new users, but the true foundation is built on organic posts featuring top-quality content. Crafting compelling stories is vital for engaging your target audience. But when your content resonates on a personal level, reflecting specific interests and desires, it fosters loyalty and trust in your brand. So, before splurging on ads or influencers, do the work to make sure your content connects to your audience.
