As a social media marketer, one is often left in a state of uncertainty.
It’s hard to gauge whether your social media marketing campaign is going to be successful or not. Indeed, it is not determined whether your target audience will appreciate the content distributed by your company or your brand. So how do you create the right content? And how is this content managed?
In this article, we will discuss the importance of creating content for social media marketing long before it’s time to launch the campaign.
As a marketer, developing content for social media marketing can be a daunting task, but if done well, everything can be under your control. However, sometimes a strategy that worked well a few months ago may not elicit the same response when implemented again. If you follow a structured process, you can plan your content more easily.
Before we dive into a step-by-step process of creating a social media content plan, you need to understand the benefits of content creation for social media marketing.
Creating content in a structured way gives your audience a brief idea of what kind of content they can expect from you. This will help them decide whether or not they want to follow your brand or business on social media. It also ensures that you are well aware of how things will play out on your social media channels, well in advance. As a marketer, it also gives you the ability to plan how you want to interact with your audience.
Here is a step-by-step guide on how to create a social media content plan:
Social Media Goals
Before you start setting up your content and launching your marketing campaigns, it’s important that you identify your social media goals.
What are you trying to achieve on your social media channels? Are you trying to gain more likes and followers on your pages? Are you trying to attract more visitors to your website? Whatever you’re trying to accomplish, make sure you have a good idea. Why? Because whenever you create content, you should be able to gauge whether or not it will help you achieve your end goal.
For example, if your goal is to increase the level of engagement on your social media channels, you should create your content with that in mind. If you keep your end goal in mind, you’re more likely to create engaging content.
Social media platform
You’ve figured out what you want to achieve by running your marketing campaigns, now it’s time to figure out where you want to run them.
Get a good understanding of which social media platform you want to target, based on where your audience spends most of their time. A basic understanding of the social media platform is a must. For example, you’re more likely to find millennials on platforms like Twitter and Instagram than on LinkedIn.
To make your content accessible to the right audience, you need to make sure you reach out to them on the right social media platform.
As a marketer, you need to have a deep understanding of your target audience. Not only that, but also their likes, dislikes, the type of content they like to consume, where they like to hang out online, etc.
Remember to keep your target audience as specific as possible. The more defined and targeted your target audience, the more likely you are to grab their attention.
If you are a startup, consider targeting a small audience and not a large one. Because your business is new, your posts and content may get lost in a deluge of popular posts from big companies and corporations.
Now that you have all your basic information in place, it’s time for you to create content for your social media channels. This content will be tailored to your audience, so it should be highly relevant to them.
A few things to keep in mind when creating content for your brand is to create unique, informative, and engaging content. Until and unless your content provides something useful to the end user, your audience is likely to move on to other more interesting or relevant content.
If you’ve run marketing campaigns in the past, it’s a good idea to analyze the information to see what type of messages worked well and what type didn’t. Based on the type of content that got the most likes, engagement, and traffic, you can get a good idea of what type of content your audience likes to consume. This is a good way to ensure that your performance graphs are always increasing.
Test and analyze
Once you start running your social media campaigns, you’ll start getting insights into how those posts are performing. Most apps like Facebook, LinkedIn, Twitter, and Instagram have built-in features to let you know how your content is performing.
It’s important to test and analyze this data to see if your content is successful. If your content isn’t as engaging as you thought, it’s a good idea to make changes to your content in the right direction.
Take the time to analyze various social media platforms and see what type of content is being posted by businesses similar to yours. This will help you with the content strategy of your social media marketing campaign. It’s also a great idea to do a competitor analysis of the type of content you post versus your competitors. Identify what your competitors are doing and what you’re not doing, and try to include it in your next or current campaign.
Your content is ready, your campaigns are running, and now you occasionally check in on their performance. The most important thing throughout this process is to maintain and manage this content, its programming and its promotion in an organized way.
You can use Google Sheets or Microsoft Excel to organize content and content schedule for all social media platforms, so managing and organizing this content can become easy for social media or account manager, as well as to make these documents accessible to other team members. .
That being said, some things may change depending on the nature of the business (is it a startup or an SME), the services/products you offer. You can try and test different strategies to see what works best for your business.
We hope you’ll try the 6-step guideline on how to create a better social media content plan! If we missed anything, let us know in the comments below!