16
STEPS FOR PLANNING SOCIAL MEDIA CONTENT Top social media content strategy tips from real marketers 7

Planning Social Media Content

Embed Size (px)

Citation preview

Page 1: Planning Social Media Content

STEPS FOR PLANNING SOCIAL MEDIA CONTENT

Top social media content strategy tips from real marketers

7

Page 2: Planning Social Media Content

1. Get organized with an editorial calendar

A good plan will include not just dates and topics; it can organize author assignments, SEO, social media distribution, and a running list of ideas.

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Page 3: Planning Social Media Content

1. Get organized with an editorial calendar

“I find it so helpful to organize your content calendar by topics or categories. At Qualcomm, we do this by product segment, as well as industry topics. Then, we create a calendar that balances all of the various topics we want to share content about. We leave room for real-time opportunities and adjustments along the way, which is really important for social media.” ~ Ashley Riggs-Zeigen, digital marketing communications, Qualcomm, Inc.

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Photo source: LinkedIn

Page 4: Planning Social Media Content

2. Content Strategy is a two-pronged approach

The first prong is planned content. •  Usually topics important to your industry

or company. •  Can include all of the things you know

about in advance and would need to post anyway, such as a product announcement, sale, press release, or blog.

The second prong is live engagement. •  Topics you can sometimes anticipate

but more often happen unexpectedly.

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Page 5: Planning Social Media Content

2. Content Strategy is a two-pronged approach

“Always be looking for real-time influencer engagement opportunities, building on trending topics that make sense for your organization and creating your own buzzworthy social content.” ~ Tammy Gordon, Founder, Verified Strategy

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Photo source: LinkedIn

Page 6: Planning Social Media Content

3. Repurpose content in multiple formats

We all know how much time investment is put into blogging and other long format content. With so much investment, there’s no reason you shouldn’t be stretching the value of a blog. Consider ways to repurpose it into other formats when creating your social media content strategy.

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Page 7: Planning Social Media Content

3. Repurpose content in multiple formats

“How can I leverage a single blog post into more forms of content? For example with this blog article, I would also turn each tip into a visual for Facebook and Instagram. Then put those visuals together as a Slideshare. Then take those images and throw in a soundtrack for a video!” ~ Anne McColl, copywriter and creative consultant

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Photo source: LinkedIn

Page 8: Planning Social Media Content

4. Identify your audience in great detail

People are special. Each person wants to be treated that way. When someone arrives on your website or sees your message fly by in their newsfeed, it essentially has seconds to capture their attention. One good way to do that is with specialized content. Get to really, really know your audience and what they identify with.

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Page 9: Planning Social Media Content

4. Identify your audience in great detail

“It all starts with a marketing plan that identifies what you hope to accomplish (goals), then identifies clients, potential clients and other target audiences. Map out the different parts of the journey they take to purchase, then decide the talking points and concepts you want each of those groups to receive. Figure out where they spend time and create a content marketing strategy addressing all of their needs.” ~ Nancy Myrland, marketing consultant, Myrland Marketing and Social Media

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Photo source: LinkedIn

Page 10: Planning Social Media Content

5. Dream big goals

Balance open creativity with goals in brainstorms. It’s absolutely necessary to have goals and measurable data points behind a strategy. Without metrics, there’s no benchmark to measure success by. And without creative ideas, there’s no path to reaching a goal. It’s all about balancing of left brain and right brain.

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Page 11: Planning Social Media Content

5. Dream big goals

“Have a bigger goal than just “planning a social post.” What is the overall campaign you’re working towards and how does this post help you achieve it? Know what “success” is for the post (engagement, shares) and based on that, what is the goal for that action? Make sure you go back and view the data from the post and then USE that data to inform new posts.” ~ Stephanie Totty, social and content strategy manager, ExamSoft Worldwide

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Photo source: LinkedIn

Page 12: Planning Social Media Content

6. Don’t be afraid to change course

There’s nothing worse than sticking to a strategy for a year that isn’t working. The purpose of measuring marketing efforts is to learn what’s working and not working. Don’t just report. Turn reports into action items. It’s OK if your report reveals weaknesses in your strategy. Face it head on. The one thing you can really get wrong is not changing course when you should have.

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Page 13: Planning Social Media Content

6. Don’t be afraid to change course

“From the angle of content production management, I use statistical insights to determine which types of content my audience finds relevant. Then I plan to deliver that content when it will be most useful for them.” ~ Jacinda Matherne, content marketing consultant

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Photo source: LinkedIn

Page 14: Planning Social Media Content

7. Align your efforts

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Are you collaborating with people outside of marketing? Get out there and talk to other people in the company who hold positions other than marketing. You’ll get a broader understanding of the business while gaining a detailed picture of the customer experience.

Page 15: Planning Social Media Content

7. Align your efforts “Make sure your content efforts, business development, customer service, and sales efforts align. So many social pros work in a silo, but it’s important that they’re kept in the loop on overall organizational goals, sales goals, customer service strategies, etc. If the organization doesn’t proactively provide this information to the social team, the social team has to put measures in place to gain this kind of information. In a small company, this may be accomplished via one-on-one meetings. In big companies, a larger organizational procedure might need to be created and implemented for the brand.” ~ Jennifer Doncev, director of digital and social strategy, BRG Communications

FandomMarketing.com ©2016 Fandom Marketing, Inc.

Photo source: LinkedIn

Page 16: Planning Social Media Content

GROWING BRANDS WITH FANS

Want to hire us? Email us at [email protected] Check out what we do at fandommarketing.com