The social media landscape is constantly changing. The marketing tactics that worked well for your business in 2017 may no longer produce results in 2018. With the start of a new year, it’s worth your while to re-work your social media content strategy for 2018.
Here are five steps you need to take to develop a social media content strategy to serve your audience with engaging, relevant content that helps you to reach your business goals:
Before you can begin mapping out your social media content strategy for 2018, you must define your target customer. Aside from specifying the demographic details, you need to put yourself in your customer’s shoes. How do they research products and services? How do they like to interact with brands they follow online? If you can understand how your customer thinks, you’ll be more effective in delivering content that resonates with your audience.
If you don’t set goals, there’s no way to measure the success of your social media content strategy. Some goals you may have include building an online community, increasing brand awareness, and earning more engagement from your content. Once you determine your objectives, define which key performance indicators that you’ll use to measure your progress.
You won’t need to have an active presence on every social media channel. Find out where your target audience spends the majority of their time online and invest your time and energy there.
What is your target audience typing into search queries to learn information about your industry and your products and services? What are their pain points? Which topics are performing well for your competitors? Researching the topics that matter to your audience will help you to create a social media content strategy that sparks engagement.
Once you’ve defined who your audience is, what your goals are, and where your audience spends their time online, you’re ready to map out your social media content strategy in an editorial calendar. Create a spreadsheet that includes columns such as publish date, title, targeted keywords, and social media channel. Planning your content in advance will hold you accountable to your publishing schedule and will allow you to be more intentional with the social media content that you publish.
By following these five simple steps, you’ll be able to develop a social media content strategy that produces results for your business in 2018.