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How to Build an Effective Content Strategy for Social Media Marketing

How to Build an Effective Content Strategy for Social Media Marketing

Admin 19-11-2020

Social media marketing is a platform where businesses and consumers come together in an informal setting. Businesses try their best to promote their product without shouting “Sale, Sale, Sale!”

In fact, social media platforms are the best online spaces where businesses can show their human side – the values they work for, their beliefs, and the service they provide.

Even so, brands and businesses have to be careful of the type of content that they share in their social media posts. After all, that is how you will be able to increase your brand’s fanbase. Even if social media networks are casual platforms, they are the best places to increase engagement with your consumers and spread brand awareness.

To get the most out of what social media platforms have to offer, two things are most important: the content and the context. Content is what you post on social media – textual, visual, audio-visual, graphical, or any other. Context is the relevancy and relatability of that post with your audience.

In this blog, we will focus on content though. To make the most out of your social media marketing strategy, you need a robust content strategy that will increase your engagement and bring you closer to your social media goal.

Tips to create a social media content strategy

The way you strategize your content on social media can affect your brand’s performance on social media networks. Therefore, it is important to pay proper attention to your social media content strategy.

Set up your content goal

To start strategizing, you first need to have a content goal. What do you aim to achieve by creating and posting specific content? Once you know the answer, it will be easier for you to create a goal-specific social media post.

Major brands and businesses generally decide on one of the below-mentioned goals.

·         Increasing brand awareness

·         Increasing customer interaction

·         Lead generation and sales

·         Increasing web traffic

·         Growing the brand’s audience

In all these, brand awareness is a key driving force for many social media posts. As it is, the newer businesses will often choose to increase their brand awareness through social media platforms because they have a relatively much larger reach.

You need to ensure that your content marketing goals are as precise as possible to create better-targeting content. So, suppose your goal is to generate leads through social media, your posts will contain content that drives users towards the website landing page.

Accordingly, you can create content for other marketing goals as well.

Analyze your previously shared posts

Before you build a long term content strategy, it is wise to evaluate and review your past posts on social media. This step will allow you to see which posts gained more popularity on which platform. It will also tell you about the posts that did not perform well.

This can help you curate your content and decide the way it should be presented to get maximum results. Make sure that you pay extra attention to the posts that align with your current marketing goal. This will give you an idea of what kind of content is your audience likes and expects.

A new business would often want to post their content on every social media site. However, this does not mean that it will be popular on every social media site. See which social media platform gives you the desired result and put extra effort into that platform to get a better and higher response.

You can use an All-in-one social media marketing platform to easily analyze the performance of your past posts on different social media platforms. It provides you a comprehensive report of your brand’s performance many social media platforms including Facebook, Instagram, and Twitter.

Analyze your competitor’s content

As a business, you ought to know who your competitors are and what marketing tactics they use. On social media platforms, you can analyze your competitor’s profile, their follower count, interaction and engagement on posts, frequency of posting content, and presence on platforms. You can also see their popularity on different platforms to see where they are most and least successful.

This will allow you to evaluate your past and future strategy. Where do you stand? What is it that your competitor is doing better than you? What is it that you can do better than your competitor? These questions will help you shape a stronger content strategy.

Schedule your content with a calendar

A social media content calendar will allow you to create better and elaborate strategies for social media marketing content. You can plan for a specific post earlier if it contains more importance and elaborate work.

For example, if you are hosting an event where a prominent celebrity is going to be present, you can get a prior appointment with the celebrity to collaborate for “a day with celebrity” kind of event on a different social media platform where you hand over your social media to that celebrity and let them post on your profile. These kinds of posts are extremely popular among the people, especially the fans of that celebrity.

For such an event, you have to plan days, if not months, before the actual date of posting. But that does not mean that the other days should go by without sharing anything with your followers.

And this is where planning your content posting schedule on a calendar helps you to stay on track while also managing bigger events on social media.

Promote your content on social media

Your work does not finish after posting the content on social media platforms. In fact, right after that, you need to promote it as well. You need to ensure that the content that you post reaches the maximum number of people across different platforms.

In blogs, insert the social media sharing buttons like the ones at the bottom of this post. Make efforts to encourage customer interaction with your content. Add a line or two to ask a question to your audience, ask them to share their opinions and thoughts in the comments or on their social media.

When a user does share your posts or comments on it, make certain that you respond to their comments and repost the shared content. This will increase your brand’s interaction with your consumers on social media.

Use hashtags to reach an audience wider than your followers. Along with that, incorporate the latest social media marketing trends to make your content visible to a larger audience across different platforms.

Evaluate results

Only creating and posting content on social media is not enough, you also need to know whether that post worked towards fulfilling your goal or not is also important.

The business profiles on social media platforms like Facebook and Instagram allow you to check how your post performs. There are four major metrics that you need to keep an eye on:

·         Awareness (Measures impression and reach on your post);

·         Engagements (Measures likes, comments, shares, and clicks on your post);

·         Conversions (Measures effectiveness of your post)

·         Customers (Measures the quality of feedback from your customers)

Now, not all metrics would be available in your social media business account. For example, you will need to actively ask your customers for a testimonial or feedback, keep a track of any user-generated content about your brand, and so on.


Creating content for social media may not be as easy as it sounds. Although with proper planning and strategizing, you can create killer content that grabs the attention of your audience and brings you closer to your social media marketing goal.

One of the best ways to strategize is to strategize ahead of time without making it any more complex than it is. With tools like All-in-one social media management software, you can manage all your posts on different social media networks from a single platform.

You can also schedule your posts and check out the latest trends to modify your posts accordingly. You can start using it now with their free demo and later continue using their services by paying a monthly or yearly subscription fees.

What are your strategies to reach your audience on social media? Do share your insights with us in the comments section below. And if you liked our blog, please share it with others who might like it too.

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