8 steps to develop a successful social content strategy

By Rich Homer Thursday, December 5, 2019
Just like any other part in digital marketing, social content is a competitive arena. To gain success, you have to do consistent efforts and deliver smart strategy.

But how to develop a social content strategy? I bet this is the question almost every marketer concerns. That‘s what I’ll share in this article.

Let’s go through 8 steps to win at a social media content strategy.
8 steps to develop a successful social content strategy

Step 1. Make social content goals in line with business goals

set smart goals

Set S.M.A.R.T. goals

The very first step of every social media content strategy is to set objectives and goals. Just by doing this, you can evaluate your results and measure return on investment (ROI). apply the SMART framework so as to ensure your campaign goals lead to realistic business results.
Your goals should be Specific, Measurable, Attainable, Relevant and Time-bound.

Tracking the right metrics

As a content marketer, you have to know about a variety of metrics that can tell if your campaign is successful or not. While vanity metrics like retweets and likes are quite easy to follow, but hard to prove their real value for your business, you should pay attention to ones such as eads generated, web referrals, and conversion rate.Sometimes you will have to track different metrics for different channels.

Don’t forget to ensure that your social media content goals are aligned with your overall marketing strategy. It’s easier for you to improve your work’s value and persuade executives buy-in and investment.

Step 2. Learn from your audience

Learn from your audience - Social Media

To have enough information and insights to create and distribute content on social channels, you will need to learn from your audience as much as you can.

Create audience personas:

Try building audience personas so as to understand prospective fans, followers, and customers as real people with real wants and needs. This will help you to have a clear thought of what to offer your audience.

Collect real-world data

Don’t make any assumptions, use real data to figure out which channel is performing best, which one is suitable for which customer segment and so on.

Step 3. Understand your competitors

Understand your competitors

Your competitors are doing social content too, and what you have to do is researching for better understand what they have done. Such an effort will help you know where you are in the road and find the way to surpass your competitors

First, you will need to conduct a competitive analysis which allow you to know who your competitor is and what their strengths are. Not only can you have a good sense of what’s expected in your industry, but you can also figure out the space that your competitor miss and jump in

Second, you should engage in social listening. This is also an effective way to keep track of your competitors.

As you keep track of your competitors’ accounts and relevant keywords, you may notice strategic shifts in the way your competitors use their social accounts. Otherwise, you might spot a specific post or campaign that really hits the mark, or totally bombs. Take care of this information and make use of it to evaluate your own goals and plans.

Step 4. Conduct a social media audit

Conduct a social media audit

As your campaign is running, you will have to use relevant tools to see if your efforts are successful or not. Collect information about what pieces of content are working and not, people connecting with you, social media performance compared to your competitors.

Having all these information will help you have a good start to plan for improving activities.
Your social media audit should give you a clear look of what purpose of your social accounts serve. If it’s not clear, consider if you should it keep or not. The account maybe a valuable account or an outdated one which no longer worth your while.

You should also look for impostor accounts. During the process, you will encounter some fraudulent accounts that are using your brand name or the names of your products. Remember to report them and get your Facebook or Twitter accounts verified to inform your audience that they are connecting with the real you.

Step 5. Create accounts and take care of existing profiles

Social media profiles

You’ll need to determine which social networks you should be doing and the right strategy for each platform. Also, you can build a mission statement for each network to make you focus on very specific goal for each account.

Additionally, you should create new accounts and take time to improve existing ones in order to make them in line with your strategic plan.

Step 6. Take inspiration

Take inspiration

While it’s critical that your products and services be distinctive and unique, you can still draw inspiration from others that are doing great on social.

Take a look at social networks successful stories as well as Award-winning accounts and campaigns to learn from them. There are many people who are successful in doing social media content that leave you valuable lessons. Remember not to copy them, just see how they can make it a hit and learn the principles.

Interestingly, your followers also provide you with inspiration. What they are doing online will be precise insights for you to create content.

Step 7. Build a social media content calendar

Build a social media content calendar

To get the maximum impact, you should choose the right time and right places to post and share your content. A social media content calendar is an important thing needed to help you do such an effort.

With this calendar, you can create posting schedule. This will be the perfect place to plan all your efforts including posting images, link sharing and videos. Thanks to the calendar, there no need for you to worry if you can miss the optimal time to post your content.

An important thing you need to bear in mind is to make sure your calendar is aligned with the mission statement of each channels, so that every piece of content you publish can work and become an effective component of the overall business’s campaign.

A good new for you is that you don’t need to schedule all pieces of content manually, there are tools to do that. This will help you to save time and format your posts rather than writing them whenever you have time.

Step 8. Measure and make change if needed

Measure success and make change if needed

Measuring is the critical step of any social content campaign. Maybe you don’t succeed at the first time, so it’s important to track the metrics to figure out what is doing well and what is not to adjust the strategy.