Content Planning and Content Strategy
As we’ve discussed before there are 5 main reasons that most businesses use social networking and blogging. It’s useful to have a think about how many of these reasons apply to your company’s posts…
- To Promote
To give your business a voice, a personality and an opportunity to shout about its benefits.
- To Inspire
Inspiration gives us a push to keep going, try harder or aim higher. Inspiring messages are shared to create a ‘feel good’ feeling amongst followers
- To Entertain
If you look at our piece on The Power of a Smile you’ll see how important and cathartic smiling and laughter are for wellbeing.
- To inform
Whether it’s the latest in news, the current trend on or a nearby event social media has become an integral medium for information.
- To connect
When I joined Facebook nearly ten years ago the immediate draw for me was that it kept me in touch with friends I no longer saw in person, due to our various relocations around the globe. It instantly added a layer of valued connectivity to my day to day activities. Now I use social media and my content to connect @Magnificentstuf with other similar organisations and to help establish our brand.
Given that you and many other businesses will have ticked only number one, you might now begin to appreciate why social media can seem a very noisy, overcrowded place, and also perhaps why many tweets, posts and updates are ignored. The savvy social media user amongst us knows that appealing to points two to five on the list is the way to get noticed…so –
1) When promoting your business don’t rerun the same post advertising your service or product. Think about smarter ways to promote, use case studies, promotional offers, testimonials.
2) Look to inspire if that is your strength; people love to absorb the wisdom of Jack Canfield first thing in the morning as they start their day, and I’m sure they’ll love your wisdom or shared insights too.
3) If humour comes naturally don’t be afraid to inject comedy into your posts (just think about how your brand may be perceived – non-offensive and clean may leave a better impression!)
4) Share information that people can put to good use. One of our most successful posts to date is ‘9 natural ways to keep spiders out of your home’ – this post has nothing to do with Magnificent Stuff… It’s not in any way marketing related but it’s interesting and informative and topical. People liked and shared leading to a positive impact on Magnificent Stuff’s reputation.
5) Support and assist your community in the same way that you would your own circle of friends. Going the extra mile for others counts for an awful lot. Follow, like and share others posts. So long as it’s not a direct competitor it’s nice, good practice and reflects well on your brand to engage publicly with others.
I usually spend an hour or so on a Sunday planning content for the week ahead. I set myself a goal of writing a split percentage across each of the 5 types of content listed above and set about researching and brainstorming posts.
Some tips for content creation:
- Google national or global calendar dates so you can use these as posts.
- Design cool graphics to accompany your posts using canva.com.
- Keep or pin inspirational quotes and posts you’ve seen during the week so you can retweet or share them.
- Integrate your social media so they work succinctly (writing a post in Hootsuite that will post across all of your channels together) but me mindful that audiences will differ so sometimes the message will need to be changed, also the display of posts changes from channel to channel.
- Ask your followers what they would like to see more of.
- Review your insights to see which type of posts have been successful and generate decent levels of engagement.
For more tips, advice and content ideas contact firstname.lastname@example.org