Intro to Social Media Marketing: Content Strategy

If not everyone - many of us are on social media daily for various purposes: entertainment, life updates, getting the news, etc. With millions of content right at our fingertips, it's important to develop a solid content strategy so that you can stand out.

Content strategy, in simple terms, is finding a way to connect your content to the right people to achieve your goals. It is a foundation for social media marketing and can become a great source to build your brand (or personal) reputation, credibility, and presence.

Developing a content strategy can be messy - here is a simple step-by-step to help you start your social media marketing journey:

Step 1: Identify your goals

All marketing strategies start with a goal. What do you want to achieve with your social media content? Do you aim to increase followers, engagement, or convert your audience into sales?

Creating a goal lets you build a foundation for your content. Using the SMART goals system is a great way to develop quality goals that can guide you.

SMART Goals

In short, the SMART goals system is developing goals that are: Specific, Measurable, Attainable, Relevant, and Timely.

An example of a content strategy goal for social media marketing would be:

"In 1 year, I aim to have 1000 followers on my Instagram about plants. To do this, I will develop content that engages my audience to react, share, and comment on plant-related topics. In addition, I will use key Instagram features such as Reels so that I can get more organic traffic to my page."

To learn more about developing your SMART goals, click here.

Step 2: Identify your target audience and your key message

Now that you have your goal, determine who will help you accomplish it (i.e., your target audience). To reach your audience, you have to first determine who they are.

Consider target audience factors like:

Demographics: Age, gender, ethnicity, education, income level
Geographical Location: Country, province, city, region, urban/rural/suburban
Psychographics: likes, dislikes, values, personality, beliefs

Figuring out your target market lets you develop your key message, which is what you want to say to your audience. Think about something your audience should take away from the content that you share.

Identifying these things helps you determine what type of content you should make to convey the message that lets you achieve your goals.

Here is an excellent resource for identifying your target audience.

Step 3: Get familiar with the platforms you want to use

All social media platforms serve different purposes for different audiences. Find out which one is appropriate for your audience and content marketing goals. A brief breakdown of some popular social media can be found in another blog here.

By the end of Step 3, you should be able to answer questions such as:

Who do you want to target - Target Audience
What do you want to say to them - Key Messages
When would you like to target them (ex: if you are planning a campaign strategy) - Timeline
Where will you find them - Platforms
Why you want to target your audience - Your Goal

Step 4: Strategize - Putting it all together

Content creation needs a strategy. You cannot achieve your goals without creating a map of how to get there.

This step is putting everything together. Your goals are what you want to achieve, and your key messaging is the message you want to convey to your audience. Then, with the knowledge of the platforms you want to use, strategize on the type of content you want to create to tie everything together.

With your strategy, create and share the content you made for your audience to see.

Step 5: Post, Assess, and Make Adjustments for Future Content

Like with any strategic plan, you want to assess its results. Using your social media marketing tools, assess your metrics and see if they align with your goal. If they align, refine your process; if they don't, you might need to rethink your strategy.

Remember, perfection the first time is impossible, especially with social media marketing. It's all about experimentation to see what works and what doesn't. Refining your strategy helps you develop the best social media marketing content strategy for your purpose.