HOW TO CRAFT A SOCIAL MEDIA

CONTENT STRATEGYBy: Jordan Lowry, Digital Marketing Specialist

BRAINSTORMING

BRAINSTORMING Think broadly about your industry Consider all components that work together

to make up your business Avoid having a narrow view of your industry

BRAINSTORMINGFor example, let’s say I owned a skateboard shop.

BRAINSTORMING

Here is a visual representation of the thought process when brainstorming content

RESEARCH After spending time

brainstorming, next we want to begin conducting research

The key is to gain insight into what types of content are performing well within our industry

RESEARCHING WITH EPICBEAT

RESEARCHING WITH EPICBEAT

First, I want to enter in one of the keywords from my previous brainstorming session.

RESEARCHING WITH EPICBEAT

Then, I am directed to a dashboard that gives me a quick overview of several key factors.

WHICH PLATFORMS?

POPULARITY BY CHANNEL The few things I want

to get insight into are: ● Which platforms are popular● What content are

performing best ● When should I be posting to

my platforms

WHICH PLATFORMS Right away you can see which platforms are

performing better and which channel I need to be developing content for.

I get some additional metrics such as, ● Average shares per platform ● Comments per platform ● Average likes on each platform

RESEARCHING WITH EPICBEAT Epicbeat will give you some insight into which

social media platforms you should focus your efforts on

Remember it is important to start your social media campaign small and scale up

As a rule of thumb it is better to have one or two social profiles rather than five you barely engage with users on

DISTRIBUTION BY CONTENT TYPE

Epicbeat gives a distribution by content type for my search query

I get to see which types of articles or content is popular

Right away I see that “How” articles are trending with “listicles” and “interviews” trailing

If I were to skip this important part of doing research I may have been curating giveaway’s and getting sub par engagement

WHEN TO POST? Another important issue is

knowing when to post to get maximum engagement.

Epic Beat allows me to see when engagement is highest among various social media platforms

This allows me to plan out my social media schedule for maximum engagement

DISTRIBUTION BY CONTENT TYPE

Now I have my topics I want to build content around

This gives a better idea of which social platforms my audience are active on

I even have an idea of the types of content I can re-share to my platforms to encourage engagement

IMPORTANT SIDE NOTE While tools make content

research easier you should ● Browse through existing

followers ● Take note of the content they

re-share ● Examine the content they

comment on and engage with

BONUS ROUND Sometimes we do not always

have to curate content We can simply re share content

to our social platforms For this purpose I like to use

Klout and Buzzsumo ● Only re-sharing from these

platforms once you have a better understanding of your target audience

BONUS: KLOUT Klout is great for re-sharing

trending content specific to your followers

It has a built in search function that allows you to further research various topics

Also you can search for influencers within your industry to connect with

BONUS: KLOUT

Klout has a built in feature that allows you to schedule content to be shared among your Twitter or Facebook.

SIDE NOTE You can have a stellar social media content strategy however,

without goals it is easy to get off track Setting goals that impact your business is important when starting a

social media campaign ● Remember to carefully consider tracking Reach and Engagement when

running social media campaigns

Happy Sharing !

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