How to Create a Content Strategy for Social Media

Content strategy for social media is the backbone of effective digital marketing. Without content, how can you connect with your target audience? How can you build brand authority? How can you drive meaningful engagement in this era when digital channels have outshined traditional media?

To back these words, consider this figure: $107 billion.

This is the revenue that a report by Statista expects the global content marketing industry to generate by 2026. For many brands, this is another prompt for them to take their content strategy more seriously. And if you’re really serious about content marketing, then a documented content strategy is a must-have. Why do you need a Content Strategy that’s documented? Because it’s one of the strongest predictors of success, according to a Co-Schedule report.

Statista reports that the content marketing industry will reach $107 billion by 2026.

Statista, 2023

So whether you’re creating a content strategy for fashion brands, B2B, or nonprofits, make sure to document it. Log what you plan to do, what has been done, and how it is performing. In this particular post though, we’ll focus on creating a content strategy for social media. 

So . . . If you’re wondering: 

  • What goes into a content strategy for the web?
  • What makes a good content strategy in digital marketing? .

Stick around and we’ll lay out to you a 5-Phase Content Strategy Framework you can use as your guide.

Phase 1: Setting the Foundation for Your Content Strategy

Define Your Objectives 

Identify specific goals for your social media strategy. This will guide you in mapping out the content type to create. You could be aiming to boost brand awareness, drive website traffic, increase community engagement, or generate sales or leads. Whatever you want to achieve, make sure you have clarity on how you intend your social media content strategy to work for your main marketing objectives. And keep in mind what they always say about goal-setting. Be specific.

Know Your Target Audience 

Who are you creating content for? Develop your ideal customer avatar so you can create content you think will strike a chord with your target audience. How old are they? Where do they live? What shows do they watch? What books do they read? Are they conservative or liberal? 

Conduct thorough market research to understand your audience demographics, preferences, pain points, online behavior, and social media platform preferences. If you’re creating content for your blog or website, on top of your social media posts, make sure to do keyword research for SEO. 

Check Out the Competition

Running out of ideas on what content to create? Do competitor research and analysis. Analyzing your competitors’ content may just turn on your light bulb for content ideas. Find out which of their content is getting a ton of likes, shares, and traffic. From there, get ideas to create something of your own that’s much better. It’s sort of like writing an engaging blog post using Backlinko’s Skyscraper Technique to gain high-quality backlinks. Just make sure it doesn’t appear like you’re copying them, or it will backfire. 

Pick Your Platform

Select the social media platforms that align with your target audience and business goals. Consider factors such as platform demographics, content formats, and engagement levels. Part of your market research should be uncovering where your target audience virtually hangs out and engage the most. That’s where you want to be. 

Build on Your Brand Voice and Persona

Develop a consistent brand voice and persona that reflects your brand values and resonates with your target audience across all social media platforms.

Phase 2: Content Creation for Social Media

Content Calendar

Make sure to plot out a calendar of content ideas to post so you’ll not run out of ideas especially when things get hectic. Decide on the frequency and schedule of posting content because consistency makes you more trustworthy and persuasive. Of course, you can post more frequently when you’re feeling prolific and have excess content to post. 

Content Themes and Pillars

Determine key content themes that align with your brand and resonate with your target audience. Develop a set of content pillars to guide your content creation process. 

For example, if you create a series of videos for your audience, make sure there’s consistent branding in the color schemes, graphics, and other elements that uphold your brand.

Visual Appeal

Don’t just create so-so visuals and content that fizzle out amidst the social media whirl. Match remarkable valuable content with striking visuals. Leverage high-quality visuals, such as images, videos, and motion graphics, to grab attention and increase engagement on social media. This is especially important these days when quality trumps quantity when it comes to content.

Captivating Captions

Craft compelling and concise captions that complement your visuals and drive engagement. Incorporate storytelling elements, calls-to-action, and relevant hashtags to enhance reach and interaction.

User-Generated Content

Encourage and curate user-generated content to build social proof, foster community engagement, and increase authenticity.

Phase 3: Tailoring Content to Social Media Platforms

Platform-Specific Optimization 

Understand the unique features, formats, and best practices of each social media platform you’re active on, whether you’re creating content for Tiktok, Youtube or Instagram, or even for Facebook and Linkedin. Adapt your content to maximize its impact on each platform. So what you’re doing on Tiktok that’s been getting a ton of views, likes and shares won’t necessarily work on Linkedin.

Hashtag Strategy

Utilize relevant and trending hashtags to increase discoverability and join conversations on social media.

Video Content

Leverage the power of video content on platforms like Facebook, Instagram, TikTok, and YouTube to enhance engagement and convey your message effectively. Video has been a content type favorite across many markets. As a matter of statistical fact:

91% of people say they want to see more online videos from brands in 2023.

Oberlo, 2023

Live Streaming

Utilize live video streaming to connect with your audience in real-time, host Q&A sessions, product demonstrations, or behind-the-scenes content.

Stories and Fleets

Make use of ephemeral content features like Instagram Stories, Facebook Stories, and Twitter Fleets to create a sense of urgency, showcase authenticity, and foster engagement.

Phase 4: Community Engagement and Social Listening

Active Engagement

Respond promptly to comments, messages, and mentions on your social media posts. Foster conversations, answer questions, and show appreciation for user-generated content.

Influencer Collaborations

Identify and collaborate with influencers and industry thought leaders to amplify your brand reach, credibility, and engagement on social media.

Social Listening

Monitor brand mentions, industry trends, and customer feedback using social listening tools, like Social Sprout, BuzzSumo, and Brandwatch. Gain insights, address concerns, and identify opportunities to optimize your social media strategy.

Part 5: Analyzing and Refining Your Strategy

Metrics and Analytics 

Track key performance metrics, such as reach, engagement, click-through rates, conversions, and follower growth. Leverage social media analytics tools to gain actionable insights.

A/B Testing

Experiment with different content formats, posting times, captions, and visuals to optimize engagement levels and refine your social media strategy.

Now that we’ve laid out the framework of Content Strategy, go ahead and start building (or refining) the backbone of your digital marketing campaigns. Our team is ready to assist you in connecting with your target audience, building your brand authority, and driving meaningful engagement with your target audience.