Content Strategy for Social Media Marketing

If you’re going to make social media part of your marketing mix, it’s vital to develop a content strategy, just as you would with your print or web marketing.

In creating that strategy the most important question you need to ask is “what will provide the most value for my target audience?” Because, just like the readers of your print materials and your website, your audience is distractible and unforgiving. Keep them engaged and provide value, or they will zone out, or opt out.

So, what does that content strategy look like? A simple way to start is by developing a formula for the type of posts or articles that will provide the greatest value for your audience. Quick Tips, How To, Top Ten Mistakes – all great starting points to at least get you thinking about what information people may benefit from.

The post ideas can then of course be adapted to become longer blog articles or short, helpful snippets for twitter or facebook. No need to reinvent the wheel every time you post.

The more I get into this social media, though, the more I realize that there is such a thing as too much information. Just as with email marketing, I believe that daily posts are probably too much for an overwhelmed audience. So, consider, before you post anything, whether it really has a value.

I’m finding this strategy fairly simple to implement for Words By Wendy, as I explore this world of social media. Larchwood, who sells trees both to consumers and the landscaping trades, will have updated inventory lists to post on the Notes section of facebook. But for Greentree it is hard to see how building a social media community can work for a company that really has little potential for repeat business. Still working on that one!

So, remember to think value when planning your next posts.

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“Wendy did wonderful work on my brochure. My old one was full of mixed messages; a “scattergun” approach born of the hope that maybe one point would hit home with the reader. The general impression was unfocussed and dilute. Her clever work honed the points in the message, targeted my key market, and communicated it all with convincing clarity. I’m delighted – thanks, Wendy!”

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