The Elements to Creating a Content Strategy

by Nathan Halnin

Aug 20, 2020

For many small businesses, trying to establish an audience can be a challenge. How do you get the word out that your business has finally opened? Or perhaps how do you go about making announcements about any major events or sales that your business is offering? Nowadays, with social media being such a big part of advertising, both small and large businesses can benefit in reaching the audiences they desire.

In a recent study conducted by Hootsuite and We Are Social, it was found that almost 4 billion people are on social media. That is 51 percent of the world’s population! With this major finding in mind, businesses need to understand the importance of using social media in this current climate in order to stay competitive.

Social media marketing is important, and in a different study by Hootsuite, it noted that 52 percent of online brand discovery for consumers happens in public social media feeds. While getting your brand out there is important, what is equally important is having a content strategy that showcases what your brand can offer to entice viewers into becoming customers.

But what is a content strategy? To put it in simple terms, it is the planning, creation and execution of content with a designated objective. In the context of social media, it is to create content optimized for these platforms with the hopes of reaching your intended goal – whether it is to gain more followers, get new leads, or more.

Though the more important question is, how do you create a content strategy? It is important to remember that it’s not enough to just be on social media and simply post pretty pictures. On this blog, we will explore the steps you can take to develop a content strategy that will align with your business goals.

Seek Inspiration

Before buckling down and focusing on creating a strategy, it is useful to get inspiration from others. Not everyone has the creative capacity to immediately come up with ideas that would fit their business goals, but it is important to invest some time in brainstorming your strategy. 

One of the best ways to start is to look at the social media channels of popular brands, and pay closer attention to brands that are from the same industry as yours. Take a look at how these accounts have organized the content that they post, and what type of content are they displaying to their audience? One thing you may notice is that these accounts pay very close attention in inserting their branding. Consider these ideas when you create your own strategy.

Conduct Research and Brainstorm

In this stage, you have probably envisioned what your content may look like. But now, it is crucial to take the next step by doing some research. The most important consideration would be to understand who your audience will be, and what their needs are. In the previous blog, we discussed what the buyer’s journey is, and how marketers can use this to generate their content strategy. When conducting your research, consider what your audience’s interests are, what needs they have and how you can help them.

In addition to doing your research, this is where you can also brainstorm your ideas. It is often helpful to bounce your ideas with others. They do not always have to be experts, but if you can share and discuss your ideas with others, they may be able to assist in giving you constructive feedback, or even adding more to what you already have. When creating a content strategy, one of the main things to consider is a content pillar, which is essentially how you intend to share clusters of information through your social media content.

Post Your Content and View Analytics

Once you have finished brainstorming, you may have finalized the content you plan to post and you can begin adding them to your social media feeds. When you post your content, one of the key things to consider is how you want your audience to view it. Going back to the idea of content pillars, how do you want your content to be organized? This is where a content calendar can come in handy, as it can help you visualize how your content will roll out, prior to posting them. 

But after you have finally posted your content, you can finally view the social media analytics to see how your audience interacted with your posts. In an older blog post, we discussed how social media analytics can be helpful in shaping your content strategy. This is because you can see metrics such as post engagement and reach which indicate how your audience reacted to your posts. Which posts gained the most likes? Have you seen an increase in website clicks? With analytics, you can see this data and it can help in informing your future content strategy.

Photo by Oli Dale on Unsplash

There are a lot of steps and considerations when it comes to creating a content strategy. If you do not have the time and commitment to creating one, but you or your company want to increase your presence on social media, then our team at Qode Social can help. With years of proven experience in managing social media accounts, we have helped many companies in reaching the audiences they want to meet their business goals. 

Qode Social is a Toronto-based social media marketing agency that specializes in community building, account growth, ad analysis, Facebook and Instagram support, and more. Led by experienced social media experts, Qode Social has worked with companies such as Gay Lea Foods, Days Inn Canada, TP-Link and more. Qode Social is a division of Qode Media, which is the parent company that focuses on SEO and graphic design.