How to Create a Social Media Content Strategy in 2020

To make your strategy successful, you should tell a story with your social media content, be ambitious, use automation as your invisible friend, and creativity as your magic wand. 

Now that you know your personas, have identified your existing content, and have defined the themes that should be present in your social media marketing strategy, it’s time to take a step back and look at the big picture. 

Social media teams who have their finger on the pulse, who abound with creativity, who detect every competitor move, and who constantly optimize their presence on the various platforms are the most likely to generate success.



Content is at the heart of social media. “Content is king,” they say, and it takes many forms: text, images, photos, videos, and emojis.

But it’s not the individual components that give content a royal stance, it’s the story it tells and the emotions it generates in its audience. That’s why you need a content strategy to define your brand’s storyline and ensure you fully reap the benefits of social media. When building your social content strategy, remember that engagement is an integral part of how social media platforms work: The more your content resonates with your audience, the further it will be distributed on the social platform to be seen by more people — and if you’re lucky, it might even go viral.


There’s never a guarantee your content will go viral, but a structured approach to building your strategy will increase your chances. Let’s look at the steps for defining a social media content strategy. Here are 7 steps to develop a social media content strategy: Define your audience Audit your consent define your themes and topics Map out your hashtags create the story and the content mixed publication frequencies and goals build your social media content calendar how to create a social media content strategy for your small business make your strategy successful, you should tell a story with your social media content, be ambitious, use automation as your invisible friend and creativity as your magic wand. And above all, maintain your rhythm and consistency throughout the entire process.


Step 1: Define your audience before we look at the content itself, we need to consider who it’s for. Your social media audience should correspond to your target market, but it doesn’t have to be limited to just individuals in that market. Adjacent audiences, or those who can exert an influence on your target market, can serve as an entry point to your audience and shouldn’t be overlooked. 


Step 2: Audit your existing content keeping your audience in mind, it’s time to look at your existing content. This can be quite a challenging and time-consuming process as it involves identifying all of the articles on your blog, any historical publications on social media, and even content you’ve created for using offline. If you plan to reuse some of this content, it would be a great idea to organize the content in a repository or a digital asset management tool.


3: Define your content themes, topics, and channels while auditing your content, you may have realized that most of it fell into natural categories corresponding to the themes you most often communicate about. In this step, take the time to define the full range of themes you want to cover. Keep an open mind; you may discover content gaps between what you have and what you need, which will help you in the process of developing content. You also need to define what social media channels you want to use in your content strategy and what their function will be. 




Step 4: Map out your hashtags with your themes in mind, do some hashtags research. Hashtags are an essential component of social media navigation on Twitter and Instagram, and they have a secondary role on most other social media networks, too. The four roles of hashtags: Drive discovery. When hashtags are used to drive discovery, as it is the case on Instagram, Twitter, and increasingly, LinkedIn, it’s important to choose related hashtags that are already being used by other social media profiles, as these hashtags can start to trend. 

Step 5: Create the story and the content mix now that you know your personas, have identified your existing content, and have defined the themes that should be present in your social media marketing strategy, it’s time to take a step back and look at the big picture. What’s the story for your brand in that context? Perhaps you need some inspiration for outstanding content? Use your newly defined content themes and hashtags to look at content that has stood out for the theme in the past using BuzzSumo, which is a database of articles that appear on blogs and social media sorted by popularity. 


Step 6: Define publication frequencies and goals to make it all come together, you need to define a more detailed plan. Identify a top storyline and a list of themes to cover in your communications. Also, be sure to insert the calls-to-actions and promotional elements required for this strategy to serve your marketing plan as well. 


Step 7: Outline your social media content calendar you've now put all of the components of your content strategy together. In order to further materialize it, consider building a detailed content calendar of individual posts, themes, hashtags, and publication dates. A content calendar helps you organize when and where each of your posts will publish, allowing you to optimize your content as well as each social media platform you use. 


Social media teams who have their finger on the pulse, who abound with creativity, who detect every competitor move, and who constantly optimize their presence on the various platforms are the most likely to generate success. And at the very foundation of a social media presence lies a well-researched and documented content strategy, which will guarantee that your content resonates with its target audience so you can meet your business objectives.


Contact RyPul Media and let's develop your next media marketing strategy together, find us at www.rypulassessments.com.

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