In the fourth article in our Social Media Strategy series for associations we look at how to develop a content strategy.
The secret to good social media content is to know your audience and to provide them with value. Once you have established where they are, what they are interested in and what content they are already absorbing you can start to create your plan to meet their needs.
Creating valuable content is no easy job. The research and writing can be time consuming so having a realistic, fulfillable plan is essential. Having an agreed content mission statement that all of your colleagues and team members are agreed on is vital. Buy-in is paramount if your plan is going to work.
What content are your audience (members and non-members) looking for?
Find out what they are already consuming. Social listening is vital for this, create lists, follow your user journeys on social, understand what information and news they are absorbing. You will soon understand their ‘filter bubble’ and therefore be able to get involved in it. Being aware of what they are digesting daily, what is engaging them and what they are reacting too is key to setting up your content plan.
Plan for the future:
When creating your content plan think about the future; look ahead and build a content calendar that is highly relevant to your organisation and it’s member USP’s.
List all your organisation’s key dates, such as events and exhibitions. When do you plan to start promoting them and how can social media amplify this?
Consider the events that are relevant to your audience beyond your events, what topics are your audience most likely to be talking about at different times of the year? How you can create relevant content they will be interested in.
Creating a content plan is a vital part of your social media strategy. Whilst your social media activity must be dynamic it must also be underpinned with a strategy and a plan that mirrors this.
Finally, Lynsey Sweales Director at Digital Marketing Agency, SocialB, highlighted the following tips for creating social media content for us, we hope you find them useful.
“I’d always recommend looking at your overall association and the objectives/goals at a high level – i.e getting more people to events, re-engaging members, driving up new member numbers. These goals can then be looked at in terms of how social media can then help towards achieving them.
“Timing I think is also important – what is the best time and day to post your content to get the maximum out of it? Don’t go with the general best time to post; look at your Google analytics, the channels you are already posting to and see when looks the best time based on the actions of your audience.
“Finally, measurement – the most important part – don’t do anything without measuring where you started in terms of traffic to your website and then your progress every month. Google analytics is the most important tool anyone should be using if they are driving social media traffic to their website.”