Ingredients of an effective social content strategy

Wednesday, May 7th, 2014

deanna graphAs the saying goes, content is king. But how do you create influential social media content that achieves your marketing goals?

Consider three core things to help establish a sound strategy:

1) Know Your Audience

A common mistake clients make is to decide first which type of influencers they would like to enlist for content creation. However, we recommend taking a step back and honing in on your target audiences first. Who are you trying to reach? Look at the consumer data to get a clear understanding of your target’s passion points, media habits and other interests.

Need an example? Consider this …

Say you’re a brand that makes minivans and you want to start working with content creators to produce great content to get the word out about the newest car features. It would be logical to work with car bloggers; however, that doesn’t cast the widest net to optimally reach your target audience. Ask yourself what is your target market – families with two or more kids, cost-conscious consumers, etc. In addition, what else are those people interested in? Vacationing? Entertaining? Make sure you have a broad set of audience insights to expose all opportunities. With this approach to determining your audience, you would likely be guided to expand your target for content creators from car bloggers to, say, family and lifestyle experts.

2) Set Clear Goals

Just like traditional marketing, social content marketing activities should be developed based on clearly defined social media and marketing goals — and if you can ladder up your efforts to business buckets, even better! Tier out goals based on specific categories, such as:

i. Social Goals: fan growth, increased engagement
ii. Marketing Goals: change in perception, brand awareness and relationship building
iii. Business Goals: increased sales, household penetration

However, not every piece of content can achieve every goal. Narrow down the goals into primary and secondary targets and create a tiered content approach. For example, you can build relationships with key subject matter experts to help feed your social channel while offering incentives to new users help drive trial and product reviews.

3) Define How You Will Measure Success

Establishing your key performance indicators (KPIs) at the start of a campaign, will set the stage for an effective campaign that can be measured, analyzed and changed along the way to effectively match consumer behavior. Here are some tips for tracking the consumer’s decision journey against your KPIs:

• Engage customers via online surveys, in-store interviews, focus groups, one-on-one interviews or any number of other research methodologies in order to hear from        them.
• Use Google analytics for baseline site data on in-bound navigation, visitor click streams throughout the site and many other important key performance indicators.
• Dig into social media platforms to monitor and listen to the conversations about customer interactions with your brand.
• Step into the shoes of one your customers and experience your brand—and your competitors’ brands—from their perspective.
• Define patterns among and within the data.

Is your brand’s social content strategy performing against the desired business goals? Or, are you seeking new ways to amplify the content to drive performance? Share your comments below or ask us how JSH&A can help your brand keep up with the pace of ever-changing social platforms.