As a content marketing agency, we spend a significant amount of time planning and creating content for our clients either for SEO, social media or email.
For social media, content is king. It is also the backbone of social media. Without high-quality on-brand content, your business pages might as well be an extension of your personal profiles.
Content is the backbone of any drive to interact with your readers or customers. It is the most important opportunity you have to impress the reader with your knowledge, expertise or ethos. Shai Aharony, CEO of Reboot Online.
For each of our new clients, we prepare a tailored content strategy that works in line with their social media goals. But for existing clients, we have a process we use to ensure that the content strategy is up to date.
Over time, our content planning process has been refined to include the following steps;
Undergoing a content audit.
At the end of the month, the first thing we do for an existing client is to undergo a thorough content audit. This involves going through the analytics of each platform for the previous month to see how well or badly the content performed. A content audit enables us to determine what type of content needs to be discontinued for various reasons or needs to be improved on to get maximum engagement. It gives you insights into the best times to the content is well-received as well as other important details. Is your target audience engaging with your content mostly at 7pm? Did they find that viral video funny? Did that photo of your product convert to any sale this week? This and much more are some of the useful information analytics gives us.
Creating a content schedule.
The next step is to create a schedule based on the results of the content audit/analysis. Social media is so dynamic that it changes by the day. The same schedule that worked in a previous month would most likely not be as effective. This is why we take time out at the beginning of every month to create a social media content schedule for the three major platforms. This ensures that content is pushed out at the right time to beat the algorithms and also improve engagement and/or conversions.
Creating a content calendar.
Next, we create a content calendar prioritizing the best performing content from the previous month. Based on our content audit, we would have discovered the content that had the highest engagement, impressions and/or reach. We would also be informed about the type of content can be tweaked and improved on to get the best results. If we also need to introduce a new type of content, we do so at this stage. This calendar helps us stay organized and keeps us in check to avoid misleading our audiences.
Creating content tailored to each platform.
The days of cross-posting social media content are over. As much as cross-posting saves time and effort, the social media platforms have evolved and will continue to. So, as much as possible we create tailored content for each platform. Of course, there are exceptions where the target audience cuts across each platform and you can actually cross-post. But we always prepare tailored content even if we still need to cross-post.
We take great pride in preparing and scheduling content for a month. Life happens and we don’t want to be caught unawares because social media never stops for anyone. Plus the entire content planning process takes a lot of time and we would rather focus on real-time engagement than spend all our time creating content. As much as possible we prepare our content ahead of time and utilize social media tools that enable us to post at the right times.