Developing Your Content Strategy

There are a lot of ways to streamline your social media marketing and blog post outreach, and a dozen people will tell you a dozen different ways to do it the best. However, if they’re worth their salt, you will hear a few resounding repeats in the advice thrown your way. I’d like to cover some ideas about developing your content strategy in  in short-form.

Firstly, though…

What is Content Strategy?

In short, Content Strategy is how your brand chooses to use social media content (blog posts, Facebook posts, Instagram, Twitter, and so on) in order to strategically appeal to the audience and make connections that become conversions.

Content strategy is kind of like the Ad Man job of the 20th century, in a way. People got really tired of kitschy commercials and two-page print ads in magazines they didn’t want to subscribe to once 2001 arrived. Print advertising isn’t dead, but it has changed. Just like content strategy isn’t new–it’s just been evolving for a while and we’re finally seeing how this little component of online marketing and social media outreach can be a hugely important part to any small business or solopreneur’s strategy.

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Develop your content strategy with authenticity, accuracy, and your audience in mind.

The thing is, content strategy isn’t hard, per se, but it takes a little time to develop and the skillset is an elusive mix of knowledge, common sense, and social savvy. The idea is to develop content that appeals to your crowd in an authentic way–because no one likes a sales pitch that feels smarmy, out-of-touch or too thirsty. I prefer to coach clients when possible to develop their own brand strategy and give them the tools to implement it themselves. I do provide content and social media designs, but largely I truly believe most small businesses and solo professionals can be successfully coached to take the reigns of most of their own social media campaign with the right information and toolset.

Being an Authority & Expert in Your Field

The reason I believe most small businesses and professionals have the potential to arm their own social media is because the biggest piece of the puzzle is being an authentically engaged, dedicated expert in your field. You can learn how to wrangle your social media; but your expertise is exactly why you do what you do. That being said, a successful and well-done content strategy plan can be time-consuming–which is why some choose to outsource the job to freelancers like myself who invest their time and unique toolsets into this as a full-time career.

But–time and toolsets aside–

People want knowledge and answers to their questions. That’s the big thing to remember when piecing together your brand’s social media strategy. People want to hear from an authority on topics of concern. This is where a small business has the chance to give followers and potential followers a clear idea of who your company is and what knowledge and expertise you offer. The internet is a scary place filled with misinformation and scammy back-alleys. So, if you can prove you’re a genuine, authentic person with actual authority and knowledge on your topic–you’re golden.

Because content strategy is developing ideas about how you can communicate your knowledge and know-how to your audience in an authentic way that keeps them coming back for more. That’s it. In a nutshell, that’s what you need to do in order to grow the right kind of following that will turn into sales/loyal clients/returning patrons (and so on).

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A successful plan for your content strategy is possible with a little planning and consideration.

How Do I Create a Plan for Content?

You might be asking where to begin and wondering how to create a plan for your content.

Forget the strategy, how do I even make good content?!

I’ll talk more about the particulars of content in a future post–but simply put Content is simply the stuff you are talking about, promoting, and showing across your social media platforms. Are you talking about the hot new homes for sale in your area? That’s your content: the real estate market is the subject you’re discussing. Are you sharing a DIY post on how to mend a hole in your shirt? Then your content is craft and DIY related, and your mending a shirt blog post is probably going to appeal for people searching DIY methods for fashion, or “clothing hacks” for everyday people.

Knowing your audience is absolutely key in planning your content. But before that, even, you must know your brand. This seems insanely obvious, but it is painfully true that many solopreneurs and small businesses do not know their own business well enough to be generating the right kind of content.

Often times, my clients know their industry really well, but they’re failing to see how valuable and indispensable they are within the industry they serve. Know your own worth, trust your authority, and make lists about what you do and why. Once you have explored what you do and how you serve people with expertise and authority–write down your plan.

Content Strategy: The Authority Plan

Develop a two-week plan that covers a certain topic in part. You can cover this over the course of two or three blog posts, and then promote these posts across other social media platforms. Talk about your current blog posts that are offering an “in-depth look at the industry (fill in your niche)” or share resources related to your two-week campaign in addition to the blog post you wrote on the topic.

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Create a sense of authority and expertise while also remaining relatable to your audience.          Photo by Christina Morillo

This is a reinforcement of your expertise and authority, which highlights what you can do for your clients and why you’re worth hiring. The best part is? Your how-to and information campaigns can honestly help people and you never had to pitch an awkward, weird sales-pitch to someone who didn’t want to hear it in the first place.

Content Strategy: The Launch

Gear your social media toward a launch. Maybe it will be the launch of a new product or a new class you’re teaching. It’s up for you to decide, but if this is a good fit for your small biz and what’s happening in your brand’s world, The Launch is a fantastic way to operate on a couple of marketing techniques that can really motivate people to jump on board your train of awesomeness.

The launch strategy capitalizes on a few things for your readers/viewers. First of all, since the launch happens at the end of a timeline, there is a countdown and a sense of scarcity as tickets/availability/time dwindles as the launch date draws closer. The “get it before it’s gone” mentality makes it hard to pass by if it is something that intrigues your readership or viewers.

Content Strategy: The Evergreen

I know I’ve talked about evergreen content before, but evergreen content really is that valuable. It’s the kind of stuff that, over time, stays relevant in the Google rankings because it remains relevant. If you write a really fantastic and informative, helpful post on a common problem in your field, people searching for a common solution to this common problem will be thankful you shared the answer.

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Demonstrate your expertise and show what you do as a form of content strategy.                     Photo by Andrea Piacquadio 

It’s the perfect chance to flout your authority and help some people out–who, in turn, might just poke around the rest of your website/channel/social media account and decide you’re pretty much the bee’s knees. At this point, at the very least you have the chance of earning a new follower. And, best case scenario, this evergreen content could earn you a converted client because they have found you–and your information–to be tried-and-true.

 

 

 

 

Content Writers on Social Media: Strategy is Key

Content Writers & Content Strategy

Content writers are different from copywriters in several ways, but good writers (whichever kind) are always thinking about strategy. Copywriters are, to over-simplify, writing the static pages structured for SEO and focus on keywords per page to help a website gain rankings and visibility in relationship to those targeted keywords. Content writers, on the other hand, are producing fresh, relevant writing on a more frequent basis that engages readers and helps keep a site’s relevance and rankings up.

I happen to do both of these things and enjoyed both tasks so immensely, I expanded into social media content creation. I love the aspect of content strategy so much, it was fun to take on a new platform that nicely paired with my blog and website experience.

Content strategy goes beyond any specific form of writing or even platform, and has more to do with shaping the way a business or brand puts out the digital stuff their audience consumes. Content strategy is partly marketing and branding, but it is absolutely more powerful when executed by someone with knowledge of SEO, content and copy writing.

Social Media Posts: Clicks vs. Conversion

I want to focus on creating social media posts that consider Clicks vs. Conversion. Content aims to get clicks, but clicks can be the boring kind (a random, disengaged Like) or the best kind (the conversion kind that goes all the way to your website or slides into your DMs with legitimate inquiry). Create authentic content your ideal client would be happy to find out more about and earn those clicks that turn into conversions.

Social media is a shiny vehicle for your business, but garnering likes doesn’t equal customer conversion. Strategic posting using relevant hashtags, compelling images, and descriptions that consider the real end goal (which would be click-conversion to paying customers, not the ephemeral currency of likes) will be most valuable. In the long run, you want your small business to have a big customer-base–not just a fan-base (though a solid fan base is pretty cool, too).

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Photo by destiawan nur agustra from Pexels

Organic SEO

Social media depends on a little more than just compelling content and on-point curation, which is where organic SEO becomes super important. A competent content writer is going to be well-armed with some solid SEO strategy. Organic SEO is not a paid ad that may give a false boost to your sales. Instead, organic SEO takes time to build as your SEO social media and blog posts work to improve your rankings and visibility. It will take months, honestly, so please be patient.

If you follow a few simple rules for creating decent blog content, though, I guarantee you will start to see increased traffic, gains in your clicks, and positive conversion rates. It’s a matter of diligence and blind forging ahead, really–because if you stop posting, your SEO will stop growing. If your site isn’t posting regularly, I can guarantee it will not increase in Google rankings. Organic SEO works with what you have, not with what you’re paying.

What Makes a Good IG Post?

So if you’re looking to make a good–no, awesome–IG post, then, what should you or should you not do?

Do

  1. Use bold, pleasing, or eye-catching images. It’s the quintessential quest of the VSCO girl, amirite? But whether you’re a battle-hardened millennial searching for your identity, or one of the new VSCO babes hoping to score influencer status, you’ve got to be ready for the pursuit of superior images.
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    The VSCO Girl in a Field. Photo by Dominika Gregušová from Pexels

     

  2. Know how to #hashtag wisely. Appeal to brands and follower that fit with your own aesthetic and visual. It is really amazing how the visual narrative of a brand can be narrowed down and conveyed with such precision just by condensing the use of certain hastags and related groups.
  3. Tell a Story and Have a Schedule. My personal IG game is a little weak, tbh. I need to take my own advice on this one! Tell your brand’s story and create a content schedule. When you’re winging it, your post will start to look less like a personal-professional hybrid and more like a moody snapshot of your life, cat, and meals to and snacks you’ve eaten in the past forty-eight hours.
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Photo by freestocks.org from Pexels

Don’t

  1. Don’t use underwhelming photos that have more personal meaning than they have public appeal. Make these photos your best shots of whatever you’re selling, whatever you’re about. Make it fresh, authentic, and relatable–but don’t make it underwhelming with blurry, unfocused images that take a minute to figure out what the subject is.
  2. Don’t tag people, promote, or hashtag posts without reason. Don’t attempt to blow up your feed in too many directions to garner a few likes and views. The fact is, this might work in the very short-term, but a ton of likes means absolutely nothing if no one clicks through your IG links to check out who you are and what you do.
  3. Don’t be afraid to post. Post often and be mindful about what you’re sharing. Let your content be relevant and authentic to your brand, and the results will eventually follow. If you need some help crafting that image and creating the content, please contact us and we would love to help!

Until next time!

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Photo by Prateek Katyal from Pexels

Angi

 

Small Businesses & Content Strategy

Small Businesses Need Strategy

Small businesses are definitely going to need a strategy to survive these strange times. But it’s all about adaptive thinking, creative thinking and a fresh take on your content strategy. I already work at home and my favorite thing to do is talk about ways to share and grow your small business. So, I wanted to talk about how we can shift the conversation and continue to grow and thrive.

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Photo by Ivan Bertolazzi from Pexels

Think About Things Differently

And I mean, really creatively expand your take on the situation to think about things differently. Reach out to your community in ways that you can and I promise that if you are giving with a strategy, you will also receive. Results may vary, as they say, but I’m a firm believer that when we’re shifting the conversation and creating the change, we have the power to create positive results and effective solutions.

If you’re a small business, offer ways to serve your customers without open doors if you feel the impact of social distancing.

  • Offer takeout and delivery options
  • Connect and serve via social media more
  • Show how your small business is helping the community survive
  • Be open and honest as you have conversations with the public about your business during Coronavirus Pandemic 2020

 

How Can Social Media & Content Strategy Help?

I’m a freelance copywriter and am pretty passionate about content strategy and social media. I’m all about the ways we can help have a conversation between small businesses and their clients. I believe being proactive with your social media presence is going to be one of the most cost-effective ways small businesses can stay afloat and adapt right now. Furthermore, I believe small-businesses have the potential to thrive if they get creative about the ways they offer useful promotions, meaningful conversations, and flexible, pandemic-centered changes to their business operations.

As a global and local community, this could be our finest hour, or it could be a spectacular failure. How we choose to respond is crucial, and I’m hoping to help small businesses adapt and thrive during a time when restaurants and coffee shops, retail and people-in-person type place are seeing way more empty seats.

If you would like to chat about your business and how content strategy, social media, and content writing can help, please feel free to reach out!

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Photo by Polina Tankilevitch from Pexels

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