When it comes to creating an effective content strategy for the purpose of branding on social media, there needs to be a clear set of goals and objectives before publishing any content on your profile and/or social media ads.
If you are wondering how you can improve your current content strategy and reach your target audience in the most authentic way, then this article is perfect for you.
In this article, you will discover the following;
- Identifying Your Brand Misson
- Finding Your Target Audience
- Finding the Culture
- Identifying Your Customer’s Intentions
- How to create topic clusters
Step 1 – Identifying Your Brand Mission
The first step to creating an effective content strategy for your brand is to find your brand purpose. What is it that your brand is looking to achieve and how it is different from the rest.
In this first step, we will uncover the key factors on how to find your brand mission that will lead to a more effective content strategy.
- Who is behind the brand?
- What is it that you do? What type of value do you provide?
- Why does the company serve this purpose? Why do what you do?
- How are you delivering value and how are you different from the rest?
Here’s a quick actionable tip that you can start immediately: grab a bunch of post-it notes, and brainstorm the above points with either your team or yourself so you can visualise it.
Visualisation is a great method for uncovering things in greater detail.
Once you have mapped this out in clear detail, you will then be able to complete the next step in your content strategy.
Step 2 – Finding Your Target Audience
In order to send a clear message to anyone, you first need to understand who is that you are communicating with. So, when it comes to your brand, you will need to understand what type of message you need to deliver and who it is to.
In this step, we will show you how to simply uncover the demographics of your target audience. Bearing in mind, some brands target a wide range of individuals, therefore it is important to identify the demographic most suited to your target audience.
- How old are they?
- Where do they live?
- What do they do for work?
- Where do they congregate? Which areas do they spend most of their time in?
- Which gender is most applicable to your product and/or service?
- What is their status?e. Single parent. A married couple with kids etc.
Once you have clearly identified the above points, you will need to make a short note of who your ideal customer is and what they look like.
For example, A kitchen supplies retailer would write; “Our ideal customer is a 35-year-old male that lives on the north shore and works within the northern beaches as a tradesman.”
Your current demographic doesn’t have to match who your ideal customer is, this is to identify your dream client/customer.
Step 3 – Finding the Culture
Identifying the set of behaviours your audience holds is essential in delivering the best content to their feed. When it comes to branding, you will need to clearly understand who the message is addressed. There is no point pushing content that no one likes or can relate to.
In order to find your audience culture, you will need to identify the following in the most amount of detail as possible;
- Interests – what interests does your audience have? What do they typically like/dislike?
- Congregate – where do they spend most of their time online and offline? Where do they shop etc?
- Time – what does their schedule look like? Is it busy, are they working all the time etc?
- Behaviour – how do they behave online and offline. What are some of their buying habits?
Step 4 – Identify Your Customer’s Intentions
Find out what it is that your customer/ audience really wants from you.
You will need to write down a list of all the services that you offer as a company and/or a list of products that you sell. This will make it a lot easier to map out your content clusters in the steps below.
- What is your most sold service/product?
- What do they love about it? What attracts them to this service/product?
- Why do they need it so much? – How essential is this for them and why would they come back for more?
Identify some pain points that your customer faces within your industry.
Step 5 – Topic Clusters
Last but not least, your topic clusters will need to be mapped out according to all the information you have written down for your content strategy plan.
The most effective way to writing out your topics for content is seen in the example cluster chart below.
To put it simply, your content needs to align with the core objectives of your brand that solves a common problem. This is ultimatley going to fall under your social media marketing strategy As we have uncovered above, having a strategy is the most important aspect when publishing any form of content for your brand, especially for social media.
Always remember that your content needs to bring value in the most authentic way possible.