• Social Media Strategy

How to Create Your Social Media Strategy

Matthew Burley, Copywriter @ Article-Writing.co.

Posted On: November 16, 2018

Social media is still a relatively new tool that can be difficult to understand in the early stages. There are multiple platforms, formats and other nuances that need to be utilized for optimal engagement. However, in order to utilize all of these nuances efficiently, it is important to create a social media strategy. Although many may initially hear this and feel intimidated, it is easy to create a strategy that can benefit your social media presence.

Set a Goal for Your Social Media Strategy

Firstly, before getting into the details of your social media strategy, it is important to set a goal. Ask yourself, “what exactly do I want to get out of my social media feed?” Regardless of if you are looking to grow your following, gain more interactions, or showcase new products, all social media strategies need a goal as a foundation. Having a goal for your social media strategy will make it easier to identify the necessary steps that will come next. Having a goal will also make it easier to stay focused on the strategy and will minimize the chances of getting sidetracked.

Remember to create a strong plan of action and follow through with it.


Create a Plan of Action

Once a goal has been decided upon, the next step is to create a plan of action. This means that you have to decide how you are going to implement your strategy. There are a number of important details that should be thought over thoroughly. Be sure to ask yourself questions like, “what type of content do I want to post?”, “how often do I need to post for this to be effective?” and “are promotional investments going to be necessary or can this be done organically?” These questions will be different for each social media page; regardless, it is important to create a solid plan of attack that you can reference throughout the posting process.

Engage Your Team

If you are developing a social media strategy for a business, then it is important that you engage with your team and encourage participation. Be sure to have an open line of communication and be available to answer any potential questions that may arise. This will ensure that the uploading process runs smoothly throughout the duration on the strategy.

Many companies are utilizing employee participation in their social media strategies. Encourage your team to like, share, or comment on as much of your social media content as possible. This will not only spread the word, but it will also make the employee feel like they are contributing even more to the company. Any companies that are struggling with employee participation may need to incentivize it in some way.

Anyone who has worked with social media in the past already knows the importance of implementing a strong strategy. Although all strategies are different, there are some general rules of thumb that should be followed. Always remember to set a goal for your social media channels, create a strong plan of action, and encourage engagement and participation from the team.

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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

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At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.