HOW TO DEVELOP CONTENT STRATEGY IN SOCIAL MEDIA

The content strategy in social networks has become essential for any company, the launch of Penguin by Google made that the classic techniques based on linkbuilding or linkfarming ceased to be used due to the fact that they are no longer used in the social networks.

The content strategy in social networks has become essential for any company, the launch of Penguin by Google made that the classic techniques based on linkbuilding or linkfarming ceased to be used because of the increasing and unstoppable consolidation of social networks.

In addition, the growing and unstoppable consolidation of the "professional consumer" as the main element in the decision process of purchasing a product or service has also made it necessary to generate controlled online communication channels that allow companies to transmit, qualify and, above all, build loyalty among their target audience.

In this guide we explain the different phases through which a content marketing strategy must be developed to ensure our success and the correct optimization of the human and technological resources at our disposal.

Preliminary analysis

We will analyze the following sections in detail:

The previous (and necessary) analysis of any content strategy in Social Networks.

The selection of social networks and diffusion channels.

The sources of information.

Programming and content management.

Monitoring, tracking and continuous optimization of our content strategy.

A good content strategy in Social Networks must have a briefing or previous analysis of needs and objectives. The main points to be taken into account are the following:

Who am I and what do I do?

SWOT analysis

Analysis of the competition in Social Networks

What is said about me on the network?

Phases of analysis prior to the content strategy in Social Networks

Who am I and what do I do?

The first thing we must do when we want to start designing a content strategy on Social Networks is to carry out a study of who we are, what our target audience is and what image we want to generate on the Internet. It is important that this analysis focuses on our digital identity, what kind of products or services we offer, at what price, who is our target and what forms of post-sale contact we have to build customer loyalty and consolidate our customers. In addition, we must take into account where our activity takes place, whether it will be online, offline or blended... as this will determine how we will interact with our potential customers.

SWOT Analysis

Like any Marketing action, Content Marketing also relies on classic tools of the sector such as SWOT analysis. It is about knowing four essential aspects that make up a map of confrontation between weaknesses and strengths and on the other hand threats and opportunities.

SWOT analysis for content strategy

Our weaknesses are all those internal factors that place us at a competitive disadvantage with respect to our competitors or that represent an obstacle that does not depend either on our competitors or on the market. A good example of these weaknesses can be, for example, the passivity of the executive management to take part in the issues of content strategy in Social Networks.

Strengths are, on the other hand, those points that our company has naturally and that enrich and strengthen (redundancy aside) our strategy. For example, having a journalist for the generation of our own content can be a key point as it will substantially facilitate the ability to launch original content with the appropriate frequency.

Among the factors external to our company we find first of all the threats; these are the characteristics that our business scenario has prepared for us to complicate the development and achievement of our objectives. To continue giving examples, the saturation of the market and the exaggerated competition in the business fabric of our sector can be reasons for threat (and serious).

On the other hand, and so that not everything is bad news, we find the section on opportunities. Privatization or new regulation of a sector can sometimes generate interesting business opportunities.

Analysis of the competition in Social Networks

If we want our content strategy in Social Networks to always be successful, we must assiduously analyze what our direct competitors are doing, both to learn and to unlearn. We must focus on several factors, the most important of which would be:

What types of web they have (sales, corporate, communicative, ...).

What Social Networks they use

What contents do they add in the Social Networks and what is their typology (information, attraction, promotion, ...)

How often do they communicate with their followers or fans?

But for this to happen you need the so-called dissemination channels, there are very varied but in general they can be summarized in three large blocks:

Social networks as content dissemination elements: in addition to generating original and unique content, social networks can also be used to generate traffic to your website. You should create a blended strategy between your own content for social networks and content from your blog.

SEM and contextual advertising based on content; increasingly, content is becoming the new SEM keywords. Being very specific, long tail keywords get great results in very specific searches where your content strategy only has the upper hand.

Traditional marketing elements.

Sources of information

I continue the special on Content Strategy for Social Media with the third chapter: information sources. Before starting I remind you that this is the third post in a series of five and that so far we have seen the first two, which are:

The previous (and necessary) analysis of any content strategy in Social Networks.

The selection of social networks and diffusion channels.

Sources of information.

Programming and content management.

Monitoring, tracking and continuous optimization of our content strategy.

Six sources of information for content strategy

In order to correctly carry out our content strategy we must take into account that:

We have to generate content that provides value (original and useful).

We must not create duplicate content.

The content must be focused on reinforcing a positioning strategy based on the previous selection of certain keywords that are directly linked to our objectives.

Taking into account these three previous considerations, we are going to see 7 types of information sources that you can use to generate your content strategy for social media:

Publications

Know-how and business intelligence

Interviews with brand personnel

Testimonials

Listening on social networks / current affairs

Internet

Often companies have newsletters and spaces in which they publish reports, studies or opinions on the sector in which they operate. Other times, these companies are part of larger groups that offer support material to their users as an added value. We must bear in mind that:

There should not be a digital version published in open source of the content we will use. If so, we will have to rewrite such content in order not to penalize our blog. This would not affect our social networks, since their content is not indexed in the main search engines.

The content must be current and in line with the brand strategy.

Know-how and business intelligence

Many companies have internal documentation that is often not used to its full potential. We can use process flows, analytics charts, market studies or implementation protocols to add value to our Blog so that it can then reach our dissemination channels. Of course, these documents can never reveal our formula for success, something that would be counterproductive for us and very profitable for our competitors.

Interviews with brand personnel

Interviewing our own staff or collaborators offers two advantages:

It helps the brand to personify itself in networks; that is, we put a "face" to the people behind the organizations, something that has been proven to improve the reputation of the same.

It allows us to generate "unlimited" content and to do so from a point of view of depth and specialization that would otherwise be very difficult to create.

Testimonials

Undoubtedly, one of the best sources of information that we can use for our content strategy. It helps us in three fundamental aspects:

We improve our brand image on the Internet since other prosumers can be identified with the user who offers the testimonial.

It also serves as a satisfaction survey.

It is a format that is fully compatible with the new social business that already dominates the majority of purchasing decision-makers' environments.

Identification of trends in social networks.

Social Networks should not only be used to talk, but also to listen. Knowing what users are talking about and what concerns them at a given moment is a great way to know what content you need to generate to have an impact. Do not miss the opportunity to talk about controversial or sensitive issues regarding public opinion, but always from the company's point of view, never offering personal or too partisan opinions.

Trending topics

Current affairs and offline media can be as valid a source of information as any trending topic. Let's not forget that part of our content strategy should revolve around the issues that most concern our target audience at the moment.

Internet

If all else fails, you can always turn to the famous GIYF (Google is your friend). Use search engines to search for news and content on the thematic areas and sectors that your brand works in and generate articles from there. It can be a good idea to hold periodic meetings to get ideas on topics of interest for the brand and, of course, for the client/user of our products/services.