4 Tips to a Solid Content Strategy

Creating a content calendar is essential to building an effective marketing strategy. We recommend creating a content calendar to map out your messaging and cadence across all your social media platforms. Here are some recommendations to consider when creating your own content calendar for social media. 

Plan Your Content in Advance
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• Create the calendar that works best for you. You can use Airtable or share a Google sheet. 
• Some content management platforms like Hootsuite, Sprout Social or Facebook’s Creator Studio allows users to build out their social media posts and content ahead of time and select when to auto-schedule it.
• If you’re not using a scheduling platform, creating a simple spreadsheet is a great way to stay organized and share ideas with your team.
• Identify the pillars of your brand are represented evenly throughout your content. If you have a long history, a ton of patents / innovations and new products (three pillars) write your posts to support each of these pillars throughout the week. You want each post and your entire page to be an accurate reflection of your brand. 

Identify Your Tone and Voice 

Speak like a human. Use a natural voice in your content and copy to ensure your posts sound native and authentic for the platform. Identify the tone of your brand — are you serious and informational, are you witty and clever, are you funny and timely? Make sure all of your posts are consistent in personality.

Create Quality Content

• Include a video, meme, or GIF. Interesting and unique content that is eye catching will always get more engagement than static images.
• Link back to your website to drive traffic to important or useful pages whenever possible.
• You should aim to have your content be brief, recognizable and memorable. 
• Keep your Facebook posts short so that the long-form content on your website can speak for itself. Use your posts to preview what’s on the website. We recommend sticking to 150 characters or less.

Analyze Your Social Media Metrics

Take some time to review how your posts and content are performing. What types of posts are your followers engaging with? Learn from your audience and review your analytics to inform decisions about next month’s content calendar.​