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If you’ve been using digital marketing and social media for a while now, you’ll know that content is the most important ingredient.
And that you need a lot of it.
Even if you’re in a good pattern of content sourcing, creating and publishing, it always pays to do a quick review to make sure you’re on track, and improve where you can.
Your content updates should:
- Support your Goals (Day 1)
- Be interesting and relevant to your Target Audiences (Day 2)
- Be relevant to your Brand, and demonstrate your Brand Personality (Day 3)
- Where relevant, use your Keywords for positive search engine rankings (Day 4)
- Use a variety of topics and media types (images, text, videos, presentations etc) to keep your audience interested
- Feature a combination of your own, original content, and also share relevant content from other sources (to demonstrate awareness and support of your industry)
- Encourage positive feedback from your audiences (demonstrated by likes, comments, shares, retweets, forwards etc).
So take a look at your current content plan, and check whether it meets all of the above.
If you don’t have a content plan, consider each of the above and brainstorm what content you have, can create, or can source to help support them.
Use your results to identify popular content
Look at the statistics for content you have already shared, and see what gets the best responses.
Create or collate more content like this.
Look at what your competitors are doing and… ahem… borrow
Look at what your competitors or peers in your industry are doing.
Is there anything that they are doing that would be relevant to your organisation and audience.
While imitation is the sincerest form of flattery – don’t copy exactly what they are doing, but make it relevant to your brand and audiences.
Think about your Target Audience/s and what is important to them
What are their key issues?
What problems do they have that you can help solve with content?
If in doubt, you could try posting some updates that ask them what they want from you.
Consider a series of content
What type of content can be repeated?
Or created as a series?
e.g. useful tips, or quotes, or staff profiles etc.
It helps to have a large and varied content library to build on.
You should review and update your content plan throughout the year, checking what is helping to achieve your goals and getting good responses from your audiences, and refine as you go.
Using the above tips,
- Review your current content strategy, and
- Plan a variety of new content ideas that help achieve your Goals, engage your Target Audiences and represent your Brand.
No rest for the wicked! Tomorrow we look at… DAY 6: Channel Strategy.