7个步骤的强大社交媒体内容策略

Setting goals is vital to success in just about everything and social media is no exception. What do you want your social media to do for you? You can choose as many goals as you want, but we recommend starting out with just a few goals (3–5, tops) that are the most important to you and will be the biggest needle-movers for your brand. Some common social media goals are:

• Increasing brand awareness
• Managing your brand reputation
• Driving traffic to your website
• 生成新的潜在客户
• Understanding your customers better
• Increasing revenue through signups and sales
• Growing brand awareness
• Building a community
• 提供有效的客户支持
• Increasing press mentions

These aren't the only goals you can set regarding your social media presence. Each brand is unique and will have different things they're hoping to achieve.

The next step in creating a strong social media content strategy is to定义您的目标受众。This doesn't mean making a bunch of assumptions about who you think is your target audience. Instead, leverage the wealth of data available to you to learn more about who your target audience really is. We find it incredibly helpful to create buyer personas for each segment of your target audience. This will help you better understand each segment so you can create the kind of content they'll want to engage with and that will drive them to take action.

您将需要考虑人口，地理，心理和行为数据，例如年龄，位置，职位，行业，兴趣，恐惧，动机，痛点等等。此信息很容易访问social media analytics toolsthat are available. Even without a tool that will consolidate this information across social media platforms, most social media platforms have their own audience insights tools.

了解目标受众后，您准备了解更多有关竞争对手的信息。再次有social listening toolsandcompetitor analysis toolsthat can make this process a lot easier. You'll want to see what your competitors are doing on social media: how often they post, what they post, when they post, how often they engage with their followers, the hashtags they use, etc. Don't forget to look at what they aren't doing well, too, and use that information to learn from their misses. Here's an example of what reporting from a social listening tool might look like:

When you're building a social media content strategy, you can't just share to all thesocial media platformsout there. First, there are too many of them. And second, your target audience isn't going to be on all of them. Since you should've done research about your target audience, you probably already know what social media platforms they're most likely to use. Those are the ones you want to target.

From there, it's just a matter of deciding what you're going to talk about. You'll want to promote your products and services, of course, but it's important to always entertain with your content or add value to your content instead of just selling all the time. To do that, you'll need to put thought into what your audience wants to know, what will help them and can still be related to your products, services, and brand. If you'recreating social media contentfor a landscaping service, you might share information about different plants and flowers, how to create an outdoor entertainment space, or even branch off into less directly related content like "hosting the perfect outdoor dinner party," or something.

Once you've determined the platforms you're going to use, it's time to create a社交媒体内容的日历so you can ensure that you're posting often enough, on the right days, and at the right time to reach your target audience. As you build your content calendar, you'll start to notice gaps in your content and posting schedule or places where your content is too heavy on promotions. In other words, your social media content calendar is going to help you make sure that your content is engaging and interesting and peppered with just the right amount of salesy content.

在计划您的社交媒体内容日历时，我们建议按照“三分之一规则”。这意味着您的三分之一的帖子将促进您的业务，三分之一将是个人或坦率的故事来建立品牌的个性，最后三分之一将是充满想法和技巧的帖子从influencers和您行业的思想领袖。

Now comes the really fun part: creating and curating content! Using your calendar and the "rule of thirds," you can start to put together content that will engage and inspire your target audience. If you're not sure what to create, don't worry. Here are some great ideas for content to include in your social media content strategy.

1.有影响力的内容

Partner with an influencerwhose audience overlaps with yours. There are several different影响者的类型，每个人都有其优势和缺点，因此请务必选择一个有意义的有影响力的有影响力的人。对于较小的企业和狭窄的壁ni，这可能意味着要看微影响者，因为它们的参与率较高。

2. Stories

Instagram Stories是接触您的追随者并利用FOMO的心理原则的好方法（“恐惧失踪”），因为他们希望在内容消失之前观看您的内容。当然，这也意味着您必须创建他们不想错过的内容。您可以将故事与我们在此处列出的许多其他类型的社交媒体内容结合使用。

3. Audiograms

如果你是YouTuber或PodCaster，您可以使用听力图在社交媒体平台上共享有趣的内容。188滚球地址这会创建视觉上吸引人的音频内容。您可以使用多个应用程序来创建吸引人且引人入胜的听力图，例如恰当名的听力图，以及头条新闻，Wavve等。

4. Tiktoks＆Reels

Like Instagram Stories,TikToksandReels使用简短的视频内容来娱乐，教育和吸引您的追随者。而且，它们不会像Instagram的故事那样消失，因此它们可以永久分享。如果Tiktok的受欢迎程度是任何迹象，那么短期视频内容只会随着时间的流逝而变得越来越重要。

5. Product Shots

您的促销内容可以在社交媒体上与之竞争，因此需要视觉上吸引您的追随者。您的产品的图像必须与您共享的内容一样具有艺术性，娱乐性和乐趣。真正考虑您品牌的个性和品牌来创建有效的产品照片。考虑添加有趣的背景和动画以使您的产品流行。

6. Candid Content

原因营销这些天是巨大的。这意味着消费者想知道品牌代表什么，并且对品牌背后的人更感兴趣。分享个人内容，表明您和您的团队是真实和人类的。而且不要忘记玩得开心。

7. User-Generated Content

用户生成的内容（UGC）is content created by consumers that you can then use as social proof to promote your brand. When you consider the value consumers place on trust in making their purchasing decisions, UGC is probably one of the more important types of content you can use. Seriously. Just look at the stats:

• Millennials trust UGC 50% more than original content generated by the brands (SmartBlogs).
• 当显示消费者将品牌驱动的营销内容和用户生成的内容（COMScore）组合时，品牌活动会增长28％。
• UGC increases conversions by 10% when included in an online purchase path (Salesforce).

8. Repurposed Content

After you've created and used content, it doesn't have to be dead to you. You canrepurpose contentto get more use from it. For example, some YouTube influencers are starting to share their content on IGTV to generate more interest and more views. You can also repurpose your TikTok content for Instagram Reels and vice versa. Just remember that social media platforms love native content so you'll want toremove watermarks from your TikTok videosbefore repurposing them for Instagram Reels.

9. Stock Photos

While creating your own content is never a bad idea, don't shy away from using stock photos when they work. They're a great way to create beautiful visuals without tons of effort or money. Whenever you want to highlight what you're saying (typing), a stock photo might be the perfect companion.

10. Behind-the-Scenes

We've briefly mentioned behind-the-scenes content but it deserves its own little section. Consumers want to know what kind of people they're supporting. With behind-the-scenes content, you can let consumers get to know your team and give them an exclusive look at how you do some of the things you do.

11.游戏和考验es

人们希望在社交媒体上娱乐。虽然参加游戏和挑战是品牌采取的重要第一步（如果您的品牌既有意义），但品牌创造自己的游戏和挑战甚至更好。这种类型的内容可以为您提供更多用户生成的内容，扩展您的覆盖范围并增加参与度有很长的路要走。

The last step in building a social media content strategy that actually works is all about tracking your results and using those results to fine-tune your strategy. There are severalsocial media metricsthat will help you understand how your content is performing:

• 抵达：您的内容收到的唯一视图数量。这会告诉您您的内容将其纳入用户的供稿中。
• Engagement:与内容的交互作用数除以印象（视图数）。这让您知道您的听众如何对您的内容采取行动。
• 点击：简单地计算您的内容的点击次数。这可以帮助您了解导致关注者点击的原因。
• 喜欢（有机和付费）
• Sentiment:A measure of how users react to your content, how they feel about it.

虽然您可以跟踪虚荣指标，但我们建议专注于social media benchmarksthat are actually going to help you understand what makes your followers take action instead of passively consuming (or ignoring) your content.

After you know how you're performing, start making changes to your content. The goal is to improve your performance so you'll want to go back to your metrics, again and again, to make comparisons and ensure that your changes are having a positive impact.