planning your content and social media strategy | storylab

Content Strategy

“Content strategy plans for the creation, publication, and governance of useful, usable content.”

What is Content Strategy?

–Kristina Halvorson,Content Strategy for the Web

The where, what, why, and when of what you post.

What is Content Strategy?

1 Define your purpose2 Find your customers3 Create content pillars4 Calendar your content

Basics of Content Strategy

Your purpose is not to sell your product. Your purpose is to provide value.

1 Define your purpose

Evernote should not try to sell their services on social. Their purpose should be to inform users on being organized in their life’s work.

1 Define your purpose – Case Study

1 Define your purpose2 Find your customers3 Create content pillars4 Calendar your content

Basics of Content Strategy

Story Collaborative does not endorse the attitudes of certain fictional characters.

Who is your core audience?Where are they Online?When are they there?

2 Find your customers

1 Define your purpose2 Find your customers3 Create content pillars4 Calendar your content

Basics of Content Strategy

Choose 2-4 categories that will drive the type of content you place throughout your networks.

3 Create content pillars

For Evernote, that may look like:

3 Create content pillars – Case Study

EvernoteUpdates

OrganizingLife’s Work

EntrepreneurialInspiration

1 Define your purpose2 Find your customers3 Create content pillars4 Calendar your content

Basics of Content Strategy

Get out your calendar and see what events, themed months, initiatives, and campaigns are on the horizon. These are Timely types of content.

4 Calendar your content

Then, consider what kind of Evergreen content you can use to fill in the gaps.

4 Calendar your content

Evernote keeps their content Timely. Consider their involvement with NanoWriMo this month.

4 Calendar your content – Case Study

Their still able to include a consistent flow of Evergreen content.

4 Calendar your content – Case Study

Instagram

Share your photos on your map to show multiple locations or events.

Instagram

Facebook

If appropriate, share on your page as yourself. Then, the post will go to your followers as well as show up on your page.

Facebook

Twitter

Share multiple images at once. It creates interest, and keeps you from having to design anything.

Twitter

LinkedIn

Use your LinkedIn profile as an SEO bank. Keep your company page description to 156 characters.

Twitter

Social Media is the new customer service.

General Social Tips

Each day, try toshare one thing.

General Social Tips

Be specific.

General Social Tips

Weirdspacing

Works.

General Social Tips

Try registering your hashtags on Twubs.

General Social Tips