Tools and tactics you need to create a well-rounded social media content strategy

A social media content strategy provides a clear roadmap to help you—or your clients—reach your business goals. Social media can feel like a playground, with endless ways to create content and stay engaged, but all of that potential means it’s easy to get distracted and confused.

Social media is an important communication channel. Ensure you create content that connects with your audience by downloading our free “White-label social media checklist” now.

With a solid, carefully considered approach to content creation on social media, you can cut through the noise and distraction and ensure that every action is in service of a larger goal. By the end of this article, you’ll know exactly how to create a content strategy for social media, enabling you to deliver serious, predictable results for your clients, every time.

Creating a social media content strategy: A step-by-step guide

You wouldn’t build a house without a blueprint, so why would you start a social media campaign without a social media content strategy? This step is just as essential to social media marketing as drafting a blueprint is to home building, and by following these manageable steps, you can create an easy-to-follow strategy for every client.

1. Become a goal-getter: Define your goals and objectives

Before creating a single post, take the time to understand your client’s “why.” These goals and objectives will guide all your content creation efforts, keeping your strategy on track.

Are they hoping to boost brand visibility?

Or, perhaps, to drive more traffic to their website or foster deeper engagement with their audience?

Whatever your client’s business goals and ambitions are, make sure they’re clear, well-defined, and SMART— an acronym that stands for Specific, Measurable, Achievable, Relevant, and Time-bound. It’s a super-handy tool for ensuring the goals you and your client determine are realistic, appropriate, and measurable so that you can gauge success down the line.

2. Know your crowd: Identify the target audience

Next, zero in on a clear, specific picture of the audience being targeted through social media.

Dive deep into understanding their likes, dislikes, online habits, and preferences. Ask your client or take the time to answer the following questions:

• Who are they? What are their demographics (ie. age, income, profession) and psychographics (ie. personality, values, opinions)?
• What content do they enjoy? Who are their favorite influencers and brands?
• When and where are they most active online?

These insights allow you to tailor your social media content strategy to resonate with the target audience, making it more engaging and effective. A powerful tool used by marketers during this step is the creation of customer personas, fictionalized ideal customers who can be used as a north star during content creation for social media and other marketing channels.

3. Play detective: Conduct a social media audit

Examine your client’s existing social media presence. What content is already resonating with audiences, with lots of engagement? What could use some refining and fine-tuning? Take note of successful posts, engagement patterns, and any missed opportunities.

This critical evaluation can help to illuminate the path forward, by giving you a sense of what already world well so that you can build on those successes in the social media content strategy.

During this stage, you might also consider auditing some competitors' social media profiles to get ideas and spot opportunities. The idea isn’t to copy them, but rather to have a realistic lay of the land so that you can determine how to uniquely position your client.

4. Develop a crystal-clear brand voice and message

The most successful brands have a distinctive, instantly recognizable voice that reflects their personality, values, and unique style. It should be fairly consistent across all social media platforms, helping audiences feel like they really know the brand.

Whether the brand is bubbly and playful or authoritative and professional, ensure their voice rings true in every post.

One important caveat: it’s not unusual to lean into a slightly different version of the brand voice depending on the platform being used, while still remaining recognizable and consistent. For example, the expectation on LinkedIn is to be professional, so it’s normal to use a more professional voice on that platform compared to Twitter or Instagram.

5. Keep your eyes on the prize with KPIs

Key performance indicators (KPIs) are your measuring stick for success, directly linked to the goals you established in Step 1.

For example, let’s say a primary goal is building brand awareness for a new startup. It would be appropriate to focus on metrics like follower count and reach to gauge if this goal is being met.

Alternatively, if engagement is your target, keep tabs on likes, comments, and shares.

These indicators will help you assess the success of your social media content strategy in real-time, providing insight that can help you decide if you need to make adjustments to the strategy or if things are going according to plan.

6. Organize like a pro with a content calendar

Finally, put everything together in a content calendar. This social media content creation tool will serve as your master planner, mapping out what to post, when, and on which platform. It provides a social media guideline that can be followed by anyone who takes over responsibility for an account.

Using a content calendar also ensures you’re consistently offering a balanced mix of content types, seizing key opportunities like holidays, and never missing a beat. With your content calendar, your social media strategy moves from reactive to proactive, giving you a chance to plan and generate business content ideas well in advance of important dates.

Best practices for content creation on social media

Creating magnetic, scroll-stopping content for social media requires a mix of creativity, strategy, and understanding of the audience. You know how to create a content strategy for social media now, but these best practices can help you supercharge your campaigns, taking them from good enough to extraordinary.

Make your posts pop with high-quality visuals

Social media platforms are highly visual, and even on more text-based platforms like LinkedIn or Twitter, the use of visuals can dramatically help the performance of a post.

Eye-catching product or lifestyle images, catchy infographics, or engaging videos can all be used to capture the audience’s attention, communicate faster, and encourage them to stick around longer. These should have a cohesive visual language that people can quickly identify as on-brand when it comes across their feed, helping your client's business become more firmly entrenched in their target audience’s mind.

Write copy that compels

Words can delight, inform, provoke thought, or incite action. When writing copy for your social media content strategy, it helps to think about what the desired outcome of the content is. Are you creating content to promote a new product and drive sales? If so, how is your copy supporting the desired action of getting users to click to the product page and, hopefully, convert?

In addition to keeping the goal of the post in mind when crafting copy, it’s just as essential to use the brand’s voice and convey its personality. Every piece of writing is an opportunity to build that personality and make it more robust and unmistakable to audiences.

Don’t forget the brand voice

When resting your social media content strategy, you defined a brand voice. It’s easy to veer off course and start writing in an off-brand tone, especially if multiple people are responsible for crafting social media posts. The more proverbial cooks there are in the kitchen, the more important it is to have very well-defined guidelines for how to use the brand voice.

So, how can you implement this in practice? Consider having a style guide that includes words the brand uses frequently, words that should never be used, and examples of stellar on-brand social media posts. Anyone working on social media for the brand, whether it’s an in-house team or white-label social media experts, should refer to this guide.

Use hashtags wisely

Hashtags can be a powerful way to lead desired audiences to your content. But using them effectively requires more than throwing a # in front of a word and calling it a day.

Research your hashtags, make sure they're relevant, and consider their popularity. Too generic, and your post can get lost in the crowd. Too niche, and it might never be found. Ideally, try to use a mix of hashtags, including broader ones and more niched-down ones, to maximize impact.

Whatever you do, make sure they’re relevant to the post. Inappropriate use of hashtags might produce vanity metrics, like higher reach, but if that reach isn’t targeted, it won’t actually help your client’s bottom line.

Light the way with CTAs

Calls to action (CTAs) aren’t just for websites and marketing emails, they deserve a spot in your social media content strategy, too. But when it comes to CTAs in social posts, remember that they might look a little different from those you might find on a product page.

For example, instead of “buy now”, your social media CTAs might encourage users to click a link, leave a comment, or share a post. The desired action on social media usually isn’t immediately to buy, so make sure the CTA you use provides clear, compelling instructions for the action you want the audience to take.

It’s worth noting that in some cases, it actually does make sense for your CTA to be more salesy. For example, if you’ve created a shoppable Instagram feed, you might occasionally create posts as part of your social media content strategy to encourage in-feed shopping.

Lights, camera, action: Embrace video and live Streaming

If there’s one major trend that has redefined social media over the last few years, it’s the tremendous popularity of video across just about every platform. Whether you incorporate short-form, long-form, or streaming video, this format can skyrocket your engagement rates and offer the audience a more immersive, authentic view of a brand.

The good news here is that you don’t need studio lighting and a Hollywood pedigree to create videos that shine on social media. Authenticity, including a more DIY aesthetic, works just as well as highly produced videos. Not sure what kind of content to film? Consider any of these:

• How-to videos
• Behind-the-scenes peeks
• Live Q&A
• Team meet and greets
• Product launch streaming parties

Whatever you choose to post, using video content can make your client’s brand feel more human, relatable, and engaging.

Tailoring your strategy for maximum impact on different platforms

While the best practices we just discussed are universal and can apply to any social media platform your client uses, there are some important platform-specific guidelines to be aware of. Let’s take a look at what you should know when creating a social media content strategy for Facebook, Instagram, Twitter, and LinkedIn.

Facebook

The original social media giant, Facebook has been delivering results for businesses for over a decade. Keep these key insights in mind when marketing on Meta’s largest product:

• Get to know the algorithm: Facebook's algorithm favors pages that engage meaningfully with their audiences, and that foster engagement between audience members. Try crafting content that encourages conversation and fosters community.
• Leverage Facebook insights: Facebook’s Page Insights features can give you valuable insights into the behavior and preferences of a page’s audience over the last two years. What content do they have? When are they most active? Harness these insights to refine your strategy. This is also a great resource when conducting your social media audit.
• Embrace content diversity: Variety is the spice of life, and Facebook agrees. Balance your content mix with images, text posts, videos, links, polls, and more. This not only keeps your feed fresh but also lets you discover what format resonates best with your audience.
• Tap into Facebook Groups: Facebook Groups are a treasure trove of engaged, niche communities on just about any subject you can think of. Participating in relevant groups can help amplify your content reach and foster a deeper connection with an interested, active audience.

Instagram

Instagram changed the social media game with its visual allure, app-first format, and creative tools. It offers unique opportunities to create an ever-expanding list of engaging content types. Here's how to get the most out of this platform:

• Don’t neglect hashtags: Instagram and hashtags go hand in hand. Strategic hashtagging can catapult your content into broader visibility. Opt for a mix of popular, niche, and branded hashtags to expand your reach and stay discoverable.
• Timing is everything: It’s a shame to create on-brand content only to have it buried by the algorithm. Posting when your followers are most active increases your content's visibility. Use Instagram Insights to find out your followers’ peak activity times, and aim to post then.
• Harness stories and highlights: Embrace the ephemeral charm of Instagram Stories. From behind-the-scenes peeks to polls, stories offer interactive content that boosts engagement without having to be quite as considered, since they only last for 24 hours. And don't forget to use Highlights to curate your best stories into permanent collections right on your profile.
• Engage with reels: Instagram isn't just for static posts anymore. Reels are a fun, engaging video format that can seriously boost visibility. Create entertaining, educational, or inspirational video content to captivate your audience and improve your engagement rates.

Twitter

Twitter, with its face pace and short format, offers unique challenges and opportunities. Here's how to tailor your strategy for this dynamic platform:

• Use analytics: Twitter's built-in analytics provide a goldmine of audience insights. You can find out how individual posts performed, dig into follower growth, understand the performance of video content, and see when audiences are most active.
• Consistency is key: On Twitter, regular and consistent tweeting is crucial. With millions of tweets sent each day, you need to maintain a consistent presence to stay visible. Remember, it's not just about quantity, but quality too - each tweet should offer value to your audience. If you subscribe to Twitter Blue you can create much longer tweets than other users—up to 10,000 characters—but frequent, short tweets are still the name of the game.
• Leverage Twitter lists: These lists allow you to categorize and follow groups of Twitter users without cluttering your main feed. You can use them to monitor competitors, track industry influencers, or engage with your audience, all of which can inform your social media content strategy.
• Get vocal on Twitter Spaces: Twitter Spaces enables users to host and participate in live recorded conversations on any topic. Schedule them in advance and invite audiences to ask questions, learn more about the business, or discuss any industry topic that might be relevant.

LinkedIn

LinkedIn, the professional network, calls for a distinct approach to social media content strategy. Here's how you can shine on this relatively buttoned-up platform:

• Polish your profile and company page: On LinkedIn, your client’s profile and business page are important digital storefronts and business cards. Ensure they're complete, up-to-date, and on-brand. Highlight relevant expertise, achievements, and what sets the individual or company apart. A compelling, professional presence can pave the way for more successful content sharing.
• Tap into LinkedIn analytics: Make data-driven decisions by leveraging LinkedIn's built-in analytics. Understand audience demographics, their engagement patterns, and the content they value. Use these insights to refine your content strategy and improve engagement.
• Share the knowledge: LinkedIn users come for insights and learning, making it the perfect platform for aspiring thought leaders. Educational, industry-specific content reigns supreme here. Share articles, blog posts, white papers, or industry news that provides value to your audience.
• Use LinkedIn Groups: Participating in LinkedIn Groups can help entrepreneurs connect with others in their field and gain a deeper understanding of their industry. These groups can be used to engage in discussions, share content, and build relationships with like-minded professionals and potential customers.

Must-have social media content planning tools

If you offer social media packages, you probably know that managing social media can be a highly time-consuming task. That’s where these tools come to the rescue, enabling you to put your new social media content strategy to work at scale.  Get to know some of our favorites.

Social media content calendars

• Google Sheets or Excel: Sometimes, simple is best. These trusty tools offer simplicity, versatility, and universal accessibility. With a bit of setup, you can create a bespoke calendar tailored to your needs.
• Trello: This intuitive platform brings a visual flair to your planning. With its card-and-board Kanban system, tracking content from idea to publication is a breeze.
• Asana: Ideal for teams, Asana combines project management with content scheduling. Assign tasks, set deadlines, and ensure everyone is on the same page.

Social media scheduling tools

• Vendasta Social Marketing: This dynamic tool is designed with the needs of agencies in mind, helping you schedule posts across multiple platforms, track performance, and manage interactions across all your social media channels from one dashboard. The result? Consistently active social feeds and a better online reputation for your clients.

Social media content creation tools

• Canva: This user-friendly platform lets anyone be a designer. With templates, design elements, and a drag-and-drop interface, creating eye-catching graphics is within reach.
• Adobe Creative Suite: For the more design-savvy, this comprehensive suite of software, including Photoshop, Illustrator, and Premiere Pro, offers limitless creative potential.
• Visme: From presentations to infographics, Visme offers a variety of content creation options. Its ease of use combined with its breadth of features makes it a great addition to any content creator's toolkit.

Frequently asked questions

How do you adjust and optimize a social media content strategy over time?

As you implement your social media content strategy, always monitor your metrics closely. This data-driven approach will help you understand what’s working and what isn’t. Adjust your strategy based on these insights: experiment with different content types, posting times, and engagement tactics. Regularly conducting a social media audit can also ensure your strategy stays aligned with your audience’s evolving preferences.

How do you identify the goals and objectives for a social media content strategy?

Identifying goals and objectives for your social media content strategy involves aligning your social media efforts with your overall business goals. Ask yourself what you want to achieve: brand awareness, customer engagement, lead generation, or sales conversions? Once you've defined your broader goals, set specific, measurable, achievable, relevant, and time-bound (SMART) objectives to guide your content creation and evaluate your strategy’s success.