Developing an effective content strategy


Image: with thanks to ensuite media

A massive success factor to any social media strategy is quality content. But the most common questions I am regularly asked is; how much you should post and share, and what type of content should you post? Well it’s easy really; you want to ensure that your content reaches the right audience and continually engages them without sacrificing quality.

The good news is, it’s easy to achieve quality engaging content that’s valuable to your audience, related to your brand and drives results for your business. It’s important to remember though, no matter how many platforms you have, always tailor the content for each one. Your audience is different on each one, so ensure it is relevant to each one.

Here are four easy tips to ensure your content is engaging and relevant to your audience, no matter how many platforms you might be using:

1. Develop a concise plan

A concise plan will allow you to think through timing, post structure and key message. Timing is crucial, and something that you will need to tailor as your audience online behaviour may change over time. Post structure is important as you will need to think about the length of your posts, what sort of image you will use alongside it; whether it will be a question or a statement. Each platform will have a certain character count, so it’s important you familiarise yourself with this and avoid posting half a message that could be cut off.

2. Plan it with a date in mind

A content plan works best in the form of a Calender. Plan your content right down to the exact date (and time) you are going to post it. There’s no hard set rule on how far ahead you plan it. This avoids the ‘hmm what shall I post today?’ A calendar will help inform your content and from the content shared; you’ll be able to see what’s working and what isn’t working in terms of the type, frequency, and quality of content.

3. Listen to what your audience have to say

It’s important to listen to what your audience have to say, just as much as it is for you to get your message across. Your audience could very well provide you with your next big idea for content.

4. Be creative 

Think outside the box with your content. A lot of people talk about the massive amount of content within the social space as ‘noise’. I would agree with this, all my newsfeeds feel noisy at times, but then there is that odd post that will stand out from the rest. Learn from these, and make sure your content stands out from the crowd.


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