THE CONTENT STRATEGY ROADMAP
Welcome to Day 4!
Now it’s time to decide which platforms you will use to distribute your content, in addition to your blog, if you are using a blog.
To do this you will first need to understand WHO your audience is.
Once you know who you are targeting, seek them out online. To do this, research and consider:
Where are your target market spending time? On which social media platforms. Where are the congregating online , as a community? We will walk through the steps to do this in your daily task, below.
On which platforms are competitors active?
List 3 competitors in Your niche, then search for them on the Big 6 Social Media Platforms (at the time of writing, Facebook, YouTube, Instagram, Pinterest, Twitter, Snapchat)
Don’t know who they are yet?
Use Google to research which platforms your competitors are successfully using.
- Try searching for your keyword phrase + platforms name, or if you know your main competitors, search for their brand name + the platform name.
- Go to each platform and perform the keyword search and brand name search as well.
Shortcut: If you can find your competitor’s websites, visit their site and look for their social media icons. They will most often be in the bottom menu on each page, or up the top left of the screen.
Define Your Social Media Platform Goals
A useful exercise for thinking about which platforms will benefit your brand the most is to define your content marketing goals.
Are you trying to;
- Grow your audience
- Facilitate customer service
- Build brand awareness
- Communicate new products, services, or promotions
- Build your email list
- Research your audience or customers
This list is not exhaustive, but can be useful as a start point to think about the different ways you can use Social Media, and what platforms will make these easiest for you. Many brands have found Twitter great for managing customer service enquiries.
Think about the skills you have and the time and attention you can devote to platforms
Do you have the resources and skills that are necessary to achieve your goals on each Social Media Platform you plan to use? Each platform is unique in terms of the type of content you create and how you can engage your audience, and therefore requires different resources and skills.
Before you commit to using a Social Network it’s important to analyse what is required to successfully use the platform and to determine if you have the skills and resources, and if not how you will attain them.
While there are many skills that are needed for social media, including excellent planning and time management, these are the five skills that are highly beneficial, if not imperative.
- Community Management
- Analytics Literacy& SEO
- Strategic Thinking
If you don’t have these skills, then it is worth considering hiring, or partnering with, someone who does.
Think about how long it will take you to create each type of content for each platform, AND how long the content will last on the platforms.
Twitter content is quick and easy to create, but only lasts for a short time, as is Snapchat.
Content on Facebook is also time-bound.
Content on platforms such as YouTube, Pinterest and Instagram is more permanent and can easily be found ling term using the Search feature.
Pheeeew, that was a lot of info!
Now let’s get going on your tasks for today.
YOUR TASKS FOR DAY 4
1. Seek Out Your Target Audience
a) Research the key demographics of each Social Media platform, such as gender and location of the users to get a general understanding of who is using each platforms
Consider which platforms your target audience are using the most and spending the most time on
Check out this Social Media Platforms guide by Spredfast:
- Think about what your audience are doing on each platform
- What are they looking for or deriving from their experience?
- Who are they interacting with?
- How are they interacting with the platform?
b) Pinpoint where your target market is spending time as a community.
Facebook Groups and Forums are hugely valuable, so I suggest you focus on those two mediums.
To search Facebook for groups that contain your target market, think of keywords that group names would likely contain. Then go to Facebook, login, and in the search bar type the keyword (one keyword phrase for each search you perform).
Click the search icon. Your results will return, and when they do, look just below the search field and you will see a list of options to refine your search. Select “Groups”. Look through the results and click on any that are of interest. Follow the Group sign up process to join the group. This usually involves click the Join Group button, and sometimes you will need to answer questions set my the group admin to gain access.
2. Think about what platforms you want to use to distribute your content. What
What types of content
- do you have the skills to produce?
- would you enjoy producing on an ongoing basis?
- do you have the time to produce?
- do you have the tools to produce?
- do you have the money to produce?
3. Write down which content platforms you will use.
Note: Less is better than more. Do one or two well, then expand as you have more resources available to you (e.g. funds for freelancers or staff).
That’s it for day 4.
See you tomorrow!
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