5 Tips for Developing a Content-Focused Social Media Strategy

In today’s oversaturated digital world, users are not engaged by mindless jabber from brands. Meanwhile, many networks are cutting down on the amount of organic branded content shown to users.

As the fight for eyeballs becomes more and more fierce, marketers should begin to develop content-focused social media strategies that provide value to users on any given platform.

Here are five sure-fire ways to make sure your social media efforts are focused on quality content that your audience actually wants to consume.

1. Know Your Social Media Audience

Understanding who is using various social media platforms, what their goals are, and how they view and digest the content that is being shared is key to marketing in the ever-changing social media landscape. Knowing the interests and goals of various target audiences will help you create messages that are well received and shared.

One of the best ways to understand target consumers behavior and interests is by finding out who they follow on social media. Brands have been leveraging influencers and “tastemakers” within their industries because they can have a big impact on their bottom line. Social media platforms, such as Instagram, have therefore made it easier for brands and consumers to cultivate strong connections.

2. Create Content That Adds Value

When creating a content marketing plan, understand the expectations of the target audience, as they are usually very different from the marketing team’s end goal. It is important to develop content that meets the goals and expectations of the target audience, while still driving company growth.

A great way to show consumers that they are valuable is to celebrate those who follow or subscribe to a company’s social media outlets, such as by sharing or making comments on their posts. Additionally, give customers a shout out on their birthday or on the anniversary of their subscription to make them feel extra special.

3. Strive for Quality Over Quantity

Quality content seems like an obvious objective, but it can be neglected under the pressure to stick to a publishing schedule and other time demands. To ensure that the marketing team doesn’t fall into the “just get something out” trap when it comes to content, create a checklist of standards that new content must meet before it is pushed out for public consumption.

Start by creating a publishing schedule that can realistically be followed. Then, and most importantly, recognize when it is impossible to stick to that schedule and make adjustments in other areas, but not in the quality of the research, writing, or editing.

Keep in mind that social media is becoming the face of many businesses. It is where a brand is most promoted and seen, and it’s where many audiences will see a brand for the first time. It is vital to make sure that all content meets the highest of standards; do not cut corners to save time.

If all else fails, skip a posting rather than publish content that’s not up to par. If posting daily on social media is an important aspect of the content marketing plan, write a quick note and then link to an article or another type of post that is valuable and informative.

4. Storytelling Builds Brands

We all know why stories are so impactful and how they have made huge brands, such as Apple and Starbucks, come to life. Stories lead to emotional connections and help to create loyalty.


Example: How Titan Watch doing it for so many years

However, be careful to not oversell a brand story. Make sure that the story is out there, but it doesn’t need to be included in every aspect of marketing efforts. A brand story should help to shape the brand, whereas marketing strategies should continue to build upon the brand.

5. Show Off Your Employees

It is widely known that consumers are more taken with brands who show appreciation for their employees. Most consumers also gravitate towards organizations that generate a positive corporate culture, which includes employees who are proud of their contributions to the end product.

Leverage the employees that work at your company, especially if they have made an important discovery or have assisted in the creation a brand new product, method, or process that can’t be found anywhere else. This will help to differentiate a brand from others and is an easy tactic to use in marketing efforts.

Zomato Happy Rider

Example: The Zomato company has become so happy with Sonu’s popularity that it has given Sonu the title of ‘Happy Rider’ and Sonu’s picture has also been placed on the company’s account as profile picture.