Content Needs Strategy


Social media experts are full of tips and lists of how to go about navigating social media. For someone just starting out, it can be quite overwhelming as they try and remember each little piece of advice offered. One of the main things to learn is to crawl when starting out in social media. This applies when taking others advice as well. You don’t have to try and accomplish everything that someone recommends or all the tips and tricks from a good blog you found. Take your time and pick out one or two things you can implement now and once you’ve mastered that area, move on to a few more.

All of our readings this week had great tips. Here are the ones I found to be most important and how you might apply them. Pam Moore gave 50 tips but I found inspire, entertain, it’s about them, respect their time and tell stories to be the most useful tips for me. Content that is going to resonate the best with your consumers needs to make an impact. Think about what the impact will be of your post prior to hitting the post button. You should have a goal for each piece of content. Don’t just find ways to push out your company’s message. Develop content that is about your fan. You want to be respectful of their time on social media and provide them content that they can connect with.

Guy Kawasaki had 10 influential tips and I really connected with almost all of them. I need to follow my own advice though and only pick out a few tips to incorporate and master now. Once I’ve successfully utilized the first few tips, I can move on to a few more. The tips I found the most useful to start were find the right network and restrain yourself. I think a lot of companies jump into social media and create pages on all the major social platforms. They feel they need a presence in all areas when some social spaces won’t work for their company. Do a little research and only join those social channels that work best for your strategy. Joining others will just be a waste of time. Restrain yourself means sharing good content and not just using self-promotion.  This can be a hard one to master. What you need to realize is that sharing good content will only make the consumer more engaged for the few times when you do allow yourself to self-promote.

In Craig Silverman’s 9 Steps to Creating Engaging Content, I really related to his tip on finding good sources. Do research to find blogs and websites that contain good content. Analyze why you think that content is good. You can then carry over ideas into your own space. Another great tip came from Dave Kerpen in Content is Fire. He said market your marketing. You have to find ways to market your social media space. How are consumers supposed to know you are there? Kerpen pointed out that social isn’t about shouting louder and louder to get attention. It’s about breaking through the clutter. You will find yourself breaking through the clutter when you’ve developed content based on a strategy.

Again I want to stress how important it is to pick a social network based off what your company wants to achieve. Don’t just create a page to have a presence in that space. Look at your demographics and find out where they live on social. The social landscape is huge and that is apparent when looking at the Conversation Prism.

What tip that I shared do you find the most useful?

Do you also find it hard to not self-promote instead of creating useful content?


6 thoughts on “Content Needs Strategy

  1. Stacy, you made many good points about having a strategy when creating content. I think the most useful tip you shared was to look around at other blogs and websites to see what everyone else is doing. When you’re new to the game, being able to see examples of current content can allow you see what looks like it is or is not working.

    When blasting out content to your community it is important to make sure that what you are posting is useful. I think refraining from self-promotion is less of issue than posting junky content or posting too often. Guy Kawasaki is actually someone I WAS following on Twitter for a brief period of time. He posts way too much. I feel like he posts content for the sake of posting. I was looking for good information about social media but was only getting random facts about this and that without anything entertaining or useful mixed in to keep my attention. I felt spammed and stopped following him after only a few days.

    • Interesting point about Guy Kawasaki. I haven’t heard of him prior to this week’s readings or followed him, but I definitely understand why you unfollowed. Some brands do post way too much and unfortunately a lot of times they don’t understand that they do.

  2. Stacy, I think that you’re right: you have to respect people’s time, especially on social media. They are taking time out of their busy day to look at what you’ve blasted out to the world and it’s got to be useful and relevant to their lives.

    I think self-promotion from time to time is OK, as long as you have interesting and engaging content to back it up. There has to be a running theme to the content too (Erin, I too WAS following Guy & saw the random, disjointed tweets). Your content doesn’t have to be all exactly same, but it shouldn’t look like you operate a spam account. And not everything needs to have a link. That’s part of “giving” to your followers — it’s not always about driving them to a link.

    • Prior to this week I hadn’t thought about people’s time being wasted on social when a company posts too much. It makes complete sense though. I like your point about giving. Always using links isn’t about the interaction and conversation that should be taking place.

  3. Hey, Stacy.

    Picking a social network based off what your company wants to achieve is what stood out to me as the most useful tip you shared. With all of the platforms on the market, I feel it’s important to find one that meshes well with the brand you are promoting.

    It’s hard to not self promote, because I feel social media sometimes requires us to do that. You are representing an image of yourself online and you want others to understand who you are and what you bring to the table. I like to incorporate a little of both. Creating useful content while letting people know a little about me. It can be hard to do, but as you stated, think before you post!

    Great blog post, really enjoyed what you had to say.

    • Thanks for the comment Gavin. I’m all for not wasting time just to be in a social space. Not all brands would work with Pinterest or find ways to be successful on Instagram. Those two platforms are very particular with the content that will succeed.

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