Research on building a content strategy

After researching social media strategy I decided to do some further research into creating a content plan which incorporates a social media plan. Following this initial research, I used the article ‘How to build a content calendar‘ to produce my initial content plan for the ‘Brumitecture’ website and social media platforms on Twitter and Instagram.

How to build a social media strategy template

After researching different types of social media strategy it was time to begin preparing to practically produce a calendar strategy. The article ‘How to build a social media strategy template‘ by Tommy Landry is mainly focussed on tips for established brands, although some aspects were still useful to my research:

• ‘What purpose do you want to employ social media for?’ ie. ‘building a brand’, ‘driving leads’, ‘caring for existing customers’, ‘publicity’
• ‘brainstorm the possibilities’
• Create ‘objectives’, then ‘tactics should be chosen to support the objective’
• ‘content is the centre of the marketing universe’
• ‘Many social media marketers prefer to start out with a pure curation approach’
• Content can include ‘videos, infographics, white papers, ebook, podcasting, slideshows…’

This article caused me to consider:

• My social media ‘purpose’; ‘publicity’ to attract an audience, ‘driving leads’ to direct the audience to my website ‘Brumitecture’, engage the audience to create and nurture a community around ‘Brumitecture’.
• Set goals to define what success will be, ie. branding, followers, engagement, views
• Look at competitors to gain understanding of customer needs and profile
• Find regular sources for external content
• Produce regular content ‘themes’

How to build a content calendar

‘How to build a content calendar‘ by Jamie Griffiths was beneficial in thinking about what types of content I would like to include in my calendar:

• ‘plan content around key events in your industry or important dates’
• ‘leave gaps in your content plan’
• You may have ‘several groups’ or ‘customer types’ who use your platforms – it is important to begin ‘defining your different audience types’
• Content can include; ‘infograhics’, ‘news stories’, ‘re-purposing content assets’ such as ‘updated… old blog posts’
• ‘Review the visit, engagement… stats… to assess which types of content are most successful’ and should be ‘replicated;
• ‘Important events will determine what pieces of content you want to produce’

I considered:

• Important dates include; local events, planned works, culture
• Customer types may include; locals, oversees, architecture and design interest, development and news interest, local culture or history interest
• Target specific niches
• Behind the scenes posts, social media photo graphic posts, fact infographics, news stories or updates – using social media to support website in ‘content packages’ relative to specific web articles
• Weekly review of analytics to measure and guide success
• Remember; tweaks and updates can be shared too!

My next post will focus on practically producing an initial content calendar for Brumitecture using the programme Excel following the article How to build a content calendar as a guide.

[Week 1]