Oct 16, 2021

How to Craft an Effective Social Media Content Strategy?

Shrikant Damani, Growth Marketer
Shrikant Damani
How to Craft an Effective Social Media Content Strategy?
Shrikant Damani, Growth Marketer
Shrikant Damani
Oct 16, 2021

How to Craft an Effective Social Media Content Strategy?

Are you planning to start your social media marketing strategy? This article will tell you about the various aspects of social media marketing to get started successfully.
How to Craft an Effective Social Media Content Strategy?

Table of contents

More than half of the world's population will use social media in 2021. The latest social media statistics show that there will be 3.78 billion social media users worldwide in 2021.

With this, social media has become a powerful tool for businesses and brands. Social media is used by businesses to communicate with their customers and get feedback. It helps in establishing brand identity, market branding, promoting products or services. It also helps in increasing the sales volume of the company.

For these reasons, most brands are investing money in social media marketing. Social media is a good source of traffic for businesses, and it helps increase the sales volume as well.

Social channels like Instagram, Facebook, and Pinterest have given a significant boost to businesses and created brand awareness.

However, social media marketing is a hard nut to crack. The growing competition in different industries and several sellers have made social media messy.

The way to stand out on social media is to make a specific business goal and create valuable content that aligns with those goals.

In this article, we will be sharing the best Social media content strategies and the key components. Along with this, we will be sharing the critical components of a social media content strategy.

What is Social Media Marketing?

How content and content marketing may have different meanings, social media marketing has various meanings as well.

Investopedia defines social media marketing as "Social media marketing (SMM) is the use of social media channels and social networks to market a company's products and services."

Whereas HubSpot defines it as, "Social media marketing is the act of creating content to promote your business and products on various social media platforms such as Facebook, Instagram, and Twitter."

The end goal is always the same. It is all about meeting your customers where they are and as they socially interact with each other and your brand.

Social media marketing involves a lot of strategies and tactics. To achieve the desired results, you need to have a good strategy in place.

Your social media success is entirely dependent on your ability to find and connect with the right people in a way that they like you, share things about you with others and talk about what's good for business.

What is a social Media Content Strategy?

A social media content strategy is not a new concept. It has been around for many years now, but it is more relevant today than ever before.
With the use of social media platforms on the rise and with consumers becoming increasingly savvy about what they are reading, watching, and listening to, it is essential to use social media as a tool for marketing.

Social media content strategy is developing, promoting, and delivering social media content to increase engagement and brand awareness. It is a mix of the technical, creative, and business skills used to develop, promote and deliver social media content.

There is a difference between a content marketing strategy, a social media content strategy, and a social media marketing strategy. However, all of them are going to boost your marketing efforts in one way or another.

A social media content strategy helps you develop a consistent and regular flow of compelling, relevant, engaging, original, or informative social media content that will engage your audience. It also helps in identifying the audience you are trying to reach out with your social media content.

Your social media content strategy is your business's blueprint for success on social platforms like Facebook, Twitter, and LinkedIn. If you don't put one together, it will not work the way you want it to.

Why do you need a Social Media Content Strategy?

Social media is a great platform to create content and engage with your customers. However, it is essential to have a Social Media Content Strategy in place.

The strategy will help you to plan your content creation and schedule it on social media platforms. It will also help you track your social content's performance and analyze the target audience response, which can help you make better decisions about future content creation.

Here are some of the major benefits of using social media content strategy for your business:

Increase brand awareness

Social media has increased brand awareness by driving people's interest in your product, service, or cause and creating more advocacy for them afterwards.

You can use social media to reach out to your customers and build a strong relationship with them. It also allows you to interact with your existing customers in real-time, which helps you strengthen the bond between the two of you.

The strategy will help you identify your target audience and the content that will engage them. You can use elements like comments, shares, and likes to see what your audience likes.

This is the best way to drive traffic to your site by placing the links in your profile.

Generate leads and boost conversions

An excellent social media content strategy helps your business to generate leads and boost conversions. This is because your audience is looking for value-added content on social media.

Here are some ways to use social media platforms to boost sales:

  • Offer social media giveaways to social media followers.
  • Make sure to include the website links to your social media profiles.
  • Use video content to increase engagement and productivity.

Build relationships with customers

Social media is a great platform to engage with your customers. It’s not just about posting on social media sites but creating content that people want to share.

To have good content on social media, you need to understand the different types of social media platforms and use them to their best advantage.

You can use social media to create a relationship with your customers and learn more about their expectations and needs. This helps you understand your customer better and tailor your product or service to their needs.

The most important thing is to be active on social media. This helps you stay in touch with your customers and generate leads, which will help you create a closer relationship with them. Social media can also help build a strong brand identity for your business because it provides an excellent platform to showcase your product and brand.

Do what your competitors like

Social Media is a great way to keep track of your competition and what they might be doing next. It can also help you promote your ideas and strategy and share campaign ideas with friends.

Using your competitor's social media strategies, you can generate the buyer's persona, get an insight into your business, and set goals for your business.

Hence, competitive analysis is an integral part of social media marketing.
This strategy is similar to the 'Halo Effect' in traditional marketing. People tend to form their opinions on a product or service based on their knowledge and not necessarily its merits.

Using social media platforms such as Facebook, Twitter, Pinterest and Google+ can help you create a brand voice.

How to craft an effective Social Media Content Strategy?

A content strategy is a collection of tactics, plans, and tactics designed to produce content that your target audience will find interesting and valuable. It is a critical component of the overall social media marketing strategy.

There is always a devised step-by-step social media content strategy that you must follow to get success.

Set clear goals

The first step is to set a clear goal for your social media platform. With clear goals in mind, you can better assess your success and measure your progress.

Before planning a marketing plan, you should find out your company's key messages (what is meaningful about them). Then, you can develop appropriate ways of communicating those messages to different audiences (for example, through advertising or social media) and measure these activities.

The first step in creating a content marketing strategy is to decide what you are trying to achieve with your content, why it should matter, and how you measure its success. Without the metrics to calculate, you can't measure your success or campaign ROI.

The motive should be to move your potential customers as much as you can down the funnel.

Identify your ideal audience

The next step in creating a social media marketing strategy is determining your ideal customer and what they want from your product.
This will determine the content that you will be creating and the messaging you will use.

This step is crucial because it helps to ensure that your social media marketing strategy has a clear focus.
Identify what customers are saying about your product or service on social media, review their comments, and identify common themes or problems they are having.

These comments can be used to create social media content focusing on solving your customers' problems.

For example, if you have a small business and people frequently complain about how long it takes for their order to arrive, you could use this as a starting point for your social media content marketing strategy.

You could create social media content that offers to deliver their order faster and tips on how they can do this themselves.

By creating targeted content based on what customers are saying about you, you will be able to focus your social media marketing strategy on addressing the problems that they are having.

Create your engaging content

Once you have decided what your social media content marketing strategy will be, the next step is to create a plan that outlines exactly how you will reach out to potential customers.

It may sound like an obvious statement, but without one, it can make it difficult for you and your company to measure the success of your content marketing strategy.

Content marketing is a complex process that takes time and effort to implement correctly. Furthermore, the content must be such that it stands out from the competitors.

Do not forget to use the social media platform features to get the latest product and features update. For example, use Instagram live or Facebook live to conduct giveaways or promote the product.

Create a content calendar

Once you have your content created, it is essential to organize creating and publishing them. This will help you ensure that your social media marketing strategy has a clear schedule and that all tasks are completed efficiently.

A social media content calendar is a hub of everything you create and helps keep track of the days, weeks, and months you will be working on content for your campaign.

When creating a content calendar, it is essential to ensure that the dates are realistic and not overly ambitious. If you fail to plan ahead of time, you could end up over-scheduling yourself or forgetting an important task.

It would help if you also considered including specific times of the day when you are most likely to publish content. For example, if your product is best used in the morning or evening, it may be beneficial to plan your social media content marketing strategy around these hours.

Planning will also help you avoid the frustration of trying to write content on a busy day or when you are under pressure.

Key Components to a successful Social Media Content Strategy

A social media content strategy involves identifying the target audience, developing an appropriate message, and choosing the best platform to publish it. It also involves researching other platforms to see if they are better suited for your product or service.

Here are the key components for social media strategy:

Be consistent across all channels

This is one of the most critical components of a successful social media content strategy. The more consistent you are across all channels, the better you are close to your social media goals.

Consistency also ensures that you will not become overwhelmed by the work and instead focus on the task at hand.
Ensure that you are consistent across all your social media accounts: Facebook, Twitter, Pinterest, Instagram, etc. This is important for your social media marketing strategy and your overall brand image and reputation online.

Do social media audit weekly or monthly

Every week or month, you should conduct a social media audit. This will help you see how effective your strategy is and if any gaps need to be filled.

The best practice to do this is by considering various social media metrics like tweets, shares, comments, impressions, and others. You can also set specific goals for different social media platforms.

Join the right networks for your company

Once you have decided on the right social media platforms for your company, it is essential to join those networks. You can join as many as possible but keep in mind which ones are more effective for your brand image and reputation online.

You should also pay attention to what social media platforms are your industry's leading influencers using. You can learn from their posts and add value to your social media strategy.

Ensure that you use the right hashtags for each of your posts

The best practice is to create a list of all the relevant hashtag topics in advance so that you can be more focused when creating content on social media.

To create a list of relevant hashtags, you can go through the trending topics and see what they are about. You can also use social media analytics tools to know which hashtags your audience is talking about most on social media.

Social Media Strategy Template

The next and most important thing is to create an effective social media strategy template. There are several templates offered by Backlino.com or Hootsuite, which you can leverage to create a workflow for your social media marketing campaign.

Using these templates, you can ensure that you are constantly working on your social media marketing strategy. You can also ensure that the content of your posts is consistent with the tone and style set by the template.

The templates offer options for posting frequency, including daily, weekly, or monthly schedules. You can even use different templates depending on the type of audience you are targeting.


Social media is a powerful tool for brands to use in their marketing strategy. Brands should be aware of the potential risks and benefits that come with social media and how they can best leverage it to create an effective social media strategy.

Social media has a lot of potentials for companies to use in their marketing strategy. However, many risks come with social media marketing, and the brands who do not consider these can end up getting penalized by customers.

Shrikant Damani
Growth Marketer
ABout the AUTHOR
Shrikant Damani
Growth Marketer

Shrikant is a growth marketer at Scalenut, where he focuses on developing strategies to nurture the Scalenut community and improve user experience through content marketing and SEO. In addition, he works to enhance the quality of AI outputs through prompt engineering. A MICA graduate and a Chartered Accountant, he utilizes both his creative and analytical skills to create effective solutions.

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