In social media marketing strategy and digital marketing, content is king! If your content is weak and irrelevant, you’ll struggle to attract new followers and engage with existing ones.

Content is more crucial than ever before! If you’re also using email marketing and blogging as part of your digital marketing strategy, then finding efficient ways to generate content will save you time and effort.

Your content needs to be interesting, original, honest and transparent! It should also be carefully tailored to your specific target market.

According to the Content Marketing Institute, content marketing is defined as:

‘a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.’

Here’s how to create great content to improve your social media marketing strategy –

There are 2 types of content for your social media marketing strategy –

Conception – original created content

This should be around 30% of your content – including repurposed content.

Ideally this content should be ‘branded’.

Curation – shared content

This should be around 70% of your content.

It’s important to avoid plagiarising – you need to acknowledge where your curated content has come from.

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The reasons behind your social media marketing content –

1. To communicate your personality and values
Social media is the perfect marketing channel to ‘humanise’ your brand or business. As the old saying goes – people buy from people.

2. To demonstrate authority and expertise
Your social media marketing strategy should focus on demonstrating your expertise to build up authority within your audience and community.

3. To build a community and connect
Social media is a great way to build a community of connections through friendships as well as business relationships.
Instead of always looking for new connections, it’s also a good idea to connect with existing clients, suppliers, contacts and associates.

Some categories and ideas for content for your social media marketing strategy –

Tutorial

Case Study

Product

Solve A Problem

The List

The Check List

Myth Buster

A Glossary

FAQs

Infographic

Fictional

Research

Guide

Inspirational

A to Z

Series

Behind the Scenes

Opinion

Interview

Story

Review

Recommendations

Questions and Answers

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Some of these categories will be more relevant to your business or brand than others.

Depending on how much content you need to create, I would recommend choosing between 6 and 12 categories.

Your content categories need to be reviewed and should naturally develop over time.

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