Looking to add more content to your social media channels and website? We often overthink what we could be posting online and spend a lot of time bouncing from topic to topic. The truth is, your business would benefit from a robust content strategy that not only outlines your subject matter but allows you to leverage it across multiple channels.
You see, social media is just one piece of a bigger content strategy. It should align with your website, print materials, and overall brand voice to give your clients a consistent experience. I’m not just talking about the words—the photos, colours and subject matter all play an important role.
As I write this article, I am visualizing the ways I can repurpose this article for various mediums. It starts with this 800-word article and translates into a blog post, then a video, and finally I break it up into small social media-sized bites of content. That content, if written well and supported by powerful graphics, will likely provide enough content for at least eight to 10 social media posts. Doesn’t that sound great?
Streamline a list of key topic areas
It all starts with a solid understanding of your business strategy and ideal clients. Take the time to unpack their needs and wants so that you can find the best voice to speak them. This important branding exercise not only helps your business determine how to speak to your customers, but it allows you an opportunity to create a consistent brand voice. This is what builds loyalty and trust with your client base.
Find five to 10 key topic areas that you can share your expertise on. These themes are “evergreen” and can be used and repurposed as you see fit. Your key topics are likely found on your website and in other marketing materials. Of course, you want to highlight your products and services, but you also want to look at how you can help your clients and add value.
For example, if you’re a photographer, you don’t need to sell your services within the context of every key topic. You might want to broaden your topic areas and identify ways that clients can prepare for a photoshoot, or why annual family holiday photos are so important. Thought leadership is an important strategy to employ when you’re looking to make a name for yourself online.
You can also look at other topics that your business aligns with to round out your content themes. For example, you may want to showcase your community connections, the latest industry news or behind the scenes photos and videos of your business.
You will want to take the following steps for each key topic:
- Create an outline per article/blog post.
- Align the content with a relevant, powerful image.
- Develop bite-sized information—content that is easily digested and pulled as quotes.
- Determine who you will tag, link or mention in your social media or blog post.
Develop solid social media content
With your outline now complete, you want to build out your content. I like to use my visual assets to build out my strategy—this works especially well if you use Instagram. I find it much easier to work this way as people are typically drawn to visuals first. Once you have selected your visuals, add your text.
One thing that is crucial to every business’s content strategy—investment in quality photography. Whether you need portraits, lifestyle shots, flat lays or stock-like photography, it’s important to work with a professional. Not only can they capture content unique to your business, but they have the expertise and tools to provide you with content that will have a much longer life span.
Besides creating your own content, you may want to curate a selection of accounts to repost. There are several apps to repost on social channels such as Instagram; just be sure to attribute the photo and content to the originating account.
And finally, be sure to leverage the searchability that social media offers. Research and use hashtags regularly to expand your audience reach. As mentioned earlier, you will want to tag your location and partners, so you can extend your reach and build your network.
Share what you love
Above all else, it’s important to be authentic and passionate on social media. You want your channel to exude your brand.
Repurposing your content can provide you with a consistent vault of material to work with for months, and most importantly, it can save you valuable time. And, who doesn’t want more time in a day?
Connect with me to learn more about optimizing your business’s communications efforts.