10:27AM March 3 2010
Planning a Content Strategy
A core part of any social media strategy is the content element. Whether the brand is adopting various outposts or embarking on an influencer network programme a well thought out content strategy and plan is going to be important, in fact if the brand is doing both of these plus has a website, a comprehensive content strategy is critical.
To formulate a content strategy can be a difficult process partly due to the many considerations and partly due to the number of stakeholders. So, to help our clients we have a simple 9 step systematic process.
First off we suggest setting some principles, this allows for a healthy discussion around authenticity, transparency and humility as well as the clients views on engagement.
Next we get into the ‘Why’, clarifying objectives, linking them with appropriate metrics and if possible setting targets.
‘What’ comes next covering stage 3 Substance and stage 4 Sources. Substance focuses the mind on what topics, subjects and point of views the brand wants to have as well as considering the type of social currency value – entertainment, useful, monetary, information or personal value.
Sources looks at who is going to be creating or producing this content, from employees to agencies to crowd-sourcing.
Next we get into the ‘How’, who’s going to be managing the content, which social and digital channels will the content be going out thru, which formats are most appropriate and a schedule over an agreed time period.
Lastly, with active listening in place we are able to constantly review the conversational effect of our content against our objectives and the brand will be able to respond in accordance with their engagement policy.
