In the last post, I showed you how to get started quickly on a workable social media strategy. If you haven’t read that post, you might want to do so now and then come back to this one. That one was all about where to post; this one tackles what to post.
In Simple Social Media Strategy, we established that your blog is home base. A blog with fresh content will keep readers coming back to your site multiple times. It will help establish you as a thought leader in your field. And the most important benefit is how Google will treat your site. Each time you publish a new post, Google sees that fresh content and it will reward you with a higher ranking. That means more people will see your site in search results.
The Care And Feeding Of A Healthy Blog
How do you feed a blog and one or two social media sites with fresh content that will keep your clients and prospects coming back for more? It starts by knowing your audience. Here’s the one thing you should take away from this article:
Your social media material is not about you, it’s about your intended audience.
Think of the people you want to attract and ask yourself the following questions.
- What are they interested in?
- What keeps them up at night?
- What do they want to learn about?
- What do they aspire to?
- Which major events or holidays might they be interested in?
Now that you have some topics, you need a place to capture them so you can begin scheduling them over time. I suggest you create an editorial calendar. That’s a fancy name for a document that holds your topics, post ideas, and the dates you plan to publish them. Any type of document will do… an Excel spreadsheet, a paper calendar, or a team calendar on Sharepoint.
If you’d like to try out different formats, I’ve got great news. A Google search will reveal many available for download — most at no cost. Directly below is a screen shot of one of several editorial calendars available from Google Docs Templates.
Don’t let all those lines and columns overwhelm you. Just eliminate anything that doesn’t work for you. The object is to make your publishing schedule easier, not more complicated.
Did you notice in the list of topics there isn’t anything about your products or services? That’s not accidental. Social media works best when used to build a sense of community. Blogs are written with less formality, giving you an opportunity to display your personality. It’s not a good marketing platform or a place for sales collateral. That doesn’t mean you can’t ever talk about what you do, you just don’t want to make it the central topic.
Here are a few examples of companies that do social media really well. Take a scan through their blogs to get a sense of how they do it.
Are you ready to get started?