Decide on promotion tactics for each channel.
Each social media channel has different best practices that you’ll need to consider when using them as part of your social media campaign. It’s best to follow the social media rules for Facebook and Instagram as well as any other channels you want to utilize in your campaign. That way, you are able to maximize your results by using each channel to your advantage.
After you’ve decided on which channels to use, you’ll have a better understanding of how you can promote your campaign content on each channel. Some social media channels have unique features that will allow you to publish different types of content that work to engage your audience.
For example, Facebook, Instagram, and YouTube all have live video streaming options that allow you to connect with your audience in the moment.
Don’t forget that you can also take advantage of paid advertising opportunities as part of your niche social media campaign.
Though organic content and engagement can go a long way in helping you build relationships with consumers, paid advertising on platforms like Facebook and Instagram can help you expand your reach even further to connect with consumers who are right for your brand but may not yet be following or engaging with your content.
Create a content calendar.
Once you know the goal of the campaign and how you will promote content across channels, it’s time to create a content calendar. Content plays an important part in your social media campaigns. It’s the first line of communication and it’s what your fans, followers, and other audience members will see before deciding whether or not to engage.
The types of content that you create for your campaign will differ based on your goals and objectives. Here are some types of content that you may want to include in your editorial calendar:
- Blogs – Blogs are great for top-of-funnel content focused on your audience’s challenges, but they can also be effective for middle and bottom-funnel content that gets more specific regarding your products or services.
- eBooks – E-books are great to use as gated content because they provide enough additional value to convince your audience to hand over their contact information.
- Text Posts – In addition to sharing content, you may also use general text social media posts that include a CTA or work to start a conversation.
- Images – You may use all types of images in your social media campaign from explanatory infographics to more simple photos of your product.
- Videos – Videos not only get the attention of your busy audience, but they are a great medium for breaking down complex topics or showing consumers how to use a product.
- Landing Pages – If you are driving consumers back to your site to take a specific action, you may need to create landing pages that aim to get the consumer to take the desired action.
Once you have an idea of the types of content you would like to create, you can start deciding on the right topics. We highly suggest making the topic brainstorming process a group effort.
Choose people in your organization that know your target customers well and ask them for help in coming up with topics for content.
In addition to bringing in people from your marketing and sales teams, you should also consider including individuals from your customer service team as they have experience in dealing directly with customer and know the challenges they face.
After you know the types of content that you will create and the topics you’ll focus this content on, you should keep this information organized in a content calendar, also known as an editorial calendar. You can use a paid program for this or just develop a Google spreadsheet that meets your needs.
An editorial calendar makes it easy to see what content is coming up and keeps everyone on your team on the same page about tasks and deadlines.
Everyone’s editorial calendar will look a little different. You should choose a format that works best for you. Most effective content calendars contain the following information:
- Topic or title
- Type of content
- Due date
- Post date
- Promotion details
- Any other important notes
Keep this content calendar in a place where everyone on your team can access and update it. We recommend using Google drive or the company server. It’s important that everyone on your team can update their progress or make notes on issues or delays so that it’s clear when the content will be complete so you can update your social media campaign timeline.
Develop visual and written content for campaign.
Now that you know what type of content you need to fuel your niche social media campaign, it’s time to finally create it! Be sure that every piece of content is assigned to someone on your team. If you are outsourcing the content to an agency or freelancer, make sure that they have specific instructions on what you want the content to be about and when you expect to see a first draft.
Whether you’re creating the content yourself or working with someone outside of your team to create the content for your social media campaign, keep the following in mind as you build a repository of content:
- Make sure content is on brand. Though different people may be writing or creating visual content, all of your content should be in line with your brand voice and persona. Creating specific brand guidelines can help guide this process.
- Include a CTA. If appropriate, make sure that the piece of content has an effective CTA that uses action verbs to inspire the viewer or reader to act. Whether it drives them back to your site or encourages them to reach out, the CTA should be clear and specific.
- Mix it up. We advise all of our clients to stick to a posting strategy that includes brand posts that inspire engagement, share posts that share helpful external content, and sell posts that are directly selling to your audience.
- Find ways to re-purpose content. Once you have the content for your social media campaign, you should always be on the lookout for ways to re-purpose or recycle this content in other campaigns. This allows you to get the most for your content budget.
For written content, make sure that the content is engaging and free of grammatical errors that may be distracting to your audience. Break up the content using headings and sub-headings to make sure that it’s easy for your audience to digest. Include links in your written content to other helpful resources. And don’t forget a relevant CTA!
When it comes to visual content, you want to make sure that any images or video you use are of professional quality. Make sure that your visual content is easy for viewers to understand without any explanation. The video or image should speak for itself and provide value on its own.
Just as you would with written content, there should be some sort of CTA or identifiable next step for viewers to take after engaging with the content.
Want additional tips on how to create the best content for your campaigns? Be sure to check out our post – Techniques You Need for a Successful Social Media Campaign.