With Facebook changing up its algorithms and boosted content rules on a regular basis, Twitter dropping character counts for photos, and Google implementing new expanded text ads—not to mention the rapid adoption of Instagram, Snapchat and Facebook Live by some brands—how in the world do you keep up with an effective content strategy?
Here’s the secret: It doesn’t matter how quickly the social media landscape changes if you are prepared with a strategy. I don’t care if you have a great idea to post on Facebook or a cool blog post to write—always ask how it ties back to your original content strategy and business goals. There are some important considerations to keep in mind when developing a content strategy, while knowing full well that things are going to change throughout the year—things that you don’t always have control over.
Here are seven tips on how to keep up (including when it’s OK not to keep up) with the ever-changing channel landscape on which your content depends.
1. Always have a plan.
If you’ve never put together a content strategy, start small. Think about what the biggest goal is for your organization this year—is it driving revenue? Retaining members? Launching a new product? Whatever the business goal is, your content strategy should be developed all around that.
And just because you put your plan down (yes, on paper) doesn’t mean it can’t change. Know that this will always be a fluid plan—that as you monitor your progress, this plan can change. But unless you start with something (and communicate that to your team) you won’t know if what you’re producing is actually benefiting the organization.
2. Understand your audience.
This is key....
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