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Video Transcript

At this stage of developing your social media strategy, you should have enough information to put together a content game plan.

Content marketing has become an important part of many organizations’ social media marketing efforts.  And for good reason - sharing high quality, relevant content can help your brand develop a close relationship with its audience, establish authority in your industry niche and contribute to overarching business objectives.

The key elements of a content strategy are your target audience, goals, brand voice, and distribution channel and tactics. In other words, you want to determine who you’re communicating with and how, what you want achieve with your content, and the ways you can effectively distribute it to your audience.

Say you’re an online retailer looking to capture the interest of potential buyers and drive them back to your website where they can make a purchase. A content strategy that includes many editorial-style photos of your products, distributed through visual-focused channels like Facebook and Instagram may be the best way forward.

Content can come in many forms such as blog posts, videos, infographics and photos. It may be created by your team, crowd-sourced from your community, or curated from relevant, reputable sources. Keep in mind that content can be repurposed from one channel to the next. For example, a photo essay from your blog may be divided into multiple posts on Instagram and Facebook. Creatively repurposing your content will maximize your resources and will help keep your messaging consistent.

When developing your content strategy, important questions to consider are who will create the content, which channels you will use to distribute it and how often. A Content Calendar is a great tool to keep this information organized and give you a visual representation of your plan.