At the end of the day, people ask “What’s in it for me?” and if your website and social platforms don’t answer that question, you might lose potential customers and visitors.
Ideally, the content you put up on your site is geared to help, inform, inspire, educate or entertain your readers. In order to get them to read it, you need to figure out a way to reach your readers, remind them that it’s there and tell them why it’s useful to them. Enter content planning for social media success.
At the end of YOUR day, you’re marketing online because you’re building a business and a brand, you want more visibility and you need more traffic to your website to support and generate future sales and purchases. The thing about social media is that it’s geared to do all that for your business – and then some! (Think community, testimonials, recommendations, product reviews and more).
Don’t get me wrong – some social media posting should and can be spontaneous but in alignment with your key messages, values and tone. For example, if the Olympics are happening and something amazing has just happened, it’s “all good” if you post about it – it shows that you’re relevant and current. And posting on events like the Olympics could be part of a strategy altogether – something you planned out at the beginning of the year, just so that you’re posting relatable content throughout your day-to-day strategic upkeep of your online platforms.
In fact, at the beginning of each year, I like to list out all the important dates and events happening that year, including silly things like “Talk Like a Pirate Day” and even non-silly things like “International Women’s Day.” It may appear spontaneous that I am posting about these things but it’s all part of a bigger plan to be relevant and timely.
I recommend that you plan your social media around your website content so that ultimately you give yourself a reason to drive traffic back to your website from your social media platforms. What does this mean? It means that your blog content schedule should also tie into relevant events and special days so that when it goes live, your social media will also be relevant.
Also, your customers may have commonly asked questions that you are repeatedly answering – these are perfect topics for blog posts on your website. This is also a great way to inform people about what you do and attract the right type of visitors to your website.
Do you see why content planning is important? If it’s strategic and relevant, your content will go a long way towards reaching your online marketing goals. It will work for you in the long run. It is meant to promote your services and products in a way that is beneficial to others. If you’re posting “willy-nilly” it might work against what you’re trying to achieve instead of towards it – hence wasted efforts, time and money.
You may have read a recent Going Digital post, How to Write 28 Minutes for 28 Days of Daily Facebook Posts, in which I dived into having different content themes for different days – it’s a great place to start. The common rule is 80% social and 20% business-related – but it should all be branded and work towards your overall goals. I’ve expanded on that theme and created a webinar that dives into content generation and how to plan it out in the most effective way. If you’re struggling with content, you may appreciate the theme of tomorrow’s webinar – 30 Facebook Posts in 30 Minutes. You can register here.