As someone who has crafted numerous editorial calendars based on an strategy, posting outside the plan can be tough. On the flip side, with more and more people changing up how they view brands and use the platforms, involving HR can be both an incredible recruiting tool and a refreshing way to share a brand’s story. And you know what? Boom. Content made and problems solved all in one.
Read MoreI take three actions with his posts: 1) swipe through the pics or watch the watch the video, 2) tap to read all the content, and 3) ‘like’ the post. Three points of fairly consistent engagement and I’m delivered his new posts in a very consistent manner whenever I hop into the app. This is the algorithm working and working well. (And note: no saves, no shares - just watching, reading, and liking. Basically the algorithm thinks we’re friends - and who am I to correct that?)
Read MoreAre there times you should push sales content? Absolutely. That’s the 20 of the 80/20 rule - make the pitch why your product or service fills a need or solves a problem - but the rest of the time, focuse on meeting folks where they are, listening to their needs, and offering content to help solve problems they may be facing.
Read MoreThe key difference from the social platforms: we ‘google’ with an idea of what we want or need, or have a question we’d like answered. Using the market example: we go to a farmers market to get food and support local farmers and producers; not to buy an airline ticket. Same goes for when we use a browser - we have a general idea of what we’re looking for or a question we’d like answered.
Read MoreHigh-level daily content themes are basically post prompts to help further branding consistency. They’re not the priority for posting; these are purely content fillers to be used between announcements or whatever other points you wish to share with your community and followers on social media. It’s important to think of daily content themes as ways to further brand awareness, build community, or offer social listening.
Read MoreClient Personas - also known as Marketing, Customer, or Buyer Personas - are descriptions and representations of a brand’s key clients. And they can make people say “This was written for me!" while reading your e-newsletter, Instagram post, or reviewing your brand's resources.
Read MoreWhat does determining a brand audience have to do with creating a strategy? By establishing who we are reaching and who we want to reach we’re able to create and target content and campaigns toward a specific group. Here are 5 questions to ask to help better determine your brand’s audience…
Read MoreWhy plan a month’s worth instead of just posting for the day or week of? Drafting a plan allows you to see the bigger picture and makes scheduling more efficient. It also lets you be creative and do a little research instead of rushing through an idea or realizing you missed a fun opportunity on a themed day.
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