Social media content strategy

1. Content Strategy
Brand Priority: , Brand Awareness, Image
building, Community building, Web traffic
generating, Sales promotions, Improving
customer loyalty, others.
What does the brand trying to achieve:
Blog Facebook Twitter LinkedIn Youtube Others
Purpose
Main focus
Audience
When/frequency
Content (the 1st
month)
Content Strategy: Single or multiple channels, Blog first
strategy, broadcast vs. interactivity, platforms used differently
or similarly
What to post? Percentage of Information, entertainment, etc.
What kind of topics…..
Purpose: Mostly marketing, marketing plus (PR, HR, research,
education, other
Guerilla techniques used or not:
Used paid ads or not:
What to focus on? Products, users, CSR, deals, etc.

2. Information about the
brand/product, brand
attributes, etc.
Image(s) of a product
Benefits of or feeling of using
the brand in a
fun/interesting/unique way
The results of using the brand
(e.g. a picture taken by the
Nikon camera, a testimonial by
a user, etc.)
Brand’s advertisement or
brand’s promotional or
informational video/image
Brand, package logo or
branded material is an art
form or part of nature
Brand serves community,
brand supports a person,
people, a cause.
Sponsorships, events
organized by the brand, events
related to the brand, TV
program related to the brand
or mentions the brand etc.
Suggestions,
recommendations about the
brand or the product category
(recipes, fashion tips, etc.)
Expert advice, interviews with
experts, experts picks, experts’
favorites.
Behind the scenes (how the
product is being made, the
research lab, how employees
are preparing, etc.)
Brand is part of users’ life (e.g.
a user has a coke tattoo on his
arm, user is holding brand’s
logo, or coke bottles in ones
room)
News, blog posts, videos
related with the brand,
corporation, product category,
etc.
News, blog posts, videos
unrelated to brand/product
category
Questions:
fill-in-the-blank
either Or, which one
polls
Questions:
Related with the brand,
brand’s history
Unrelated to the brand
Photo question
(where’s this photo taken?
Come up with a caption for
this photo. what goes well
with this t-shirt? Etc.
Reminders about campaigns,
promotions, events offers
Celebrations, holidays, happy
birthday, special days,
congratulations, cheers,
related with celebrations
(happy 4th of July, happy
Friday, etc.)
Cute , funny, humorous,
interesting, relaxing
image/text unrelated to the
brand or product
Quotations
Appreciation, gratitude
(thanks for following us)
Sharing a fan’s or another
user’s post
Intriguing posts (share this if
you feel happy today, like this
if you can spot the elephant in
this photo, etc.)
Featuring the company’s
employees, employee’s
favorite products, employees
picks, etc.
Brand in the media, brand
covered by the media organs,
blogs, etc.
Spotlighting partners,
spotlighting fans
News (what is going on, what
is new)
New profile photo, new profile
cover
User tips, tricks, How-to’s