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BUILDING YOUR
SOCIAL MEDIA
CONTENT INVENTORY
Tyler A. Thomas, MA | @TylerAThomas
Senior Director of Integrated Content
University of Nebraska–Lincoln
@TylerAThomas
What should
we post today?
@TylerAThomas
@TylerAThomas
How do we manage
the algorithms?
@TylerAThomas
How do we
say no?
@TylerAThomas
How do we
get it all done?
@TylerAThomas
How do we
step away?
@TylerAThomas
How do we connect
our audiences with
content they want?
@TylerAThomas
@TylerAThomas
Build Your
Content Inventory
@TylerAThomas
Start with your
organizational goals.
@TylerAThomas
Start with your organizational goals
● List 3-5 organizational goals
@TylerAThomas
Focus on
your audience.
@TylerAThomas
Define your audiences
● What do you know about your audience?
● Where do they spend their time online?
● What content have they previously gravitated to?
● PRO-TIP: Do this for every platform
@TylerAThomas
Brainstorm
content themes.
@TylerAThomas
Brainstorm content themes
Using your GOALS and what you know about the
AUDIENCE:
● Bullet out as many content themes that come to
mind
● Don’t worry about the “how”
● These can be general and/or platform specific
@TylerAThomas
Create your
inventory.
@TylerAThomas
Create your inventory
Using the content themes from your brainstorm, it’s time to create your
inventory. PRO TIP: It’s easier to think platform specific first.
Identify:
● What kind of content is needed for the message and platform?
● Who can/should be involved?
● What theme makes the most sense for each day? (this is where you define
frequency)
● What do you want to measure/accomplish?
● **Campaign and Pop Up content should be layered in later.
@TylerAThomas
Map it.
@TylerAThomas
Map it
Using a:
● Content calendar;
● Spread sheet;
● White board;
● Sticky note;
● Napkin;
● Or piece of paper map your inventory
@TylerAThomas
Share it.
@TylerAThomas
Share it
Once you have your map:
● Share it with others in your office
● Share it with your boss / supervisor
● Share it with your agency partner, consultant, client
@TylerAThomas
Share it
Once you have your map:
● Share it with others in your office
● Share it with your boss / supervisor
● Share it with your agency partner, consultant, client
This will:
● Increase strategic alignment
● Increase transparency
● Keeps you/your team accountable
@TylerAThomas
Measure it.
@TylerAThomas
Measure it
Once you have been sharing for 1 month, 2 months, a quarter etc.:
● Evaluate “like content”:
What’s working? What isn’t? Why?
● Celebrate wins
● Discuss misses
● Update the inventory
● Repeat
@TylerAThomas
Integrate it.
@TylerAThomas
Integrate it
● Where else could your inventory be leveraged?
@TylerAThomas
Identify Organizational Goals.
Define Your Audiences.
Brainstorm Content Themes.
Create Your Inventory.
Map It.
Share It.
Measure It.
Integrate It.
Build Your
Content
Inventory

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