Content planning, development and sharing is tough. But it doesn’t have to be. This month will discuss how to leverage the resources within your organization to create the most effective social media content plan for your business. We will look at a proven workflow and process and help you define your content inventory so that you can streamline content week to week, month to month and even year over year and have an effective way to measure your content ROI. By developing a strategic social media content inventory, you can spend less time stressing and more time connecting with your audiences.
1. BUILDING YOUR
SOCIAL MEDIA
CONTENT INVENTORY
Tyler A. Thomas, MA | @TylerAThomas
Senior Director of Integrated Content
University of Nebraska–Lincoln
14. @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
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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
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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.
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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
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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
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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