The document outlines seven steps for creating engaging social media content that fosters consumer interaction and strengthens brand loyalty. Key steps include identifying the target audience, conducting market research, defining consumer archetypes, and developing dynamic content paired with effective calls to action. The ultimate goal is to enhance engagement and achieve a significant return on investment through strategic storytelling and testing responses.

1. 7 STEPS TO CREATING DYNAMIC
SOCIAL MEDIA CONTENT

2. are good at displaying their
products on Social, but these
posts lack the engagement
and positive sentiment that
social media marketers seek.
And ultimately, the social
promotional efforts give
lackluster results in terms of
sales and brand loyalty.
A LOT OF BRANDS

3. PERHAPS
YOUR BRAND
has developed a more
sophisticated way of
telling the brand story
by sharing posts
reiterating the brand
promise. Despite these
efforts, your desired
results have still not
come to fruition.

4. THE ANSWER IS SIMPLE,
but not always easy to execute. On Social, it’s important that
a brand not just tell its story. Rather, the brand story must
be created in tandem with the consumer. It’s crucial that you
develop a unique method of doing this that not only increases
engagement, but also cultivates brand loyalty, ultimately
leading to a significant ROI for your brand.

5. 7 STEPS
1. Identify Audience
2. Market Research
3. Identify Archetypes
4. Brainstorm Meaningful Cluelines
5. Create Dynamic Content
6.Test & Measure Response
7. Develop Appropriate CTAs

6. IDENTIFY AUDIENCE
STEP 1
YOU WANT TO KNOW MUCH MORE
than the demographics of the
people already following your
page.You want to know the
makeup of your desired audience.
In addition to that, you want to
know the demographics of those
who may influence your desired
consumers regarding what they
should spend their money on.

7. MARKET RESEARCH
STEP 2
EXPLORE MANY AVENUES
when it comes to your target
audience’s behavior. Of course
you want to know how that
audience interacts with your
brand and other brands in your
vertical.You also want to know
how that audience interacts with
other verticals with similar
pricing, how they behave on
social, basic shared values and
how they see themselves.

8. IDENTIFY
ARCHETYPES
TRADITIONALLY,
12 ARCHETYPES
make up the characters of
dynamic storytelling. Based
on your understanding of
the target audience, find
the top 3-5 archetypes your
consumers are most
likely to see traits of in
themselves.
CHARACTERISTICS
Strength, Courage,
Stamina, Faith,
Competing against
great odds
CHARACTERISTICS
Belonging to a
group, Willingness to
sacrifice for others
CHARACTERISTICS
Openness to
experience, trust,
honesty
CHARACTERISTICS
Humor, Originality,
Irreverence
CHARACTERISTICS
Fairness, Stewardship,
Accountability
CHARACTERISTICS
Compassion,
Steadiness, Loyalty,
Empathy
CHARACTERISTICS
Leadership, Risk
taking, Individuality,
Bravery, Honesty
CHARACTERISTICS
Non-conformity,
Imagination, Sense of
aesthetics
CHARACTERISTICS
Independence,
Testing limits,
Bravery,
Non-conformity
CHARACTERISTICS
Order, Stability,
Control,Tradition
CHARACTERISTICS
Surprise, Powers of
perception, Intuition,
Cleverness
CHARACTERISTICS
Wisdom, Intelligence,
Clarity of thought,
Rational decision
making
CHALLENGES
Arrogance,
Delusions of
grandeur
CHALLENGES
Lack of own
identity, Obsession,
Jealousy
CHALLENGES
Naive, Denial that
problems exist
CHALLENGES
Cruelty, Being
misunderstood,
Inefficiency
CHALLENGES
Righteousness,
Recklessness
CHALLENGES
Feeling of being
exploited,
Martyrdom
CHALLENGES
Negativity,
Lawlessness,
Fanaticism
CHALLENGES
Over-dramatization,
Perfectionism
CHALLENGES
Aimlessness,
Alienation, Self-
indulgence
CHALLENGES
Entitlement, Greed,
Irrelevance
CHALLENGES
Trickery,
Manipulation,
Hubris
CHALLENGES
Feeling
disconnected,
Passiveness,
ArroganceLOVER
HERO
CAREGIVER
REBEL
SAGE
SOVEREIGN
CITIZEN
CREATOR
MAGICIAN
INNOCENT
JESTER
EXPLORER
STEP 3

9. BRAINSTORM
CLUELINES
STEP 4
LIKE WRITING A SCRIPT,
brainstorm clue lines that
those in your target
audience might say or think
in their everyday lives (i.e.
“Today, he changed the
world for one person”).
Those lines should then be
divided and compiled into
categories representing the
identified archetypes.

10. CREATE DYNAMIC CONTENT
STEP 5
CLUELINES AND IMAGERY
should be married together to
create powerful posts that
speak directly to the values
and desires of your target
audience. Craft post copy with
engaging questions, giving your
audience an opportunity
to respond to the message.

11. TEST & MEASURE
STEP 6
AT FIRST GLANCE
all archetypes tend to perform
very well, regardless of the
message. What you may find
interesting is the difference in
how audiences interact
with each specific archetype.
One archetype is likely to
garner shares, while another
will see a large number of
comments. Do several months
of A/B testing, and
scrutinize the results with
great precision.

12. DEVELOP CTAS
STEP 7
BASED ON KPIS
use your discovered insights regarding how
people interact with specific archetypes to ascribe the
most powerful CTAs with each post. For example, one
brand has identified User Generated Content as a top
priority for this year. Knowing that a Citizen Archetype was
most likely to attract personal comments, they paired a
Citizen clueline with a picture describing what they wanted
the audience to do (share pictures).The results speak
for themselves.

13. THANK YOU
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