In the beginning was a word, and that word was “STRATEGY”. It is the answer to the question of what kind of content plan your community needs. If you’re just in the strategy phase, here are the important steps in creating a content plan.
In this article, let’s help build an understanding of good content that your target audience will enjoy. For the information of the portal Brehni NET.
Signs of good content
Content should be unique
Here we don’t mean the percentage of uniqueness of the texts (although that’s important too), we’re talking about what will differentiate you from your competitors. For example, almost every brand writes about its product, but some do it in this format: here’s the product, here are the benefits, and others talk about how the product will help the consumer.
Look at what your competitors are doing and tune them out.
Content must meet the needs of the target audience
At the stage of developing a strategy is necessarily an analysis of the target audience. They are studied, segmented, and identified explicit and implicit needs for the product, and very often the main mistake is made: the content works only for those segments, which are already buying.
This approach is not correct, because SMM is able to generate demand. Therefore it is recommended to allocate 1-2 priority segments, which account for most sales, and devote 60-70% of the content to them. It is also necessary to allocate 3-4 additional segments and distribute the remaining materials between them.
Content should take into account the tools available on the sites
Let’s consider the Russian network VKontakte. It has stories, posts, clips and articles. These are the main content formats and three points of contact with the audience: the feed, the feed of clips and stories.
Certainly some content is more effective, some less so. You’re free to abandon a format if it doesn’t meet your goals. But you should do it consciously, not because you forgot. Therefore, when developing a content plan, try to use the maximum number of tools, and then abandon the less effective ones.
Content should be in a variety of formats
A trivial thing, but it is also often not taken into account when creating a content plan. In addition, sites impose restrictions on the promotion of different formats, which also contributes to diversity.
Here are a few examples:
- A post with multiple visuals with text on it probably won’t pass FB moderation, but in client projects we see that this format organically gains the same number of views as posts that have been in promo.
- Posts with a picture and a survey also will not get into the promo, but you can run one survey without a visual in the promotion. We want to communicate with the audience, right?
- Video content has been gaining a lot of views for a long time, but it seems like the time for horizontal videos has passed. It’s better to look toward clips and similar tools.
Content should be a variety of types
It’s important not to confuse format and content type. Format is the shell in which the information is produced, but the type of content is just the content.
There are three types of content: useful, product and entertainment. And most often the following ratio is used – 50:30:20.
If with useful and product content is usually no problem, then with entertainment is a hitch. In our practice, we have had clients who categorically did not want to post entertainment content, because their brand is serious. For all those who are now reading this article, I want to say: entertainment content does not imply silly jokes, memes and stuff like that. The agency always focuses on the brand’s Tone of voice (ToV) when creating content. This is the tone the brand adheres to in communication with its consumer.
Entertaining content is useful for working with smart feeds. And this is especially important in a competitive environment.
So, for example, when users begin to actively engage with a particular post (such as a contest post), smart feeds begin to perceive community content as interesting. Accordingly, other publications start to be actively shown to users.
Such a trick should not be abused, but it is also unwise not to use such a trick for your own purposes.
Conclusion
We have considered the main points that need to be taken into account in the content plan. To make it easier to structure it all, I suggest you use the table.