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A social media content strategy can be determined through a multi-stage planning and action process.
Summary of this article
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Social Media Marketing Guide
1. Basics of Social Media Content Strategy
A social media content strategy can be determined through a multi-stage planning and action process. These are, in order:
Goal Setting
Understanding the Audience
Brand Development
Content Ideas
Visual Content
Inbound Marketing
Content Calendar
Quickly Implementable Content
Visual Design Suggestions
Measurement and Continuous Improvement
30-Day Implementation Plan
1.1 Goal Setting
For a good social media inbound marketing strategy, specific KPIs need to be tracked. These are:
Follower count and follower growth rate
Engagement rate
Post reach tracking rate
Driving traffic to the website
Lead conversion
Customer acquisition/sales
Below is an example table for social media follower/view/conversion rate targets.
Platform | Follower / Subscriber | Views | Conversion Rate |
1000 - 1500 | 200 - 500 engagement | 5-10 analysis requests | |
TikTok | 500 - 1000 | 1000 - 5000 engagement | 2-5 form submissions |
YouTube | 500 - 750 | 500 - 2000 engagement | 1-3 free analysis requests |
Each platform has different independent variables, audience behaviors, and conversion differences within itself. The table above only references an example scenario.
1.2 Standing Out from Competitors
Instead of content types frequently preferred by competitors in similar sectors, a content structure is needed that will differentiate this content strategy and enable standing out from competing businesses.
In the initial stage, one should start with only one niche and test by adding other niches based on performance.
Good content is also at the center of searches. Therefore, periodic emphasis can be placed on areas where search trends are concentrated.
The following types of content that have a high probability of touching the customer can be offered:
Research, reports, periodic documents
Events and webinars that will highlight us as thought leaders
Personal brands and branding for team leaders
2. Understanding the Target Audience
Not all platform content is consumed with the same search trends and expectations. For instance, while people browsing the Instagram app to follow informative things look for answers to the "how-to" question in carousel posts and reels-type content, the sense of "discovery" comes to the forefront in single-post and reels-type content for users who want to discover things they have never seen before.
3. Brand Development
It must be ensured that the target audience can distinctly identify the brand's colors, style, and the way it presents its messages, and Bizimuhit must be the first business that comes to mind regarding the topics they are interested in.
Therefore, it is necessary to transform Bizimuhit into both a noteworthy information source and a revenue-generating social brand.
Access the Bizimuhit brand kit in the Canva library.
4. Content Ideas
The brand's message is effective in determining content ideas. A clearer boundary can be drawn for the generation of content ideas in line with the brand message, which facilitates strategic planning.
Message | Content Pillar | Contents |
Making SMBs and enterprises grow by deploying AI-driven apps and tools online. | Entrepreneurship | Monetizing business ideas from scratch |
Employing AI as your low-cost assistant | ||
Building an online business by stepping out of your comfort zone | ||
Landing dream customers with less but quality effort | ||
Productivity | Productivity habits for business owners | |
Planning a week full of tasks without burning out | ||
Prioritizing to-dos only by dealing with something one at a time | ||
Storytelling | What motivates a business owner for more sales? | |
How to overcome problems even in uncertain times? | ||
Changing career while parenting a family living under economic pressures |
Platform-Specific Examples
Platform | Content Category | Content Example |
Adaptable to all platforms | How-to | The way to increase website speed 3 times in 1 minute |
Mobile compatibility checklist for your e-commerce store | ||
Case study | We increased this customer's visibility by 200% compared to the previous 6 months with SEO and GEO work | |
Common mistakes | 5 most common mistakes made by those building a website for the first time without technical knowledge | |
Small but effective tips | 5 important things you need to do on the day you first launch your website | |
Scalable content | Advanced how-to guides containing practical tips on how people can solve a related problem | |
Case studies showing the path from problem to solution in detail and with real results | ||
Opinion statements on trending topics that can be based on data and logic | ||
Our unique methods found to solve a problem | ||
Research reports |
4.1. About Content Hooks
Content must be prepared in a structure that, instead of always using the first title that comes to mind, is more appropriate and catches the viewer the moment they first encounter the content, encouraging them to watch/view it longer.
❌ How It Shouldn't Be | ✅ How It Should Be |
I tried waking up at 4 AM | Does waking up at 4 AM really make you a productive person? |
I earned 10 thousand dollars this month | What did I do differently to earn 10 thousand dollars in a month? |
I bought a new camera | How did a $200 upgrade make my videos look 10 times better? |
I haven't really been in a good mood lately | What did I learn about this thing called motivation after feeling stuck for a month? |
We somehow need to create hooks by combining the hook itself with a related content pillar. Let’s check the first sample on the table: Instead of saying “I tried to wake up at 4 AM”, we choose a content pillar “productivity” and rewrite the sentence as “Would waking up at 4 AM really make you more productive?”. You are triggering them by addressing a question and increasing curiosity through “the more productive” phrase.
5. Visual Content
Before getting into designing visual content, please visit the brand guidelines page on Canva, sample designs on Canva workspace folders and read other guidelines shared with you.
7. Content Calendar
All the content will be planned on a calendar available on Canva team account, under Content Planner tab.
The social media marketing team is responsible for creating and revamping engaging contents along the way. From ideation to creation, all will be held within Canva workspace. Find more about how to use Canva on support pages.