Social media should be a key part of any content distribution strategy. It helps to increase visibility, gain new followers, and helps turn likes into leads. In short, a well-planned social media content strategy can boost your business goals. However, it is not simply a matter of writing and hitting send.
A social media content strategy should be in sync with both your long-term business goals and should be paired with the strategies used in creating other forms of content. Read on to learn more about strategies to ensure that your social media posts work every time.
Why have a social media content strategy?
Social media, to put it frankly, is a form of free advertising for corporations, individuals, and research institutions. In social media, there is something known as organic reach, which refers to the number of people you can reach with your message based on nothing more than the interests and likes of these people.
The best social media platforms have algorithms that allow you to reach as many people as possible, without having to spend anything. The benefits of using social media include:
Free advertising
Improving public image
Promoting thought leadership
Communicating important information
Creating a sense of rapport and community with followers and potential consumers
Most businesses rely primarily on a website or blog to drive traffic, leads, and sales. This blog typically relies on SEO. However, SEO is just one method of content distribution. Social media platforms such as LinkedIn, Facebook, Instagram, and Twitter all provide a different set of audiences that you can take advantage of.
With SEO content marketing, you have to focus on ranking based on how well you write content that Google loves. This takes time. With social media, you can rely on your loyal following to boost your content. In this way, social media is more reliable.
Plus, social media provides you with the chance to go viral and expand your message to an audience who would have never otherwise seen your content. Social media could also serve as an opportunity to repurpose your content.
YouTube videos, podcast videos, and Webinars would probably fare better on social media platforms as opposed to blogs. They can be recycled into the shorter bite-sized clips that a social media audience would prefer. In addition to this, think of repurposing blogs into social media posts.
Contact for help in repurposing YouTube and Podcast Videos into SEO and social media copy |
Things to Consider When Posting On Social Media
Before you press that send button, there are several factors that you should consider. Different social media platforms have different audiences and frankly different cultures.
For example, you cannot expect to post on Twitter in the same style that you would post on LinkedIn. LinkedIn is a platform that tends to be professional and positive, whereas Twitter tends to be driven by the extremes of lighthearted humor and doomscrolling. So your posts should be tailored to suit the platform.
Also, writing for social media is by no means academic writing. The type of writing that a business uses in a white paper or that a scholar uses in a research paper should never be replicated in social media posts.
Instead, you should strive to strike just the right tone between sounding professional and casual, depending on your target audience. If your target audience is general consumers, go for a more casual tone. If they are academic or B2B, it would be more appropriate to go with a more formal tone.
Either way, the goal should be a professional and polite tone that relies on a few informalities. We wrote before about the difference between academic and professional writing. Our definition of professional writing here would be a good guide to follow.
So without further ado, let's go into some of the tips to follow when posting on social media.
1. Tailor your post to suit the platform
As mentioned earlier, not all platforms are the same. They may vary in terms of the allowed character count, tone, and audience. These all should be considered when writing your social media post.
For example, the audience on FB tends to be an older audience, therefore what will work on Twitter, which has a much younger audience, might not necessarily work on FB or Meta. Twitter is also notorious for its limited character count, unlike LinkedIn, which allows you to post entire articles with little to no problems.
So these things should all be borne in mind. Before you post anything, you should know your audience and tweak your writing style accordingly. What would that look like in an actual social media posting strategy?
This could mean, for example, posting pithy and brief content that incorporates humor and edginess for Twitter, whereas you post lengthy and more professional thought leadership content for LinkedIn.
2. Only post quality content
Social media algorithms often promote or encourage frequent posting, even on a daily basis. While it might be a good idea to post frequently to keep the algorithm happy, this should never be done at the expense of quality. Here are a few steps to follow to ensure that posts are always high quality:
Write posts ahead of schedule. Most of these social media platforms make it possible to schedule posts days or weeks in advance. To make sure your posts are not rushed and of bad quality, use this feature and write them well in advance.
Make use of editing software. Paid and free editing tools like Grammarly ensure that your posts are free of grammatical errors. The premium version of Grammarly can even make suggestions to ensure that you are writing in the appropriate tone.
Hire a professional copywriter. A professional copywriter can be hired to ensure that you have a regular supply of high-quality content. These professionals can be used to edit old posts, come up with content that reflects organizational values, or provide related news about company-based developments.
3. Understand the algorithm
You should know the nature of the beast that you are dealing with when it comes to social media. This means understanding the algorithm being used by these platforms. What is a social media algorithm?
In social media, an algorithm can be described as a specified set of rules or procedures that have been delineated for reacting to often frequently occurring behavior. This behavior could refer to posts, ads, comments, and so on.
For example, the Twitter algorithm favors virality based on controversial opinions, so those who post frequently and controversially will be rewarded by the Twitter algorithm with more extensive reach and attention on the platform.
Facebook is notoriously tight-fisted with its algorithm. This means even with a massive number of followers, your social media posts will reach a limited number of people unless you use paid ads.
LinkedIn, on the other hand, prioritizes organic reach. Therefore, frequently posting on LinkedIn could lead to better results without spending any ad dollars.
This would mean that it makes more sense to post organically on LinkedIn and pay to post content on Meta platforms like FaceBook and Instagram.
4. Learn from your posting history
Another tip to follow is to learn from your posting history. After posting for a certain amount of time, you will be able to discern certain patterns. This could mean figuring out the type of posts that get the most likes and positive reactions, such as comments.
It could also mean the type of posts that have limited reach. For example, I have noticed that reposting old content often results in limited reach, while posting about personal achievements often get the most positive reactions.
These small things should be remembered and taken into account in your future content strategies to make sure you obtain the desired effects.
5. Practice proper social media etiquette
Proper social media etiquette means following rules to make your post and social media content easier to read and search for. This could mean:
Using hashtags to make your posts easier to find
Not overusing caps, as all caps means that you are shouting
Responding to rude comments in a way that kills off conflict
Not ignoring comments by users
By following these steps, you give off a healthy and professional social media image. Social media content has now become part of everyday life for both businesses and customers. Knowing how to use effectively could lead to a larger following and a larger pool of potential customers. More importantly, it helps in promoting and reinforcing the brand image that you want to be associated with your institution or company.
Something else you should incorporate into your social media strategy is using old content. Repurposing allows you to breathe life into old content. Old YouTube videos where views have dropped.
Podcast episodes that have become seemingly irrelevant all of a sudden look much fresher when turned into short video clips that are posted on LinkedIn or other social media platforms. Content recycling provides an effective method to make the most of your existing content.
How EminentEdit can help you build a proper social media content strategy
EminentEdit offers content marketing services to make sure that your blog is an engine that drives leads and sales through both SEo and social media distribution channels. Our content writing services include:
Writing SEO long-form and short-form copy
Copywriting for landing and service pages
Repurposing Podcasts and videos into blogs
Lazily using AI and copying and pasting YouTube or podcast scripts to post on your website or social media isn't good enough. You need a professional writer and editor to make sure that your content is repurposed to achieve your goals.
EminentEdit provides content repurposing services that are:
We adapt to and serve all your content needs. | Get in touch with us for help in crafting awesome content for social media. We know what you want to say. We help you say it better. |
At EminentEdit, our content writers and editors don’t think of content marketing as an afterthought. We ensure that your content always works to achieve your business goals. Contact us today to craft content that works — Let’s Go!
Cite this EminentEdit article |
Antoine, M. (2025, January 09). Building an Effective Social Media Content Strategy. EminentEdit. https://www.eminentediting.com/post/building-an-effective-social-media-content-strategy |
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