Defining Your Content Strategy And Curating Content
Hello Tracy! It’s time for part 2 of how to get 1000 likes in 60 days.
Last week we set some goals and started thinking about our audience. This week we’re going to get into some real meat and potatoes stuff: Content Strategy and Curation.
(If you missed part one last week: click here)
Let’s get started, shall we?
Step 3: Define Your Content Strategy
I’ve written about what a content strategy is and how to develop one before so I won’t beat a dead horse here today (if you need a refresher: click here). Instead I want to show you my thought process and I want you to answer the same questions I do. Then by the end we’ll have defined your content strategy.
What am I going to post on Facebook?
This question will become extremely important later on when you start mixing other social networks into your marketing mix (Twitter, Instagram, LinkedIn, etc.). For now the answer is probably going to be anything and everything about your business and industry that is interesting, relevant, and valuable to your audience.
If you don’t know your audience very well, the best way to find out is through experimentation. Facebook gives you a ton of free tools for discovering exactly what makes your audience tick. One of those ways is post reach. Look at my examples below. The post on the right got a lot more reach than the one on the left.
But this is where you have to be aware of what you’re posting, because not all posts are equal. The post on the left is a content offer targeted specifically at business owners, the post on the right is a general inspirational post. The post on the right naturally has a wider audience that is going to be interested in that content because: it’s an image, it’s easy to consume, and it makes them feel good. The post on the left requires action, targets fewer people on Facebook, and is educational.
What I want you to takeaway from this is that you’re going to have these variances in your post reach because there are different post types. This is a case of educational v.s. inspirational. So when you use reach as an evaluation tool, make sure you’re comparing similar post types (i.e. inspirational v.s. inspirational).
How often am I going to post something on Facebook?
- How often does my audience want me to post?
- How much fresh original content do I have?
- How much interesting relevant content do I have?
- How much time do I have to create and curate content?
For me, I aim for 3-5 times per week. Because my business is in an industry that is new and evolving I have a ton of fresh new content I can share everyday. Also, being in the creative field means I can create a ton of new content daily. If I had more bandwidth I could probably post up to 3-5 times a day. But that would mean I would have to curate 15-25 posts a week to stay consistent (I’m also running Instagram and Twitter, so double or triple that). Certainly that volume exists, but my time does not.
I believe consistency matters more. And so it should for you as well if you want to steadily grow your Facebook page.
When am I going to post something on Facebook?
To answer this you need to take a look at your Facebook insights. If you navigate to the posts tab on your insights page you’ll get a graph like this. For my page the best time would be at 11:00am and 4:00pm-5:00pm. Which when you think about it makes a lot of sense. 11:00am is right around the lunch hour block and 4:00pm-5:00pm is when people are getting off of work or out of school; when they have time to check in on their social media accounts.
Step Four: Content Curation
This for me is actually the fun part, albeit the most time consuming. I recommend having at least a weeks worth of content curated. You don’t want to live day to day on finding content to post. What if you’re feeling unmotivated and you miss a day? Or what if life happens (like it always does) and you miss a week? If you’ve got a week’s worth of posts in your content bank then you won’t have to worry about this as much.
Curating content is also one of those things that make a lot of sense to batch process. Because curating content is as simple as bookmarking great articles, videos, or photos you come across as you travel the internet and then scheduling them later.
Here are my favorite tools for content curation:
- Chrome Bookmarks
Typically this is how my flow works:
- I’ll skim an article in Feedly, if I think it’s interesting and worth reading fully later then I’ll save it in Pocket.
- Later on I’ll review all my favorited articles in Pocket. If I think they’re worth sharing then I’ll save them to the appropriate Evernote notebook.
From here is where I’ll build my editorial calendar… Which is the first step in our next blog post. Are you feeling overwhelmed? Did I skim over something that didn’t make sense? What do you think of my curation process? Let me know in the comments below!
Matt Higa is the founder and CEO of Pineapple Empire. A creative agency focusing on helping entrepreneurs and startups build, grow, and conquer. Follow us on Instagram for a daily dose of motivation and inspiration @getpineapple