What Is A Content Strategy And Why Does Your Brand Need One?

The content strategy for web and social networks: simple explanation. Thanks to the informal meetings and conversations that I have with other online marketers, and from the comments and questions of attendees of the social media courses in which I participate, I have learned that for many brands, it is difficult to know what kinds of things publish, and how this content will help you meet your digital goals. After a while, I began to see that there was a relationship of multiple things: Brands, and/or the professionals who act on social networks for them, do not do their homework or are not prepared at the level of communication, advertising, and marketing, before entering social media. The company does not have the capacity to generate content or information to share. The brand has no idea what to share or how to do it. Like all these topics, I already know that they give rise to different articles on this blog (or a good ebook, who knows?), And although I already talked once about what a content strategy is, I wanted to in this post. start in an orderly manner, first sharing what a content strategy is so that the following related articles are better understood. What is a content strategy on social networks (or web)? To put it simply, a content strategy is when you define what kind of things/messages you are going to share on social networks. It is when you plan the type of messages that you know you can share, that talk about your brand or what you do, and that people on social networks (you hope) like and are interested in. It is the task you must do when they tell you: "Open a Facebook and a Twitter, and post something" and you think "Ok, I'm going to post something, but what? Your content strategy is supposed to be consistent with your online marketing plan, and your overall marketing/communication plan. What kinds of things does the brand want to share, if it wants to sell more, make itself known, connect better with its consumers, etc.? Am I going to post only photos of my main products, posters of my offers, inspirational quotes, coffee mugs and memes? Or am I going to include orientations, give customer support, dynamics with fans, vary and talk about my entire catalog, etc.? It seems easy to have the answer, but it is not always like that, or at least, many brands get stuck in the same type of content on social networks or never take off because they do not know what to share. When you define your content strategy, you can see the complete picture of what type of messages you are going to position yourself with on social networks, how often you understand what you can share, and an estimate of the work that your Community Manager and/or the people responsible for produce the content.