increasing engagement with content schedules

expanding digital marketing strategies by including social media is about more than just posting an update or message onto social media accounts and expecting a high return. You have to develop a content strategy on a content sharing system that works in your industry, targets the right people, provides applicable content and distributes it at the right time.

your social media content can be distributed across many different platforms, depending on your industry and market. Communities like Facebook, Pinterest, Twitter, Medium, YouTube, email and LinkedIn are all good places to start. You can also expand your social media platforms as you learn more about where your customers hang out.

content scheduling fundamentals

there are three primary categories of content sharing that you should consider as you develop a social media content schedule: type of content to share, where and how to present it, and when to publish it.

What Type of Content?

arguably the most important part of developing a content sharing system and schedule is to figure out what kind of content you need to distribute. This varies from industry to industry and it’s critical to know what your customers, clients and audience are looking for. You don’t want to spend your time developing and sharing content that people are not even reading.

we recommend getting and trying out different social media analytics tools to help you figure out what kind of content is getting clicked, shared, liked or any other metric that is important to your business. There are countless websites, applications and services you can utilise to keep track of this information.

social media content distribution can be trial and error and these tools will help you to determine what is effective and what isn’t. As you develop a log of the information that’s getting clicked on, you can prioritise developing more of that kind of information.

Where and How to Present Content?

after you have figured out what kind of content you would like to share, it’s time to consider where and how you want to present the content. Look at your industry and see what other competitors are using to capture the attention of their audiences. You may be using Facebook, Twitter, Pinterest, Medium, YouTube or any other kind of social media platform or forum. You can follow the model of competitors and others in your industry to get started. If you notice an opportunity in a different social media network, you can tap into that to gain an advantage in your market.

you can always use multiple platforms and cater to different demographics within those platforms. Learn what works for you, capitalise on what is growing and trim what is not generating any desirable outcomes.

knowing how to present your content can be a little more difficult. Each social media platform has different maximum limits when it comes to the amount of content you can share. On top of that, the audience in each platform is going to differ. What is effective in one platform may be different in another.

you can play around with the type of content, images, coloring, number of characters in a post or image and more. Experiment to see what works and what doesn’t.

social media experts learn to balance these different kinds of content, determined by their industry, demographic and audience: business updates, their own content, sharing other content, events and miscellaneous content. The key is to have some diversity to focus on different interests within your audience and continue to focus on what is interesting to them.

When to Publish Content?

once you know what type of content you want to distribute to your audience, you need to learn when the prime time is for them. Your social media analytics tools will help you to learn the trends of your audience, learn when they are more likely to open a link, when they’re not busy with work or schooling and more.

there are many social media posting tools and services that you can use in order to schedule out all of your posts. This allows you to focus a chunk of time on developing and preparing content for your social media platforms without having to log on each hour, day or week to post the content. Once you have prepared your content, you can sit back and let your content scheduling service do the posting work for you.

these services can help you to optimise when content is dispersed. You can choose to share the same or new content multiple times per day, on specific days throughout the week, a month later as reminders and much more.

above all, the important part of any social media content distribution is to understand the needs and patterns of your audience. Know what they like, how they want to see their content and when they are most likely to read, click or share it.

once you know these three critical components of your audience and social media distribution systems, experiment and see what works.

Francis has extensive experience in working on complex digital marketing strategies for ecommerce, B2B, communities, and more encompassing all digital marketing channels.

Francis Mac Aonghus