How To Create a Content Strategy for ANY BRAND - Leticia Vicotti

are you struggling to create content strategy for you or for your clients a solid content strategy is a must for any brand because it ensures consistency it ensures that you're speaking to the right person and creates a goal that is sustainable and measurable in a long run without a well-defined strategy Brands risk using their resources in the wrong way then they might not be able to adapt to changes and to Trends and what happens is it directly impacts on how they stand out in this competitive online World in this video we are going to be going over five pieces that are essential for you to include in your content strategy to make it a successful one welcome back to this channel I'm latia viatti a social media strategist agency owner and Mentor in a Content strategy the first thing that's crucial for you to know is the actual brand it may sound so simple but understanding the brand is sometimes where you're missing the first thing you are missing your content serves as the bridge between the brand as well as the audience if you don't understand who the brand is if you don't understand deeply your client how are you going to portray this into their target audience to ensure this connection is Meaningful and authentic it is important that the content strategy is aligned with the Brand's Mission values and goals when the content resonates with the Brand's values it not only reflects authenticity but it also shows trustability and credibility with the audience for example if the brand is all about sustainability then what are the aspects the attributes that the brand is doing in order to convey echo-friendly aspects for example on the other hand if the content is align with the Brand's Mission it helps reinforce Brand's purpose and that makes a connection between the actual buyer and the brand and when it is aligned with the Brand's goals it's like a puzzle and everything comes together in a way that you can measure and bring to the client sometimes we as social media managers we ignore insights and analytics we're looking into how beautiful the post is how many likes we're getting but sometimes what looks pretty is not sometimes what performs the best and we need to have this data in order to Pres present to the client yes we do want the content to be beautiful but most of all we want it to be aligned with the client's goals so if the goal is conversion or if it is brand awareness is that content really relating to that goal are we achieving it if you want to learn more about Instagram insights there is another video on this channel I'll put the card above where you can check it out after this video now let's talk about target audience we need to understand them too how are you going to speak with someone that you don't know who you're speaking with it's almost impossible right if I'm speaking with my mother I'll be speaking in one way if I'm speaking with a client I'll be speaking another way the same thing goes for your content strategy you really need to understand who your target audience is what are their behaviors their psychographics not just their age and if they're a woman or a man but you really need to understand what are their pain points address this pain points into your content understanding your clients target audience pain points is a game changer because then you can create content that you're going to address their problems you're going to find solutions to their challenges you're going to be providing things that will enable them to have this sense of wow they are helping me it's a gratitude process so if you are providing Solutions more likely they're going to engage more likely they're going to follow more likely they're going to convert and in the midst of all this you're fostering a deep connection I have talked so many times about relationship marketing and honestly I will not stop talking about it because sometimes we're so focused focus on selling selling selling that we forget that in the other side of the screen there is a person and we are speaking to that person we're entering that person's home or wherever they may be and that's who we want to help marketing is not just about selling actually in a previous video we talked about the difference between the marketing department and the sales department marketing is about connection it's about understanding that person in order to bring a better solution so when you have a good marketing team a good marketing department you bring the data that your target audience is saying what are they looking for what are their pain points you bring it to the R&D or whoever is in charge of making that service or that product that your client is selling and you're able to improve that surface and and product as well so it's a it's a circle it's like the circle of life you know where you're going to understand what the person needs and adapt to what you have selling to always continuously grow and improve let's consider a practical example of how you're going to Define that target audience now one thing I want to say to you is that you as the social media manager you are not necessarily going to define the target audience for your client most likely your client already has that person in mind they already know who they want to work with who they want to purchase their products so what you're going to do in this process of content strategy creation you're going to study imagine you have a fitness Appo client Maybe they focus on yoga clothing and accessories how are you going to really think about who their target audience is maybe they have already an age and maybe they already know they want to focus on women your job is to go deeper your job is to really understand how these people behave and what are they struggling with what are they looking for so maybe they most likely live in a urban or suburban area so maybe they practice yoga already right so most likely if they practice yoga they prioritize physical and mental health so that is probably important to them maybe they are mindful customers who really value echo-friendly they are not just looking for a clothes that they can go to a department store to buy maybe they're looking for something that's more Boutique maybe they're looking into the whole production process who is producing this is it in China is it in a a place where they don't pay their employees well maybe they're willing to invest more if they knew that the high quality is a priority to that brand so knowing all of these and knowing what they value then you're going to start building content upon that I have another video that goes hand inand with how to create an editorial line and it's very very much similar process when you are understanding the target audience so if you want to know more about how to find the pain points of these people watch this video it the card is above I'll leave it also down below the link so you can know how simple and smooth of a process this can be then we have goals we talked a little bit about goals and it is definitely an area that I for sure believe a lot of social media managers lack because the same way that you're not going to be able to produce good content if you don't know who you're speaking with you're not going to be able to produce good content that relates to the Brand's goals if you don't know how to measure this goal setting a very well-defined goal is so so important for so many reasons but above all it acts like a road map to your content creation and it allows you to create content that has a Roi that can be measured so you can see where do we need to change courses and where we're doing the right thing your decisions needs to be made Based on data and not what is trending at the time yes utilizing Trends can be very interesting for you and your client but above all it needs to relate to the content strategy some goals can be increasing brand awareness how are you going to be measuring this you can look at reach you can look at profile visits you can look at website traffic example of content strategies for this goal can be creating content that is sharable content that is going to spark an interest for someone to get that content and really spread the word share with a friend it could also be that you are going to be collaborating with influencers to increase brand visibility or you're going to hop on a trend to increase your reach maybe you're going to go viral with a with a video another goal could be generating leads so if that is the goal focus on website click or you're want to drive sales which can also be coordinated with the website clicks whatever it is what I recommend you is to set set numbers you're not going to be able to say oh we increased okay but is an increase of one enough for the client or not and that should be something that you define together with the client now let's move on into the fourth point but before I tell you what it is is subscribe to this channel if this content is helpful to you like this video and hit that notification Bell so you can get notified every single week when we have new content in this channel that will help you succeed in the social media world after you understand your client's goals and who they're trying to reach that is going to help you define which platforms you should be present in different social media platforms has different formats different targets your audience different needs different algorithms so to pick the right platform it is important for you to think about where are my target audience hanging out where are they spending their time so if it is a more professional thing let's go back to the fitness appal maybe that client will be on LinkedIn but are they going to be looking at loading on LinkedIn most likely not so maybe LinkedIn is not the best platform for that specific client but now let's say your client is a tech company maybe LinkedIn is the right place for them to be active also consider the content format so let's say Instagram you are going to want to put content that is Carousel post one page post video post and then you're going to need to test to see what works best for your audience now it is all also important for you to think about the content funnel so videos are a great way to expand the reach so there are usually on the top of the funnel more people see but less people are going to actually go down the funnel and close the deal maybe I need to create a video just about content funnels that's a good idea let's say you're going to be sharing industry insights maybe it's more of a content you also want to think about maybe a Blog maybe it is a LinkedIn newsletter maybe it is an email marketing piece so also consider that the heaviness the the density of that content after you have done all of this is time to search the actual content what are you going to post what are people searching it is the first thing that I like to to think about you can use platforms like Google Trends like uber suggest answer the public things like that that will help you find out what are people actively searching on the internet what are they wanting more content about in order to create your own look for high volume words that people are searching with low competition then you also want to analyze your competitors content what are they been posting about identify what is working for them so you can basically um create the same type of content but with your twist how are you going to make it better how are you going to be coordinating this topic into your Brands your client's Brands I will also recommend you to use going back to the insights social media metrics that will also tell you what kind of content is the best for you what are the posts that are more likely resonating with the client's audience look at measurements like engagement shares website clicks comments to identify which topics and content is generating the most interest by incorporating these methods into your content creation you're not only going to make the target audience more informed but you're going to be able to engage better connect better with them and provide a solution to their problems which is most likely to convert then we have content types and format we talked a little bit about it but what I want you to understand here is that diversifying content formats is crucial to cater to different audiences so you're going to be able to reach people that has never heard of your brand but you're also going to be able to create content that's a little bit more dense goes back to the funnel content that we were talking about and speak to the person that has already a relationship with you maybe they already know you maybe they have already bought from you maybe they haven't they're still in that consideration mode here we have long and short content formats let me explain so long formats could be YouTube right so they require more time they're longer there dens but also includes here blog posts and podcasts the long form formats is that you're able to cut them into short form formats as well you can optimize and utilize this content a lot more but they take more time the short forms could be like the Tik Tok videos R and Instagram as a whole is more of a short format because they don't last long the lifetime is short so of course people can find you after you have produced this maybe in a month but the platform will most likely not be recommending your piece of content in a month it has a shortterm span by diversifying your content format you're not only going to be able to reach different kinds of people but understand more of their Lear learning styles and preferences this ensures that your content strategy remains inclusive and adaptable throughout time to be adapt to your audience's expectations ultimately enhancing the Brand's visibility and impact so the next time that you're going to create a Content strategy make sure that you first understand the brand who their target audience is what are the goals of the brand as well as as choose the right platform and research content to pick the right content format and platform that you're going to be spending time on if you need further help that is tailored to you there is an application in the bottom up this video where you can apply to have a one-on-one call with me where I can answer all your questions look at your clients individual needs and find Solutions that's best for you and your client start today crafting a Content creation strategy that is going to be best for you and for your client it is time for us to Boom your business together I'll see you next [Music] time

Channel: Leticia Vicotti

Views: 79

Keywords: leticia vicotti, leticia vicoti, social media manager, what do social media managers get paid, how to be a social media manager, course for social media manager, what does social media management include, social media manager how to start, social media manager without degree, how to be a successful social media manager, what should a social media freelancer charge, is it worth to be a social media manager, how to create a content strategy for any brand

Id: 4vNN9nvMsxo

Length: 18min 46sec (1126 seconds)

Published: Thu Nov 30 2023