A Consultant’s Primer to Content Strategy

Social Media Examiner published an excellent post on How to Develop a Social Media Content Strategy, written by Rich Brooks, that I think everyone who is struggling with social media should read. Mr. Brooks quotes another source that said to him:

Well said. All you have to do is look around to see how many businesses have Facebook Pages or Twitter accounts with little to no content or no interaction with their followers. The reason is they have no strategy behind the social media platform, content or otherwise. It stands to reason why they jumped into social media in the first place – everybody is doing it, including their competitors. Unfortunately, jumping in to social media takes commitment and you need to have a plan in order to make it successful. This plan is usually centered on the content you create and purpose of that content to your business.

After reading Brook’s post, I wondered how a business-to-business consultant would adopt a similar social media content strategy? Just about everything Brooks suggests is feasible for the independent business professional to create a brand and establish thought leadership in their respective field.

According to Brooks, there are three fundamental elements you should include in every content strategy you develop:

  • Know what your clients are talking about and the conversations they actively participate in.
  • Know where your clients like to have these conversations.
  • Determine what metrics you’ll use to measure success (direct sales, “Likes”, total number of followers, etc.)

Deciding whether to use tools like Facebook, Twitter or YouTube should not drive your overall social media strategy. Remember, they are a means to an end. As mentioned in points number 1 and 2, you have to know what your target audience is talking about and where they are holding conversations that interest them. If it so happens you can reach or attract them through social media platforms like Facebook and Twitter, they you should attempt to do so. Instagram is also a powerful tool nowadays for advertisement. A lot of businesses are now also  present on Instagram because this platform has millions of users everyday. If you want to grow your followers, you can check this site: https://www.smm-world.com/buy-instagram-followers

Always keep in mind that content is king. You must have quality content that engages and prompts your followers into the action you desire whether it is something as small as getting them to sign up for an e-mail newsletter or buy your products and services. Ultimately, you want to demonstrate thought leadership within the conversations your clients are having and show them you have the content they need to solve their most pressing issues.

I try to hold true to the following question whenever I need to make an important decision:

If I can’t come up with a valid reason, I simply don’t do it. Does it always work? Most of the time it does so, if you are a consultant wishing to jump into social media ask yourself what is your intent regarding social media. Are you doing it to be doing it, or are you using it as a means to get your content out there and develop your brand as a thought leader in your respective field? Chances are you can come up with some valid reasons and develop a purpose behind your actions in social media. If not, perhaps you should consider other avenues to promote your consulting business.