Tag: Editorial Calendar

How to Tell a Story for Your Business in Social Media

Storytelling matters. It matters in our lives and it matters in our businesses. Human beings, since the dawn of time, have been drawn to stories. It’s how we learn and it’s how we relate to one another.

One of the reasons many businesses struggle with social media marketing is that they are using it strictly as a sales tool. However, people aren’t on social media for that reason. They open up their social apps to connect with other people, to learn something new, to become motivated or inspired. If your content isn’t doing these things, then it’s falling flat.

If you want to garner attention and interest on social media, you need to create content that your audience actually wants – and often that involves telling a good story.

Here are some ways to tell a story for your business in social media:

Create an Editorial Calendar

It’s difficult to weave together a consistent, relevant, and clear story if you aren’t certain what you are going to post on social media on any given day. An editorial calendar is a compass for your social media content, outlining what type of content you will share on what days. Once you have a plan for sharing and promoting your content, you can use your editorial calendar as the structure for your storytelling.

Without a calendar, you could find yourself in a situation where you are talking about your service one day, your ideal client another day, sharing a motivational quote another, and then forwarding an article that caught your interest later in the week. What’s ineffective about this approach is that there is no strategy involved. On any given day, you are posting content that isn’t related to the other posts. While you get points for consistency, this method of posting is not telling a cohesive story that motivates people to act.

Here’s a better example of utilizing an editorial calendar:

For the current month, you’ve chosen the theme of ‘Sharing Our Business Origin Story.’

You know that on Tuesdays, you share your main piece of original content (this could be a video, a podcast, or a blog post). On Monday, you post a quote from that content and share it as a kind of teaser of what’s to come. The day after you share your original content, Wednesday, you create a post that’s promotional, tying in what you do with what you created. On Thursday, you share some behind the scenes photos of a past project, your workspace, or an inside peek of how you began your business. Friday is a great day to engage your audience by posting a poll or asking a question.

In this scenario, your editorial calendar looks like this:

Monthly Theme: Our Company’s Why & Why It Matters

Weekly Theme: Our Origin Story

  • Monday – Quotes
  • Tuesday – Original Content
  • Wednesday – Promo Day
  • Thursday – Behind the Scenes
  • Friday – Engagement

For ease of use, keep the calendar the same every week/month, switching out only the content themes.

An editorial calendar is really the foundation of any successful social media strategy. It allows business owners to know exactly what type of content to create and also provides a structure around their storytelling and calls to action so that the output is easy to understand and has a natural flow (like a story).

Plan for Engagement

Any social media marketing plan comes with a word of warning: DON’T be one of those businesses that posts content and then disappears. Scheduling social media content is a great way to save yourself time and to stay on track with your messaging, but social media is meant to be… social.

Too many businesses use a post it and forget it strategy and then go around telling any other business that will listen that social media marketing doesn’t work. The truth is… it doesn’t work for absentee business owners. Have a plan for social media engagement. Even if it’s only 15 mins a day, 3 days a week – some presence is better than none.

Your audience will quickly grasp onto the knowledge that you aren’t there for them and they will take their time and attention elsewhere, leaving your story to be unseen by the people you want to attract.

Showcase Your Brand

We encourage our clients to share their personal and professional stories on social media as often as they can. It’s important that, in your content, you are showcasing your personality, your business culture, and all of the things that make your brand unique. This helps your audience get to know you better which builds both interest and trust. No one is going to do business with you until they trust you.

When showcasing your brand and business on social, have your audience in mind. You want them to be inspired by the good you are doing in the world, but you also want them to feel motivated to strive for more so that they’ll sign up for your product or service. How can you make your audience the hero of your story?

Not everyone is a writer and storytelling doesn’t come naturally to all. However, mastering the art of sharing your story online is the most impactful way to build your brand and grow your business.

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

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Top 3 Things You Should Have in Your Social Media Editorial Calendar

Don’t just fly by the seat of your pants with your social media marketing. It’s imperative that you create an editorial calendar. To remain consistent, and not feel stumped on a daily basis about what you should post, this schedule is a game changer. Everyone’s editorial calendar for social media will be different, but there are some things we recommend strongly for businesses building their social media presence.

Original Content

The most successful social media strategies include original content from the company or brand. This means commitment to weekly, bi-weekly, or even monthly content creation. Whether it’s a blog post, video(s), or podcast creation, the highlight of any social media strategy is sharing and repurposing your own content. Once you have created that bit of content, you can repurpose it into quotes, tips, and other snippets – making this original content the foundation or focal point of your editorial calendar.

A Strategy

Just posting for the sake of posting will help you with consistency but if you don’t know what you want your audience to do next, neither will they. Regardless of what content you create and share, know what your call to action is, where you want to direct traffic, and be clear with your audience on what action you’d like them to take next.

There are multiple calls to action you can use, such as:

  • Join my newsletter list.
  • Download my ebook / checklist / PDF
  • Sign up for a discovery session / consultation
  • Subscribe to my YouTube channel
  • Visit my website
  • Contact me if find out more

The more you have, the more you can switch up your content and be intentional each month about growing your audience, building your list, or converting leads into customers. A variety of options also keeps your content from getting stale.

Promotional Posts

The 80/20 rule of social media marketing means that 80% of the time you are sharing educational, inspirational, motivational or entertaining content and you are only straight-up promoting your company 20% of the time.

However, you are on social to grow your business so that 20% is important. Remember to showcase the benefits of purchasing your product or service, not the features, as the benefits are what cause people to convert.

If you don’t have an editorial calendar yet, or the thought of creating one overwhelms you, check out this blog post on building your editorial calendar.

If you’d like to team up with a social media marketing agency that’s been providing results for over 15 years, contact us here.

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

#GrowYourBusiness – How to Build an Editorial Calendar for Your Social Media

Despite our best intentions, day-to-day responsibilities can push content creation to the bottom of the to-do list. Before you know it, you’re behind schedule and struggling to get caught up.

As if the stress from getting behind isn’t bad enough, an effective social media strategy requires not just top quality content, but also that it’s consistent. A good editorial calendar can help you plan your content and post the right amount at the right time.

When you break it all down, an editorial calendar is simply a way to organize your work. Sounds easy enough but how do you go about building a calendar that will help you get the job done? Here are six steps to building a great social media editorial calendar.

  • Think about your audience. The key to creating engaging content is knowing what’s right for your audience. If you don’t know your audience, then you should step back and learn.
  • Think about your goals. Different goals require different types of content. You’ll need a mix of content that is promotional, informational, and educational. What is most effective for you will depend on your business, your objectives, and your audience.
  • Budget time for planning: It’s not good enough to fit creating your calendar in where you can. Set aside time to create, monitor, and revise your plan. Whether it’s once a week, once a month, or once a year, treat your social media calendar with the same importance as financial planning.
  • Consider the requirements for each platform: Each platform has its own unique characteristics. What works best on Facebook may not work well on Pinterest or Twitter. That’s not to say that you have to create brand new content for each platform, but you will likely need to reformat it to fit the place where you are posting it. You should also keep the platform in mind when you decide how often to post.
  • Keep a master calendar: You don’t need a different calendar for each platform. In fact, keeping one calendar works best.
  • Put it in print: Once you have reviewed your goals, your audience, and the requirements of the platforms, put it in writing. Share your calendar with the other members of your team and stick to the plan.

In the long run, developing an editorial content system will make your job much easier. Not only will you have help if you get stuck for ideas, but you’ll also be able to assess what is working and what isn’t. To help you get started, take advantage of the FREE social media analysis that you’ll receive when you sign up for the Social Media Advisor’s Discovery Session. It will help you jump-start your effort and get you headed in the right direction.

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

#PlanYourBusiness – Repurpose Your Content from 2018

You already know how important it is to create blockbuster content. You also know that it is not an easy job. That’s why you no doubt commit lots of resources to it.

Here’s a question for you, though. Do you have a plan for getting the most out of your existing content? If you’re like many of us, once you’ve clicked that post or publish button you wipe that particular item off the list. Instead of considering it done, why not queue it up to use it again? Yes – to get the most out of your content you should be repurposing it.

Repurposing content doesn’t necessarily mean you are recycling something old; it means you are taking something that works and giving it new life. Here are five ways to do just that:

Check your analytics – Before you get started, identify which items hit the mark. The most straightforward way to do that is by checking your analytics reports to see which content was the most engaging.

Try a new format – If you have identified a blog post that was popular or shared often, why not turn it into an email series, a video, an infographic, or a presentation? Of course, the proper format will depend on the type of information, but there are plenty of ways to repackage information so that it can find a new audience or reinforce the data to the existing audience.

Update and refresh – Perhaps the best way to use an old article or post is to update it with the latest statistics or give it a new perspective based on the latest thinking.

Bundle it – Have you ever thought of putting all the content you have on a particular topic into an e-book or white paper? Depending on the type of information you prepare, this may be the perfect way to offer it to your audience again. People love downloading free information and making it into a book may do the trick.

Repost it – In the content world we often hear the term “evergreen.” Evergreen content never gets stale. Identify content you have that is still fresh and simply repost it or put it on a different platform.

As you begin your planning for the New Year, make sure that you capture the value of your existing content by including repurposing on your to-do list. Not only will you make the most of what you already have, you are sure to generate ideas for ways to create new content that supplements what you already have.

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

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