A content strategy with multiple objectives
Let’s start from scratch. What exactly is a content strategy? Also known as editorial strategy, it’s a marketing method that involves creating content specific to a brand or site and promoting it on search engines or social media. The content created can take many formats (blog posts, infographics, videos, podcasts, visuals, ebooks, etc.).
Imagination may be the only limit, but your content strategy must meet clearly defined marketing objectives. First and foremost, it must stimulate visitor or audience engagement with relevant, attractive content. This content should also reinforce the company’s brand image, develop brand awareness, and encourage audience growth on the site or social media.
Relevant posts for each platform
To implement a successful content strategy, a company or agency needs to understand its market. Keeping an eye on competitors and current trends in content creation is a good practice to put in place early in your strategy. Another essential factor before taking the plunge is choosing the right platform. Each social medium has its particularities and specificities. For example, business‑to‑business (B2B) posts are more appropriate for a network like LinkedIn, while Instagram posts are more visual and inspirational.
Once these ideas and choices have been defined, the next vital step is, of course, to set up an editorial calendar. With such a tool ensuring publication days and strategy, the aim should be to provide a regular presence on social media, as well as consistency across the whole strategy to avoid irrelevant content. To help managers plan an effective and consistent calendar, agencies can use social media management tools such as Hootsuite, Agorapulse or Marketing Hub, or even rely on platforms’ in‑house tools such as Meta Business Suite.
Quality standards for engaging content
Once the strategy has been established, content creation itself is the next step not to skimp on. To get the best results, you need to focus on relevant and adapted content for the chosen social media audience. The brand’s message and values must shine through, even if they aren’t the main focus; this remains a real editorial choice. Feel free to explore different types of content, whether textual, visual or audio, before missing the opportunity to invest in a particular field. Interactive content that encourages audience participation is another avenue to explore. Quizzes, polls, or even a question to answer in the comments, there’s plenty to choose from!
It’s a rather implicit constraint, but the content created must be of impeccable and attractive quality. A company’s brand image is at stake, and “bad buzz” over content that doesn’t meet this quality requirement must be avoided at all costs. With engaging content, however, you must ensure it resonates with your audience if you hope to get them to interact and react. Storytelling, or the art of telling stories, i.e., capturing attention quickly, is a quality that we look for in a copywriter’s job for an agency.
If there’s any added value in trusting a social media agency to manage your content strategy, it’s in their expertise in measuring and analyzing key performance indicators (KPIs). To optimize your content strategy and quickly adapt to what may not be working as you’d hoped, these feedback and results are essential in the decision‑making process to keep your content strategy afloat and effective.
By choosing an agency like Nmédia to manage your content strategy, you can also benefit from a more global vision of your digital marketing. In addition to our social media management and content strategy services, our experts are on hand to guide you toward optimization beyond social networks and enhance your online presence via other marketing channels.