Content Strategy Provides a Social Media Roadmap
Successful execution of social media programs is an issue for SMB B2Bs, but it can be done. Post Four in our series is Content Strategy. This is timely in that I’m doing just that – developing a 
content strategy and a blog post (editorial) calendar for a client this week. They didn’t understand the need for this step. I convinced them that what seems like an additional task will actually save significant time and effort over the long run. It is SO MUCH easier to come up with useful and relevant content each week when you’ve taken the time to map it out up front.
Development of a content strategy plays a key role in successful execution of a social media program. Whether you communicate to your audience via a blog, Twitter or social networking sites like LinkedIn, the only true way to build relationships with a growing network is to listen, engage and provide content they find valuable.
Capturing insight about your audience in a social media context can be accomplished through:
- Participation in appropriate online discussion groups,
- Social media monitoring tools, and
- Surveys and polls.
If the objective for your social media efforts is to sell more products and services, become a resource to help your audience make smart buying choices regarding configuration and integration. Give them information re how to leverage your products and services in ways that will make them heroes in their companies. Give them information that’s relevant and useful to them in their business. Over time your knowledge and tools will help them accomplish their goals and, in turn, they’ll see your company as a valuable resource.
In this age of Web 2.0, those who are active in social media are essentially publishers. Content creation plays a key role in your social media strategy. One way to ensure you publish consistent, unique content that:
- speaks compellingly to your target audience,
- extends and amplifies your marketing messaging, and
- aligns with your target keyword concepts;
is to create an editorial calendar. Social media publishing platforms like blogs can use content schedules (aka editorial calendars) to serve as a guide and keep messaging aligned with your overall content strategy.
When B2B purchasers were seeking potential new suppliers, Twitter and blogs were considered more influential sources of supplier information than any other channel, including word of mouth, seminars and industry press.
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