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Here’s how to create and implement a channel plan for social media marketing that will enable you to do just that.
Scott Aughtmon outlines some of the most enduring principles of creating “crave-worthy” content, but it’s also worth considering these more variable factors: Are there industry events, media innovations, or consumer behaviors on which your content distribution can capitalize (e.g., livestreaming video consumption habits, device-specific capabilities like memojis, popular memes that are capturing attention)?
Remember: Your content marketing strategy should define your social media marketing strategy – not the other way around – because it’s always best to evaluate each social channel against your strategic goals and audience needs before you distribute content there.
And when you turn this evaluation into an actionable plan, everybody on your team will know where, when, and what they should be posting on each channel, as well as what their efforts are meant to achieve.
But one thing that can make your decisions more straightforward is establishing a channel plan – an advanced directive for how your brand can and should distribute its content marketing efforts on rented channels like social media, and what you expect to achieve.
Many brands mistakenly assume they need to post their content anywhere and everywhere to maximize its potential reach.