Content Strategy

A content strategy in the context of social media is the comprehensive and intentional planning, development, execution, and management of content across social media channels to achieve specific, usually quantifiable, goals and objectives. These can range from very broad aims like 'increasing brand awareness' and 'driving engagement' to rather narrow targets such as 'generating leads' and 'growing sales. ' Despite their sometimes large-scale ambitions, to achieve these objectives, content strategies tend to revolve around an intimate understanding of a specific target audience—who they are, what they like and don't like, what makes them tick or what annoys them, and why (or if) they're likely to pay any attention to the piece of content in question.

Knowing your audience. Content strategies also tend to pivot around a strong grasp of what is likely to engage that audience in a conversation—sometimes, in fact, a very long conversation spread out over time and space.