How to Build an Intentional Social Media and Content Plan that Works
As you probably know by now, I’m all about beautiful branding infused with strategy, and how this plays a pivotal part in portraying your message. The next part is showing up in the online space in a way that feels confident, inspired and aligned with you.
When we combine these two things, we are sure to find an elevated, expansive and authentic presence across every brand touchpoint.
Strategy Infused Socials
Of course, there needs to be strategy behind the soul and intention when it comes to your socials.
While yes, it’s important to show up with a genuine and gentle nature, having a strategy infused plan is just as important. This plan ensures you are weaving your brand into your social presence and helps with content ideation (ideas), messaging and selling on socials.
Let’s explore some of the key foundational pieces to aligned and intentional social media.
The Goal of your Socials
When laying the foundations of your content strategy, start by establishing the purpose for each social platform. Is it to boost brand awareness, inspire your audience, create a community, or to sell?
For instance, perhaps your TikTok aims to offer behind-the-scenes and inspirational content to encourage connection and relatability. Meanwhile, your Instagram may focus on showcasing your brand’s front-end and promoting your offerings.
Content Pillars
The easiest way to explain content pillars, is content topics or themes. I suggest centering your content pillars around your brand messaging - the essence of what you want your brand to be known for. This not only keeps your content aligned with your core values but also makes it more meaningful and engaging for your audience.
Content Purpose
Moving on to the purpose of each content piece. This is something to remember in the quest for content ideas. Why are you sharing what you are sharing? What is the intention behind your piece of content? Are you aiming to inspire, entertain, to educate an audience member, or to create a connection that leads to a purchase?
The Content Funnel
When it comes to selling on social media, think of your clients journeying through a funnel from the moment they discover your brand. Each piece of content should sit somewhere in this journey.
Top of Funnel (awareness)
This is broad content about reaching, growing, and expanding your audience.
Middle of Funnel (nurturing)
Here, potential customers/clients are evaluating your brand. It’s the perfect place for nurturing and educational content that helps them understand your services or products better.
Bottom of Funnel (conversion)
This is where the magic happens - conversion. Share content that drives action, whether it’s making a purchase, signing up for a newsletter, or engaging with testimonials and reviews that showcase your brand’s value.
Tone of Voice and Messaging
The way you speak throughout your captions and the language you use is indicative of your brand’s tone of voice and message, and connects you with your audience. Remember to remain consistent with this and your visual aesthetic.
If you want to dive deeper into the heart and soul of your brand and socials, my guide, Soul Meets Strategy, is for you. Within this self-paced workbook, we look at your brand’s foundation and visual identity, plus social media strategy to ensure your brand is portraying your message consistently and authentically. With journal prompts and practical tips to guide you through each step, you’ll feel confident and expanded within your business in no time.
Until next time,
Kirsten