Technological university Dublin
Digital marketing II
Social media content strategy
Table of contents
Introduction ................................................................................................................................... 2
Social media content strategy ........................................................................................................ 3
1. Social media marketing and content marketing .................................................................... 3
1.1 Content strategy ..................................................................................................... 3
1.2 Key points in a content marketing strategy ............................................................... 5
1.2.1 S.M.A.R.T goals and planning .......................................................................... 5
Content calendar ...................................................................................................... 6
1.2.2 Audience insight................................................................................................ 6
Buyer persona ........................................................................................................... 7
1.2.3 Content features................................................................................................. 7
Storytelling ................................................................................................................ 7
Post vividness ............................................................................................................ 7
Post novelty ............................................................................................................... 8
Content type .............................................................................................................. 8
1.2.4 Channels ............................................................................................................ 8
1.2.5 Measurement ..................................................................................................... 9
Conclusion................................................................................................................................... 10
References ................................................................................................................................... 11
, Introduction
Social media is changing the marketing landscape and has become a priority for brand
building, now the focus is shifting from traditional marketing to a digital-oriented
approach. The new paradigm focuses on increasing customer relationships and creating
new loyal customers through the use of digital strategies such as content marketing, which
is providing valuable information to customers in the form of content enabling two-way
communication (Gümüs, 2017). Understanding consumer’s perception of content and the
reasons why they choose to engage or not is vital for companies to create successful
strategies to cultivate relationships with customers. This study aims to provide knowledge
an understand what the key points in content creation and engagement in social media
platforms are.
Digital marketing II
Social media content strategy
Table of contents
Introduction ................................................................................................................................... 2
Social media content strategy ........................................................................................................ 3
1. Social media marketing and content marketing .................................................................... 3
1.1 Content strategy ..................................................................................................... 3
1.2 Key points in a content marketing strategy ............................................................... 5
1.2.1 S.M.A.R.T goals and planning .......................................................................... 5
Content calendar ...................................................................................................... 6
1.2.2 Audience insight................................................................................................ 6
Buyer persona ........................................................................................................... 7
1.2.3 Content features................................................................................................. 7
Storytelling ................................................................................................................ 7
Post vividness ............................................................................................................ 7
Post novelty ............................................................................................................... 8
Content type .............................................................................................................. 8
1.2.4 Channels ............................................................................................................ 8
1.2.5 Measurement ..................................................................................................... 9
Conclusion................................................................................................................................... 10
References ................................................................................................................................... 11
, Introduction
Social media is changing the marketing landscape and has become a priority for brand
building, now the focus is shifting from traditional marketing to a digital-oriented
approach. The new paradigm focuses on increasing customer relationships and creating
new loyal customers through the use of digital strategies such as content marketing, which
is providing valuable information to customers in the form of content enabling two-way
communication (Gümüs, 2017). Understanding consumer’s perception of content and the
reasons why they choose to engage or not is vital for companies to create successful
strategies to cultivate relationships with customers. This study aims to provide knowledge
an understand what the key points in content creation and engagement in social media
platforms are.
