From the course: Social Media Content Creation with Adobe Express by Adobe

Planning a content strategy and content calendar - Adobe Express Tutorial

From the course: Social Media Content Creation with Adobe Express by Adobe

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Planning a content strategy and content calendar

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- If you're looking for roles in social media or content creation for a company or brand, they'll definitely ask you in your interview something like, "How do you think of a content strategy?" Or maybe you're already asking yourself that or wondering, "What does content strategy even mean?" In this video, I'm going to teach you what content strategy means by learning how to make one and to ensure that it helps you achieve your goals for social. A great content strategy is really just a super clear set of key actions that you want to do, which are going to serve as indicators of if your content is doing its job. Now, strategy is a big and kind of fuzzy word. So just think of it like this. The purpose of a strategy is to help you name those few things you're doing that are your best bet for hitting your goals. And a content strategy is just figuring out how content is the way that you're going to do that. Maybe your strategic goal is to showcase the art you create in your spare time. Maybe you want to build awareness for the nonprofit you're passionate about or even driving revenue for the company you work for. Now that you have those goals in mind, you should have a content strategy that includes specific posts about your passions, products, or services, your partnership collaborations, or even behind the scenes of your business or your life. Now, check out content strategy in practice. Let's say that your goal is to get a variety of interactions from your followers on Instagram. You can use the type of content you post to strategically help you achieve this goal. Here's a great graphic that breaks down the content types that can really hit specific content strategy goals, such as likes, comments, saves, shares, or even clicks to other sites. If you're looking for likes, consider posting selfies, milestones, entertaining Reels, reviews, things like inspiring posts or lifestyle images. If your strategic goal for your content is comments, consider things like, "Ask me a question," or, "Give me feedback," in your posts. If your best strategic goal is saves, then post something more in-depth, like a how-to guide or resource list, that your audience is going to want to save and return to later. Each of these types of posts can help you increase your engagement and help you accomplish your goals. Let me share a few examples of brands that I think do a great job of engaging their followers with consistent content where you can see the specific strategic goals that they're trying to hit. lululemon has a sales page called We Made Too Much, where new items are added every single Thursday. And their followers get really excited when that drops. So after buying those clothes, followers typically head to social, and on their own profiles, will post about their favorite finds from that sale. Now, this is such a clever way of how a strategy of customers promoting your brand can work in real time. Another example from TikTok is @leahsgiftguide or Leah the Gift Girl, where she posts unique gift ideas for people who are struggling to buy a gift for someone. She does this by using consistent templates for her videos. So you know at a glance what you're going to watch, like ideas for an engagement gift, a hostess gift, or a bestie gift. She also has a website where she then direct links to the products she mentions in her videos. So her content quickly resonates, moves to her website, then converts to purchases, meaning her content strategy to drive clicks and sales is working. And you can do the same thing. Determine what your strategic goals are, create a content strategy that is super lockstep with your goals, and when you get to the place where you hear yourself saying things like, "This post is really going to help me hit my comments goal this week," you know you're thinking strategically.

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