Let’s be honest. As a brand, you probably have a love-hate relationship with Facebook. You love the amount of users on the platform and how app-friendly it is for your audience. You hate how much time you need to spend keeping up with all the changes, their constant algorithm shifts, and their frequent updates – not to mention their regular glitches that cause you to lose followers every now and then (we’re looking at you, -gram).
However, despite your reservations about this social media giant, there’s no denying that Facebook has become one of the most important platforms for brands in almost any industry.
Whether you like it or not, there are over 2 billion monthly active users on Facebook. That’s roughly 1/5th of the world’s population!
So what can this mean for your brand? It means that if you haven’t started marketing on Facebook yet, now is the time to start. In this blog post —the first of a three-part series on content strategy— we will discuss everything you need to know as a brand and marketer using Facebook as part of your marketing strategy.
What is Facebook Content Strategy?
Facebook content strategy is the process of creating and publishing content that aligns with your marketing objectives, audience, and desired brand image.
It’s the strategy behind the types of posts you publish, the frequency at which you post, and the level of engagement you aim for. Facebook content strategy also includes the optimization of your existing posts for greater visibility.
A good Facebook content strategy relies on three things: the type of content, the audience, and the objective. To determine the type of content you’re going to publish, you need to ask yourself the question: What do my customers and followers want from me? What would they find most useful, helpful, or interesting? What type of content will get them to take action?
Why is Facebook Content Strategy Important?
A good Facebook content strategy can help you achieve a brand’s marketing and business goals. If your goal is to increase sales, a great Facebook content strategy can help you discover the best types of content to publish so that you can convert sales leads.
And a good Facebook content strategy can help you achieve other marketing goals and objectives as well, like brand awareness and engagement, lead generation, increasing traffic to your website, improving your search engine rankings, increasing your reach, and more.
A solid Facebook content strategy is crucial to achieving these goals because the type of content you publish can make or break your marketing efforts. It’s the best way to show your followers who you are as a brand and make them interested in your products and services.
Knowing Your Audience Is Key When Developing a Facebook Content Strategy
Before you start creating content for your Facebook page, you need to determine your target audience and understand who they are and what they want. Without this knowledge, you’ll be unable to create content that resonates with your customers—and without that resonance, you won’t be able to get them to take the next step and make a purchase from you.
You’ll need to know the following information about your audience to determine your Facebook content strategy:
- Age: Knowing the age of your audience will help you determine the type of content you should publish on your page. If you’re targeting a younger audience, you may want to publish interactive content like polls or quizzes. If you’re targeting an older audience, you may want to publish content that’s more informational, like blog posts or guides.
- Gender: Knowing the gender of your audience can help you understand what types of content they may be drawn to. For example, if your audience is mostly female, you may want to consider publishing more lifestyle or beauty-related content. If your audience is mostly male, you may want to consider publishing more sports-related content.
- Language: Having a general idea of what language your audience speaks will help you translate your content effectively. This will help you better engage with your audience, especially if you’re targeting a multilingual audience.
- Demographics: Knowing the demographics of your audience can help you determine the type of content you should publish on your page. By knowing the demographics of your audience, you can tailor your Facebook content strategy to suit their interests and needs.
Defining Your Facebook Content Marketing Objectives
Before you start creating your content, you’ll want to define your objectives. Why are you creating content for your Facebook page in the first place? What are your end goals? Start by asking yourself (and your team, if you work in a team): what are the objectives of our Facebook page?
What do we want to achieve from publishing content on Facebook? The first step is to create goals for your content. You can do this based on the type of content you want to publish, the content formats you want to use, and the types of metrics you want to track.
For example, let’s say you want to increase your brand awareness. You can create a goal around increasing your reach, growing your fan base, and creating engaging content that resonates with your audience. You can also create goals based on the type of content you want to publish.
For example, if you want to publish educational content, you can set a goal to produce and publish at least one educational piece per week.
Defining Your Core Audience and Personas for Facebook Marketing
As we highlighted above, once you know who your audience is, you can create personas based on the demographics of your targeted followers. If your brand has multiple target audiences, create one persona per group. You can then create both general and social specific personas. A general persona would be a persona that’s applicable to multiple social media platforms.
A social specific persona would be a persona that’s specific to a single social media platform. Your social specific personas should include information about the age, gender, and language of your core audience.
They should also include information about what your audience is interested in and what types of content they find most engaging. This will make it easier for you to create content that resonates with your followers and converts.
Knowing your core value prop for FB content strategy.
Once you’ve determined what your audience likes and what they want from you, it’s time to create a value proposition. Your value proposition is the core message you want to convey to your audience and the reason they should buy from you. It’s the main benefit a customer receives by purchasing your product or service.
When creating a value proposition for your Facebook content strategy, think about why someone should buy from you or engage with your page. What value do you provide? What do you offer that your competitors don’t? Whatever you choose as your value proposition will likely be reflected in your Facebook posts.
To create your value proposition, ask yourself these questions:
- What problem(s) does my product or service solve for the customer?
- Why are they struggling with this problem? What are the barriers to solving this problem?
- What are my customers currently doing to solve this problem?
Decide Which Types of Content to Produce for Each Audience Type.
Once you understand your audience and have developed a Facebook content strategy, you can start creating content. The trick here is to not just publish any content. Rather, you want to publish the right type of content that resonates with your audience and meets their needs.
Your Facebook content strategy should include the following types of posts: – Informational posts: These posts are good for educating your audience or answering their burning questions.
They can be how-to guides, new product announcements, or general industry-related news. – Brand identity posts: These are posts that help further build your brand identity and establish your presence as a brand.
They can include fun facts or trivia about your brand, behind-the-scenes posts, or photos of team members. – Transactional posts: These posts are used to notify your followers of important events like promotions or new product launches. They can also be used to invite followers to attend events or to respond to customer service inquiries.
Produce and Consistently Generate Engagement with Touchpoints and Moments That Matter to Your Audience.
Once you’ve created your content, you need to publish it on Facebook to generate engagement. The key is to publish as often as possible without overloading your followers with too many posts. You should try to publish at least once a day, but the more often you publish, the better.