How to Build a Content Strategy for Social Media Engagement


The following is a guest post.

Creating content for social media is not an easy task – you have to make sure that the content is relevant to your audience, niche and peers at the same time. Additionally, you also have to provide unique content in order to stand out. Organization and having a clear set strategy can help you overcome the pressures of constantly creating content. Engagement can also be improved drastically, with a clear strategy in mind. In short, creating a content strategy allows you to streamline processes and increase your brand reach. Here are some key elements that you need to focus on when you build a content strategy:

Set Your Goals

For any social media strategy to work, you have to create clear goals and deadlines. Decide if your company is trying to increase followers, sales, brand reach or traffic. The content you create and share will revolve around this. For example, if the aim is to increase your sales then your content will revolve around the features of your product. Once this content is shared, you have to focus on engagement. While engaging, the content dictates what you talk to audience members about. If traffic is your goal, then urge users to visit your site and share your content.

Real-time engagement

Many businesses have started using content curation tools to autopost content. Although this is a great conversation starter, you have to be available to your audiences to engage with them immediately. Don’t leave users hanging when they’ve commented om your shared content. Reply to them when you can and make them feel appreciated. Even when negative comments are made, thank them for the feedback without demoralizing them. Have meaningful conversations and let others express their opinions.


Relatable Content

Take a look at the bigger brands and how they strategize the creation and distribution of content. For example, Nike created the Unlimited video series, to run during the Olympics. Since the sporting event is worldwide, the videos have millions of views and have been shared thousands of times. Learn from this and depending on your niche, you can create content that suits your audience. Content that is relatable for your audience, makes them more likely to comment and share.

Visual content

Images, infographics, gifs, memes and videos have become a must for any content strategy. Users respond better to these and also share visuals more. Infographics are a great tool for spreading quality content visually. Studies have shown that on Twitter, Linkedin and StumbleUpon, infographics are more shared, when compared to other content. Brands can easily spread information about themselves and their products using infographics. There are many tools and platforms you can use for producing visual content.


When creating a content strategy, when you share the content is crucial. Social media is best utilized to reach and connect with as many people as possible. To do this, you have to figure out when your audience is most active and focus on posting then. Recent studies have shown that most people are active during general work hours – 8am to 8pm. However, depending on your location, this will change a s 8am in the US could be 6pm in Asia. The key is to focus on when your target audience in active and device your strategy accordingly.

Produce emotions

Content that invokes some form of emotion – anger, sadness, empathy, happiness, inspiration etc are great for engagement. The more the user feels, the more they share, comment and like. Remember to not be too sensitive and keep a level head when responding to comments for emotional content. The key is to start a conversation and direct it towards your brand and company. Showing users that you care will inspire them to care about your brand.

Emotions word cloud


When sharing content on social media, always use hashtags. This will help them find your content easily. You can even create multiple hashtags that relate to your business. Hashtags also unite all your readers and give them a space for conversation. Tracking your social media efforts also become more effortless with hashtags involved. Once your hashtag has spread, your users are more likely to share stories about your brand and product using the hashtag. This increases both reach and  awareness. They also give you the opportunity to get creative and portray your brand in fun ways.


In the end, engagement comes down to users connecting with your content and responding to it. There are many ways to go about creating this connection, especially when it comes to social media. The methods you choose will depend on your niche and what you are trying to convey. Remember to create content for your audience instead of your company. Keep their perspective in mind and your content is bound to shine.

Aditi is a blogger at Godot Media, a leading blog writing services firm. She writes extensively on content marketing and social media marketing. She also has numerous guest posts on various other blogs.