SETTING UP YOUR CONTENT STRATEGY
Setting up your strategy in Emphatic is probably THE SINGLE MOST IMPORTANT THING you will do!
Why, you may ask? Well, this is EXACTLY the information our writers see when they are creating your posts. The more information you can give us here, the more on-target the posts will be when you receive them for review. So, spend a little bit of time on this, and it will help you in the long run.
Company Details
The first page of the content strategy form titled 'Company Details' asks you to provide information about your company/business. We want to know this information for a couple of reasons; first, so that our writers can do a little bit of research about your business. Additionally, we want to see what you've been doing on social media and how we can improve upon that.
When providing links to your social media profiles, you only have to put the URLs to the accounts you are going to be using Emphatic to post to. Also, you can provide us with other promotional resources that you may want us to use in your strategy. Here is where you would put your blog, podcast, YouTube channel, etc. Our writers will use these links should you choose to get promotional posts written about your business as part of your strategy.
Audience Information
The second page of the content strategy form titled 'Audience Information' is where you will provide us with details about your target audience. This is key to understanding who it is you're trying to target so we can create your social media posts with the target consumer in mind.
You can be as specific or vague as you want here. That is totally up to you, but if you have a niche market and want our writers to be aware of that, then the more details we have, the better your posts will be.
You can also let us know where your audience is located. If you want content only pertaining to that location, then please make a note in the "Ideal customer description" section.
Content Mix
The 'Content Mix' section at the bottom of the 'Audience Information' page asks you how often you want us to gather third-party, curated content (i.e. "Other Topics") vs. self-promotional content (i.e. "Own Content").
Third-party content will be gathered based on the topics you give us in the next section, and your own content will be gathered from the promotional sources you listed on the first 'Company Details' page.
It's up to you, but doing too much promotional posting on social media can be a turn-off to followers, so we suggest the 80/20 rule here, meaning 80% other topics, and 20% own content.
Topics to Cover
The third and final page of the content strategy form titled 'Topics to Cover' is where you'll provide us with topics that are relevant to your followers/target market. You can pick topics that you want us to discuss or include, as well as topics you want our writers to avoid. Sometimes having a good mix of both will be helpful as it lets our writers know exactly what you're looking for with no gray area. We typically recommend adding 5-8 topics to your list.
You can also provide us with third-party websites that you want our writers to regularly check for content in the 'Third-Party Sources You Suggest' section.
Last, but not least, if there are any other details that you feel our writers need to know, such as specific hashtags you want us to use or a request for a call-to-action, then you can add them in 'Additional Details'.
It's important to note that your strategy can be updated at any given time, and is not something that you set in stone once and can never tweak again. As a matter of fact, we actually recommend reflecting upon and changing your strategy from time to time.
To see a video walkthrough of the process, you can check out the video tutorial here:
If you have any other questions, please don't hesitate to reach out to our support team at clientservice@emphatic.co! We are always here to help!