When To Rethink Your Content Strategy

You think your business is doing fine on social media. You post every day or at least a few times a week. You use original content that your business generates. You also promote your activities and invest in advertising now and then.

But ask yourself: when was the last time you checked your content strategy? Do you know if it continues to be effective, or if it is about to fall flat? Social media is never just about posting. You should always have a plan. But setting up a plan once and then never revising it is not an option. Everything changes with time and social media changes faster than anything else does.

To find out if your content strategy is ineffective, we came up with a list of red flags to look for. How many red flags does your social media raise?

  1. Your posts have zero or close to zero comments/likes/shares. If less than 5% of your fans are active on your page, your page is not engaging. If your current content strategy doesn’t work, it is important to find out early.
  2. The traffic to your website is not influenced by your social media activity. You see spikes of engagement on your social media account, but they don’t affect your web traffic. This one is a huge red flag.
  3. Your business results are not affected by your social media performance. If your business has had social media accounts for a year or more now, you should start to see results.
  4. When choosing what to post, you use your gut feeling. Your social media is driven by an emotion, rather than a plan. You think it is not a big deal. We are telling you, you’re in trouble!
  5. You use the same content for all your social media accounts. To reduce inefficiency, you connected your accounts and automated the messaging. Why is it dangerous? Imagine: you paid for both digital and print subscriptions to a newspaper. But all the content was identical. Eventually, you would give up one of the subscriptions, and use your time and money somewhere else.
  6. You don’t have a clear understanding what your fans want from your social media accounts. Can you describe what kind of people your content is created for? Can you tell right away what they want? And how important are they to your business? If you don’t know answers to any of these questions, consider it a red flag.

Every strategy is tied to a certain time and a situation. And when the time passes and the situation changes, it is important to change your content strategy.

We hope you find our checklist useful to spot problems with your social media content strategy. Do you use other red flags to spot an ineffective content strategy? What are they?

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