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Optimising your social media content workflow

Growing businesses today are often plagued by expanding their social media presence. A key part of this lies in creating large volumes of high quality and engaging content, and quickly too.

An optimised social media content creation process is imperative as it will enable you to publish a larger volume of relevant posts at a faster pace. According to a study by Kapost, content teams working efficiently produce twice as much content 163 per cent faster with the same volume of resources compared to teams without optimised workflows in place. However, the inefficient management of content marketing activities costs companies a loss of whopping US$958 million each year.

This is where a streamlined social media content workflow comes into play.

The question is: how?

1. Define roles and responsibilities

Clearly defined team roles and responsibilities are the absolute foundation of a functioning social media content workflow. That is because knowing the exact scope and timing of tasks allows people to take ownership of their work and communicate better.

Your social media team members should fulfill three basic roles in regards to content production:

Content Manager: Creates a social media strategy aligned with the company’s social media marketing goals, and who manages the social media content calendar.

Content Creator: Comes up with relevant, engaging content ideas through video content, animations, graphic designs and copy for social media posts and ads.

Content Editor: Reviews posts aligned in terms of visual style and tone of voice and provides the content creator with feedback as to what needs to be fixed.

Regardless of the role, though, it is crucial that all the team members frequently communicate to keep the content flow up and running.

2. Analyse your target audience

Analysing your target audience can make your social media content workflow much more efficient, as this allows you to build a better content strategy centred around topics and formats that resonate with your community.

The best way to learn about your target audience is by gathering audience data from tools such as social media platforms’ native tools (e.g. Facebook Insights, Instagram Insights), Google Analytics, as well as surveys and polls, which are a great way of learning specific information about your audience that’s unavailable in native analytics.

Once you have gathered sufficient data on your target audience, you can group them according to their shared characteristics such as interests or behaviours. This will allow you to concentrate on creating posts tailored to these groups and minimise resource spending on ineffective messages.

3. Compile content ideas

Knowing how to quickly get content ideas for each of your personas can largely speed up your content workflow. Yet, brainstorming fresh ideas can be challenging. Here are some ways to get inspiration:

Spy on your competitors: Bookmark content formats or topics that generate higher engagement. While what works for the competition does not necessarily have to work for you, monitoring other brands’ news feeds can give you an idea of content that generally resonates in your industry.

Monitor online conversations: Using a social media listening tool can help you discover trending topics online. These are great opportunities you can base content creation around.

Analyse page affinities: Looking into pages your audience follows and interacts with can give you some inspiration. If for instance, your community enjoys BuzzFeed Tasty, they probably like short DIY videos – a format you can thread into your content strategy.

Use a content inspiration tool: Having a social media content discovery tool at hand can save you hours of laborious search. Just type in a keyword of your choice to see thousands of posts across platforms that you can filter by type, industry, or engagement.

4. Set up a social media content calendar

A clear content calendar is a crucial element of any working social media content workflow. This works as a roadmap showing how to efficiently distribute your resources, and for keeping track of your content and making sure all posts go out on time.

Make sure to always publish your content when your audience is active online. This way, you’ll increase your chances of earning interactions and get the most of the efforts invested in social media content creation.

5. Improve your social media content workflow with monitoring and reporting

Monitoring your content enables you to understand what works and what does not. This information is key to identifying any possible inefficiencies or flaws in your strategy and amending them.

Social media analytics is extremely helpful in regard to measuring the success of your content. Key metrics for analytics include: engagement overview number of interactions per 1,000 fans and top-performing posts.

You can also use social media listening to supplement sentiment analysis. These two tools work great for discovering and measuring the type of responses your content is generating.

Both types of feedback can help steer your content strategy in the right direction, minimise spending on ineffective posts, and ultimately help optimise your social media content workflow.

The Takeaway
As an expanding business in the ever-growing social media marketing world, you need to be ready to scale up your content production anytime.

After all, the amount of content that’s sufficient today might fall short tomorrow – which is why it’s so important that you know how to optimise your social media content workflow.

Co-written by Marta Buryan, Content Marketing Specialist

Charles Tidswell

Charles Tidswell is the Vice President of JAPAC at Socialbakers and is based in Singapore. For the majority of his professional career, Charles has been involved with early stage start-ups and companies entering the high growth stage across the South East Asia region.