As Social Media Managers, we know that the content we deliver is an integral aspect of any social strategy. Having a content plan is important, but how do you create impactful content that captures your audience’s attention and drives results?

This week at #SproutChat, Sprout Social’s Director of Content, Lizz Kannenberg joined the chat to talk about the ins and outs of great content. We delved deep into the importance of gaining buy-in from senior leadership and how familiarizing yourself with your audience unlocks the potential of strong content.

Plan Ahead of Time & Always Tweak

Strategizing content should happen annually, but stay flexible as social is constantly shifting. If you’re too stringent in your content strategy and leave no room for new platforms or trends to be implemented your audience can become unengaged and you lose the potential to tap into new audiences.

Align Business Goals & Audience Needs

Have a clear understanding of your overall business goals and how these objectives can inform metrics surrounding your content. Keeping your business goals and your audience aligned can ensure you develop a winning content strategy.

Clearly Define Your Brand To Develop Great Content

Knowing your audience is key for creating content that resonates. Spending time crafting your brand around who your audience is and what their behaviors are will be beneficial for your metrics in the long run.

Jump on Social Opportunities That Are on Brand

By getting to know your audience and having a strategy in place, determining what social opportunities are worth hopping on is easy. Jumping on the latest news craze or viral trend isn’t alway genuine to your brand and can leave your audience feeling disconnected.

Track Metrics That Ladder up to Business Goals

Allow time for analysis and make sure that you’re carefully tracking content performance so that you know you’re making informed decisions about where to allocate efforts in the future. Additionally, make sure that your goals for social content also ladder up to business goals.

Be sure to join us next Wednesday, August 2nd at 2 p.m. CDT on Twitter to chat about how to get more out of monitoring on social. Until then join our Facebook community to connect with other folks in the industry.