I am planning our new online plan for my staff. We recently built a new website and we are interested in using social media to promote our brand. We are a small but growing Portuguese bakery, but we have great enthusiasm for marketing our business. Do you have any suggestions on how to delegate our online plan among my staff? We want to use the website and social media effectively. We actually know what content we want to use for promotion like a blog, Twitter and Instagram.
– Susan Marciano, New York City, NY, USA
Congratulations on the website and thinking about taking this next step in your business. It’s good to know that you have figured out the beginnings of your content strategy. You need to sit down with you staff and figure out everyone’s strengths and weaknesses and use vehicles that selected staff members are comfortable using.
For example, if you are going to have a blog or create content for the company website, assign staff members who are good at and want to write and post regularly. Same thing for Twitter; identify an employee who is willing to not only tweet, but also follow and reply to conversations about your business in a professional manner. For Instagram, have an employee who likes to take pictures of your business work to post online. Other vehicles could include, but not limited to, writing content for e-newsletters or e-books, creating podcasts or infographics.
Once the delegation is done, it is the time to create an editorial calendar. A basic calendar should include a list of content creation and publication dates, who is responsible for creating the content, how much content is needed to fulfill the strategy, and how frequent you will deliver your content. You can always customize the categories in your calendar to fit your needs.
You should also take into consideration any upcoming industry related topics or events that you want to include in your calendar to generate content around. Generally, it is suggested to have a calendar with content creation and publishing dates planned out at least three months ahead of time.
Along the way you want to track and analyze your success and make changes to your strategy when necessary.
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