While there’s no fail-safe formula for creating great social media content – engagement is reactive after all – figuring out how to win on social media as a brand or company is definitely a step-by-step process. Carefully planning and implementing strategies with consistency helps the YesMore Team to deliver best-in-class content for our clients.

If you’re looking for social media content tips to use in house, we’ve pulled together ten of the steps our community managers follow across three key stages of production. But if you’re still not sure where to start after reading this, you can brief your social media content needs to our team.

Defining your brand strategy on social should start with picking the themes around which to create your content. These are the three steps we use to start the process.

1. Pick keywords: Keyword research is essential if you want to compete in your market. Google Trends will allow you to see the popularity of terms over time. However, ensure you’re selecting words which are niche, without getting too granular – leave this for your hashtags. We recommend writing out your brand’s positioning in one line – it’s likely you’ve just included your two main keywords. For example if you’re an organic wine brand who’s looking to become the party drink of the summer; ‘organic wine’ and ‘party drink’ are a great place to start.

2. Define the bigger picture: When you’re shooting, designing or searching for relevant content by users, your themes will help define the look and feel. For the above example, think about the aspiration you’re visualising and the themes that are part of this. BBQ, picnic, sunshine or friends could all work for the above example.

3. Start acquiring content: With your keywords defined, now you know how your original pictures or UGC should look, or what to search for if using stock images. If you buy a content package with us, we’ll look to provide you with 20 set-ups at a location which matches your themes.

Instagram and Facebook are visual platforms, but captions and titles are what drives clicks to buy or use your product. Engaging with your users by replying to their comments, DMs and messages is also essential for building your brand. So how should you speak to users? Here’s our top tips for defining a TOV.

1. Define your customer profile: Knowing who your audience is and what will resonate with them is the best place to start to understand your TOV. Create a detailed profile of your existing or target customer base, from age to location, interests to habits.

2. Create a style guide: Having hard and fast rules for how you talk to your audience is important for consistency, especially if multiple people post or interact with your audience. Use your style guide to define the dos, don’ts and musts of interaction with your audience. Remember to update it over time based on what led to the most positive engagement.

3. Remember to be relatable: In our planning social media content blog we talked about why you should avoid giving your followers the hard-sell. While some content should tell your customers where to buy your product and how it works, remember the other reasons they’re coming to your channel: to be  entertained, to learn something or be rewarded or see the value they add. Sounding like a human or group of like-minded individuals is the best way to be relatable and make your channel a great place to be.