Content is Key: Steps for Development of Social Media Content

In class recently we talked about content and how to effectively reach target audiences with the content that you have. Dennis Jenders, Laughlin Constable employee and Marquette University professor,  said that there are four C’s to content planning: Content, Channel, Connections and Commerce.

An article that I found relates to Jenders breakdown of content generation. In it, Paul Chaney talks about a four-step process to making a social media content strategy. He views the four steps as:


  1. Determine Content Focus
  2. Determine Content Type
  3. Determine Posting Frequency
  4. Develop a Content Calendar

These four steps correlate with everything that we learned about in class. Content focus shows that the content needs to be beneficial and consistent with the company’s image. The content needs to, generate engagement with the customers, showing that you have some sort of special knowledge and be consistent with the mission of the business.

Content type is focused on figuring out which channel the company is using to reach its target. It mentions in the article how, “Due Pinterest and Instagram, social media has become increasingly visual.” This indicates that companies have to take into consideration, when generating content for their channels, what customers like to see and that might determine which channel they use.

Post frequency is a major aspect on content that companies have to consider. Chaney mentions two key aspects, post at the optimal time and keep important things first in the post. He mentions that between 8 a.m. and 2 p.m. are the optimal times to post. That is when the most people are on the social channels and are likely to share and like the posts and potentially share it with others.

Finally, developing a content calendar is beneficial because it helps to organize posts and content in a easy to manage calendar that everyone working on the project can see. Jenders talked about how having everything ready months in advance allows posts to be shifted around based on a natural disaster, or some other event.

Chaney talks about at the end of the article how content is still king. He mentions four reasons why:

  • Set you apart from your competition;
  • Help establish you as an expert, and a thought leader;
  • Keep your business top of mind with consumers;
  • Provide the leverage needed to keep your customers coming back time after time

Having content that is engaging and worthwhile for the target to read, and share, will likely result in increased profits. With all of the clutter in the media nowadays, content that truly catches the attention of the audience will be beneficial in more ways than one. The only tricky part, is developing the content that engages the customer.


About jlswenson

I am currently a senior at Marquette University studying Public Relations with minors in Marketing and Psychology. I've taken numerous classes in Public Relations, Advertising and Marketing disciplines. Additionally, I've had experience working with PitchEngine and Cision.
This entry was posted in ADPR4300, content, social media. Bookmark the permalink.

2 Responses to Content is Key: Steps for Development of Social Media Content

  1. Great post Jordan! Definitely correlates to everything we talk about in class. Content really is everything, especially when it comes to creating engagement amongst customers and a brand. Developing engaging content can increase brand loyalty and influence customers to WANT to talk with a brand because of the engaging content- and content calendars (like you wrote) can help monitor and track this engaging!

  2. kevobrien says:

    This is a great post and definitely shows how much goes into having a successful and engaging presence on social media. I think too often brands just dive into social media without giving it any thought. As you talked about, and as the article you linked talked about, brands have a variety of things they need to think about and factor in before they start posting on a whim. Also relating to this, too many brands enter social media without an actual idea of what they want to achieve through social media. Without having a clear idea of what the brand wants to achieve, it’s hard to determine content to post. Overall, I think the steps you posted are a great guideline for brands to really think about before they just start posting whatever they want on social media.

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