A social media strategy that goes beyond a content calendar.

Social media can build attention, make expertise visible and reach target groups again. The channel works better when each publication is part of a recognizable system.

Give each channel one clear role

Not every platform has to deliver leads. One channel can mainly build range and recognition, while another is suitable for flooring, campaign traffic or service. Make that part explicit.

Work from customer questions and objections

A target group description is only useful when you know what people are trying to achieve, what they are doubting and what misunderstandings delay a choice. These include topics that are more relevant than general business posts.

Build fixed content pillars

1. 01

   Problem recognition

   Show that you understand the context and frustration of the target group.

2. 02

   Explanation and choices

   Help people better assess alternatives, risk assessments and priorities.

3. 03

   Approach and expertise

   Make visible how you work without claiming unverified results.

4. 04

   Continuation

   Link relevant content to an in-depth page, registration or conversation.

Make formats repeatable

A fixed format determines subject, visual structure, length and CTA. As a result, the team does not have to rethink how an idea is packaged every week, while the content may vary.

Connect organic and paid

Use organic content to get to know language, topics and reactions. Strong content can then be distributed to relevant target groups, with a landing page that continues the same promise.

Measure the appropriate continuation

Review range and engagement in relation to the chosen role. Look at in-depth content for clicking, quality website behavior and follow-up; in awareness mainly about relevant attention and repetition.