Learning Hub Social Media Marketing Fundamentals • Chapter 3: Creating a Content Strategy


Chapter 1: Introduction to Social Media Marketing

Chapter 2: Understanding Your Target Audience

Chapter 3: Creating a Content Strategy

Chapter 4: Platform-Specific Marketing Tactics

Chapter 5: Measuring and Analyzing Your Results

Chapter 6: Advanced Social Media Marketing Techniques

Chapter 7: Ethics and Best Practices in Social Media Marketing

Chapter 8: Conclusion and Next Steps


Serving Up A Content Smorgasbord

Greetings, marketers!

You've aced demographic research, persona identification, and buyer journey mapping like a true prodigy.

Now it's time to dive into the pièce de résistance of social media marketing:

Crafting a killer content strategy.

In this chapter, we'll explore the ins and outs of developing a content strategy that will make your brand stand out like Kenny in a crowd of Cartmans.

A well-crafted content strategy is essential for engaging your audience, showcasing your brand personality, and driving results on social media.

To kick things off, let's explore the three key elements of a top-notch content strategy:

  1. Defining your brand voice and tone: Just like Cartman has his distinctive, cheeky voice, your brand needs a unique voice and tone that sets it apart from the competition. In this section, we'll delve into the process of defining your brand's personality and crafting a voice and tone that truly represents your brand values and resonates with your target audience.
  2. Creating a content calendar: What's better than an episode of South Park? A whole season of them, planned out and ready to roll! In the same way, a well-structured content calendar will help you organize and schedule your content, ensuring a consistent flow of engaging and relevant posts on your social media channels. We'll guide you through the process of creating a content calendar that covers all your bases and keeps your audience coming back for more.
  3. Developing engaging and shareable content formats: Just as South Park's creators use a mix of animation, music, and humor to create a memorable viewing experience, your content strategy should include a variety of formats to captivate your audience. From blog posts and infographics to videos and interactive quizzes, we'll explore the many ways you can package your content to make it share-worthy and irresistible to your target personas.

Before we dive into each element, here's a handy "how-to" table to guide your content strategy journey:

1. Define your brand voice and toneDevelop a clear and consistent brand personality that resonates with your target audience.
2. Identify content themes and topicsBrainstorm content ideas based on your audience's interests, pain points, and your brand expertise.
3. Choose content formatsDetermine the most effective formats for your content, such as blog posts, videos, or infographics.
4. Create a content calendarPlan and schedule your content to ensure a consistent flow of engaging posts on your social channels.
5. Develop content assetsCreate high-quality content assets that align with your brand voice and resonate with your audience.
6. Optimize content for SEO and social sharingUse keywords, hashtags, and other optimization techniques to maximize visibility and engagement.
7. Monitor and analyze content performanceTrack content performance using analytics tools to identify areas for improvement and inform future strategy.
Content Strategy Roadmap

With this roadmap in hand, you're ready to embark on the thrilling journey of creating a content strategy that will take your social media marketing game to new heights.

So, let's dive in and start crafting a content strategy that will have your audience saying, "Oh my God, they killed it!"

Defining Your Brand
Voice and ToneThe Key to a Memorable Brand Identity

It's time to explore the first essential element of your content strategy:

Defining your brand voice and tone.

Your brand voice is the unique personality that sets you apart from the competition, while your tone is the specific expression of that voice in different situations.

By crafting a distinctive brand voice and tone, you'll create a memorable identity that resonates with your audience and keeps them coming back for more.

Ready to unleash your inner creative genius and define your brand voice and tone?

Follow our detailed, step-by-step guide below!

Step 1: Understand your brand values and mission

Before you can define your brand voice, it's essential to have a clear understanding of your brand values and mission.

Your voice should align with these core principles, as they serve as the foundation for your brand's personality.

Make a list of your brand's values and mission, and use them as a reference throughout the voice and tone development process.

Step 2: Analyze your target audience

To create a brand voice that resonates with your audience, you need to know who they are and what they care about.

Review your target personas and consider their demographics, interests, and preferences.

Keep your audience in mind as you craft your brand voice, ensuring that your message connects with them on a personal level.

Step 3: Study your competitors

Analyze the brand voices of your competitors to identify common themes and trends within your industry.

Take note of any gaps or unique angles that you can leverage to differentiate your brand and stand out from the crowd.

Remember, your goal is to create a voice that is both distinctive and appealing to your target audience.

Step 4: Choose three to five adjectives that describe your brand

Select three to five adjectives that best describe your brand's personality.

These adjectives should align with your brand values, mission, and target audience.

For example, if your brand is playful, informative, and inclusive, choose adjectives like "fun," "educational," and "welcoming."

Step 5: Create a brand voice chart

Using the adjectives you've chosen, create a brand voice chart to guide your content creation efforts.

Your chart should include the following elements for each adjective:

  1. Definition: A brief explanation of what the adjective means in the context of your brand.
  2. Dos: Examples of how to use the adjective in your content.
  3. Don'ts: Examples of how not to use the adjective in your content.

Here's an example of what your brand voice chart might look like:

FunEngaging and lightheartedUse humor, emojis, and playful languageMake jokes at the expense of others, use inappropriate humor
EducationalInformative and helpfulProvide clear explanations, use visuals and examplesOverwhelm the audience with jargon or technical terms
WelcomingInclusive and approachableUse a conversational tone, encourage audience interactionUse overly formal language or alienate certain groups

Step 6: Adapt your tone for different situations and platforms

While your brand voice should remain consistent across all channels, your tone may need to be adjusted depending on the context and platform.

For example, your tone on LinkedIn might be more professional than on Instagram, where a casual and friendly approach might be more appropriate.

Create guidelines for adjusting your tone based on the platform and content type, ensuring that your message remains consistent and on-brand.

Step 7: Train your team and create a style guide

To ensure that your brand voice and tone are consistently applied across all content, it's essential to train your team and create a style guide.

Your style guide should include detailed information on your brand voice chart, tone adaptation guidelines, and any other language preferences specific to your brand (such as preferred spelling, capitalization, or punctuation).

Share your style guide with all team members involved in content creation, and provide training on how to apply your brand voice and tone effectively.

Encourage your team to refer to the style guide regularly and to ask questions if they're unsure about how to approach a particular piece of content.

Step 8: Review and revise your content

Once your team is trained and equipped with your style guide, it's time to put your brand voice and tone into action.

As you create new content, review and revise it to ensure that it aligns with your brand voice and tone guidelines.

This process will help you maintain consistency across all channels and create a strong brand identity.

Step 9: Monitor audience feedback

As you publish content with your newly defined brand voice and tone, pay close attention to audience feedback.

Are they responding positively?

Are there any recurring themes or issues that need to be addressed?

Use this feedback to make adjustments to your brand voice and tone as needed, ensuring that your message remains relevant and resonates with your target audience.

Step 10: Keep your brand voice and tone updated

Your brand voice and tone are not set in stone; they should evolve and adapt over time as your audience, market conditions, and brand identity change.

Regularly review and update your brand voice and tone guidelines to ensure they remain accurate and relevant.

By doing so, you'll ensure that your brand remains fresh, engaging, and memorable to your audience.


Defining your brand voice and tone is an essential step in creating a content strategy that connects with your audience and sets you apart from the competition.

By following this step-by-step guide, you'll be well on your way to crafting a brand identity that resonates with your target audience and propels your social media marketing efforts to new heights.

Next we'll dive into the art of creating a content calendar that keeps your audience engaged and coming back for more!

Creating A
Content CalendarYour Personal Time Machine

All aboard the content express!

You've conquered the art of defining your brand voice and tone, and now it's time to journey into the realm of content planning.

In this section, we'll explore the magical world of content calendars – a vital tool to ensure a consistent flow of engaging posts and to save you from last-minute content scrambles.

Prepare to be the Dumbledore of your social media marketing efforts as we guide you through the enchanting process of creating a content calendar that keeps your audience spellbound!

A content calendar, also known as an editorial calendar, is a visual representation of your content strategy that helps you plan, organize, and schedule your social media posts.

With a well-crafted content calendar, you'll be able to maintain a consistent posting schedule, ensure a balance of content types, and make it easier to measure the success of your social media marketing efforts.

Ready to step into your content time machine and create a content calendar that would make Hermione proud?

Follow our detailed, step-by-step guide below!

Step 1: Choose your content calendar format

Content calendars can take various forms, including spreadsheets, project management tools, or dedicated calendar apps.

Choose a format that best suits your needs and preferences.

Popular options include Google Sheets, Trello, or specialized tools like CoSchedule and Hootsuite.

Step 2: Determine your posting frequency and goals

Before you start populating your content calendar, decide on the posting frequency for each social media platform.

Consider factors like your audience's preferences, your team's capacity, and the unique requirements of each platform.

Set specific goals for your content, such as driving engagement, increasing website traffic, or promoting specific products or services.

Step 3: Identify content themes and categories

To ensure variety in your content, brainstorm different themes and categories that align with your brand values, audience interests, and marketing objectives.

For example, you might include categories like product promotions, industry news, user-generated content, and behind-the-scenes insights.

Assign each category a color code or label to make it easy to visualize the balance of content types in your calendar.

Step 4: Create a content repository

Gather all your existing content assets and organize them into a central repository.

This can be as simple as a shared Google Drive folder or a more sophisticated content management system.

A well-organized content repository makes it easier to find and schedule relevant content for your calendar.

Step 5: Populate your content calendar

Now it's time to fill your content calendar with captivating posts!

Start by adding any key dates or events, such as product launches, promotions, or holidays, that you want to create content around.

Then, using your content themes and categories, plan out your posts for each platform.

Be sure to include essential details like post copy, images, links, and any relevant hashtags or keywords.

Here's a sample content calendar structure to guide you:

DatePlatformCategoryPost CopyImage/LinkHashtagsNotes
01/01/2023TwitterIndustry NewsCheck out the latest trends in our industry!Image-01#trends #industryPost at 9 AM
01/02/2023FacebookBehind-the-ScenesA sneak peek into our team's creative process!Video-01#teamworkPost at 3 PM

Step 6: Schedule your content

Once you have your calendar populated, use a social media scheduling tool like Buffer, Hootsuite, or Sprout Social to schedule your content in advance.

These tools allow you to manage multiple platforms, schedule posts at optimal times, and monitor engagement.

By scheduling your content, you can ensure a consistent posting cadence and free up time to focus on other aspects of your social media marketing strategy.

Step 7: Review and refine your content plan

As you create and schedule your content, it's important to review your plan regularly to ensure it remains relevant, engaging, and aligned with your goals.

Analyze your content calendar to identify any gaps or opportunities for improvement.

For example, you might notice that you're posting too much promotional content or not enough user-generated content.

Use these insights to refine your content plan and maintain a balanced mix of content types.

Step 8: Monitor performance and adjust your strategy

Once your content calendar is up and running, it's crucial to track the performance of your posts and adjust your strategy as needed.

Use social media analytics tools to monitor key performance indicators (KPIs) such as engagement, reach, and website traffic.

Analyze the data to determine which content types, themes, and posting times are most effective for your audience, and use these insights to optimize your content calendar.

Step 9: Encourage collaboration and input from your team

A content calendar is most effective when it's a collaborative effort.

Encourage input and ideas from your team members, and hold regular meetings to review the calendar, discuss upcoming content, and brainstorm new ideas.

This collaborative approach ensures that your content remains fresh, engaging, and aligned with your brand voice and tone.

Step 10: Keep your content calendar updated and flexible

Your content calendar should be a living, breathing document that evolves with your brand, audience, and market conditions.

Regularly update your calendar to account for new opportunities, changes in your marketing objectives, or audience feedback.

Stay flexible and be prepared to adjust your content plan as needed to ensure your social media marketing efforts remain relevant and effective.


A well-crafted content calendar is a powerful tool that can transform your social media marketing strategy, helping you maintain a consistent posting schedule, ensure a balance of content types, and measure the success of your efforts.

By following this step-by-step guide, you'll be well on your way to creating a content calendar that keeps your audience engaged, informed, and entertained.

The next stop on our social media marketing adventure is developing engaging and shareable content formats like blog posts, infographics, and videos.

Developing Engaging
And Shareable
Content FormatsThe Ultimate Recipe for Social Media Stardom

Time to embark on the final leg of our content strategy journey...

Developing engaging and shareable content formats that'll have your audience clicking, liking, and sharing faster than you can say "viral sensation."

In this section, we'll explore three content formats that are proven crowd-pleasers:

Blog posts, infographics, and videos.

So, put on your chef's hat and let's cook up a content storm that'll leave your audience craving more!

1. Blog Posts: The Main Course of Your Content Buffet

A well-written blog post is like a sumptuous main course that keeps your audience coming back for seconds (and thirds).

Let's break down the steps to create a mouthwatering blog post that satisfies your audience's hunger for knowledge, entertainment, and inspiration.

Step 1: Pick a tasty topic

Choose a topic that is relevant to your audience, aligns with your brand values, and has the potential to spark engagement.

Consider your audience's pain points, interests, and frequently asked questions.

Step 2: Create a flavorful headline

Your headline should be enticing, clear, and concise.

Use action words, numbers, or questions to grab your reader's attention and entice them to click.

Step 3: Craft a captivating introduction

Whet your reader's appetite with a compelling introduction that sets the stage for your blog post.

Use storytelling, humor, or interesting facts to hook your reader and make them eager to continue.

Step 4: Write delectable content

Break your content down into digestible sections with clear headings and subheadings.

Use bullet points, lists, and short paragraphs to make your content easy to consume.

Don't forget to season your writing with your brand voice and tone!

Step 5: Add garnishes to enhance visual appeal

Sprinkle your blog post with images, quotes, or multimedia elements to break up large blocks of text and add visual interest.

Step 6: Optimize your content for SEO

To ensure your blog post is discovered by search engines and readers, incorporate relevant keywords, optimize images, and create engaging meta descriptions.

Step 7: Include a call-to-action

End your blog post with a clear call-to-action (CTA) that encourages readers to share, comment, or take another desired action.

2. Infographics: A Picture-Perfect Content Snack

Infographics are like the irresistible appetizers of your content menu – visually appealing, easy to digest, and highly shareable.

Follow these steps to create a stunning infographic that'll have your audience reaching for the "share" button:

Step 1: Choose a visually compelling topic

Select a topic that lends itself well to visual storytelling, such as data, trends, or step-by-step guides.

Step 2: Gather and organize your data

Collect relevant data, facts, and statistics to support your infographic's narrative.

Organize the information in a logical order and highlight key points or insights.

Step 3: Design your infographic

Use design software or an online infographic tool like Canva, Piktochart, or Venngage to create your infographic.

Choose a visually appealing layout, color scheme, and typography that align with your brand identity.

Step 4: Add visual elements

Incorporate charts, graphs, icons, and images to bring your data to life and make it easy for readers to understand and engage with your content.

Step 5: Include branding and a CTA

Add your logo and a clear CTA to encourage sharing and drive traffic back to your website or social media channels.

3. Videos: The Show-Stopping Content Dessert

Videos are the pièce de résistance of your content spread – engaging, immersive, and oh-so-shareable.

From explainer videos to vlogs, follow these steps to create video content that'll leave your audience clamoring for an encore:

Step 1: Pick a video-worthy topic

Choose a topic that is relevant to your audience and lends itself well to the visual storytelling format.

Consider product demos, tutorials, customer stories, or behind-the-scenes glimpses of your brand.

Step 2: Write a compelling script

Craft a script that captures your brand voice and conveys your message clearly and concisely.

Keep your audience engaged with a captivating story, humor, or interesting insights.

Step 3: Plan your video production

Determine the visuals, sound, and special effects you'll need to bring your script to life.

Create a storyboard or shot list to guide your production process.

Step 4: Assemble your equipment and cast

Gather the necessary equipment, such as cameras, microphones, and lighting, and assemble your cast or voiceover talent.

Step 5: Shoot and edit your video

Capture your footage, paying close attention to lighting, sound, and composition.

Edit your video to create a polished, professional final product that aligns with your brand aesthetic.

Step 6: Optimize your video for search and social

Create an engaging thumbnail, title, and description to entice viewers to click on your video.

Add captions and tags to make your video accessible and discoverable on search engines and social media platforms.

Step 7: Share and promote your video

Upload your video to your website, blog, and social media channels, and encourage your audience to share, comment, and engage with your content.

Step 8: Analyze your video's performance

Use video analytics tools to track engagement, reach, and other key performance metrics.

Use these insights to refine your video content strategy and optimize future videos for maximum impact.


Congratulations, you've reached the end of our content creation masterclass!

By now, you should be equipped with the knowledge and skills to create a scrumptious content feast that'll have your audience coming back for seconds, thirds, and beyond.

With blog posts that entice, infographics that dazzle, and videos that captivate, your social media marketing efforts are sure to be the talk of the (digital) town.

Now, go forth and create content that'll make your competitors green with envy and your audience hungry for more!

Chapter 3 Quiz


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