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29 November 2023



In today’s digital world, social media resembles a bustling marketplace where everyone strives to be heard. However, it is not just about expressing yourself; it is about doing so in a way that resonates with your audience, keeping them engaged and interested in what you have to say.

In this article, we will guide you through 7 steps for crafting a solid social media content marketing strategy. From defining goals to adapting over time, these steps provide a concise roadmap to help you build an effective digital presence that resonates with your audience.



Additional resource:
Access our Social Media Content Calendar Template at no cost, simplifying the process of organising and planning your content seamlessly. This free tool will assist you in refining your content marketing strategy and creating an impactful social media presence.


A social media content strategy acts as your carefully planned storytelling blueprint in the digital world. It helps you decide what, when, and how to communicate your message, enabling you to stand out amidst the online noise.

This strategy shapes your content to match your audience’s preferences, maintaining a consistent and engaging narrative that ensures your digital voice remains unique and memorable.

Read also: Social Media Marketing Crash Course


A good strategy is like having a secret weapon. It helps you in the following ways:

  • Shape brand identity

    A social media content strategy assists in creating a unique and memorable brand identity. Similar to how your favourite superhero has a distinct costume, your brand should have its recognisable “look and feel.”

  • Connect with people

    A good strategy enables you to tailor your content according to your audience’s preferences. This enhances engagement, increasing the likelihood of people interacting with and discussing your content.

  • Save time and energy

    Randomly posting on social media without a plan is like wandering without a map. A social media content strategy saves time and energy by providing a clear roadmap for your content.

  • Achieve your goals

    Whether your goal is to sell a product, raise awareness for a cause, or build a community, a strategy aligns your efforts with these objectives. It guides your content in a direction that supports your goals.


Crafting a social media plan might seem tricky, but we have outlined some simple steps that anyone can utilise, especially if you are just starting out. Imagine creating your social media content strategy as planning for a fun adventure:

Step 1: Know your audience

Understanding your audience is like understanding your fellow travellers. Take time to learn about their interests, pain points, and aspirations. This information allows you to tailor your content to their needs, preferences, and expectations.

To identify your social media audience:

  • Utilise analytics tools: Leverage analytics tools provided by social media platforms to gather insights into your audience’s demographics, interests, and behaviours.

  • Monitor engagement and interactions: Pay attention to the type of content that generates the most engagement to understand what resonates with your audience.

  • Conduct surveys and feedback: Engage your audience directly through polls, surveys, or feedback requests to gain insights into their preferences and content value.

  • Analyse website traffic: Use website analytics tools to identify which platforms are driving traffic to your website, offering insights into the effectiveness of your social media efforts.

  • Create buyer personas: Develop detailed buyer personas representing your ideal customers, helping tailor content to specific segments of your audience.

  • Engage in conversations: Actively interact with your audience by responding to comments, direct messages, and participating in discussions to gain insight into their interests and needs.

Step 2: Set clear goals

Before starting your online journey, it is crucial to have a destination in mind. Picture each goal as a checkpoint on your road to success. Ensure you have clear, achievable goals guiding your content and overall plan.

Here are some common social media content strategy goals that businesses often pursue:

  • Enhance brand awareness
  • Drive sales or conversions
  • Build a loyal community or audience engagement
  • Increase website traffic
  • Educate or inform
  • Improve customer service and satisfaction

It is important to set SMART goals: Specific, Measurable, Achievable, Relevant, and Time-bound. This approach ensures you can track and evaluate your progress effectively.

Create S.M.A.R.T content strategy marketing goals for social media | Cleverly

Step 3: Choose the right platform

Each platform has its own unique vibe, audience demographics, and preferred content types. Determine where your target audience spends their time. Concentrate your efforts on the platforms where your audience is most active and engaged.

Some of the main social media platforms widely utilised by businesses include


  • Audience: It has a wide user base, particularly including adults of various ages.

  • Best for: Businesses targeting an older audience, sharing detailed information, and fostering community engagement.

  • Ideal posting frequency: 1-2 times per day.

  • Facebook’s algorithm favours consistency, so aim for regular updates without overwhelming your audience. Quality content is more important than quantity.


  • Audience: Predominantly younger users, especially in the age group of 18-34.

  • Best for: Brands that specialise in telling stories through visuals, in the fashion and lifestyle, and creative industries.

  • Ideal posting frequency: 3-5 times per week.Instagram thrives on visually appealing content.

  • Consistency matters, but over-posting can lead to fatigue. Stories can be more frequent (several times a day).


  • Audience: Professionals, B2B connections, job seekers, and industry influencers.

  • Best for: B2B companies, professionals looking for networking opportunities, and sharing industry-specific knowledge.

  • Ideal posting frequency: 1-2 times per week.

  • LinkedIn caters to a professional audience, and less frequent but high-quality, informative content is favoured.


  • Audience: Primarily younger demographics with a growing number of older users.

  • Best for: Brands with a youthful and creative approach, particularly for entertainment, fashion, and challenges.

  • Ideal posting frequency: 1-3 times per day.

  • TikTok’s algorithm rewards frequent posting. As it is a platform focused on short, engaging content, multiple posts daily are common.

    Evaluate social media app choices against content strategy marketing goals | Cleverly


  • Audience: Diverse, with a strong presence of younger demographics and professionals.

  • Best for: Brands wanting to share quick updates, engage in real-time conversations, and join trending discussions.
  • Ideal posting frequency: 5-10 times per day.

  • Due to the fast-paced nature of Twitter, multiple posts per day are acceptable. This platform encourages more frequent updates, including retweets and quick news.


  • Audience: Broad user base across all age groups.

  • Best for: Video-based content is crucial for many businesses. It is ideal for tutorials, product demos, brand storytelling, and audience engagement.

  • Ideal posting frequency: 1-2 videos per week.

  • Consistency is key on YouTube. Regularly scheduled content can help build an audience, but quality content is more important than quantity.

Step 4: Create engaging content

Consider your content as the exciting landmarks on your road trip, and make it captivating! Craft content that educates, entertains, or inspires your audience. Become the storyteller who captures their attention and keeps them engaged throughout the journey.

These are the most popular social media content formats that you can use:

  • Videos: Video content is highly engaging and diverse. Short-form videos, stories and longer, more in-depth content are popular on platforms such as YouTube, TikTok, Instagram, and Facebook.

  • Stories: A “Story” is a function that allows you to share content, such as photos and short videos, which are only visible for 24 hours. It creates a sense of urgency and FOMO (fear of missing out).

  • Live streams: Real-time content through live video streaming has gained immense popularity for its immediacy and interactivity.

  • Interactive content: With the rise of user engagement, interactive content, such as polls, quizzes, and AR filters, has become more prevalent across various social media platforms, enhancing user participation and interaction.

Create a social media content strategy that engages your audiences | Cleverly

  • Infographics: Sharing complex information in a visually appealing and easily digestible format has become increasingly popular on platforms like Instagram and LinkedIn.

  • Images: Visual content remains incredibly popular across all platforms. Platforms like Instagram and even Twitter heavily rely on image-based content. Memes and aesthetically pleasing or attention-grabbing visuals tend to perform well.

Step 5: Conduct a competitive analysis

Picture your competitive analysis as the informative checkpoints on your journey, providing insights to guide your strategy. Analyse competitors’ social media activities, explore their strengths and weaknesses and map out the landscape.

Here is how to conduct a competitive analysis for your social media content marketing strategy:

  • Define objectives: Define what you want to achieve with your social media competition analysis. Do you want to learn more about the industry’s trends? How can you enhance your content strategy? How can you grow your business? These goals will guide your analysis.

  • Identify competitors: Figure out who your competition is in the social media world, both direct and indirect. To get started, you can use Google’s Keyword Planner to analyse your website. This tool will provide a list of keywords, the average number of monthly searches, and an estimation of how much competition you have.

  • Gather information: Check out their website, their social media accounts, and any other info they have available. Conduct research on what kind of content they post, how often they post, what kind of engagement they get, who their followers are, and if they are using any special features like stories and live videos.

  • SWOT analysis: Using a SWOT analysis can help you make sense of all the info you have about a company. You can determine their strengths and weaknesses, identify their opportunities, and evaluate the threats related to your social media content marketing strategy.

  • Benchmarking: Benchmarking compares your social media performance to that of your competition. Key performance metrics (KPIs) like follower growth and engagement rates, as well as the performance of specific types of content, are compared to determine where improvements can be made.

  • Strategic planning: Use the results of your analysis to build your social media strategy. Identify how you can stand out from the crowd, improve your content, or establish stronger connections with your audience. Create a plan to reinforce your competitive edge on those platforms.

Step 6: Measure and adapt

In any journey, there are moments when you might need to take a different turn. The same goes for your social media strategy. Use analytics tools to track the performance of your content. Understand what is working well and what needs improvement.

Measure your social media marketing content strategy against your success goals | Cleverly

Review your metrics and KPIs for effectiveness and use the data to adjust your strategy:

  • Engagement rate: It measures the level of interaction users have with your content, including likes, shares, comments, and clicks.

  • Reach and impressions: This refers to the number of unique users who see your content, while impressions represent the total number of times your content is displayed.

  • Click-Through Rate (CTR): It measures the percentage of users who clicked on a link, Call to Action (CTA), or took a desired action after viewing your content.

  • Conversion rate: The percentage of users who took a desired action (e.g., made a purchase, or signed up for a newsletter) after interacting with your content.

  • Sentiment analysis: It assesses the sentiment of comments or mentions related to your brand, whether they are positive, negative, or neutral.

  • Return on Investment (ROI): It evaluates the profitability of your social media efforts by comparing the costs to the results obtained.

Step 7: Consistency is key!

Just as road signs help guide travellers along a route, consistent branding acts as guiding markers for your audience on their social media journey. Consistency in posting is key to retaining audience interest and engagement.

To build a strong and recognisable presence, consider the following steps:

  • Define your brand: Clearly define your brand’s identity, including values, tone of voice, and visual elements.

  • Create brand guidelines: Develop comprehensive guidelines for visual and verbal identity to ensure consistency.

  • Develop content calendar: Create a content calendar to plan and schedule posts in advance. This ensures that you cover various aspects of your brand without repeating.

  • Engage with your audience: Regularly interact with your audience by responding to comments, messages, and mentions.

  • Adapt, but stay true to branding: While adapting to new trends or changes in the social media landscape, ensure that you maintain the core elements of your brand.

  • Train your team: If you have a team working on content creation, make sure they are well-versed in your brand guidelines and understand the importance of consistency.


Creating a killer social media content strategy does not have to be overwhelming. It is all about understanding your audience, creating engaging content, and being consistent.

What comes next? When you are ready to put your plan into action, we at Cleverly are here to help you elevate your social media game. Contact us now to take the next step towards a more effective content strategy!



Q1: What are the most effective social media content marketing strategies?

The most effective social media content marketing strategies involve understanding your target audience, setting clear objectives, selecting the right platform, creating engaging content in various formats, conducting a competitive analysis, using analytics tools for performance measurement, and maintaining a consistent brand presence.

Q2: When is the right time to implement a social media content marketing strategy?

Implementing a social media content marketing strategy is crucial at any stage of your business. Whether you are launching a product, building your brand, or looking to drive engagement, a good content marketing plan can make all the difference.

Q3: Where can I learn more to craft a winning social media content marketing strategy?

To develop an effective social media content marketing strategy, you can explore various resources and tools provided by Cleverly. Delve into our blog for articles and guides that provide insights into current trends and successful strategies in social media marketing.

Q4: How can Cleverly assist in creating a winning social media content marketing strategy?

Cleverly offers valuable assistance in crafting a winning social media content marketing strategy through the PSG Digital Marketing Grant in Singapore. The comprehensive support aims to enhance your digital marketing efforts.

Q5: Who can apply for the digital marketing grant provided by Cleverly?

Cleverly’s PSG Digital Marketing Grant is open to businesses that are registered and operating in Singapore. If you have more questions about the specific eligibility criteria and application details, feel free to send your enquiry directly to us. We look forward to assisting you and providing the information you need.