Determine how to create and curate relevant content for a community.
Everything you share with your community online—like posts, photos, videos and stories—is content. In order to build, scale and grow your community, engaging content is key. Creating and curating content that is relevant to your community is a complex task that requires planning, strategizing and understanding your audience. As a community manager, you should set a content strategy that outlines when and what to post. A good content strategy will lead members to check in often to see what’s new.
To know when to post, observe your audience’s habits and behaviors, including the time they are most active online. You can create and use a content calendar to plan when your content will go online. To know what content to share, first, learn what’s relevant to your audience and how to create or curate content that will be meaningful to them. Community managers create and curate content that is reflective of their community members’ interests.
Creating your content strategy
A content strategy connects your everyday efforts to your overall community strategy and the needs of your community. You can build a content strategy in three steps:
Define what to post.
Determine when to post, and
Assess the performance of your content.
Let’s review each of the three elements of a content strategy:
1. What should you consider when posting content?
Consider your community mission.
The content that you share with your community should contribute to your overarching mission. It should also adhere to your community strategy, rules and branding principles.
Think about your platform strategy.
Content works differently across different platforms. For instance, if you manage an Instagram community, your members will most likely see your content on their phones. Plan ahead, and use the strengths of the platform to your advantage.
Get to know what your members like.
Your content should be relevant to the people in your community. To best understand what your community members like, use tools like Page Insights, Groups Insights and polls.
Use eye-catching multimedia.
Don’t limit yourself to plain text. Engaging content often consists of multimedia assets such as pictures, animations or GIFs, video, infographics and links to other sites.
Decide what action you want people to take.
Ask your community to do something with a clear call to action in the content you share. It could be to answer open-ended questions, reply with a GIF, provide feedback or comments, tag a friend or ask your community to share content to their feed.
Use tools that support your creative process.
You don’t need to use advanced graphic design software to create beautiful multimedia content. Instagram filters, Boomerang, Layout and other tools can help you streamline graphic design work.
Amplify someone else’s content.
In addition to original content, you can also share high-quality material from other sources with your community. Always ask for permission and give credit to the source. Tailor it to your community by saying why you think the content you’re sharing is good for them.
Encourage members to share content when the platform allows.
Members are at the heart of meaningful communities, and their interest is what moves the community forward and keeps other people engaged. Harness your members’ interests and experiences by encouraging them to create content for the community. You can moderate and curate member content using post approvals in Facebook Groups. Promote challenges or topics of the week, engage with the content your community members post and acknowledge and thank your top contributors.
2. When should you post content?
Research your community’s online behavior.
Use Page Insights or Groups Insights to figure out the times your community is most active. Your audience has a greater chance of seeing your content at those times, and the more people who see your content, the greater the likelihood of engagement.
Your community needs to stay active and engaged. Commit to a periodic release of content to keep things interesting.
Use a content calendar.
Determine the days and hours when you will post. Prepare your content calendar in advance by scheduling posts in your group or on your Page.
3. How can you monitor and assess your content?
Keep track of performance metrics.
You can track the reach, engagement and conversion metrics of each post. Reach is defined as how many people see your content. Engagement is how many interactions community members have with the content, such as Likes, comments and shares. Conversion relates to how many member interactions turned into new actions, such as website visits, sign-ups or event attendance. Track your content performance using Page Insights or Groups Insights. We will learn more about content performance and further explore how to track it in a future course.
Test your content and optimize it for performance.
If a particular post isn’t performing as well as others, compare it to past posts that were more successful. Experiment with the variables that may have contributed to past performance. Some variables that you can optimize are the time of a post, the type of media you share and the call to action you use. Change one variable at a time until you determine which ones perform better with your audience.
Use Facebook tools to manage your content and measure its performance.
If you’re running a community on a Facebook Page or Instagram, Creator Studio brings together tools you need to effectively post, manage and measure content across all your Facebook Pages and Instagram accounts. Creator Studio also helps you take advantage of new features and opportunities for your community when they become available.
Let’s test your knowledge
Community managers can use a content calendar and community insights to post content that is relevant to their audience at times their audience is most active.
Track and measure the reach, engagement and conversion from your content to understand which pieces perform best in your community.
Your content strategy should always be in sync with and contribute to your community’s mission and values.