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13 Tips to Create Great Content That Ranks



13 Tips to Create Great Content That Ranks

Over the past few years, we’ve grown the Ahrefs blog from ~5,000 to ~317,000 monthly search visits.

Ahrefs blog traffic, via Google Search Console

How did we do it?

Essentially, we’ve found a content creation method that blends good SEO fundamentals with sound copywriting principles. So not only does our content rank high on Google, but it also encourages our readers to read, link to, share and, later on, purchase our product. 

Of course, we cannot solely attribute the traffic growth to our process. But we think it’s a part of the explanation. 

In this post, I’ll share the SEO copywriting tips we’ve implemented in our content writing process.

But first, let’s define exactly what SEO copywriting is.

SEO copywriting is the process of writing content for search engines and users. It’s where you craft content to rank on Google that searchers want to read, link to, and share. 

After all, content that gets tons of traffic from Google but never gets read is useless. The same goes for content that is incredibly compelling but never gets any traffic. 

Now that we’ve understood what SEO copywriting is, let’s get into the actionable tips that you can implement. 

At 388,000 monthly searches in the U.S., the term “basketball shoes” looks like a good keyword to write a blog post about—if you own a basketball blog.

Search volume for the keyword, "basketball shoes"

But you’d be mistaken. 

If we look at the SERPs for “basketball shoes,” we’ll see the results are mostly e-commerce category pages from online retailers:

SERP for "basketball shoes"

Google understands that searchers are in buying mode, not learning mode. So it ranks category pages over blog posts. 

And this is the first tip: create the right kind of content for the keyword you’re targeting. Fail to do that, and ranking will be an uphill battle. 

In the SEO world, this concept is known as search intent, i.e., the why behind a search query. To analyze search intent, we can simply look at the top-ranking pages to figure out the three Cs of search intent. 

Content type

What type of content is Google mostly ranking? Typically, the types are blog posts, product pages, category pages, landing pages, or videos. 

For example, the search results for “wireless headphones” are all e-commerce category pages. And for “best wireless headphones,” they’re mostly blog posts.

SERP for "wireless headphones"
SERP for “wireless headphones.”
SERP for "best wireless headphones"
SERP for “best wireless headphones.”

Content format

Content format applies mostly to informational content. Example formats include how-tos, listicles, news articles, opinion pieces, and reviews.

For example, when you Google “date ideas,” you’ll see that they’re all lists:

SERP for "date ideas"

Content angle

This is the main selling point of the content. Typically, you’ll be able to see a dominant angle on the SERPs. 

For example, the top results for “how to make egg fried rice” want the process to be easy:

SERP for "how to make egg fried rice"

Recommended reading: What Is Search Intent? A Complete Guide for Beginners 

2. Cover the topic in full

Google wants to rank the most relevant, useful result on the first page. So your post should show that it deserves a place there.

How do you do this?

By covering all the things searchers want to know and expect to see.

Search intent is one aspect of this process. But analyzing the three Cs only gives you a high-level overview of the intent. To better understand what your content should cover, you need to dig deeper by further analyzing relevant top-ranking pages, i.e., pages that are similar to what you’re going to create. 

For example, if you’re creating a listicle about the best wireless headphones, then you shouldn’t take reference from e-commerce category pages or landing pages. 

With that said, let’s look at how to fully cover a topic. 

Look for common subheadings

Subheadings offer quick insights into what searchers are looking for, especially if there are the same or similar ones across the top-ranking pages.

For example, if you look at the top results for “best wireless earbuds,” you’ll see that—as expected—they all mention Apple’s AirPods Pro.

Mention of AirPods Pro
Mention of AirPods Pro
Mention of AirPods Pro

That probably means the AirPods should be on your shortlist for consideration. Other products that should be on your shortlist include these:

  • Sony WF-1000XM4
  • Bose QuietComfort Earbuds
  • One of the Jabra Elites (3, 75t, 85t)

A quick way to view all the subheadings in a post is to install Ahrefs’ SEO Toolbar and use the free content report:

Content report, via Ahrefs' SEO Toolbar

Of course, if you disagree vehemently with any of the picks in the top-ranking pages, don’t include them. Treat this as inspiration—you should, at the very least, check out and test these products and see if they’re worthy of inclusion. 

Look for subtopics among keyword rankings

A page doesn’t just rank for the main keyword; it also ranks for other keywords that fall under the main topic (i.e., subtopics).

If we can find out what these subtopics are, we can also cover them on our page. Here’s how to find them:

  1. Paste a few top-ranking URLs for your main topic into Ahrefs’ Content Gap tool
  2. Leave the bottom section blank
  3. Hit Show keywords
  4. Set the Intersection filter to 3 and 4 targets
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Content Gap analysis, via Ahrefs' Site Explorer

We can see that these pages also rank for subtopics like these:

  • Best wireless earbuds for android
  • Best earbuds for iphone
  • Best earbuds for phone calls
  • Most comfortable earbuds
  • Wireless earbuds with longest battery life

These are good subtopics to cover for the article you’re creating. 

Look at People Also Ask boxes

If you search for something in Google, you’ll see a SERP feature known as a People Also Ask (PAA) box:

People Also Ask box for "best wireless earbuds"

These questions offer insights into other things searchers may want to know. For example, you may want to consider adding a section in your article about why it is/isn’t worth it to buy true wireless earbuds. 

You can use tools like AlsoAsked to pull all the PAA questions related to the keyword you’re targeting:

Results from AlsoAsked

Look at the pages manually

Finally, nothing beats simply analyzing each page manually. Click the top-ranking pages on the SERPs and go through each one by one. You’ll learn a lot that way. 

3. Add “link triggers”

Google says links are one of its top three ranking factors. Our own study of 1 billion pages also found a strong, positive correlation between the number of websites linking to a page and how much search traffic it gets from Google:

Chart showing correlation between search traffic and referring domains

So you’ll want your content to be able to earn links. We can do this by understanding why people are linking to the pages you wish to beat—and then apply those insights to your post.

We call these “link triggers.”

Let’s take the keyword “seo copywriting” as an example. If we look at the SERPs for the topic, we see competing pages with tons of backlinks:

SERP overview for "seo copywriting"

But why are so many people linking to these pages anyway?

To find out, let’s take one of these URLs, paste it into Ahrefs’ Site Explorer, and check the Anchors report. This shows the most common words people use when linking to the page.

Here, we can see that lots of people are linking to this post because of two concepts it introduces: “bucket brigades” and the “APP method.”

Anchors report for Backlinko's SEO copywriting post, via Ahrefs' Site Explorer

The goal isn’t to simply copy-paste these ideas into your post. It’s to analyze why. So in this example, Brian is the first person to introduce these copywriting ideas to the SEO niche. 

Therefore, to apply this insight to our own post, we’ll have to share unique tips of our own too. (Which is what we’ve done!) If you see that people are linking to a page because of a unique statistic, then you may want to consider running a study or doing a survey.

4. Make reading easy with the ASMR formula

Reading is a transaction. Your readers are basically trading their time for your words. If there’s any point where they feel like the content is too burdensome to read, they’ll hit the “back” button.

So make sure your content is designed and written in a way that’s comfortable for reading. Do this by following the ASMR formula:

  • Annotations – Adding notes, sidenotes, and other elements like blockquotes and call-out boxes helps break up the monotony of the post.
  • Short sentences and paragraphs – Long sentences are hard to follow. Find instances where you used transitional words like “and,” “because,” and “that.” Break them up into shorter statements.
  • Multimedia like videos, images, and GIFs – Including these can help illustrate your points without having to add extra words.
  • Read your copy out loud – Doing so lets you pinpoint areas where your content doesn’t flow smoothly.

5. Speak your audience’s language

The main goal of copywriting is to persuade. But nothing can be more unpersuasive than reading something that’s obviously written by someone who’s an “outsider.” 

For example, dancers dislike the term “breakdance” and “breakdancers.” It’s even classified as an insult in the community. The proper term is “breaking” or “b-boying”/“b-girling.” 

If you’re not using those terms, it’ll be apparent to the reader you’re not in tune with the niche—which will turn them off.

Most people think copywriting is about writing, but nothing can be further from the truth. The core of the copywriting process is deep research. 

If you’re unfamiliar with the jargon, terms, pains, problems, desires, and wants of your audience, then you’ll have to find out. Browse the communities where your target audience hangs out.  These can be places like:

  • Facebook groups
  • Reddit
  • Slack communities
  • Quora
  • Blogs
  • Forums

For example, if I were to start a b-boying blog, I’d head over to r/bboy. With just a couple of minutes of scrolling, I’d learn new terms like invert, cypher, power moves, air tracks, windmills, and more. 

Post on r/bboy

6. Write like how you talk

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There’s something about business that makes people all stiff, uptight, and overly formal. People may overlook it at an event, but they won’t overlook it in your copy. 

After all, nothing screams “stop reading now” more than a piece of content written like an academic report filled with meaningless jargon. 

Don’t make this mistake. Good web copy is casual. It’s like you conversing with a friend—except that your “friend” is a reader on the internet. 

If you’re worried that your copy sounds too business-like, you can paste it into Hemingway: 

Hemingway App

It’ll keep your content simple, clear, and casual. 

7. Give your content a unique spin

It’s important to match search intent. It’s also important to cover the topic in full—at least as much as possible. But don’t mistake this as a call to create copycat content. 

You still have to give your content a unique spin. 

Why? A few reasons:

  1. If your content is like everyone else’s, then the reader has no reason to read yours over the others. They can easily choose another and be done with it.
  2. We’ve established that links are important. But people usually link because of something unique and original. If your article is the same as others, then there’s no reason to link to it. 
  3. If your content doesn’t stand out on the SERPs, the searcher has no reason to click it either. 

You get the point. 

SEO copywriting is a balance between giving searchers what they want and saying something unique and original. This can be in the form of a unique angle, unique tips that only you know, unique resources like checklists and templates, or something from your personal experience. 

That’s what we tried to do in this post. We’ve given both tips based on our experience and tips not seen anywhere else (e.g., ASMR formula, link triggers).

How do you create something unique? Here are a few tips:

  1. Actually experience something – There’s no substitute for personal experience. If you want to write about intermittent fasting, actually fast then write about it. See our post about email outreach
  2. Talk to experts – Sometimes, it’s impossible to actually do or experience something. But someone else probably has. Talk to them and get their advice and perspective. We did that with our post on Google penalties.
  3. Analyze data Do research and study something—get actual numbers behind popular claims in your niche. Check out our Google Search Console study.
  4. Crowdsource – Get the opinions of multiple experts, like what we did with our post on SEO managers
  5. Consider the opposite – Is the opposite side always false? What if it was true? Think about it and, if possible, find evidence to justify your position. 

8. Use the “inverted pyramid” method

Most pages seem to bury important information.

For example, take a look at this list of the best non-stick pans:

Introduction in a post about best non-stick pans

There are 241 words of “nice to know” background information before the post gets to what everyone came for: the answer to the question.

Compare that to Wirecutter’s post about the same thing:

Wirecutter's introduction in its post on the best non-stick pans

This time, the answer is right there in the first paragraph.

For the impatient reader, this is perfect. They get what they want right away. For the rest who prefer context or more details, there’s plenty more to read.

This format is known as the inverted pyramid. It’s a journalism technique where you give people the essential information before the non-essential.

Introduction in Tim Ferriss' post

From an SEO perspective, giving readers the information they’re looking for without them having to work for it may help to reduce pogo-sticking—bouncing back and forth between pages on the SERPs—and improve dwell time.

Applying this idea is simple. In your introduction, answer the main question you’re targeting. For example, our post on what SERPs are goes directly into the definition of a SERP:

Ahrefs blog post on "what are SERPs"

Then in the rest of the article, you can fill in the details while also answering related questions.

9. Use a table of contents

Consciously or not, the reader is always checking if your content fulfills what they’re looking for.  If it says it has the answer to their question, then they’ll keep an eye out to see if it’s true. If it’s not, they’ll leave. 

This is why you should add a table of contents.

Example of a table of contents

This allows your readers to immediately understand if your post is likely to answer the question they have. If it does, they can easily navigate to that section.

Once they’ve started reading, they may be sucked into your copy and start reading the rest naturally.

An additional benefit of a table of contents is that it creates sitelinks on the page, which Google sometimes shows on the SERPs:

An example of sitelinks

This can potentially lead to more clicks.

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A quality introduction keeps the reader sliding down your page’s “slippery slope,” whereas a poor intro sends them back to the SERPs. 

If you want a simple way to write a kick-ass intro, consider using the Problem-Agitate-Solve (PAS) formula. 

The PAS formula

Here’s what it looks like in the wild:

An example of the PAS formula in action

At this point, you may have a question. We now have both the inverted pyramid and the PAS formula as potential intros. Which one should you use? 

The answer lies in the topic you’re targeting. 

If there’s a direct answer—“What are SERPs?” — then use the inverted pyramid. If the topic is targeting a problem or pain point—“How to build links”—then you can consider using the PAS formula. 

11. Don’t sleep on title tags

Your title tag is the headline of your article. It determines whether your content gets clicked on the SERPs. Don’t neglect them. 

A good exercise to practice is to write out at least 10 different variations of your title tag before deciding on one. That’s what the best writers do: For an extreme example, bestselling author James Clear even went the extra mile and brainstormed 400 titles for his book:

You don’t have to do 400—around 10 will do. Beyond that, here are three tips to improve your title tags:

  1. Use “power words” – Power words like “remarkable,” “captivating,” and “noteworthy” are words that trigger a positive or negative emotional response. Sprinkling one or two of these into your title tags can make them more compelling, e.g., 7 Benefits of Running -> 7 Life-changing Benefits of Running.
  2. Add parentheses – Parentheses strengthen your title tag by adding “icing on the cake.” Here’s an example: 7 Benefits of Running (Backed by Science)
  3. Include the year in your title – Some queries want fresh results. For example, if you’re targeting a keyword like “best wireless earbuds,” searchers will want to see results that are updated this year. To communicate freshness, add the current year in your title. 

Recommended reading: How to Craft the Perfect SEO Title Tag (Our 4-Step Process)

12. Add “open loops”

Why did the scene cut away? Is Oh Ill-nam dead? What happened?” you think to yourself, sobbing. The next thing you know, it’s 5 a.m. and you’ve just binge-watched the entire “Squid Game” series. 

For years now, TV producers and script writers have used a method to get you hooked on their shows. This technique is known as “open loops.”

Essentially, they’ll set up a plot element in an earlier episode to make you curious. Then they’ll intentionally not resolve it until some episodes later. 

This leaves you wanting. You’ll crave the sweet release—the closure to the loop. You’ll wait desperately for the new episodes, and you’ll watch them immediately when they’re released. 

This technique isn’t just limited to TV shows. You can apply it to your own content too. Here’s an example: In Tim Ferriss’ post on how to cut weight, he says he’s done it multiple times:

Introduction in Tim Ferriss' post

But he doesn’t go into the “how to” right away. Instead, he segues into a story:

Introduction in Tim Ferriss' post

You have to keep reading to find out. Eventually, he resolves it:

Introduction in Tim Ferriss' post

Remember: You must always close the loop. Otherwise, this destroys the trust your readers place in you.

13. Establish proof and credibility

Scott Adams, most famous for his work “Dilbert,” writes in “Win Bigly”:

Persuasion is strongest when the messenger is credible.

People want to learn how to b-boy from a Red Bull BC One finalist. They want to learn how to finish obstacle courses from a Toughest Mudder competitor. And they want to learn how to lift from an actual Strength & Conditioning coach. 

One way to ensure your copy persuades, inspires trust, or gets someone to engage is to establish proof that you know what you’re saying. That you’re an authority and an expert. Because when you’re trustworthy and reputable, people will give credence to your words and believe what you say. 

There’s an SEO benefit too, specifically for E-A-T. E-A-T stands for expertise, authoritativeness, and trustworthiness. It’s what Google’s human quality raters use to assess the quality of search results. While it’s not a direct ranking factor, improving E-A-T is important for many queries. 

What does that mean for your content? It means whenever possible, make sure to show the reader your authority, expertise, and credibility. (Notice what I did in the beginning?) It can be these:

  • Proof of accomplishments
  • Certifications
  • Awards
  • Social proof

And more.

Final thoughts

SEO isn’t only about ranking on Google. It’s also about getting your readers to read, share, and link to you. 

That’s why copywriting is important. Nobody is going to read a garbage piece of content—no matter how high it ranks.

Got any questions? Holla at me on Twitter.

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9 Steps To A Future-Proof Social Media Strategy In A Web3 World



9 Steps To A Future-Proof Social Media Strategy In A Web3 World

May I see a copy of your social media strategy?

🦗(crickets) 🦗

More than a decade into the Web 2.0 era and entering into the Web 3.0 evolution, brands are still lagging regarding a documented social media strategy.

Looking back, it was the mid to late 2000s when Facebook, Twitter, LinkedIn, YouTube, and the iPhone hit the palms of our hands.

Fast forward to today, we enter the next generation of the internet, called the metaverse, and even more digital ways to engage with audiences.

You aren’t alone if you don’t have a social media strategy.

While almost 60% of the world population are reported active social media users, more than 50% of B2C brands admit to not having documented content or social media strategy.

In addition, most brands consider themselves amateur when rating their expertise level, with more than half of brands surveyed rating their social media marketing levels as immature.

Uh oh?

It’s true! Without a strategy, you are gambling. With Web3, the metaverse, digital goods, and virtual worlds on the horizon, it is impossible to skip Web 2.0 and move on.

“I believe Web 2 and Web3 have a lot to learn from each other. There are frameworks and best practices in each which lend themselves very well to the other, so it’s a lot about bridge building. Leave behind the practices that slow us down but bring with us those which provide structure and support scaling in a sustainable way. We are moving too quickly to re-invent the wheel; better to grab the best and mold it to our future needs,” said Stefanie Hingley, COO of Mission Impact, an organization helping females elevate in Web3.

Forward-thinking, purposeful plus strategic will usually win the social media game.

Here’s a step-by-step guide to creating an effective social media strategy to level up your Web 2.0 and prepare for Web3.

1. Write An Executive Summary

Start your strategy with an executive summary.

This should be a one-pager, succinctly identifying your social media purpose and how it ties into your current business goals and objectives.

In addition, make a note of relevant testing or projections into Web3.

Establish the primary goal and specific objectives you are trying to achieve. Be sure to identify a channel focus and avoid trying to be all things to all social media platforms.

For example, if you are a B2B company, consider creating content for Linkedin and then repurposing it for other secondary channels.

Web3 Tip: Explore and research what other brands are doing with Web3. What is working? Start holding team meetings to discuss your social media strategy in the Horizons Workrooms environment.

“Horizons Workrooms works across both virtual reality and the web and is designed to improve your team’s ability to collaborate, communicate, and connect remotely through the power of VR— whether that’s getting together to brainstorm or whiteboard an idea, work on a document, hear updates from your team, hang out and socialize, or simply have better conversations that flow more naturally,” as noted in the Meta Newsroom.

Benchmark and include measurable outcomes to assure all players are defining success with the same expectations. Larger goals need granular objectives.

Example: Grow your Instagram audience by 20% by the end of the quarter.

2. Do A Social Media Audit

Keeping your friends close but your enemies closer is an intelligent way to stay ahead of the competition.

Start by conducting a social media audit of your brand’s social channels compared to two or three competitors. You can even pick a non-competing brand to use for inspiration and aspiration. Consider choosing a brand already involved in Web3 strategies.

For example, Wendys, Airbnb, Netflix, Buffer, Hubspot, and Cisco are known for their social media savviness. It’s helpful to go beyond your industry’s borders and see what’s working.

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Compare types of content, engagement, frequency, audience size, visuals, video use, tone, and customer service messaging. How’s the response rate?

Other factors to compare and take note of include:

  • Live streaming.
  • Courses and webinars.
  • Influencer marketing.
  • User-generated content.
  • Features such as Reels, Stories, and Frequency.
  • Communities.
  • AR/VR.
  • 3D.
  • Virtual Worlds.
  • NFTs.
  • Creator Coins, Tokens, or Crypto.
  • Metaverse collaborations.
  • Audio experiences.
  • Emoji use.
  • Facebook Messenger, chatbots.
  • Keywords and hashtags.
  • Third-party content.
  • Online branded search results.
  • Reviews.

According to the 2022 Social Media Marketing Industry Report, brands and marketers see increased exposure and traffic as social media’s main benefits. On the flip side, the “struggle is real” for translating social media into quantitative ROI, such as improving sales and generating leads.

Recent reports indicate Facebook and Linkedin are the go-to channels if you are looking for leads out of social media channels.

3. Zero In On Social Media Objectives

Focus Pocus.

Let’s quickly review the difference between goals, strategy, objectives, and tasks, known as GSOT.

  • Goals: These are your broad social media outcomes.
  • Strategy: The approach you will take to accomplish your goal.
  • Objectives: These are measurable steps you will take to achieve the strategy.
  • Tactics: These are the tools or tasks used in pursuing an objective related to a strategy.


  • Goal: Make our book the #1 best-seller in the Metaverse category.
  • Strategy: Increase the amount of content we publish on social channels supporting the book’s topics, ideas, and opinions.
  • Objective: Increase unique visitors from social channels to the book’s website or landing page by 50%.
  • Tactic: Using metaverse and Web3 influencers, leverage the exposure with branded hashtags and behind-the-scenes content using Instagram Stories, Facebook Live, and Twitter.
  • Advanced: Participate and host events in Web3-centric communities using Twitter Spaces, Clubhouse, Discord communities, and virtual worlds such as Meta’s Horizon Worlds, Decentraland, Roblox, or Alt Space VR.

4. Develop Buyer Personas

Know your avatar. Develop a personal relationship with your personas. If 50% of brands lack a documented social media strategy, the number of brands having defined buyer personas must be significantly greater.

Brands need personas. This is a must if you want to survive and thrive in Web3.

Marketers preach the value of personas, but when it comes down to investing the time and effort into building and using personas? Zzzzzzzz. Sound asleep.

The good news: The lack of buyer personas makes for a huge opportunity if your competition is missing the persona step.

Buyer personas + social media = a winning formula.

The results mean big wins in increased:

  • Conversions.
  • Relevance scores.
  • Engagement.
  • Efficiencies across the board.

Getting your persona started is a must!

Start with these buyer persona hacks and get to know your buyers.

#SocialPRSecret: In his book “X: The Experience When Business Meets Design,” digital analyst Brian Solis had this to say:

“You want to create personas for the people who buy from you today as well as for those who don’t, whom you’re targeting. The research that goes into the accurate portrayal of current and potential customers and their behaviors should be a combination of demographic, psychographic, and ethnographic.”

When creating your buyer personas, don’t forget to include your media, stakeholders, community admins and moderators, podcasters, bloggers, and influencers as personas.

The media (journalists, podcast hosts, Twitter Spaces hosts, Clubhouse room hosts) is your target audience, too! Make them real people with real interests and real lives. You might relate to them more.

5. Find Your Brand Persona

Every brand needs a voice, personality, and sense of character.

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Think about what adjectives describe your brand.

Are you positive, fun, playful, or coy?

Maybe your brand is serious, straight-laced, and emoji-free.

Do you dare to roast or poke fun at a competition like Wendy’s and Taco Bell?

Make a list of how you want to be perceived when interacting with a brand. Are you supporting and encouraging or sensational and bold?

In 2009, when social media was heating up, best-selling author and PR icon Aliza Licht played the persona behind the famous (and now defunct) @DKNYPRGirl.

Of the experience, Licht said:

“Before any other fashion brand had stepped into the social game, I created an anonymous Twitter personality called DKNY PR GIRL. DKNY PR GIRL pioneered authentic voices in social media and ultimately captivated the attention of 1.5 million people around the world across platforms. In 2011, I revealed myself as the person behind the handle, which resulted in over 230 million global impressions, including a full-page feature in The New York Times.”

Licht’s persona behind the DKNY PR GIRL netted some nice gains for her personal brand.

“Over six years, my DKNY PR GIRL persona resulted in many awards, a TED talk, and a book deal. “Leave Your Mark” was published in 2015 and has successfully mentored thousands of professionals around the world.”

7. Establish Strategies & Tools

This is where you figure out how to slice up the paid, earned, and owned categories.

Paid social is a must – and it doesn’t have to break the bank.

Maybe the combo looks something like this:


Increase your results, and boost a featured Facebook post once a week.

According to Joe Youngblood, wait a few days before boosting a Facebook post, and let it publish organically and then boost.


Remember, anything you build on social media is basically “rented space.”

You do not own your social media community, following, or content. It can shut down tomorrow, as we saw with Vine, Blab, and other now defunct social media channels.

You can transition your social media community into an email list (this is what you own).

Think of creating some free download, cheat sheet, guide, or course to gain direct access to your audience.

Introduce a branded hashtag and start using it across social platforms. Publicize in bios and posts.

Encourage influencers to use the hashtag. Promote hashtags across social platforms, emails, ads, and social media covers and captions.


Monitor social media for branded keywords and targeted keyword phrases. Twitter is primed with journalists, bloggers, and real-time influencers. Find the conversations and engage.

Warning: This activity has been known to cause positive media coverage, shares, and engagement outcomes.

#SocialPRSecret: You can’t buy good public relations and social proof, and you can’t hide from negative PR.

Earn the positive first to own more and gain positive search and social results.


I like Canva. She likes Spark. They like Hootsuite. We like Buffer. The CEO’s son wants to know why you don’t have a Snapchat geo filter.

Having 50 million tools fragmented across your social media team is no fun and not efficient. That’s a slight exaggeration; the point is to have an approved list of tools and platforms.

Everyone needs to be using the same social media management tools and platforms.

Web3 Tip: Explore Web3-centric tools and platforms such as, Discord, and Threedium to enhance your brand experience.

8. Make Your Mark: Timing & Dates

Timing is everything! One day late is a dollar lost.

You must show up to the party early on social media and never be late. This means researching industry dates for conferences and events. Look up tie-ins to seasons, days, or official months.

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Make sure your reporting is efficient and on point for the proper analysis.

The CEO gets the one-pager, the CMO gets the two-pager, sales gets the sales connection report, and the analysts get the full 10-pager.

Match the report with the right persona and what they care about most.

Figure out internal dates, external dates, and reporting dates.

  • Internal: Check out conferences, workshops, team meetings, and marketing reports in your industry. Don’t forget the hashtags!
  • External: Look at seasons, themes, events, and trending news to tie into your social media content.

#SocialPRSecret: From Pineapple Day to World Productivity Day, never miss a day! Check out Days of the Year and keep your editorial calendar filled with the most interesting events, festivals, and weird holidays. And bookmark this SEJ article to help your editorial calendar further: You Need This Marketing Calendar & Free Template!

Web 3 Tip: Sign up for Crypto, Web3, and NFT-related events. Be on the lookout for virtual and in-person events and conferences to educate your team and possibly connect with Web3 partners to elevate your brand.

9. Measure What Matters

Measuring what matters is the key to social media strategy sanity and success.

Every network has its version of analytics. It’s easy to spend infinite time running reports. Make sure you are circling back to those measurable objectives.

Look at both quantitative for the hard numbers and qualitative for the sentiment and intent.

  • Quantitative examples include website sessions, number of email sign-ups, impressions, and social network data.
  • Qualitative examples include sentiment, such as favorable reviews or comments on social messaging. For example, did you raise prices on the menu and have complaints on your Facebook Page?

Quantitative tells what happened, and qualitative can usually tell the “why.” For instance, you have a positive feature story in Business Insider with a link to your company website, which caused a spike in website visits.

When influencers started turning on Daily Harvest, the vegan meal-delivery service that sells bowls, soups, and smoothies, with negative reviews after falling ill – this could be an example of quantitative and qualitative – sales fell, negative media publicity, and negative social media sentiment.


After following all of these steps, what’s next?

You might find yourself in a different direction due to your new social media strategy process.

You may venture your brand into the metaverse, start an NFT collection, continue your hashtag campaign, and even add more budget.

#SocialPRSecret: After accessing your reports and progress, create a proposed action plan, including the next steps. Provide analysis and recommendations interpreting your findings.

Web3 Tip: Make sure you are following the evolution of Web3 – the next generation of the world wide web, which includes the unfolding of the creator economy, decentralization; artificial intelligence (AI) and machine learning; Augmented Reality (AR) and Virtual Reality (VR), the metaverse, Non-Fungible Tokens (NFTs), and connectivity and ubiquity, blockchain, digital wearables, and more.

While having a documented social media strategy is important, it’s more important to make sure the plan is fluid and flexible and to keep current on trends.

Meta offers Meta Blueprint, a selection of self-paced and self-guided courses, certifications, and educational materials designed to keep your business moving forward.

As a marketer, having these certifications can help you stand out from your competition.

Keep the social in social media by staying engaged and in the conversation. The strategy will follow, flow, and fill from Web 2.0 to Web3. Be sure you are proficient in Web 2.0 to maximize your returns in Web3.

More Resources:

Featured Image: Jacob Lund/Shutterstock

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