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How do you keep your SMO content on brand?

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SMO, or social media optimization, is the process of creating and distributing content that attracts and engages your target audience on social media platforms. It can help you boost your brand awareness, generate leads, drive traffic, and increase conversions. But how do you keep your SMO content on brand, especially when you work with a team of content creators, marketers, and managers? Here are some tips to help you maintain a consistent and effective SMO strategy.

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Sahil Singhal

Performance Marketing | $200,000 Monthly Budget | Social Media Manager | Corporate Communications | CSR | Meme…
Amir Noury

Co-Founder & CEO of Riisheh

1 Define your brand identity

Before you start creating and sharing content, you need to have a clear understanding of your brand identity. This includes your mission, vision, values, personality, voice, tone, style, and visual elements. Your brand identity should be aligned with your target audience's needs, preferences, and expectations. It should also be distinctive and memorable, so that your content stands out from the competition. You can use a brand identity guide or a style guide to document and communicate your brand identity to your team and stakeholders.

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Amir Noury

Co-Founder & CEO of Riisheh
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Having a clear understanding of your brand's mission and consistently paying attention to it helps you avoid producing low-quality content. In this case, even if you haven't mastered visual aesthetics, your content will be practical and engaging to your audience.

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Sahil Singhal

Performance Marketing | $200,000 Monthly Budget | Social Media Manager | Corporate Communications | CSR | Meme Marketing | Helped 75+ Businesses (National & International)
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Your content carries larger insight about your business in the market and that's what increases your responsibility towards your brand content. It should be aligned with each aspect of your brand or business, objective, vision & mission, future goals, and audience & demographic. When your content aligns with your brand, your brand identity can be easily justified on any social media platform.

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Rufus Joe

Digital Marketing Lead |Social Media Manager | Creative Designer | UI/UX Designer | Content Strategist | Motion Graphics Designer |Digital Marketing Strategist | SEO Expert | Content Marketing Enthusiast | Copy Writer
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Brand Identity is key and always leaves an impacts on clients that come across such brands, because they have initiated the actual and core processes of Branding, from the Aesthetics, to the Minimalist flow which engages

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Sander Oord

? Webcare ? Online Community Management ? Social Media ? Crisiscommunicatie ? Reputatiemanagement ? Digitale Communicatie ? Overheidscommunicatie ? Gedragsverandering ?
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A well-defined brand identity sets clear expectations and allows consumers to instantly recognize and connect with the brand. Additionally, when all team members and stakeholders have a consistent guide to refer to, it ensures uniformity in all brand touchpoints. The end goal is to craft an authentic and consistent brand experience for the audience, creating a memorable impression and building lasting relationships.

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Annie Mirza, CPA

??Empowering CPAs to grow Human-Focused Firms | ?? Website Designer | ??Digital Marketing Strategist | ??Business Coach | ?? 2x best selling Author | ?? Time Traveler | ??Martial Artist ??Earth Advocate
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One of the biggest differentiators in a successful strategy and a poor one is clearly documented brand guidelines. If you don't have that done prior to going into any marketing projects, chances are it's going to be a struggle to keep everything consistent. This is why when we build websites for accountants, our first step is to start with branding guide and if a client doesn't have one, then we work on that first before we take on the website development or any other DFY marketing project. In saying that, don't just get anyone to create a logo and visual slap-together. Make sure they also have a marketing understanding to fully create an unforgettable brand identity.

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2 Plan your content strategy

Once you have defined your brand identity, you need to plan your content strategy. This involves setting your SMO goals, choosing your social media platforms, identifying your content topics, formats, and types, creating your content calendar, and allocating your resources and budget. Your content strategy should be based on your brand identity, as well as your audience research, competitor analysis, and keyword research. You should also consider the best practices and trends of each social media platform, and how to optimize your content for them.

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Amir Noury

Co-Founder & CEO of Riisheh
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There is no secret to growth on social media except "consistency". You must adhere to your content calendar and consistently engage according to it. This is the sole secret to growth and success in the digital space.

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3 Create your content guidelines

To ensure that your content is consistent and on brand, you need to create your content guidelines. These are the rules and standards that your team should follow when creating and editing content. Your content guidelines should cover aspects such as your brand voice and tone, your grammar and spelling, your formatting and layout, your image and video specifications, your hashtags and keywords, your call to action, and your legal and ethical issues. You should also include examples of good and bad content, and how to fix common mistakes.

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Sahil Singhal

Performance Marketing | $200,000 Monthly Budget | Social Media Manager | Corporate Communications | CSR | Meme Marketing | Helped 75+ Businesses (National & International)
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This is a very crucial step to work on your content guidelines. It should include - * Your content tonality * Personalization according to your target audience * Visuals and aesthetics * Brand positioning These guidelines will better help your brand to stand out in the market.

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4 Review and approve your content

Before you publish and distribute your content, you need to review and approve it. This is the process of checking and verifying that your content meets your brand identity, your content strategy, and your content guidelines. You should also ensure that your content is relevant, engaging, informative, and valuable for your audience. You can use tools and software to help you automate and streamline your review and approval workflow, and to track and measure your content performance.

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5 Train and educate your team

To keep your SMO content on brand, you need to train and educate your team. This means that you need to share and explain your brand identity, your content strategy, and your content guidelines to your team members, and provide them with the necessary skills and tools to create and manage content. You should also encourage feedback, collaboration, and communication among your team members, and foster a culture of learning and improvement. You can use online courses, webinars, workshops, podcasts, blogs, and other resources to help you train and educate your team.

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6 Update and refine your content

Finally, to keep your SMO content on brand, you need to update and refine it. This means that you need to monitor and analyze your content performance, and use the data and insights to optimize and improve your content. You should also keep an eye on the changing needs and preferences of your audience, the evolving trends and best practices of social media platforms, and the emerging opportunities and challenges of your industry. You should also test and experiment with different content ideas, formats, and types, and see what works best for your brand.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you keep your SMO content on brand?

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1 Define your brand identity

2 Plan your content strategy

3 Create your content guidelines

4 Review and approve your content

5 Train and educate your team

6 Update and refine your content

7 Here’s what else to consider

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