How do you keep your SMO content strategy relevant to changing audience needs?

1 Analyze your data

The first step to keeping your SMO content strategy relevant is to measure and analyze your data regularly. You need to track the performance of your content across different platforms, using metrics such as reach, engagement, conversions, and sentiment. You also need to monitor the feedback and comments from your audience, as well as the social media trends and conversations in your niche. This will help you identify what works and what doesn't, what topics and formats are popular and relevant, and what gaps and opportunities exist for your content.

2 Update your goals and personas

Based on your data analysis, you may need to update your SMO goals and personas. Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART), and aligned with your overall business objectives. Your personas should reflect the characteristics, needs, and pain points of your ideal audience segments, as well as their social media habits and preferences. Updating your goals and personas will help you refine your content strategy and tailor your content to your audience's needs.

3 Experiment with new ideas

Another way to keep your SMO content strategy relevant is to experiment with new ideas and formats. You can test different types of content, such as videos, podcasts, infographics, quizzes, polls, live streams, stories, reels, etc., to see what resonates with your audience and generates more engagement. You can also try new platforms, channels, or features, such as TikTok, Clubhouse, or Instagram Guides, to reach new or existing audiences in different ways. Experimenting with new ideas will help you diversify your content mix and stay ahead of the curve.

5 Collaborate with others

Collaborating with others can help you keep your SMO content strategy relevant by expanding your reach, authority, and credibility. You can collaborate with other influencers, experts, brands, or users in your niche or related fields, to create and share content that benefits both parties and their audiences. You can also collaborate with your audience, by inviting them to contribute content, feedback, questions, or ideas, or by featuring them in your content. Collaborating with others will help you build trust, loyalty, and community.

6 Review and revise

The final tip to keep your SMO content strategy relevant is to review and revise it periodically. You need to evaluate the results of your content strategy, using the data and feedback you collected, and compare them with your goals and expectations. You also need to check if your content strategy is still aligned with your audience's needs, preferences, and behaviors, and with the social media trends and best practices. Reviewing and revising your content strategy will help you identify what needs to be improved, changed, or eliminated, and what needs to be maintained or scaled up.