Description
The purpose of the Social Content Sweetspot framework is to identify the core topics that a brand will engage in via social media. Often, marketing teams struggle to establish editorial guardrails and chase any topic that appears to be trending. The result is that the brand does not have a clear or coherent identity in social media, which confuses and ultimately turns off audiences. The Social Content Sweetspot framework helps marketing teams identify those topics that align with the interests of the community and the positioning of the brand. Completing the framework also forces marketers to identify those topics that competitors are focused on and should be avoided in order to stand out effectively.
Questions
The Social Content Sweetspot helps to answer marketing questions like:
Should we post about this topic or news item that is trending in social media?
What value do we provide to our community and why should they follow us?
Is this a topic appropriate for social media or should we use another channel?
Steps
Consider your brand, and identify the conversations that you want to have with your customers. These are topics that put your brand in a positive light and can lead to sales (e.g. product advantages). List in Motivation quadrant.
Identify the conversations that your brand can credibly lead. These are topics relating to your experience or area of expertise (e.g. commitment to a cause). List in Authority quadrant.
Consider your target community, and identify their common passion points in social media. These are topics that consistently drive outsized levels of engagement (e.g. how-to content). List in Attraction quadrant.
Identify the types of conversations that your target community avoids posting about in social media. These topics may be too personal or risky to engage in (e.g. health conditions). List in Disclosure quadrant.
Once completed, explore the connections between the quadrants and identify potential topics that align the brand and the community. Prioritize those that competitors are not focusing on. List in Content Sweetspot.