Facebook & Instagram Content Strategy

Review the business objective, products or services, target market, current content, brand materials and available audience information

Review the brand’s current Facebook and Instagram presence, content consistency, format mix and visible communication gaps

Identify the most relevant direct, indirect or content competitors for comparison

Conduct desk-based research into competitor activity, category communication, audience interests and relevant social-content patterns

Compare competitor positioning, messaging, content pillars, formats, tone and observable strengths or weaknesses

Identify communication gaps, underused topics and content opportunities that the brand can occupy

Define the primary ideal customer profile, including role, characteristics, priorities, pain points and decision triggers

Translate the ICP’s questions, objections, motivations and information needs into content requirements

Define what the brand should become known for through Facebook and Instagram content

Develop the core message, supporting messages, proof points and recommended CTA direction

Develop five recurring content territories aligned with the audience and business objectives

Define the role, subject areas, sample angles and recommended formats under each content pillar

Define how Facebook and Instagram should be used, including their audience role and content emphasis

Recommend the proportion and role of static posts, carousels, Reels and other applicable Meta formats

Define the brand’s social personality, writing characteristics, communication principles and language boundaries

Demonstrate how the tone should and should not appear in social-media communication

Establish the recommended visual atmosphere, imagery style, typography approach, composition and graphic treatment

Define suitable calls to action for awareness, engagement, consideration and conversion-oriented content

Recommend the primary metrics to monitor based on the intended role of the content

Consolidate research, strategy and recommendations into a professionally structured presentation

Present the strategy and explain its application to future content development

Revise the strategy based on one consolidated set of client feedback per round