3 Steps to Build a Sustainable

Content Strategy (That Gets Results)

Katie Wight | March 14, 2023

Sustainable content strategy step no. 1: GOALS

You don’t want to manage an ever-growing roster of influencers. You don’t really want to go viral. What you WANT is to get high-paying clients and customers through the door, or to drive more people to your cause, right?

Those are great goals, but when it comes to building a sustainable content strategy, it needs to be much more granular than that.

⚫     What percentage of leads do you want or need from social?
⚫     Are you treating social media as a point of sales attribution or as an extension of the brand experience?
⚫     Do you want to grow your follower base or increase the number of clicks to your website or product pages?
⚫     Is your focus on building community or is it a source of traffic?

These are all important questions to help you really hone in on your goals, which means you’ll be less likely to get distracted when Zuckerberg, Mosseri, or Microsoft decide to update their platforms’ features.

It also makes it easier to track progress. When you have a tangible goal, you won’t be derailed by so many of the vanity metrics present on these platforms.

Want to focus on leads? You don’t need to worry about saves or shares as much as you want to look at reach and clicks.

Building a following? You’ll want to look at reach, new follows, saves, shares, sends, likes, tags, etc. Anything to show how your content is being received by new people.

Also note that your goals will change by type of post or campaign, but more on that in a minute.

Now… I know that this also goes against the algorithm grain. We’re told we have to show up in these places at these times using these features.

Sustainable content strategy step no. 2: PILLARS

How to Align Pillars to Business Goals

Sustainable content strategy step no. 3: CAPACITY

Can you actually afford to show up three times a day, every single day? Didn’t think so. Most people can’t.

There’s no point in creating a decked-out, three-post-a-day content plan if you aren’t going to follow through with it. That’s just a waste of your time and a mental load you don’t need to carry.

This is why you really need to align your goals with your capacity. Because in a fast-paced environment with nonstop updates and changes, it’s easy to get distracted and feel “behind” when everyone else is go-go-going.

If you feel like you’re “not keeping up,” you’re not alone. A while back, I was reviewing a client's social performance and we started talking about feeling behind — even though her social performance had grown over 100% since the previous year.

Let me reiterate: This is a long game, not a sprint. You are not behind.

Maybe you can’t post every day like you keep hearing you have to do, but you can do every other day. Maybe you’re not ready to create YouTube videos, but you can create short-form video content like Reels or TikToks.

Whatever your brand’s capacity for social media, really take that into consideration. It’s better to start slow and build from there than to create a too-robust plan that flops in week one because no one has capacity to fulfill it.

Between you and your team, figure out how much time you realistically have to devote to social media, and it will become much easier to stick to a consistent plan that drives results.

Sustainable content strategy step no. 4: ADS