Deconstructing The Content Strategy Cycle: Phase Three

written by kanisha

If a tree falls in the forest and no one is there to hear it, does it make a sound? I’m sure it does make a sound, but no one hears it because no one knew the tree was going to fall. (I don’t think the tree has Facebook or Twitter.)


The phrase “build it and they will come” is no longer true online. Sure there’s merit to having an unbelievably awesome product, but if no one knows about its awesomeness then the product won’t drive any sales.

The third phase of the content strategy cycle is promotion. Promotion can come in many forms. From advertisements and media buys to word of mouth and social media — it can be difficult to choose what is the best form of promotion.

Usually, the best way to determine what promotion works best for your product or service depends on how much time and money you have available to you. One of the most valuable tools of promotion is social media.

Get social on social media

Everyday social media is becoming more optimized for businesses. Facebook has even created a separate platform called “Facebook for Business”. 92% of marketers agree that social media is important for their business.

One company that optimizes social media to its fullest potential is Ethique. The organization sells skin and hair care products. Based in New Zealand, the company’s products use natural ingredients that are housed in compostable and reusable packaging.

Ethique actively uses Facebook, Twitter, and Instagram, posting at least once a day. They share articles about environmental sustainability, use relevant hashtags, and actively engage with their audience. All while promoting their products and generating 12,000 likes on Facebook and 2,600 followers on Instagram. They also use Pinterest — a female dominated social media platform — to directly interact with their target audience through Pinterest boards that relate to their brand.

Social media creates a connection with your audience, reaching your audience on a platform that some consider personal. Think about your own Facebook. Your Facebook friends consist of your close friends, family, and coworkers. When brands interact with you on Facebook, it’s like they’re talking directly to you as a person and as a customer. This increases brand recognition and allows your brand to interact with other brands.

What platforms are right for my brand?

With so many social media platforms to choose from, how do you choose which is best? This entirely depends on your target audience and what platform they are the most active on.

To help you determine what platforms might work best for your business, Michael Patterson of Sprout Social wrote an article outlining seven social media platforms and their demographics. You can read the article here.

For example, Linhardt Design is a fashion and fine jewelry house based in New York. They create sophisticated jewelry using socially and environmentally responsible practices. Their products seem pretty unisex, but considering the first picture you see on their website is a woman wearing some of their products, I’m going to assume their target audience is women. They are on a number of platforms: Facebook, Twitter, Instagram, YouTube, Pinterest, and Tumblr. It might seem like a lot of platforms to be on for a jewelry house, but these are platforms that their audience is active on.

Now there’s no point in being on a social media platform if you’re not going to be active on it. Choose your platforms wisely and dedicate time to being active on them.

A great tool for managing social media is Hootsuite. Hootsuite is a Certified B Corp (just like Manoverboard). The management system allows you to monitor all your social media accounts on one dashboard. One main dashboard makes it convenient to manage all your social media platforms without having to log back in and out again. The organization also provides you with useful social media analytics (which we will get more into detail about in the final post).

As a member organization of 1% for the Planet, Manoverboard gives the equivalent of one percent of all revenues to select nonprofit partners that are benefiting the environment.

Manoverboard is a Certified B Corporation, which means that we meet ongoing, rigorous standards of social and environmental performance, accountability, and transparency.