Content Strateg

We go ride

Company Mission

Hassel free transport focused on convenience affordability and safety

Content Mission
Build a massive community of intercity we go riders such as students,
workers, travelers and Ethiopians, _______________

Content Goals
1. Promote services of we go ride as a community ride company
2. Promote the UVP of We go ride
3. Build a community of we go riders for intercity transport users,
student’s and parents through
 Informing contents im thw current situation of roads, updates, and
caution messages
 Student focuses survival podcast
 Engaging and funny contents focuses on transport issues,😭😭😭😭…
that builds up a story promoting we go ride as a solution (Saviour,
soldier shining armor)😄😄
4. Buildings a business brand to open path for opportunities.
5. Build Networking channel in each universities, sub categorized in
faculty, years….( this is part if the marketing strategy on how we go
ride evolve, through networks of student content marketers by
leveraging already existing section or faculty’s

Target Audience
 Role Age Income Frustration Key
level Purchasing
Aspirations
Students 17-23/ 5000/ Secuity and Cost
who self including month price
supports med
Parents ≥30 15000- Issues related Safet
40,000 to safety and
convenience
እንግልት on their
kids
Workers ≥17 >6000 Incovinience,co Convenience,
 Youn st cost
gs
 Adul
ts
Families Events, - Transport hasel Convinence and
ዘመድ ጥየቃ going together
Spiritual ≥15 Hastle, Convinence
travellers inConvenience
?
Travelling High cost, Cost
traders inconvenience
?

Social Media Goals and KPIs

Social Media Goals and KPIs

your social media strategy to be successful, you need to figure out what “success” looks
like.

In this section, you’ll define the key performance indicators you will be focusing on and
optimizing for.

I recommend using S.M.A.R.T. goals (Specific, Measurable, Achievable, Relevant and

Time-bound). They make it easy to tell if you’re on the right track.
 Goal Social Media KPI Details / Timeframe

E.g. Increase website traffic E.g. Traffic from social E.g. 50% growth YoY
networks

Social Networks
There are over a dozen social networks that have 100+ million active users. Unless you
have a massive team, you simply won’t be able to use all of them effectively.

In this section, you’ll choose which networks to prioritize (and which to ignore). Here’s
how.

Find where your social traffic is already coming from

In Google Analytics, go to Acquisition ➡ All Traffic ➡ Channels, then click the “Social”
channel grouping link in the report table below the chart. This will show you which social
networks are already driving traffic to your website.

List your findings here:

 Social Network Monthly Traffic Other KPI(s)

E.g. LinkedIn E.g. 4,133 visits/mo. E.g. 260 new email

subscribers per month

Which social networks are getting engagement

Social media is good for more than just driving traffic directly to your site.

If you already have an active presence on social media, fill in the table below.
Specifically, you want to estimate how much engagement you’re getting from your
audience and potential customers.
 Social Network Follower Count Engagement Level

E.g. Facebook E.g. 23,749 E.g. High

Competitive research
List your competitors’ top social networks below.

Here are two ways to find them:

1. Look at the social traffic estimates shown in SimilarWeb for your competitors’
websites. (For example, here’s mine.)

2. Look in the footer of your competitors’ homepages. There will usually be links to
the social networks they’re most active on. And you can click through to see how
much engagement they’re getting on each one.

Competitors’ top social networks:

Additional social networks
Now list additional social networks that you think your customers hang out on.

Top options to consider include Facebook, Instagram, Twitter, LinkedIn, YouTube,

Reddit, Snapchat, Pinterest, Quora and TikTok.

(For reference, here is a longer list of the world’s most popular social networks, and
here are some recent social media usage trends and statistics.)

In theory, every business has potential customers on every social network. But that
doesn’t mean people will be willing to engage with your brand on all of them.

A great way to check if a particular social network is a good fit for your brand is to use
its search function. Just search for relevant industry keywords. And your brand name
and a few competitors’ brand names. The more discussion or engagement around
those topics, the better.

Additional social networks:

Final list of social networks to use
Now, decide which social networks you’ll be active on. If you haven’t already done so,
be sure to claim your brand username on each of these.

Social Network Use? Status

E.g. Twitter E.g. Yes E.g. Claimed @Backlinko,

password saved in
1Password
Note: It’s also a good idea to claim your brand username on the major networks you
WON’T be using (in case you decide to use them later. And also, to prevent imposters).

Engagement Plan
An engagement plan is one of the most important parts of a social media strategy. It
outlines how you will use social media to reach and respond to your target audience.

Outbound: what to share, when and where

Use the table below to plan what types of content you’ll share, when you’ll share it, and
which networks you’ll share it on.

For example, you may want to share:

● Your own on-site and off-site content (blog posts, podcast episodes, etc.)

● Original, native social content

● Other people’s content (your mentions in the press, content from thought
leaders, industry news, re-sharing customers’ praise, etc.)

You may also find CoSchedule’s study on the best times to post on different social
networks useful here.

What When Where

E.g. New Backlinko blog E.g. When published; E.g. Facebook, Twitter,
posts typically Thursdays at 8:30 LinkedIn
 am PST

Inbound: social listening

While social media is a great content distribution channel, it can also be important for
customer service, retention, and even sales.

The key here is responding quickly. Having this social listening action plan filled out
ahead of time can help you do just that.

What will we listen for, and how will we respond?

Networks Keywords, hashtags When to listen How to respond

and usernames

E.g. Twitter, E.g. @Backlinko E.g. M-F 8am-5pm E.g. Thank for
Facebook, Instagram PST shares/compliments,
answer questions.
Try to respond to at
 least 10% of
mentions.

Tip: Other than your own brand keywords, username and domain, you can also listen
for common industry terms and competitors’ terms to find more opportunities to engage
people.

Promotion
You can improve your reach quickly with some promotion.

There are paid and unpaid types of promotion, including:

● Paid boosts

● Retargeting

● Account takeovers

● Shout-for-shout

And more.

Use this section to plan potential ongoing and one-time social media promotions.
 Promotion When Details

E.g. Facebook boosted E.g. Every time we share a [Targeting, budget, etc.]
posts new Backlinko blog post

Tools
There are a variety of tools that can help you manage and optimize your social media
activity, including Hootsuite, Buffer and Buzzsumo.

Use this section to plan which ones you’ll use.

Tool Purpose Cost

E.g. Hootsuite E.g. Post scheduling, social E.g. $25/mo

listening, and analytics

And that’s it for my social media strategy template! I hope you found it useful.
Remember, you can find 20+ other marketing templates here.

Brian Dean
Founder, Backlinko.com