4 Steps for Navigating the Social Media Content Maze


by Maggie Nargi-Ackerbauer


image of a maze with the logos for Facebook, LinkedIn, X, Instagram, and TikTok scattered throughout.


As social media algorithms evolve daily, the nature of what content should be posted may change as well. Businesses, influencers, and individuals alike are investing considerable amounts of time keeping pace with the trends to improve their visibility in users’ feeds. This often involves using relevant keywords, audio, or hashtags in their efforts to “beat” this ever-changing algorithm.

How should you approach your content planning when you can’t be certain which trends will stick and which ones will be gone in a millisecond? Here are four steps you can implement to ensure your social media strategy is a success.


Step 1:

Set a goal. First, know your objective for sharing content. Are you trying to drive more traffic to your website, increase product sales, or simply share useful information? Next, consider your available time and resources for developing content. Are you able to post every day, or only a few times a week? Although you may feel the need to keep up with the trends, it’s more important to create a strategic approach that fits within your means of content creation capabilities. Once you answer these initial questions, you’ll have a better understanding of what purpose social media is serving for you, and you can move on to the next step.

Step 2:

Identify your target audience. Who is most likely to buy your product or service, and what are they looking for from you? Take a look at your current followers and who your previous customers are. This will be a good sample of those you already resonate with, but you also need to consider who you aren’t already reaching. Know that you can’t be all things to all people, but you should develop messaging that effectively resonates with your target audience. Choose your social media platforms based on what you know about your target audience, and meet them where they already are, not necessarily where you think you should be.

Need help figuring out which platforms are right for you? We have a blog about that!


Step 3:

Know that you don’t have to do it all. And you shouldn’t do it all. All of the trends and content formats will not be a perfect fit for your brand and your target audience. It is normal to have FOMO (fear of missing out) on some of the viral content ideas that come out weekly and to feel pressured by all the rules you’re “supposed” to follow. But remember that the quality of your posts matters much more than the quantity of them. Focus on the content that aligns with your brand and speaks to your audience.


Step 4:

Create content that fits YOUR brand. Why is it so important to accept and expect trend changes while building a content plan? Social media is filled with businesses, influencers, and celebrities who are frequently swaying the direction of digital content. But these trends may not even apply to your target audience. Once you fully commit to what fits your brand message, you can intentionally and authentically connect with your target audience. You can ensure consistency and resonance in your online presence by creating relevant content tailored to your brand identity and audience interests.

Bonus Tip:

We suggest setting aside time at the end of each month to review what posts performed well, and then look ahead to decide what content you want to post for the next few weeks.

By following these steps, you’ll be equipped to tackle the social media content maze with confidence, creating an authentic and well-crafted online presence.

Are you still feeling intimidated by the demands of content planning? We can help! Get in touch with us today.

Headshot of Maggie Margi-Ackerbauer

Maggie Nargi-Ackerbauer is the Marketing & Communications Associate at KDD. Maggie is a Poughkeepsie local who has a passion for giving brands a voice to connect with their mission and authentically express themselves.