Week Three: Writing for Your Audience

It’s easy for people to forget how much of social media is writing. Sure, it may not be more than 140 characters at a time, but there is a lot to be said for brevity. The less space you have to work with, the harder you have to work. As writers, we already understand what people crave when they’re tumbling down the rabbit hole of social media: something to connect with. They want a story, something that makes them laugh or cry or moves them to action. They want valuable information that they can use in their own lives. They want to connect.


When planning your content calendar, you want to incorporate curated and created.

Curated content is content from other sources – blogs, articles, white papers, ect. – relevant to your brand. Created content is content you create (duh) for your brand, targeted at your audience.

img_2595As you can see, I take the “calendar” part of that seriously. Many people use spreadsheets like Excel and Google Docs to create their content calendars, but I’ve found that those don’t work for me. I think they’re tedious to create, and I find that as they layout grows, they’re difficult to navigate.

Instead I print our calendars and do a lot of the planning by hand. For Lucky Savannah, I list days when I plan to post a new photo album for one of their properties. For World of Fitness, I plan for both videos and links to articles. For Creative, I mostly plan for links, but I’m looking to incorporate more video. I also use the calendars to keep track of when I’m posting to other platforms, such as Pinterest, Google+ and LinkedIn.

I use Feedly and RSS feeds built into Hootsuite and Buffer to help curate content. I also use Hootsuite’s streams to search for content by hashtag, topic, and location. This is very convenient for curating content for Lucky Savannah’s Instagram account. If I see a photo of Savannah that I like, I simply comment on the image and ask for permission to share it. The majority of people are happy to have their images shared, but they don’t always respond quickly so I keep planning and scheduling posts while I wait.



  1. You
  2. Free
  3. Because
  4. Instantly
  5. New


No matter which “rule” of posting works best for you/the brand, the most important thing to remember is that you need to tell a story, not just sell. We are constantly bombarded with advertisements, but that’s not why people follow a brand on social media.


  • 4 pieces of relevant, original content from others appropriately tagged
  • 1 shared piece of content (blog post, article, etc.)
  • 1 self serving post (selling)

Golden Ration

  • 60% curated
  • 30% owned
  • 10% promotional

Rule of Thirds

  • 1/3 you and your content
  • 1/3 shared content
  • 1/3 personal interactions


This is just a selection of things to read. I suggest reading the first two, which are PDFs, and browsing through the rest if you feel the need to.


Using your Buyer Persona, come up with 7 blog ideas for Creative Approach. Remember, Creative Approach specializes in printing, graphic design, and social media. What type of visual content would they include? How would you structure them as posts on Creative’s social media?

  • Blog posts should include and/or plan for visual content, including photos, video, graphics, infographics, etc.
  • Remember to keep SEO in mind while writing. Use 1-2 long-tail keywords. There are four essential places where you should try to include your keywords: headline, headers and body, URL, and meta description. Your focus is on the headline, headers and body. 

You will write one blog post per week for the remainder of this internship.