Content Strategy vs. Social Media Strategy
Content strategy is broader than social media strategy — it encompasses all content a brand creates (website, blog, email, social), not just social media. Social media strategy is a subset of a wider content strategy.
For this glossary, we focus on content strategy as it applies to social media.
The Content Strategy Framework
Why: What business goals does the content serve?
Who: Which audience segment does this content address?
What: What topics, formats, and messages?
Where: Which platforms and channels?
When: Publishing frequency and timing
How: Production workflow, tools, and resources
Content Strategy Decisions
Good content strategy requires making explicit choices about:
Format mix: What percentage of posts are video vs. image vs. text? The right mix depends on your audience and which formats your team can produce consistently.
Topic balance: Promotional vs. educational vs. entertainment vs. behind-the-scenes. A common rule of thumb is the 80/20 rule: 80% value-adding content, 20% promotional. The actual ratio depends on your brand and stage.
Production standards: What quality level is acceptable? Highly polished production vs. authentic, lower-production content? Both can work — inconsistency across both is the problem.
Repurposing workflow: How does one piece of content become multiple? A blog post → carousel → Reel quote card → LinkedIn summary is a simple but effective repurposing chain.
How Aibrify Implements Your Content Strategy
Aibrify builds your content strategy during onboarding and executes it through a managed production and publishing workflow. The strategy is a living document updated quarterly based on performance data.