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cial side of the brand will add value to the brand. In addition, not only visual and content plan is needed when posting photos to Instagram, but image strategy is also in great con- sideration when planning Instagram marketing. Strategy is a crucial part of the brand’s success. By well-answering these questions, brand will decide on the right approach in its industry: - How frequently should brand share images? - What types of images to be focused in? - What times of the day or night to share images? - Are there quality or editorial standards to impose on the work? - Who gets to post images, who approves them, and who implements the overall long-term plan? The image strategy, if well convinced, helps the brand to build consistent behavior over time. Lastly, chemical X is the special thing that makes visitors like, stay and follows to see more of the brand. They can be one of the following: - An insider’s view of the company - A view of private life of the spokesperson or founder - A preview of upcoming products or projects All those three are in correlation with the content marketing AIDA model or the buying triggers that eventually turn visitors into followers and followers into buyers. Basic ideas and thoughts are never irrelevant. Needless to say, if baby steps are well designed, more and more giant steps will be taken in the future. 2.2.5 Topic editorial inventory Topic editorial inventory or in other word, content editorial calendar is the combination of the topic inventory (Appendix 1) in the book The visual marketing revolution by Stephanie Diamond and the sample editorial calendar in the book Epic content marketing by Joe Pulizzi (Appendix 2). All of the aspects in the social media branding (figure 5) are taken into great consideration while designing a good content editorial calendar for Instagram. The purpose is to have a framework for the major task of this thesis: completing a content editorial calendar for Valona design. Therefore, personal experience and thoughts will be used to finalize the calendar. Let’s look at the template below to have a clearer view: Table 2: Instagram topic inventory template Date Topic Headline Caption (tone of voice, CTA) Content type Visual types Graphic/photo style Hash tags/tag Personas URL for storyboard Time sensitive? 23PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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