Succeeding with online marketing is now almost synonymous with being a great content creator. Creating interesting blog posts that draw readers in, and creating interesting videos, photo, and text updates for social media is crucial to building an audience.
The web has given all of us the power to be content creators and distribute our content with the click of a button.
If you want your business to succeed online, there is no doubt about it that what you need is great content.
Content is anything that you can create and share with your audience. Content is your blog posts, videos, graphics, and social media updates.
Great content will attract the right people to you, allowing you to build an audience of your customers and potential customers.
I’ve thought long and hard about this question and I came up with 3 things that I believe are crucial for brands to create great content on social media. The 3 factors are dependant on each other; if you are missing even one of these elements, your social media presence will suffer.
Value is the “What’s in it for them?” factor. Why should your audience care about what you have to say?
You can provide value by doing one of two things (or both):
Every day the average person is bombarded with as many as 5,000 or more marketing messages. So if you want yours to stand out, you need to think about what your audience wants to hear instead of what you want to say.
On social media your customers choose to follow you, and can choose to unfollow at any time if they don’t like what you’re saying. You have to provide content that gives them a reason to stay.
If you spend too much time pushing sales or being overly promotional, you’re not providing value to your audience.
When you create content for your social media, it should be both:
Jay Baer says, “Your goal isn’t to be good at social media. it’s to be good at business because of social media.” If you post that cat meme and it gets a ton of likes and shares, what does that do for your business? Probably nothing.
If you are seeing a lot of engagement on social media, but it’s not transferring into business success, then you might be lacking relevance.
Without relevance, your time and resources spent on social media are wasted.
Have a look at this page’s cover photo and some of their updates:
Can you guess what type of business that is? It’s an insurance agency. However, you would never know that from the cover photo of the turtle catching a frisbee and the random posts about recipes and strange news.
I understand that the insurance industry can be boring to some and this company perhaps felt the need to try to be a bit more interesting. However, there are ways to create interesting content that is still relevant (yes, even in an industry like insurance!).
If you’re trying so hard to be “likeable” on Facebook that you forget to promote your business, you’re wasting your time.
Value and relevance can be a hard thing to juggle, but when you find your balance, you will start attracting a quality audience that helps your business grow.
When planning your social media content, keep in mind that your content should be consistent in:
Consistent content demonstrates credibility and professionalism. It shows that you took the time to plan your content and you are invested in your social presence and therefore your audience.
Create consistency by developing a regular posting schedule and sticking to it. Create branding guidelines for your visuals and the style of your writing.
The relationship with your customers is built on trust and that trust is created through consistency. When you are consistent with your social content, your customers know what to expect from you and will keep coming back for more.
If you want a social media presence that attracts the right people to you and helps you see real business results (not just a ton of likes), then you need to make sure that your content has value, relevance and consistency.
Have a look at your social media profiles right now and analyze which of these 3 elements you need to work on.
If you liked this post, stay tuned for an upcoming workbook that I’ve developed to help small business owners create great content based on the social content triangle. Sign up for the newsletter to find out when that comes out.