Back in 1996 Bill Gates coined the phrase “content is king”, and ever since pundits of the digital era have recited it, dissected it, argued about it or agreed on it.
At the heart of any company’s social media strategy lies content — engaging, inquisitive and topical content. To this day there are many brands involved in social media just for the sake of being in with the in-crowd and not because they’re actually committing to engaging in a marketing strategy.
One twelfth of the entire world’s population is on Facebook alone — that’s billions of status updates, comments and’ likes’ daily, engaging with their friends and family, projecting their voices and opinion.
While these people don’t disguise their voices online, the majority are selective with what they post so as to not overwhelm, annoy or offend their friends and family; your business should be the same way.
Social media is a two way street in that while you certainly want to promote your brand, you also want to give your fans/followers what they want to ensure their loyalty.
Below are some tips for creating, engaging, powerful content;
1. Understand & Engage Your Target Audience: The challenge of social media is often realised by creating engaging content that generates buzz and reverberates throughout the social media stratosphere. Think of social media as an on-going conversation, and when you want to engage with your audience, you post conversation starters. This could include asking a thoughtful question, posting an image or simply sharing new information that is industry related.
With the introduction of real time searches content is becoming more and more relevant and to-the-second. For example, if you subscribe to some industry news sources and read about something that’s causing an uproar in your industry, create some fresh content about it for your own pages. People will be interested because it’s breaking and relevant information that may affect them. Get into the habit of scouring news sources for posts, videos or images that you can capitalise on.
2. Add Variety to Your Content: Although many brands have developed a presence on social media sites, many struggle with fan acquisition. It is very important that your brand is aware that in order to sustain a strong and long term social following, they must ensure a varied approach to the content they share and in what format it’s shared.
Using a variety of different media to engage your readers is an important step in becoming successful with social media.
Videos, articles, pictures – it’s all relevant, and you should be working within each individual medium to attract and engage your audience. Variety – as they say – is still the spice of life.
Creative and useful content can also come just from something as simple as listening to what your community are saying. The more you listen to what is being said, the more you are inspired to share content that has meaning to ‘your community’.
3. Reveal the Human Side of Your Business: It is simply not enough to just create the social media presence. It is also essential that a human touch with clear personalisation is created to build long term relationship that can result in creating an engaged community over a period of time.
It’s essential to share and provide relevant information in the manner in line of your target audience, respond to queries and needs of the audience in a personalised and timely fashion which in turn will help build trust with your community.
In particular for small businesses, the loyalty of customers or clients is often to you and your team – the people – as much as it is to any logo or brand image. A shout out, thank you post and continued interaction with valued employees, clients or customers is a great way to showcase to your audience that there are dedicated people behind your brand.
How does your brand ensure that they continually create engaging content?