How to Create Engaging Content for Social Media
Social media has come a long way; Facebook, for example, started as a networking site for Harvard students, it became public in 2006, and as of 2023, about 2.9 billion people use the platform. Many businesses have used social media for digital marketing purposes for years; and now it’s even more important to implement social media marketing strategies into your marketing mix.
Today, customers want to support people, not brands; they want to have a sense of trust in the products and services they are purchasing. Building a community around your brand is an effective way to achieve this level of authority. What worked in the past – ads powered by traditional marketing copy – no longer work like social media marketing. Social media is fast becoming the best place to build brand awareness & consumer relationships.
Now let’s dive into some social media marketing strategies that will help you build brand awareness and ultimately increase your conversions.
Research is crucial to any social media marketing strategy. You will need in-depth research to create relevant content that offers a unique perspective and caters to your audience. Relevancy, while important, is not going to be enough –your content needs to be geared directly toward your ideal audience.
Asking questions like, “What problems does my audience have?” can help you gauge what kind of content will help your audience solve their problems.
Sharing previous clients’ success with your brand is a great way to connect with your audience personally.
Communicate in a way that makes sense
The language your ideal audience uses matters so be sure to take the time to research how your clients communicate their needs and challenges. Using a communication style and the correct language is essential to reaching your audience in a way that makes them feel understood.
For example, if your ideal client is a group of Veterans lawyers, your language and terminology would differ significantly from those of elementary school teachers. Catering to your audience while using your brand’s personality is integral to successful social media content marketing.
Build your voice
As important as it is to relate to your audience through appropriate language, developing a voice that resonates with your brand is equally important. Content needs a consistent personality that your audience will come to know and trust.
Your voice is built through your language and tone, offering your audience a look at your brand’s personality and emotion. Standing up for things that your brand believes in can be a good idea; but do not confuse this with belittling, mocking, or attacking others.
One example of a brand voice is Nike’s popular inspirational messaging of “Just Do It,” which to most will probably signify having the courage to do something, even if it feels terrifying or just mildly uncomfortable.
Share uplifting content
Posts should inspire your audience in some way; they should be uplifting. However, there is no need to expect that each post will be innately happy, but rather, something that will nudge your audience to see something in a new way.
This level of positivity also applies to the community interactions you are bound to encounter on a social media platform. For example, if someone comments something unkind, retorting something equally offensive will not look good; remaining positive will give you an advantage here.
Keep it succinct
There is no need to overcomplicate your content; you shouldn’t do this. Instead, keep your audience engaged by limiting your scope to a reading level suitable for most people (an eighth-grade reading level is a good suggestion).
Whatever you write about, be sure to keep it succinct. There is no need for flowery language when less elaborate words are better suited for your post.
It is also helpful to break down your content into easily digestible sections; using bulleted lists, headers, and the like will help with the flow of your content.
Utilize videos & images
Using visual content can help tell a story. Images and videos are better for engagement and increase the depth of your content. Video is especially effective in humanizing you or your brand on social media. Good imagery shows how your audience perceives you or your brand matters to you. Images also increase engagement and the likeability that someone will want to reshare your post.
Using live videos on whatever social media platform you utilize can be a way to express the authenticity of your brand; while daunting to have an unscripted real-time video, it adds to the humanness of your content.
Include a CTA
Including a call to action (CTA) at the end of your posts engages the audience with an activity that can help you or your brand grow. CTAs allow readers to take action on your post; without a call to action, your audience is less likely to take action on what you’ve posted.
A good call to action comes from knowing the pain points of your audience and offering them a valuable solution; being able to put yourself in their shoes is an important piece here. Additionally, it’s best to refrain from using unnecessary verbiage when crafting this statement. It is also essential to make sure it is clear what the action you’re requesting is and how to accomplish it.
Here are just a few examples of what you can do with a call to action:
- Send your audience to your website
- Offer the opportunity to subscribe to your newsletter
- Ask a question for them to answer in the comments section
- Ask your audience to share the post
- Let your audience know about your other social media accounts
Truly knowing your audience, connecting with them on a personal level through the many avenues of social media, and offering opportunities to take action based on their trust and belief in you and your product are critical ingredients in the success of creating an engaging content marketing strategy.
Getting creative with your content can be challenging; however, it is a gratifying process. Think about how the strategies mentioned above can boost your social media engagement rates and how you can grow and achieve tremendous success as a company.
To briefly recap, researching who your target audience is, what they want and need, and how to offer them an attractive solution is the first step in any social media marketing strategy. Next up, you’ll need to create content that is accessible to all and makes sense to those you seek to help. Making your content your own and using your unique brand voice are equally important. Remember to keep your content positive and inspiring while also short and sweet. Using photos and videos is crucial for social media–compelling content requires a strong strategy and brand message. Last but not least, include a Call to Action so your audience knows what to do to learn more about your offer.