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What type of social media posts should I be writing? How can I create original content every week? These are questions I get asked a lot and although I don’t have a unique answer, I’ll try my best to provide a few tips.
Before starting to create content, you should keep in mind that each company or business is different. That means that, first of all, you should keep your brand’s personality in mind and understand what your customers expect from you. For example, it would be weird if LEGO started talking in a very serious manner on social media or posting content about their business analytics and business model. Why? Because that is not what LEGO is known for.
At the same time, an insurance company is expected to have a more serious tone and should not try to be funny because that would make them look unprofessional. That’s why my first tip, if you can call it that, is to be aware of your brand personality when posting on social media. Once you have done that, here are a few ideas for creating content:
#1 Make it useful
Sharing your knowledge with your followers will only bring you more engagement. How? On the one hand, you will be showing that you know a lot about the subject your company focuses on, making you look more professional and cementing your expertise.
On the other hand, you will be helping your potential clients by teaching them something that will help build a closer relationship and make them appreciate your brand more.
A good example of a company that puts out these types of post is Adobe, which not only creates inspiring posts but often shares tutorials on how to use its products. This way, its users will learn how to use the tools while also feeling grateful that such a big brand is spending its time creating this type of posts.
#2 Show real people
When possible, it is great to show what other people think about your product or service. By creating posts with testimonials you will not only be boosting your credibility but also thanking your customers and showing that you actually care about their opinions.
We all like to have our value recognised, so if you can do that for your most loyal customers, please do! You can ask them for a comment about your brand or even record a small video or picture of them using your product or service. If you do this, other potential customers will not only see that you already have real clients but also have something to look forward to if they buy or use your product.
An example of this is ASOS, which often shows its products being used by their clients. This is a great tactic, especially for an online clothing seller, because by showing different people using the same item it allows potential clients to see how that item would look on their own body type and so help them make the decision to buy it (or not) more quickly.
#3 Show them who you are
In an ever more technological world, people crave human connections like never before. By letting your clients know who is behind your brand and introducing them to your team, you are able to show the more human side of your brand.
In addition, your team will appreciate the recognition. Let your customers know your team’s strengths, what they are passionate about and why they chose your company to work for. In doing this, you can create social media posts for each person in your team or, if you are running a really big company, you can portray each department in a post.
And don’t forget that CEOs are also part of the team, so don’t be afraid to let your clients know where and how the brand was born. It will only make them appreciate it more.
These are just a few tips to get you started, but there are countless other things you can do to create new content every week or even every day. If, however, there is a day or week when you don’t know what to post, remember that everyone loves a good dog or cat video!
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