How to improve your social media content strategy

Sigh, I don’t get it!

How many times have you stared at your brand’s social media performance only to be disappointed by the results?

You thought that photo or link that you posted was great, but your followers didn’t seem to agree nor care. What are you supposed to do?

Don’t fret, these tips will show you how to reignite your social media content strategy.


Give your content purpose

Think, why are you on any social platforms to begin with? Your content should not be haphazardly thrown together, it should always be done with a purpose in mind. Think about the business objectives that your overall content strategy is trying to address:

  • Brand awareness
  • Lead generation
  • Web traffic
  • A specific action

Once you have established your objectives, plan your content periodically to take steps towards achieving them. But be warned, if your objective is more sales, producing content that only touts how great you are will not endear you to your followers. You likely won’t have any at all.   


Add value to your content

Your content is meaningless unless it creates value for your followers. How do you create value? The key is to put yourself in their shoes and think about what your followers want. What needs do they have that you can fulfil?

Value comes from content that is either provocative, entertaining or informative/useful. Your brand may not fit into the categories of provocation or entertainment but there is always an opportunity for you to be useful to your followers either by:

  • Answering common questions in your industry
  • Addressing people’s reservations about your product or service
  • Demonstrating how to solve common problems (much like this blog aims to do)

Facebook in particular will give more visibility to content that your followers consider useful.


The value of video

Video is king when it comes to social media engagement. There are two reasons for this – the first being that, in the context of social media, most people are not willing to click a link to your website unless your post immediately captures their attention (This type of content is also Facebook’s least favourite). A native video by its nature is far easier to consume because the viewer doesn’t have to take any more steps to consume it. Secondly, video, plain and simple, appeals more to our need for visual stimulation.

On average, when we post video content for our client, Lotus Caravans, the amount of reach and engagement that they receive in comparison to other content more than doubles!

You may be thinking that because the internet is a chasm of endless distractions that your video needs to be short, right? From Facebook’s perspective, however, they encourage videos to be at least two minutes because it keeps their users on the platform longer so they can serve more ads to them.

What if I don’t have the skills or budget to shoot anything, you might ask? Instead of writing a blog, why not turn it into a fun video. Animated videos, such as Powtoon, can be an effective alternative to written content, though they do require some practise to develop.


Where do I get content ideas from?

The best way to find content is to find out what everyone else is talking about. Tools such as social mention and Buzzsumo can tell you exactly what people are saying about a subject. Google Trends and News can also be a valuable source of content. Based off your findings, take a point of view on the topic in question, explain why it’s wrong, why it’s right, or even just what it could mean for your audience.


Measure your content’s performance

The importance of measuring your content’s performance cannot be overstated. There’s no sense in investing all your valuable time and resources into content if it’s not achieving your objectives.

Use your content’s performance as a barometer of what your audience likes and/or engages with and adjust accordingly.

You have the tools and resources available to make content work for you, you just need to put in your own work to see the results.