Creating content for social media is not easy. The basic idea is simple. But going from idea to execution is complicated. It is not a one-trick-pony. After all, you are going to be dealing with billions of potential audiences with varying tastes and interests. This is why creating social media content that connects with most people is so important for businesses in this game.
Content is King
Ask any online marketing specialist worth his or her salts and they will tell you, content that draws attention is key to success. Social media marketing, however, is not simply a garden variety of points and interests. If it is, it would be a VERY large garden.
Let’s take Facebook, for example. Consider this: with 3 Billion plus active users monthly for Facebook, even if you divide it into 10 thousand broad topics, that’s still a huge number. Online marketing rookies and veterans alike spend hours upon hours trying to find the “formula” that works with their product or service. However, what often happens is many just do the “dartboard method”. Essentially, just throwing around half-baked ideas and see what sticks.
Aside from that being a waste of time, it is not cost effective. Consider that how Facebook displays content on people’s feed works on an algorithm. Random content, no matter how numerous, is the epitome of throwing dice.
If you want to build an effective social media marketing campaign, you have to develop a system. Or follow a proven one, like Rachel Miller’s “Moolah Marketing”.
To get you started, here are 3 fundamental principles you can use (which I call, the 3 “E”s):
Aiming to educate and inform helps you plant the seed in creating meaningful content. Instead of just random points, think about what your product or service provides. What need or desire is fulfilled by them? How can you inform your audience about them? What are the important details that they might be interested to know? These are questions you can use as jumping off points in your goal of creating meaningful content that educates.
If there is one thing that can catch a person’s attention is that if the content entertains. You might have the most boring product ever created, and yet you can draw great attention if your content entertains. Remember how TV commercials would have a catchy song or a memorable catchphrase like “Where’s the Beef?” The same principle applies with social media content.
So if you are going to develop content that matters, think about how you can entertain your audience. And it is not limited to just creating “happy thoughts”. Keep in mind that people are entertained by happiness but also action, suspense, and drama.
If you are stuck in a rut to figure out how to entertain, look at your audience and their feedback. One way of accomplishing this is relating how the target audience would relate to others using the service or product of the parent business. This leads us to the third point.
Empathy is a powerful motivator. This counts for social media content as well. Make your content about them, with the product or service being secondary. This gives the impression that you are putting their interests on the forefront, not just the profit the business can gain. It’s very easy to fall into the marketing trap of highlighting your business while de-emphasizing how it helps the consumer.
If you construct your content putting the product or service on the forefront, the audience may feel apathetic or even bitter about it. On the other hand, if you place the audience’s well-being front and center, they are more likely to pay attention.
Here are some focal points you can build on in developing content that educates, entertains, and empathizes:
- Family – Family is always a good starting point. Most of the population can relate to themes about family (and sometimes the lack thereof).
- Friendships – Content that highlights friendships and camaraderie can be spun in many different ways.
- Work – I know what you’re thinking. No one wants to think about work during their down time. However, most anyone can relate to dealing with work situations.
- Competition – Man is a creature of rivalries and comparisons. If you can build content that reaches that primal nature, it can be very effective.
- Hobbies – Hobbies and special interests reaches out to a unique place in our hearts and minds.
Quality Content Comes from the Heart
One thing is for certain. Do not post content that has no “heart”. And it’s not just the matter of the algorithm doing the filtering. Respect the intelligence of your audience. People can tell if content is just there for the sake of being there.
But we have only scratched the surface here. This is why I highly recommend Rachel Miller’s Moolah Marketing. This is one of the most comprehensive courses and consistent guides in building very effective Facebook strategies that you can also branch to other social media platforms.
And for more advice, news, and tips on social marketing, keep your eye out on Kobrasocial.com! We have so much more in store in the future!