70% of marketers are actively investing in content marketing. (HubSpot, 2020) The question to answer isn’t why anymore, it is more about how to create content for social media? And what kind of content? Content Marketing builds trust and credibility among customers and followers. It isn’t as simple as using various tools or showcasing your products and their USPs. Content marketing must go beyond push selling of products. A business’ content marketing strategy must reel in prospective customers that help them engage with the brand. So, how to create content for social media that interests the consumers, catches their interest, and drives action? Start with building a sound content marketing strategy for your business. And if you currently do have a content strategy in place, evaluate whether the content produced by your social media marketing company is effective? Evolving digital platforms, newer social networks, and an ever-changing audience requires brands and businesses to customize and innovate with their content marketing strategies.
According to the Content Marketing Institute (CMI), 94% of content marketers changed their strategy in 2020 as a direct result of the pandemic, significantly reshuffling their messaging approach and adjusting their editorial calendars. (Source) Let’s look at a few content ideas that your business can implement in 2021 and 2022.
1. Videos are a thing!
Instagram reels that come close to Tik Tok have seen considerable growth, with more users creating video content. Just like Tik Tok, Instagram reels make it convenient for creative minds to create 15 to 30-sec video reels. The pandemic saw a rise in the consumption of videos – from learning videos on YouTube to entertainment on Tik Tok and Reels. A video content strategy becomes key for your brand. Customers want to experience your business and its offerings and also want to be entertained while at it.
From how-to videos to funny reels to text-based informative videos – give your video content strategy a healthy mix of sales, information, and entertainment video mix. However, videos do come at a cost. Professionally shot videos like interviews and ads can get expensive. Videos with text overlays, quick reels, and Tik Tok videos might be easier to produce. Don’t let your video run over a minute – users have shorter attention spans today. Rather than going all out on creating videos, first, figure out if this is what your brand needs and how you can build an effective mix of videos.
Check out this fun and entertaining video by a brand and tell us which communication objectives do you think are being met?
2. 24 hours is enough to make a point – STORIES!
Facebook, Instagram, Youtube – all of them have stories and that 24-hour window of activity is worth it. 500 million users are active on Instagram stories every day! (Source: Instagram)
What’s more important is what you do in these disappearing stories that matter most. What kind of content are you adding in? Polls, rating scales, questions – all these fun engaging tools offer you plenty of opportunities to interact with your business.
So, if you haven’t already begun, it’s time to start now.
Entertain Your Consumer with fun polls
Educate your Consumer integrating your product:
Interact with Your Audience
3. Blogs, Articles, Listicles, and More
A long-form content strategy is essential for businesses that have much to say and need a second level of selling. 47% of buyers viewed three to five pieces of content before engaging with a sales rep. This means you need to have a mixed bag of content. Consider doing blogs that talk about solving a problem, educate consumers better about a problem, and offer reasons why your product can solve said problem. Share case studies, facts, figures, infographics to help consumers make a buying decision. Build a content marketing strategy that revolves around the customer’s buying journey and distribute it based on that. A customer who already knows your product and what it can do, will ignore your blog on – “Why XYZ can change your life?” Instead, offer this customer a reason to buy with a blog that reads – “5 reasons how you can use XYZ in the house.”
While podcasts are an audio medium rather than visual, many consumers love listening to podcasts. Streaming channels like Spotify and Prime Music have been offering famous podcasts across their channels for free. This has increased user engagement with podcasts. If you’re an FMCG brand, consider doing a health-related podcast or a financial service that could work on creating investment advice for customers. Or something as simple as 5 – 7 min of self-help information for everyday living. The good thing with podcasts is that you already have experts in the field, running podcasts for years. Simple brand collaboration with a known podcast can help take your business to the next level.
5. Contests and Giveaways
This has been advised and advocated for some time now. And these do work to drive up the brand engagement on your page. However, your business needs to decide what is the objective to be achieved with this activity. We always recommend creating interesting, interactive, and use-based contests and giveaways. This encourages new customers to try your products or offers a chance for your existing customers to show off their brand loyalty. A few objectives you could keep in mind while developing your contest ideas are:
– Product trials
– Brand or Product awareness
– More Followers
– More engagement
– More shares and access to other networks
6. User Generated Content
We can’t stress this enough… Please listen to your users, consumers and encourage them to interact with you on social media networks. Even if that means adding an incentive to this activity. Request customers to leave you reviews on Facebook and Google. 54.7 % of consumers read at least four reviews before buying a product. 97 % of shoppers who read online reviews from other consumers also read responses from businesses. Communication isn’t a one-way street. While you are asking for reviews from your customers, use them to create interesting posts and stories. Repost the customers who tag you in their stories. Post Google reviews across social media platforms. Use UGC to drive your content marketing strategies, because no one can have a greater influence on your business than a happy customer.
Go ahead, build an awesome and engaging content marketing strategy for your business today with some of our tips. It is not only pivotal to your social media marketing but also important that your brand communicates consistently across digital platforms. If you don’t have a social media advertising company to help you with this, we bet you’ll need one. So that you can focus on running your business and leave the rest to us. We are experts on how to create social media content for business. Just give us a shout at firstname.lastname@example.org.