How to Create Compelling Content on Social Media

While social media marketing may be extremely powerful, it takes creativity and some good psychology to get the best results. After all, if people don’t find your content interesting, it hardly matters how often you post it. Let’s go over some key methods for making social media content that inspires and excites your potential customers.

Customer Journeys

A customer journey outlines how customers find your business, learn what it has to offer, and ultimately decide to buy. Mapping these out for your own customers will provide insights on how to be compelling. Customer journeys go beyond the traditional wisdom of mapping out your target customer. It’s not just about who they are but also how they’re going to find you and buy from you.

For example, let’s suppose a business selling eco-friendly art supplies has customers who are mostly women in their 30s and 40s. Many of them are art college students or graduates, and they often take an interest in art history. The business’s customer journey map starts with blog content about art history topics this audience would find interesting. These articles also discuss the ecological consciousness of famous artists, leading to a link to the art supplies.

Related: What happens after I sign up as a brand?

With a customer journey map like this, the business realizes that its insights on how art impacted other areas of human history are what people find the most compelling. In its future marketing, the business digs deeper and finds more interesting topics, which helps build a community and get shares on social media. Soon, the business builds a fan base of people who don’t often buy but who constantly share the content, attracting more customers in the process.

Fulfilling a Need

The best way to get attention on social media is to provide something people want, and not in exchange for money. Somewhere in your customer journey, ideally early on and throughout, you must fulfill some sort of need or want that your customers have. This will make people appreciate and warm up to your brand, seeing it as helpful and worth supporting.

In the case above, the art history-minded customers needed to expand their knowledge, which was provided through the articles. Other possible needs to fulfill could be:

  • Boredom relief.
  • Laughter.
  • Relaxation.
  • Reassurance.
  • Information.

Your customer journey will help identify the most appropriate need. Someone who needs help fixing a computer, for example, probably isn’t in the mood to relax or relieve boredom. This person wants to find a solution. Fulfill a pressing need in your audience and you won’t have to worry about holding anyone’s attention.

Content Calendars

When it comes to social media marketing content creation, timing is everything. If an article feels late to the party, filled with information the target audience has already heard before, it won’t be compelling. This is why it can help to create a social media calendar for your content and set certain pieces to be published at ideal times.

If something is already a bit old, move it further down on your calendar and craft it as a retrospective piece. If something you had planned for later would suddenly be relevant to a trending topic, move it forward to publish it immediately. What matters is looking at the overall community of your ideal customers and what kinds of content they’d most appreciate in the present and future.

However, the main advantage of creating a content calendar is that it begins with a backlog of finished content scheduled for several months in advance. This way, even if an emergency slows down your team, you won’t automatically go silent online.

Content calendars work well for consistent evergreen content while also giving you room to create time-sensitive pieces. For instance, if a recent world event relevant to your business could get you some attention, you could spend the time to create and post it quickly while the topic is still trending.

Influencer Marketing

Influencer marketing is perhaps the easiest and most reliable way of captivating an audience to try your products. The reason is simple: When influencers approve of your business and promote it for you, their audiences automatically trust them. This makes any advertisement through a good influencer pre-qualified in the eyes of fans. Compared to marketing solely through your own business’s social media channels, influencers can take things to a whole new level.

Related: What is a campaign?

Many influencers are brands of personality, and people are especially interested in them and will listen to what they recommend, just like they might listen to a family member’s recommendation. People can form close connections on social media, and from the mouth of someone they trust, even mildly compelling content can go viral.

Intellifluence makes it easy for a brand of any size to use influencer marketing and get more benefits out of the strategy. Thanks to an organized, no-email platform and powerful search filters, you can find and work with the perfect influencers for your brand. If you want your most compelling social media content to reach as many eager viewers as possible, consider Intellifluence and an influencer-based marketing strategy.



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