Content. Is. Everything! Content is how we communicate, how we educate and how we share our businesses, lives and livelihoods to the world.

Plus a strong presence on social media is crucial for businesses of any size as it builds credibility with your consumers. That’s why creating engaging and on-brand content is the key to connecting with your audience, building brand awareness, and ultimately driving sales and growth. 

So, when content is exactly how you find and be found, it can be difficult to stand out from the crowd… or to even figure out where to begin. Which is why we’ve consolidated our top five content tips here, to make it easier:

1. Know your audience

   Understanding your target audience is the cornerstone of successful content of any type, on any channel. Before you start creating content, take the time to research and define your customer segments.

   Consider their demographics, interests, pain points, and preferred social media platforms. This will help you tailor your content to meet their needs and preferences, making it more relevant and engaging.

   For each audience segments, figure out what questions are they likely to have that you can answer; what problems they have that you can help solve; and what other value you can offer for that particular group.
   

2. Plan your content strategy

   A well-planned content strategy is essential! Side note, we’ve gone through how to do this right here. Make sure your content strategy aligns with your business goals, and your content aligns with your strategy.

   This is where having a plan or schedule of content is critical. When it’s all mapped out, you can easily see what type of content you’re posting, and how frequently, and then change the plan as needed.

   By planning ahead, and having clear content pillars in place, you can ensure the content you produce is designed to help you achieve your goals.
   

3. Stay on-brand

   Visual content is key, and that’s partially due to most channels requiring a visual before you can even post! But also, we know about two-thirds of people are predominantly visual learners - so if you want to reach more people, you need to be visual.

   When using visual content, make sure your branding or logos are prevalent, and your colour palette, image treatments, and tone align with your brand. 

   You don't necessarily need a professional photographer or designer, but make sure your content is visually appealing, on-brand and relevant. You can’t expect high user engagement if it’s not relevant to your key target audience!

   Importantly, make sure you have alt text for your images, and an image description in your content, to help make the content accessible to all.
   

4. Craft a compelling caption

   An eye-catching caption can ensure your posts stand out from the rest. With shorter attention spans than ever, it’s crucial that you capture a consumer’s attention immediately with both an appealing visual, and a compelling caption.

   And of course, it's an opportunity to convey your brand's personality, tell a story, or engage your audience. 

   Be sure to keep your captions concise and with a relevant call to action to encourage interaction. Try not to experiment too drastically with tone of voice, but do test what resonates best with your audience. 

   Remember the first sentence of any piece of content is the most important - it’s where you reel in your audience as they’re scrolling through. So put the time into that hook!
   

5. Stay trendy and learn to pivot

   The world of socials and content is constantly changing. Algorithms, trends, user behaviours and even platforms can shift quickly. Stay ahead with industry news and regularly analyse the analytics for your content to see what is working best.

   For example, if you create a podcast weekly but have minimal uptake compared to your fortnightly blog, it may be worth looking into more juicy blog content and lessening the amount of podcast work you’re producing. 

Overall, creating compelling content for your business is all about a mix of creativity, strategy, and audience understanding. By being flexible with your approach and personalising content for the audience you’re trying to reach, you can continuously refine your content to resonate with your audience. 

What’s your change communication personality type?

These personality types are also explained in more detail, along with loads of communication tips, in Mel’s new book, which will be released in early 2024. Pop your name down on the list to be notified when pre-sales and special offers open! Click here.