10 tips for creating compelling content for social media

PR can show you how to make the most of your posts

Your company probably encourages visitors to connect with you on Facebook, Twitter, LinkedIn and other sites. However, what will customers find when they get there?

Without the right messages on these pages, you are missing out on valuable opportunities to engage consumers and build brand loyalty. Here, Axia Public Relations has compiled a list of our top 10 tips to show you how to create compelling content for social media pages and get results.

1. Know your audience. Winning content aimed at teenagers is different than what will interest a mompreneur. Find out who your ideal customers are, what social media platforms they frequent and what they want to know. That should help you develop the best content for your readers.

2. You can’t go wrong with the right story. Discussing real experiences can put a human face on your company or product and help customers relate to you on a more personal level. This is the kind of sharing that helps you develop a loyal following. That being said…

3. Don’t talk about yourself exclusively. It’s great to tell your story and explain your product’s wonderful features, but that shouldn’t be the sum total of your posts. You can also write about exciting news in your field and success stories from your dedicated fans.

4. Have fun with your content. You can feature market projections and net interest margins in your next annual report or shareholder’s briefing. For social media, the content should be less stiff, more conversational, enjoyable and, above all, valuable.

5. Include pictures and graphics. It is vital to give readers something to look at in addition to what they’re reading, and users can easily share visuals on smart devices. You can also mix it up a little with tools such as short videos, podcasts and infographics.

6. Learn the best ways to use different platforms. When using sites like Instagram and Pinterest, you should find interesting photos that go a step above the average. For instance, instead of just displaying a picture of your product, you can show an image of all the parts required to make your product, down to the nuts and bolts. A before-and-after picture like that can speak volumes. LinkedIn and Google+ are the best platforms for business-to-business and branding initiatives. Twitter is often a good way to connect with journalists.

7. Be informative in your posts. Give readers something interesting that they haven’t seen dozens of times before. You can develop a system, such as explaining the 20 most important issues affecting your industry or the five most common problems your ideal customer may be facing, and address those issues and problems. Make sure you post updates and solutions that will keep readers interested.

8. Encourage feedback. One-sided conversations are boring, so use tried and true techniques to solicit input. This could include a survey, a creative challenge or just asking for something from your audience – a request for favorite stories involving or photos including your product.

9. Invite readers to share. One way to do this is to create questionnaires. For example, if your company is involved in the travel and tourism industry, your questionnaire could be titled, “Who should be your celebrity travel companion?” Use a quiz to help narrow it down (what’s your ideal vacation, where do you like to stay when traveling, etc.) and match these preferences to famous people. This is the kind of device that readers love to share with their friends, which can serve to expand your reach and visibility.

10. Hire the right PR agency to help you. At Axia, we will help you research the right platforms to reach your targeted audiences and create content to keep them coming back for more. Contact us today or download our e-book The Essential Social Media Management Guide for more tools and tricks to grow your business.

Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter