7 Effective Strategies for Creating Engaging Social Media Content
August 19, 2023
A Step-by-Step Guide for Creating Engaging Social Media Content
Social media platforms have become indispensable in the marketing mix for brands today. These platforms provide unparalleled reach to engage with current and potential customers. For most businesses, simply having social media accounts is not enough – you need to be consistently creating and sharing compelling content. But what does it take to develop truly engaging social media content that grabs attention and drives results?
In this post, we’ll explore effective strategies to create social media content that resonates with your audience and accomplishes your goals, whether building awareness or generating leads and sales. We will cover how to research your target audience, establish objectives for your content, optimize for different platforms, encourage meaningful engagement, and leverage data to continuously improve. Through this, we hope to provide you with effective actionable tips to take your social media content game to the next level. Let’s jump into it!
Step 1 — Know your audience
Creating great social media content isn’t a one-size-fits-all endeavor. You need to intimately understand who you are creating content for in the first place. Especially in the case of B2B Social Media Marketing – extensive research into potential clients must prelude your online activity. Here are some key pointers to carry out effective and targeted content creation:-
- Get clear on who you want to reach and who your audience should comprise of. Being lucid on this base is the first step to any further research.
- Research your target audience demographics like age, location, gender, income level, and more. Gather insights into their interests, passions, and pain points.
- Study what your competitor brands and relevant influencers in your space are posting – what content resonates most with your audience? Based on these inputs, you could also define specific target personas like “tech-savvy millennial customers” or “SMB decision makers” which can be catered to parallelly.
Content tailored to your audience’s preferences and motivations will see much higher engagement rates. For example, educational videos may convert better for one persona versus fun reels for another. Most Social Media platforms provide useful tools on calculating engagement and audience preferences – leveraging these can give you a major competitive advantage.
Step 2 — Establish your goals
There is no streamlined manner or purpose for which a business may utilize a social media driven presence. With the potential of social media extending to a wide stretch of approaches and aims, before developing content, it is imperative to be clear on what goals you want to achieve through your social media presence. Are you driving brand awareness? Generating leads? Boosting conversions and sales?
Define specific metrics that indicate success for each goal. For brand awareness, key metrics could be followers, reach, or impressions. For lead generation, signups for gated content. For sales, the indicators could lie in traffic from social or conversion rate. It would thus be important to Curate content formats and topics tailored to move the metrics you’ve defined for each goal, whether they’re short-form factors or long. Continuously track performance to see what resonates best with your audience and refine your content mix accordingly.
With your objectives and success metrics established, ensure all content ladders up to support these goals. For instance, an Ebook on “Five Ways to Get More Done” may drive lead generation more than a fun meme while the latter may drive broader visibility to more varied audiences. The kind of content creation you attempt would thus reconcile with your aims and the goals you’ve specified for the same. In the case of B2B oriented marketing, this should ideally be coupled alongside understanding the needs of the industry and the interests of potential and existing clients.
Step 3 — Develop an Editorial Calendar
Consistency is key to social media success and most social media platforms that operate on an algorithm reward regularity. One approach to work towards the same would be maintaining a content creation cadence by developing an editorial calendar to plan and organize your posts. An editorial calendar aids in the daily, weekly, or monthly scheduling of content. You can keep track of content varieties, promotional avenues, writers, and—most importantly—publish dates with the use of editorial calendars.
An editorial calendar creates structure so you always have engaging content ready to share on a planned, recurring basis. Aim to share a mix of content formats like videos, images, infographics, articles, etc. to add variety. You could also consider tools like Hootsuite to schedule posts in advance across platforms.
A starting point could be to map out social posts by platform for the month. Plan for 4-5 posts per week per platform as a baseline. Include a mix of short videos, articles, infographics, quotes, and product photos. Schedule both evergreen and timely content like events or awareness days. Your editorial calendar can also feature a recurring format like “Tip Tuesday” or “Workflow Wednesday”. Last but not the least – remember to finetune your Calender by using analytics and insights provided by platforms on your social media content and the engagement it is able to derive. This brings us to the next step.
Step 4 — Leverage Data Insights
To create effective social media content, you want to tap into the likes, preferences, moods and demographics of your audience. Luckily, you can easily engage in this kind of data-driven content creation by tapping into analytics across your social media platforms.
To get a sense of this approach: look at metrics to identify your best-performing content types, topics, and timing. For instance, short videos may get the most engagement on Tuesdays and Thursdays. Leverage analytics tools within each platform and Google Analytics to segment your audience and analyze performance. Look at engagement rate, clicks, conversions, and ROI by content type, text, image, day, and time. See if video posts on Tuesdays and listicles on Wednesdays perform best. Or if posts with a certain color scheme get more likes. Use these learnings to hypothesize, test and then optimize your content calendar and strategy.
While these are just a few illustrations, the creative possibilities are immense and so is the output potential. The essence is to try new tactics, contents, formats and platforms and back it up by continuously testing your findings. Refine your approach by doubling down on what works and phasing out content that does not resonate based on data.
Step 5 — Optimizing for Each Platform
Customers often have different usage patterns with different apps and navigating these differences smartly is essential for effective social media outreach. For instance, while Twitter and Instagram Threads might be more suited to sharing updates and holding real time interaction with customers, LinkedIn would be more oriented towards promoting thought leadership and sparking discussions to meet potential collaborators and businesses.
The key here is to customize content for each audience and leverage maximum engagement from many bases. While not set in stone, here are the ways in which it could be suitable to use a few popular social media platforms – based on their functionality and user patterns.
Concise Updates, Article Snippets, Eye-Catching Visual Quotes
Twitter has an extremely large user base – with high virality. Leverage current happenings and reflect on interesting, creative ways in which you can make your voice heard – while also showcasing your brand.
Leaning towards Younger Audiences – Eye-catching Visuals, Lighthearted Reels, Stories
For larger user retention: you can consider using square 1:1 images with bright colors and strong contrast. Experiment with content types – you can feel free to write short captions using emojis, shorthand and colloquial language. Leverage current trends, audios and hashtags to increase viewability.
Leaning towards Older Audiences – Videos, Live Streams, Community Groups
Facebook holds potential to garner a feeling of community among your customers, users, audience, etc. It allows for direct engagement (B2C) as well as customer to customer discussion and support through their “Groups” and “Pages” feature.
Company Behind the Scenes, Thought Leadership, Articles, Whitepapers
LinkedIn particularly serves as a platform to establish your expertise in the respective industry. Use succinct text overlays with link shares, post charts, graphics and important updates and insights related to your field.
Step 6 — Encourage Engagement
Simply broadcasting content isn’t enough – you want to spark meaningful engagement and conversations with your audience. This is certainly important in a B2C model but when you provide SaaS and are conducting B2B Marketing, it becomes all the more crucial to make sure your responsiveness and professionalism are on display. Most Social Media Platforms provide ample opportunities and features to conduct this in unique ways – some of these are:-
- Ask intriguing questions or run polls to prompt responses (which would also generate useful user input directly)
- Launch contests and campaigns – giveaways are highly shareable and are likely to reach a wide audience
- Make sure to respond to any comments or Direct Messages. This cultivates a community where followers feel heard.
- Proactively share relevant user-generated content. Audience photos using your product makes the brand relatable.
- Creating an engaging experience beyond just content posting fosters loyal advocates for your brand.
Here are some examples of changes you can easily implement to illustrate this approach: prompt engagement by asking a question of the day or running a caption contest for user-generated content. Respond to all comments within 24 hours. Repost any customer photos using your product. Collaborate with a micro-influencer on an Instagram takeover. Offer giveaways or exclusive discounts for shares and follows. These are simple additions to your online presence that can go a long way in curating your brand.
Step 7 — Partner with Influencers
Today, Influencers form a large part of the Social Media ecosystem which is why partnering with relevant influencers can provide heavy value if done smartly. To go about this:-
- First – identify influencers in your niche with engaged audiences – Micro-influencers are affordable options on this end. Use influencer marketing platforms to discover influencers in your industry with engaged yet targeted follower bases. Shortlist ones creating high-quality social media content consistently aligned with your brand. Prioritize relevance over pure follower count.
- Second – start exploring content collaborations where you co-create assets highlighting your brand. This will increase both the visibility and the credibility of your brand. The same would be all the more true in the case of parallelly collaborating with multiple influencers. One way could be by developing ambassador programs to get a greater number of influencers actively involved in the content creation and promotion.
Utilizing Social Media Marketing as a B2B Company
In today’s digital era, B2B companies can no longer afford to ignore social media marketing. Platforms like LinkedIn, Twitter, and Instagram present huge opportunities to build awareness, generate leads, and engage with customers. Yet many B2B brands struggle with creating captivating social media content consistently, optimizing profiles, and driving measurable results. This is where partnering with a specialist social media marketing agency pays dividends.
Agencies like KODA bring proven B2B expertise to elevate your social media game. Their team can handle core strategies like:
- Audience Research: Analyzing your buyers’ demographics, interests, and platform behaviors to create targeted content.
- Content Creation: Developing engaging social content across formats like text, images, and video tailored to each platform.
- Community Growth: Executing promotions and campaigns to boost followers and engagement organically.
- Performance Tracking: Monitoring key metrics and optimizing based on actionable data and insights.
- Personal Branding: Optimize your online presence to ensure your personal brand shines across multiple platforms.
With their strategic guidance, B2B brands can cut through the noise on social media to drive real business impact – from awareness through the funnel to revenue. The right agency transforms your social presence into a conversion engine.
Social media provides many opportunities for businesses to engage with customers and drive results. However, it takes a strategic, data-driven approach to stand out in the noise and create truly compelling content. This post outlined key steps to develop an impactful social media strategy focused on understanding your audience, establishing clear goals, optimizing content for each platform, and continuously improving based on analytics.
By leveraging techniques like developing an editorial calendar, partnering with influencers, and encouraging meaningful engagement, brands can craft social media content that resonates and moves the needle on important metrics. With the right strategies in place, social media becomes a powerful marketing channel for any business.
Are you ready to take your content marketing performance to the next level? Working with a specialist digital and social media marketing agency like Koda can help translate this framework into action.
Whether you need help refining your target personas, creating attention-grabbing visuals and videos, or leveraging analytics to improve ROI, Koda can provide the guidance and expertise to make a difference. Don’t delay maximizing your potential – reach out to Koda today to discuss how a personalized content strategy could exponentially enhance your results.