Carrie Harman
Creative

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How do I ensure my content is engaging?

August 15, 2021

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Do you feel like you every time you post something on social media nobody sees it? Do you second guess yourself when it comes to the types of content your audience may find engaging? It’s a challenge many business owners face, and while there is no straight forward answer (algorithms around how social media platforms serve up posts change frequently!) there are some things you can do to give your content the best chance of hitting the mark with your audience.

To ensure your content is engaging and appealing to your ideal target market, ask yourself these questions:

  1. What are my target market searching for? (what do they type into google?)
  2. What are my potential clients often asking me? (your frequently asked questions)
  3. What type of content do I see my target marketing reacting to and engaging with on other pages? (competitors, similar products/services, their own pages…)
  4. Are my target market like me? What type of content do I react to and engage with?

Answering these questions should give you some inspiration around what the types of content your target market may engage or react to.

When creating each piece of content bear the following in mind:

  • Be authentic, yet true to your brand. ‘Talk’ to your audience the same way you would if you were conversing with them in person/over the phone.
  • What your target market want to, or need to, know right now. This is not necessarily what YOU want them to know. Eventually these two things might align but not always at the start of their customer journey with you.
  • What stage of their customer journey with you they are at. Create different content for each stage rather than trying to attract everyone at all stages with one piece of content.
  • Use only enough ‘technical’ language to show your expertise, but in a way that your audience can understand and don’t feel alienated.
  • Always add a call-to-action at the end of your posts. This doesn’t need to be sales pitch! It could be as simple as asking ‘Do you agree?’, asking another question, or suggesting that your followers share your post with someone they know who it might resonate with.
  • Have a good mix of personality-based content along side your informative/educational/sales content. People are more likely to engage with a brand where they feel like they ‘know’ the person/people behind the brand.

And remember, not every piece of content you put out there will always attract visible engagement. Think about how you use social media. Do you always Like/Engage/React to EVERY post you see? Some of your posts will be informing or educating your audience, sinking in, and keeping your front of mind for when the time is right for a specific individual.

I’d love to hear how you get on, drop me a comment below or send me an email.

If after following the above guidelines you are still struggling, I’ve love to help you out – check out my 1:1 content planning sessions, or my content creation services.

Key takeaways:

  • As a small business you DON’T need to be everywhere. Do 1-2 relevant social media platforms well.
  • Be where your target market is and where you have the skills/confidence/capacity to be.
  • If your preferred platforms and your target markets preferred platforms don’t align, upskill, get help or outsource.
  • Have a master content plan and tweak it to be relevant/most appropriate for each platform you are on. You don’t have to create new content for each platform!

Next steps…

Show up, be consistent and put your effort into the social media platforms you have chosen for 3 months, then analyse, reflect and reassess.

If you need a hand knowing what to post about, putting together a content plan, or are interested in having content created for you, check out the services I offer, or get in touch for a chat.

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