Why is Content so Important?
So you’ve been posting almost every day for the past month but you haven’t seen any true engagement increase from your followers. Your followers may be suffering from something I like to call content fatigue. Users scroll endlessly on social media and if they are seeing the same type of content over and over again, there’s no wonder why they don’t engage. Engagement can be increased by varying the type of content. For example, try business-related blog posts, articles, staff photos, and bios. Better yet, develop some captivating video content! Videos don’t have to be professionally done with a massive budget, to achieve the engagement and views you want to see. Candid videos are gaining in popularity, showing the soft side of your business and showing the behind the scenes of your business. If you start to have a content creation block, try linking to external content that is relevant to the interests of your audience.
While social media is a great tool to sell and promote your product or service, your audience does not want to see that in every post. The best use of social media is to establish your brand, your voice, and educate your audience about your company. If you are constantly trying to push a sale or how wonderful your priced products are, I guarantee you will lose followers. Keep your posting effective and efficient. The purpose of social media lies directly in its name. It is meant to be a place for your brand to be social, have more conversations and engagements, with your audience, at the same time humanizing your brand. Respond to every comment (even the negative trolls!), thank your audience for their continued support, pair a post with a goofy holiday (ex. National Pizza Day), the most effective strategy is to have fun with it.
Another great idea to create content is to think of content as one long-form video/audio, which all other content can be derived from. This pillar of content was coined by GaryVee, a content making machine in the digital world. Keeping in mind your time, his model essentially works in a reverse pyramid idea. He produces one large piece of content, which he calls “pillar content”, which could be a daily vlog, keynote, Q&A show, or some other video, and his team then can take that piece of “pillar content” and create micro-content pieces to be shared on his various platforms (you can read more in detail here). Content does not need to be something that consumes you every day, but taking this approach can be utilized in many different ways. Great creative with it, and if you need help creating different pieces of content, don’t be shy to reach out to gain the perspective from someone on the outside looking in.