3 Steps to Creating Content Audiences Love and Share

Every marketer approaches social media with different goals in mind. It’s a competitive landscape where everyone are content creators; and whatever the goal, we all face the challenge of making great content that works.

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To achieve success and positive social media ROI, you need to create good content - otherwise you risk wasting resources, time, and budget! That’s why we’ve devised 3 steps to help guide you down the path to crafting more outstanding content.

1. What Does Your Target Audience Want?

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If you make content with or without a general audience in mind, chances are you won’t get stellar results. It’s important to envision your target audience in as much detail as possible. Try saving several profiles of your real followers for examples of a ‘typical’ audience member or create imaginary personas.

Find out what content resonates with your audience by checking the numbers and answering these questions: 

  • What stories do they enjoy? - It might be very different from what your company wants to tell
  • What types of content do they prefer (text, images, or videos)? - Fulfill what they want to see and hear
  • What big problems or desires do they have? - Find ways your products or services can help

2. Brainstorming Content Ideas

Don’t limit yourself to making content in a vacuum and re-inventing the wheel every time. In fact, the best creators are the greatest thieves. No, that doesn’t mean stealing someone else’s work, but it does mean stealing like an artist through getting inspired by top-performing content, and crafting messages that resonate with your audience. 

That’s why we’ve developed the Inspiration tool in our Performance Optimization solution. It’s an aggregated search engine - think Google for marketers. Simply filter your search to instantly find the best performing content on any topic. Even if you don’t have this time-saving tool, you can still search the most popular pages on social for inspiration, manually.

The best posts offer audiences the greatest value, in the form of:

  • Usefulness - beneficial, inspiring or informative
  • Emotionally provoking - entertaining, jaw-dropping, heart-wrenching, humorous, or caring
  • Evoking exclusivity - makes people look good by being ‘in the know’ through sharing your content 

To include these values in your content, ask yourself:

  • What is the main strength of our products? Why are people attracted to them in the first place?
  • How can we solve our audience’s problems / fulfill their wishes better than anyone else? 
  • What insider stories can we offer? How can we make our community feel special?
  • What useful information can only we provide? What does our company know that no other company does? 
  • How can we make our audience feel emotion? You can make them care about something (with a good story), feel awe (think picturesque shots of National Geographic), entertain them (like any good viral video) or make them laugh (remember that latest popular meme?).
There are a lot of questions to ask - but it’s worth it - to discover the right formula for making engaging and shareable content. By giving your audience more value than anyone else, they’ll feel they will lose out if they don’t share your post. Your best content will be a cross between what your audience wants to hear and what you can tell them.

Captivating your audience with good design and quality images - and at the right time - is everything. Every picture you publish should stop a user from scrolling through their feed, especially since you are competing with professional photographers, media, and celebrities. 

3. Data Never Lies: Find Out What Works

Analyzing data is the only way of measuring whether the content piece you’ve just created is good or not so good. After publishing, let your post populate users’ feeds - in other words, see how it performs organically. Watch the reaction - if it worked well, replicate that. If it went unnoticed, or worse, received negative feedback, make a note and move on. 

Having data at your fingertips is imperative for benchmarking against past activity and replicating what works. It gives you scientific proof for all of your editorial decisions. 

If you are just starting out and managing a small account, it’s quite easy to test your content by tracking earned interactions. If you have a big account that earns hundreds of interactions, you will need to embrace more complex data and invest in an analytics tool.

The Takeaway

When it comes to content marketing, it always takes a couple of months of dedicated work until you see tangible results. Consistency is the key word that comes to mind here. And it doesn’t mean ‘never change’’, it means ‘deliver value every time’. At some point, even the most brilliant content strategy can become outdated and you will need to introduce a new innovative approach. Improve on what works and remove mercilessly what doesn’t.

Remember it’s critical to make great content for three reasons: 1) it helps build strong relationships with your audience; 2) it is cost-effective because you save money on promotion by winning interactions organically; 3) and reaching the right audience can help accomplish your goals. Bad content undermines the trust of your audience and wastes your budget.

Do you want to use advanced data to see how your content performs? Check your most recent post with our Performance Optimization tool (it’s free). 


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