- 1. Understand your market
There are a tonne of new brands and businesses entering the market every day, and you want to make sure your content can be heard above the noise. Identifying a niche for your brand’s content to sit within is key to getting noticed. Analyse what your competitors are doing, and do something different. Find an angle no one is discussing or something no one is doing within your vertical and create something unique and forward-thinking that will bring value to your audience.
- 2. Identify your content pillars
Your brand will sit in a certain vertical e.g. fashion, health food, sports equipment. Within this vertical you should create content pillars that are crucial elements in all of the content you put out. My content pillars are focused around entrepreneurship, business, thought-leadership, youth and innovation. I make sure that every piece of content I post encompasses these pillars to ensure it stays consistent and in-line with my brand.
- 3. Know your channels
We all know that different types of content are more suited to certain channels and platforms, and it is essential that this is kept in mind when producing content. You should know optimal video lengths, formats and key posting times in order to get the maximum benefit from each channel.
- 4. Decipher your audience
Understanding your audience is key to creating engaging content and knowing where to find them is crucial. For example, if you have a brand or business with a target audience of 13-17 year olds, industry figures show that the platform utilised most by that age range is Snapchat. You should take this information and aim to produce content suited to this format and push it out via this platform. Adapting your content to different platforms is also very wise, as different audiences who are interacting with your brand will be utilising these platforms in different ways. For example, if you are an e-commerce brand, utilising a platform such as Pinterest would be essential due to imagery and click through options. This however would not work on LinkedIn, due to it being a much more business focused platform and audience and so sharing useful insights and valuable information regarding your e-commerce brand would be better suited here.
- 5. Consistency, Consistency, Consistency
Staying consistent with your content is key for engagement and growth. I have found that the best way to do this is to produce a monthly content schedule prepped with a bank of content several weeks in advance. It should contain dates, the channel, the content, the caption, publishing time and whose responsibility it is to post. A schedule is perfect for your BAU (business as usual) content which is posted regularly without interruption, however you should also keep an eye on industry news and trends in order to stay reactive and get your brand included. Being a part of a trending topic is again key to being noticed and coming up with innovative, fun ways to be involved always wins.
- 6. Utilise everything
People are busy, and creating content is time consuming. I believe that the best way to overcome this, especially when your team is still small, is to utilise every single piece of content possible. By taking content such as filming a talk you do, a podcast, a vlog or even a meeting, within each of these pieces of long-form content you can extract smaller bits of information that would be suited for Instagram or LinkedIn. You can make micro videos under one minute for Instagram that contain snippets of valuable information, or you can create slightly longer videos for LinkedIn. Podcasts can be transcribed into LinkedIn articles, with quotes taken for your Twitter or Instagram Stories. As well as the end result of producing more content, extracting as much valuable micro as possible from one piece of content will also save you a lot of time in the long-term.
- 7. Include a call to action
The best content will always allow your audience to respond to it. This could be by asking a question within the caption, or asking them to tell you their thoughts in the comments. Having this interaction increases engagement and builds trust with your audience. It’s key to keep your call to actions clear and simple so it’s easy for your audience to respond.
- 8. Community Engagement
Following on from my last point, it is imperative that you engage with your community and reply to their comments. By acknowledging and replying to your audiences comments, it shows authenticity and care and will result in a strong network of loyal fans. The internet makes us very impersonal, and adding these personal touches such as replying to a comment or a DM allows a solid relationship to be built and maintained.
- 9. Collaborate!
Collaborating with other influencers and brands is a great way to push your content further. You can reach audiences you would of otherwise missed and expand and grow your community. Examples of this could be recording a podcast or video with someone, collaborative competitions across your socials using another brands products or setting up a joint Live Stream with another person or brand and holding a Q&A regarding yourself or your brand.
- 10. Monitor your insights and analytics
Finally, my last and perhaps most important point is to always look at your insights. By tracking which posts perform well and seeing what your audience likes and doesn't like, it will enable you to generate more content within that field and ensure that every posts secures maximum reach.
If you need a helping hand to create your content, why not check out the B Social Studio in B Works, Manchester? A whole host of content can be created in the studio. Podcasts, headshots, livestreams, video - the list goes on! Check out Steven explaining how he helped us build the studio and what you can expect here.
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