How to Create Content that Engages Your Audience

Let’s talk about social media. It’s essential for successful brands. If you create content but struggle to get engagements, it is time to rethink your strategy.

The following framework provides steps to develop authentic, engaging content on social media.

Be authentic. Without authenticity, brands lose credibility. Audiences perceive inauthentic brands as untrustworthy, disingenuous and manipulative. If you are unsure if your content is authentic, use your brand’s core values as a guide, and reflect those principles in your content.

Be honest. Mistakes happen, but covering up or ignoring them is never a good idea. Admit fault, be vulnerable and take ownership on social media. Moreover, own up to areas in your organization where improvement is needed. People are more receptive when brands take responsibility.

Be inclusive. Inclusivity should be reflected in your social media. As our culture continues to evolve, so should brands. Strive to develop diverse teams that include individuals with different backgrounds and points of view. Before posting content, be mindful of how others may view your content, and refrain from posting anything that could be mistaken for being insensitive or tone deaf.

Use data. Data shows what works and what doesn’t. Before creating content, find existing data and data reports for inspiration. Afterwards, analyze the data to see what was most effective. This information allows you to utilize the best strategies.

Use employees wisely. Delegate projects and use editors to check and approve content before publishing on social media and other outlets, including email.

Content and information can be reused through videos, images and more. Repurposing content helps create consistency in a brand.

If you’re having trouble creating social media content, here are some tools to help:

1. 1. BuzzSumo
   2. Hashtag Tools
   3. Google Trends
   4. Keywordtool.io
   5. Portent Idea Generator
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Creating engaging content is vital for a brand. The Communications Group can help develop engaging, trustworthy content. Contact us today to see how we can help you, be sure to ask for our free social media audit.