How to Create Quality Content for Your Social Media Marketing


Social media marketing is about providing your customers with eye-catching visuals and captivating updates so that they’ll keep coming back. Read on for some tips on creating high-quality social media content!

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First, remember that your customers will probably develop a relationship with you online. These days, the overwhelming majority of customers do their own research prior to walking into a store. Customers also have access to open-source review and consumer-interest sites, where they can find detailed information about products and services long before they buy. Social media has become the first step in providing top-notch customer service.

This doesn’t mean that your content has to be sales-oriented. In fact, “salesy” content can backfire, because your customers are less likely to link to what they see as a commercial. Your social media presence should be social. The more friendly and conversational you sound, the more likely your customers are to feel welcome to respond and share.

With that in mind, let’s look at some examples of social-media content:

“Newsjacked” content is a link to a news article or an opinion piece. You can “hijack” a trending news topic by linking to a story. If you can provide a short summary or a comment, you can draw traffic from the news cycle. Crafting a narrative theme will help you choose news content over time. What topics are your customers interested in? Do they want to see headlines from business magazines, or colorful travelogues, or home décor tips? Look around online and find articles that catch your interest. If you can turn your social-media presence into a newsfeed for your customers, they’ll make you part of their daily rotation.

Statistical content includes graphs and charts relevant to your business and industry. These can help help customers feel more knowledgeable, and make you sound authoritative. You can use your own data to give customers an insider view, or industry statistics to position yourself as a market leader. It’s important to give customers context for these numbers. If you’re publishing graphs or pie charts on your website, include text explaining each image. If you’re linking to a recent article about industry trends, provide a quick summary of the report along with your own take.

Infographics synthesize information for your customers by packaging it in a vibrant, memorable, easy-to-read format. You can use an infographic to create a step-by-step tutorial, or give customers a start-to-finish picture of your product. Infographics are also easy to share, and they’re extremely popular on sites like Twitter, Facebook, and LinkedIn. If you create an infographic, your customers can link to it and even share it on social-media platforms like Twitter.

Photos are a great way to personalize your company and add visual interest to your content. You can share candid pictures of your sales team, or showcase photos of new products. An Instagram account gives you a way to provide visual updates. If you have a blog, consider incorporating photoblog posts of events or company activities. A funny caption can make a photo memorable. Remember, too, that Twitter and Facebook are extremely photo-friendly, so use photo content to break up text posts.

Video content is easy to make and post, and it takes less time to look at than a blog post or an article. Videos also tend to be shared widely, so they’re a great way to spread information about your business. If you can’t produce video content yourself, you can link to video tutorials and updates available on sites like Youtube.

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Social media is about participation, so feedback and reviews are a natural fit. If you give customers a chance to talk back, they’ll feel like part of your enterprise. Better yet, you get to conduct free marketing research. Social-media surveys can be as simple – and fun! – as voting on a new smoothie recipe or a new logo design. If you can fold in a seasonal promotion or an in-store event, you can use this content to generate new sales.

Remember to keep content consistent and polished across platforms. Part of branding is to make sure your customers see a familiar face and hear a familiar voice every time. Remember, too, that spelling and grammar count. Customers won’t respond well to social-media content that doesn’t look professional. Never sacrifice quality for quantity.

You can focus your social media content on just a few of these options, or mix it up. Whatever you decide, your next step is to maximize the impact of your content. A big part of social media success is frequency, since most people look at sites like Facebook multiple times per day. If you commit to posting a short update across all social-media platforms 3-5 times per day, your customers will be that much more likely to see you. Google’s Analytics function can give you data on shares, links, and other metrics. can help you track your social media activity. Tools like Coschedule, NewsCred and Buffer can help you create a consistent posting schedule.

Social-media content is about integration. Treat your social-media presence like a digital equivalent of your company, and meet your customers online at multiple points in their purchase journey. If you think of every post and tweet as a way to make a positive impression and generate interest, you’ll provide quality social-media content that your customers will want to share!

Are you in the market for a comprehensive social-media content strategy? We recommend a team of dedicated digital-marketing professionals who can help you generate premium social-media content across multiple platforms. Contact Square 1 Group today!

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