Content Planning: Back to Basics

When it comes to social media content, we find that clients are often stuck for ideas. “Nothing exciting happens at my work, what would we post about?” Trust us when we say that no matter what industry you’re in – mining, retail, food, health or professional services, there is always inspiration to be found in your every-day activities.

On any given day at the redhotblue office we’re planning content for a number of clients – whether that is social media graphics, recommended post topics, recommended hashtags and so on. Here are our top tips when it comes to posting engaging content on social media:

Don’t over think it. Remember the nature of the game – social media is meant to be relatively easy to digest, snappy and light hearted.

  • Post good quality images – ensure they aren’t ‘grainy’ or low quality. Nothing is more frustrating than seeing a nice Instagram feed dotted with the odd image that is poor-quality in resolution.
  • Keep your audience entertained with a variety of content. This could be anything from company projects (ensuring you tag any other companies or people that have been involved), behind the scenes with staff, relevant industry updates, and shared posts.
  • Cross promote. Share articles, tag other businesses, mention people. This is the nature of social media – it’s about online networking, storytelling and giving your content every chance it has to be seen by more people.
  • Stick to your brand personality and values. Ensure that your message, tone of voice and attitude is in line with your company values and remain consistent. Nothing confuses an audience more than mixed messages.
  • Get creative with apps, videos, stories and filters – just don’t overdo it. There’s nothing wrong with trying out the latest ‘trends’, as long as they complement your over-all brand personality.
  • Don’t get too bogged down by when the ‘right time’ to post is (but don’t be silly either – midnight probably isn’t fantastic, depending on your audience). There’s numerous studies and statistics delving into popular times to post content, but common sense goes a long way in this regard.
  • Make sure you have a plan and purpose for your content. Sure, there may be times where you share or post content ‘on a whim’ (that is still relevant to your brand and message), but for the most part – planning goes a long way in ensuring that long term benefits are yielded.
  • Understand your audience. If the majority of your followers sit in a certain demographic, tailor your messages to suit the language (as in ‘slang’, tone of voice, cultural references etc) they are familiar with. Don’t exclude anyone either though – variety is the spice of life!
  • Monitor your engagement. Look at your insights on a weekly or monthly basis to determine if your content and platforms need a shake up, or if they are right on point.

These basics apply to all industries when it comes to social media. If you’re feeling overwhelmed with where to start, make a content plan. This can be as simple as a word document calendar, or you can get professional with a platform such as Hootsuite. Planning out a rough idea of what and when you’re going to post, allows you to identify patterns and themes that you can easily stick to. For example, you might decide that on a Monday you’ll do a motivational post to get people ready for the working week, Wednesday you might do a client / project update, and Friday you might do something light hearted.

If you’re in need of direction and advice when it comes to your marketing, get in touch with us today. There are a range of ways we can help to ensure your business is telling your story well through digital platforms – just ask us!

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