There will always come a time when we all run out of content and nothing to give to our social media community, feeling unsure about what content to create and share.
Marketers have a trial and error moment, where we try everything and wait to see which will work, and stick. We’ve managed to find a few solutions to help keep a constant stream of content ideas flowing. These strategies help to uncover the types of social media content that our audience loves to engage with and share.
And in this post, you’ll learn about six ways to discover the content your audience craves.
1. Use your Analytics
Your social media analytics can tell you what works and what does not. what people respond to and what they just won’t even click on.
What you’ll want to do is to study your top-performing posts and re-create them. Here’s how to find your top posts with the native analytics on Facebook, Instagram, and more.
One way to find your top-performing Facebook posts is to go to your Page Insights > Posts and manually look for posts with high reach or engagement.
To get the analytics for Instagram, you’ll need to have a business account. In your business account, tap on the analytics icon on your profile. Then, tap on “See more” under the “Posts” section. Here, you’ll see your top posts sorted by impressions. You can also sort it by engagement, reach, and more, and adjust the time period.
Once you’ve found your top posts, try to find a pattern among them. Here are some questions you could ask yourself:
- Is there a common topic among them?
- Is the content from a particular source — your blog or other publications?
- Does a particular content type — text, image, or video — perform consistently better?
- Did people leave any interesting comments on those posts?
2. Ask Your Audience
The second strategy is to ask your audience. You could simply post a question or a poll on your social media profiles. For example, “What content do you want to see us sharing?”
If you would like open-ended replies, posting a question will be great. If you have a rough sense of what your audience might be interested in, you could create a poll and list a few options. For example, a while back, we created a Twitter poll to ask our followers what sort of content they would like to see more of from us.
Alternatively, you could email your blog subscribers and ask them what they would like to see from you
3. Learn From Your Industry Peers
The third strategy is to learn from your industry peers. Look at the top pages in your industry and see what is working for them. If you have a similar target audience, what worked for them will likely work for you, too.
It’ll be great to go beyond just your competitors. Are there other companies that you admire, which you can learn from? Maybe because they are in the same space but aren’t your direct competitor. Or perhaps their way of marketing resonates with you.
Here are a few ways to research on your favourite companies:
On Facebook, you could use Pages to Watch. This feature allows you to quickly compare the performance of your Page with similar Pages. You can also click on any of the Pages and see their top posts for the week.
You can find this feature in your Page Insights, at the bottom of your Overview tab. This feature will only appear once you have more than 100 Likes on your Page.
On Twitter, you could create a Twitter list of the companies that you would like to learn from and regularly check out what they share.
Here’s how to create a Twitter list:
- Click on your profile photo and select “List”
- Click on “Create a list” and fill out the fields (You might want to keep this list private)
- Hit “Save list”
Once you’ve created your list, head to the companies’ profile, click on the three dots, and select “Add or remove from lists…” to add them to your list.
Another tool you could use to monitor several lists at the same time is TweetDeck. It is a free tool by Twitter, which allows you to have multiple columns of tweets from a list, search result, and more.
While it’s great to learn from your favorite companies, you might not want to follow them exactly. This is because ultimately your brand is different from theirs and you would likely want to be unique with what you’re sharing on your social media profiles.
4. Use a Research Tool
The fourth strategy is to use a content research tool like Buzzsumo.
Buzzsumo is like Google for the most shared content. You can search for any keywords (e.g. “social media marketing”), and Buzzsumo will show you the most shared content that’s relevant to the keyword.
Look through the results and see if you can identify the popular topics around that particular keyword.
What is also helpful is that Buzzsumo breaks down the share count by networks. So you can see if a piece of content is more popular on Facebook, LinkedIn, Twitter, or Pinterest.
Buzzsumo also allows you to sort the results by the social network. For example, maybe you want to see what types of articles are popular on Twitter. You can click on the “Twitter Shares” header, and Buzzsumo will sort the articles by the number of shares on Twitter.
This is also a great way to find quality content to share on your social media profiles. If an article has done really well on Twitter in general, it would likely resonate with your audience, provided that it is relevant to them.
5. Create Social Personas
The fifth strategy is to create marketing personas. Your marketing personas will give you ideas on what content to create and share on social media. Here’s what a persona is and why it’s important, according to Adele Revella, the founder and president of The Buyer Persona Institute.
… a buyer persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience.
Without personas, you may only be guessing what content your audience wants, which means you are more likely to revert to creating content around what you know best (your products and company) instead of around the information your audienceis actively seeking.
Once you have done your research and created your marketing personas, you’ll have a better sense of your core audience’s goals and challenges, and the content that they want to read.
6. Follow trends
And Finally, keep an eye out for general trends in the social media space and follow them. This will help you get a general sense of the types of content to post. While it won’t be very specific to your audience, it can still be helpful.
For example, the top content format now is video. Video posts have the highest average engagement and twice the level of engagement of other post types on average. 85 percent of businesses would like to create more videos in 2020
We would be delighted to assist you in creating video content for your social platforms and websites. Check out our website for more information