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Content for social media: how to create posts that really engage

Know the steps necessary for your company to produce content for social networks with consistency, increasing the chances of your posts having better results

Content is the essence of social media marketing. It’s no use creating a profile and not posting anything, but you can’t publish anything either. Creating content for social media requires strategy and planning to engage and gain the trust of followers.

People will only follow your brand if you talk about topics that are interesting that generate connection and add value. Therefore, Content Marketing needs to go hand in hand with social media strategies.

In this post, we’ll show you the 5 steps required for your company to consistently produce content for social media. This way, your chances of getting better results with your posts are greatly increased! Keep reading post to know what to do.

How to plan content for social media

Joining a social network for shallow reasons, such as the presence of other people and brands on the platform, can be a shot in the foot. The social networks, as well as any communication channel, have their goals. Each will provide a different user experience. This can directly impact the performance and objectives of your brand in these networks.

The questions you should ask yourself are:

  • What do I hope to achieve by working on this network?
  • How will my brand’s presence on this social network help achieve my marketing goals?

From the answers to these questions, you can create a content plan, which should start by developing an analytical view of the relevance of the social network to your strategy. That is, understanding how social media can contribute to your goals, how your brand should act in each channel and what results you need to achieve.

Based on this analysis and strategic vision, you can look specifically at the production of content for social media. You need to understand your audience, what people would like to see in your posts, how to generate engagement and stand out from your competitors.

Also, look at the characteristics of each social network and the formats they present. That way you can produce more relevant content for each of them. Finally, it’s important to understand your team’s ability to produce content.

With this information, you are able to establish a schedule that makes sense for the work routine, ensuring the frequency of postings. In addition, you get a broader perspective of what tools you’ll need to perform all the tasks and better manage your team.

Now, let’s go into these points of content planning for you to create a powerful strategy on your social networks.

1. Define your Buyer Persona

Do you know who you’re talking to on social media? Who is your content being created for? Okay, you can get an idea of your brand’s target audience, but even more interesting is profiling your buyer persona.

A buyer persona is a description of a semi-fictional character that represents your company’s ideal customer. This description brings the needs, pains, doubts, interests and behaviors of this character.

The construction of the persona must be based on real data about the customers, collected through questionnaires, interviews and observations. To be as true as possible, you can create a profile based on archetypes, which represent people’s personality traits, based on patterns of human behavior.

The content needs to be the answers to questions and pains found in building the buyer persona. Taking into account behaviors and interests to establish language, identity and, finally, the way to communicate.

2. Establish social media marketing goals

Defining the objectives of your social media marketing strategy is what guides your decisions and determines which path you should follow to achieve them.

Social media marketing objectives can be, among others:

  • increase brand awareness ;
  • gain more engagement;
  • conquer more sales;
  • generate more Leads ;
  • drive traffic to the website.

That way, you add more information to determine actions and create content to achieve those goals. It’s also important to define the goals — quantifiable and measurable — for social media, as well as the indicators that you will monitor to see if the strategy is on the right path.

3. Think about content production for each social network

In social media planning, many brands want to get on every possible platform to reach more people. But few manage to have a consistent and relevant performance in all channels. And, to cope, they end up replicating the same content on different social networks.

However, each social network has its audience, its language, its rhythm, its formats. LinkedIn, for example, is focused on professional connections, while TikTok has fun and informal language. Therefore, you need to know the characteristics of each social network to know if your persona is there and if the platform will help meet your marketing goals.

Your brand doesn’t have to be on all platforms, okay? So, after you’ve chosen the main social networks for your brand, understand the type of content and language that engages your audience.

4. Prioritize consistency and frequency of publications

The success of posts on social networks depends not only on their content, but also on choosing an appropriate frequency and, consequently, building a constancy of publications. C onstância attendance means: we must always keep the active profile on social networks not to lose the relevance of the profile, the interest and engagement of followers.

Frequency, on the other hand, means the time interval between publications: you must define a frequency suitable to your persona profile, the characteristics of each social network and the production capacity of your team. There is no rule on the best publication frequency. The ideal is to test your audience and understand how often followers respond best to your posts.

5. Have a posting calendar and track results

To ensure consistency and frequency, the team needs to organize itself. Having a posting calendar is ideal for this, as it provides an overview of the publications planned for the period, as well as the activities involved (production, review, scheduling, etc.).

You can also use post scheduling — which tools like mLabs offer — to keep everything scheduled and not miss any posts. On the other hand, the calendar and scheduling must not set the strategy to a standstill.

Social media is a dynamic activity, and the relevance of content can change overnight. So, if a hot topic comes up, you need to have the flexibility to insert it in your posts. For this, it is also important to monitor the results of publications, extract insights for upcoming content and keep an eye on the hot topics.

Now it’s up to you!

You’ve already seen the main tips for planning content for social networks: know who you’re talking to, define the goals you want to achieve, know each social network, have consistency in publications and create a calendar for it.

Now it’s time to put your plans into action.