What content are you sharing and how are you sharing it?
If you want to grow your business with content, there are numerous ways to do so on social media. Your content encompasses anything you want to share about your company, products, and services. Needing content, businesses get stuck on what to share.
Understanding what to share—photos, videos, flyers, blogs, links, etc.—is one thing. Knowing more specifically what to share, when to share it, and how to share it is another matter. Being able to continuously share content while keeping it interesting, that can be a challenge. So when people ask me to create content, I often don’t ask what topics they want and seldom expect them to have much information. As a consultant I take the lead and give them ideas, trying to get a feel if certain topics will work by suggesting different possible topics. Yet, we all have the ability to find topics that work for the industry the content is being used for.
The first place to find topics is by thinking about your own experiences and knowledge. Alright, I do cheat sometimes. Actually, I cheat quite regularly when it comes to providing content for my clients. But if you are preparing your own content, you probably have an arsenal of topics in that head of yours.
When that arsenal runs dry I look at what competitors and similar organizations are doing. That’s acceptable as long as you don’t copy it. You can get the ideas for what is working and not working by watching other companies. Is there anything wrong with looking through a stack of business cards you have collected from networking events to see which ones really draw your attention? You can get some great ideas for your own business card design. The same goes for providing content on social media. I regularly get emailed newsletters and information from competing industries. I can see what subjects they are sharing in their advertisements and photos. And I can keep up with current events relating to that industry. By seeing what they are sending out to their customers and prospective customers I am able to gather information and put together a list of potential subjects to provide content about.
You can look but you must make any content your own. Even the use of royalty free photos have certain limitations for use. And don’t be tempted to word verbatim what a competitor has in their content. That can get you in trouble. Besides various copyright laws that you need to be concerned with, you want to create content that brands your company. Consider what your competitors are providing in content, and use it at your discretion. I am not talking about just changing the company information to re-brand it. Revise it by rewording it in your own words and incorporate your own company’s uniqueness. Maybe you can add in a story as an example. Or perhaps you have a specific product or group of products to include.
It’s the flow of ideas and variation that help you keep your content interesting. You can get some great ideas for content by seeing what others are writing about, what others are taking photos of, and what others are showing in video. You get these ideas by looking at what your competitors and other companies are doing. What topics are they sharing? What buzzwords are being used? These are the things you want to look at for consistency in content as it relates to your industry.
Do change the content. Consider how you can vary the wording or style. Many people love using bullet points, others will focus more on headlines and sub headers in their content. I choose the style based on the client’s preferences who I am writing for, but for me personally I love to read and think. Bullet points are great to give quick, at-a-glance information or lists. But they are not great for thought provoking stories. Also consider certain color combinations or use of images to grab a prospective customer’s attention.
So, once you have an understanding of what content you want to share the next thing is to consider how and when to share it. To answer the question about when you share it, keep it consistent. I have seen companies share content a few times a week on Facebook and grow successfully from it. On Twitter your content should be shared more frequently, such as a few times per day depending on the company, to grow successfully. That is because people on Twitter are tweeting in the moment. If you are adding to a blog once a month, then don’t expect a high visibility if you write an article and tweet it once on Twitter. It won’t stay interesting for long on Twitter. Instead, post your blog on social media sites like are more conducive to news feeds, like LinkedIn, Reddit, or StumbleUpon.
And remember that too long or too short of a frequency can lose your prospect’s interest. The frequency you choose can get lost in a social media’s timeline if it is to long between posts. But post too often and people may tone you. No matter what content you share, choose a frequency that works with your schedule and for the social media you choose to be on.
Your business can have very different results depending on which social media you choose for the type of content and the frequency you share it. Your social media should provide optimal viewing of the type of content you are sharing. Your choice will depend on what you are sharing and how often you will be able to provide new content. If you have visual content such as photos or video, you might choose Facebook, Pinterest, or Instagram for your social media since these are great for visual sharing. If you are providing written content, then you might do better working on a blog of your own where the articles then can be shared on several various social media. Besides Facebook, Pinterest, and Instagram, Twitter, Tumbler, Digg, LinkedIn and so many more accept shared links from blog articles.
If you want to grow your business with content, your time and resources are valuable. I can assist you with managing your social media, which includes creating content. That way, you can do what you are best doing.