How to come up with engaging social media content that gets you noticed

There is a reason why you might find this really hard.

You are starting at the wrong step. Writing good content is easy when you start with step one.

And what is step one you might ask.

The first step to writing engaging social media content is to start at a totally different point!

Step one is to be really clear about who you are writing for.? For any marketing to be successful you need to know your target audience inside out.? Two key questions to ask yourself are:-

1. What are their biggest challenges -? what are they struggling with?
2. What results are they looking for in life/business?
3. What language, tone etc is appropriate?

Once you know the answers you have a foundation for your content plan.

Step two is to consider what you want to communicate because, after all,we are not spending time on marketing because we love it, (well, I do but that's my passion!), we are doing it to attract our ideal clients, to grow our business, and people with the same values, people we will enjoy working with, companies that we believe in.

Consider how you can creatively communicate the following:-

• Show your personality
• Showcase your business
• Talk about how you work
• What you believe in
• The type of services you offer
• What makes your business different

Step three is to have a content brainstorming session with other people.

Create a few content pillars - the key content themes that your content will fall into. I have four pillars. The first three represent the process I use with my clients and the fourth is about marketing outside of LinkedIn because I have way more marketing knowledge gained over 4 decades that I can draw on and is of value to my prospects and clients My pillars are:-

1. Unshakable Business Foundation which encompasses all of the elements that a business needs to succeed in its marketing - audience, positioning, marketing message, product pricing.
2. Visibility and Lead Generation which is the creation of a marketing plan using LinkedIn as a core element.
3. Sales Maximisation There is no point in spending time and money getting people to a sales call if you do not have the skills to convert them. Higher numbers of sales and revenue are the goals here.??
4. ?Effective Marketing - Sales funnels, branding, SEO, design, lead magnets, marketing software etc

Step four. Start to add ideas for content under each pillar.

Step Five. Consider what media/types of posts you will use. Polls?? Video? LinkedIn Lives? Linkedin Audio?? Prerecorded video? Carousels? LinkedIn Newsletter? Text only post? Text with image etc.

Mix it up.?

Monitor what works.?

Do more of what works.

Produce the type of content that you are most comfortable with.

Spread out the responsibility for content writing to people in your company.

Consider outsourcing is content writing is not a strength you or your team possess.

Be consistent.

Step six. Decide on the frequency of posting. Produce a content calendar. Allocate tasks.

Step seven. Start posting!

Step eight. Increase traction and engagement on your content by responding to the comments promptly. Also, comment on other people's posts. (Talk to me if you would like to know what a commenting strategy looks like)

Here are some points to bear in mind to get your content noticed

Remember that no one cares about you

Being brutal, we are all interested in ourselves and our own needs.

Humans are motivated by ego. They always want to know “what’s in it for me?” So, when you want to get an audience’s attention, it is essential to establish a reason for your readers to care about what you are saying.

It is very common for companies to post about themselves. What networking event they have been to.? What new project they have just completed.? What a client said about them. Who they are.? What they believe.

I am not knocking this in principle.? This type of content is ok on Company Pages. It is acceptable when interspersed with content that offers value to your target readers. That is, content they want to read.

When you do write content about these types of subjects, think about how you can write it in a more interesting way.

For example, if you are posting about an event you went to, consider approaching it from a different aspect. For example: -

• Talk about something you learned at the event that would be useful to your audience
• Write about someone you met and what they do, or what you talked about that was interesting

If you want to talk about a new project you have completed, demonstrate your process by taking one aspect and talking about that, or part of the process that was a challenge and how you overcame that.? This type of post shows how you work, how you overcome challenges, the type of project you work on and more!

Everyone needs to know who you are

As much as no one wants to read about you, you need to show who you are.

People buy people.? People buy people they know, like and trust.? So build that into your content.

What is the hook that gets them reading to the end and taking action??

When I say ‘action’ it could be a Like, Comment, Repost, Connecting with you, Following you, Contacting you etc.

Social media is all about grabbing attention quickly and keeping people engaged.?

My best post recently started with the line “I am one of the top 5 most hated people on LinkedIn”.? It was intriguing and had the potential for a bit of gossip! (see here for the full post - https://www.dhirubhai.net/posts/traceyburnett_linkedin-marketing-linkedintips-activity-7188513117356589057-wWX6?utm_source=share&utm_medium=member_desktop )

Watch for the danger here though.? Don’t attract attention unless it’s relevant to the message in your content.? No clickbait, please!

Repetition, repetition, repetition

There is often a worry amongst people I talk to that they need to come up with something different each time they post.

You don’t.?

You have key messages decided upon in your planning.? Your prospects have specific challenges they are facing and that you can help them address. Prospects have goals, dreams and an idea of the results they want to achieve in their life and business.

Keep plugging away addressing these in your content, using different ways to communicate the same message.

The penny will drop at some point with the prospect.? When they are ready to talk to you, your content will take on new meaning, they will take more notice of you, your business and what you are saying.

It's me again!?

Stay front of mind. Don’t ever be afraid that you are putting yourself out there too often.

Posting frequency is different depending on the social media platform.

For LinkedIn, daily posting is good.? On X, posting several times a day is better.

Post on LinkedIn as many times a week as you can consistently manage.

Tailor your content for each platform

I can always spot an Instagram post that has been copied and pasted into LinkedIn.? Please don’t do this. Each platform has its nuances.? Learn about them.

Take an engaging content idea, write a post and then adapt it for each platform.

Don’t bore people to death!

Who do you know these days who has time to waste? I don’t know anyone.

Create concise and impactful copy that is highly relevant and gives tremendous value to the people you are aiming at.

Condense your message, keep it as tight as possible, pack a punch, be interesting.

What do you believe makes content successful? Tell me in the comments.

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