Why content matters in community management

Let's start with the game of chess analogy - In chess, every move you make is to protect the king because it’s the most important piece on the board, and if you lose the king, you lose the game. ??

Similarly, in community management, content is the king. It holds the most power, guiding your strategy and shaping your community's success. I have seen that strong and engaging content is necessary for your community to maintain its direction and purpose.

Community Management is the act of building, growing, and sustaining a community (whether online or offline) in which people (customers, employees, partners, stakeholders, and so on) who engage around a common interest, help each other achieve their goals on a day-to-day basis.

Communities aren’t just about numbers; they’re about creating meaningful connections that lead to authentic, lasting benefits for brands and customers. Its effect has been seen in diverse industries, helping companies acquire new users, increase retention rates among customers, reduce support costs, and also create sticky users for a given product.

One important category of task you will perform as a community manager is creating content designed to entertain, educate, and attract people looking for information.?

“But what is Community Content?” - I got ya ??

What is Community Content?

Community content is any kind of content (written, visual, or interactive), created to attract, engage and deliver value for community members, and encourage them to participate long-term. This content is usually hosted online on community platforms, forums, or websites, to establish interactions, discussions, and collaboration among community members.

Examples of Effective Community Content:

• Educational Content (Community resources) features tutorials, guides, and tools that are of interest to the community members, helping them grow and succeed.?

• Member Spotlights highlights profiles of active and contributing community members to showcase and celebrate?their achievements and contributions.

• Collaborative Projects features Initiatives or projects that involve the collective efforts of community members, such as creating resources or hosting events.

• Conversation Starters are content prompts or questions created to initiate discussions and make members feel comfortable, encouraging members to participate by sharing their thoughts, ideas, and stories. The result from this kind of content, is that the community is kept active and engaged.

• Regular Updates and Announcements includes updates, news, and key information that is directly relevant to the community’s interests, goals and ongoing activities.

• Welcome Messages and Onboarding Guides are personalized and comprehensive onboarding guides that help new members feel welcomed and informed from the start. Community rules are also included in this content type.

• AMAs (Ask Me Anything) is a form of Interactive content (happens usually in virtual spaces) where community members can ask questions to a guest speaker or an expert, and get real-time answers about a product or service, providing valuable insights and encouraging engagement.
• Events whether virtual or in-person, are important gatherings that brings the community together for a shared purpose. These can include workshops, webinars, community calls, and meetups, all of which significantly increases member engagement and forges deeper connections within the community.
• Icebreakers are fun and engaging activities designed to help community members get to know each other, breaking down connection barriers and building relationships. one of my favorite icebreaker activity is the game called Two Truths and a Lie.
• Job Postings involves sharing relevant job updates to empower your community members with opportunities, helping members advance their careers and secure financial stability.

Did I miss anything else? please add to the list via the comment section…….

Here's how content can significantly impact various aspects of community management across different industries:

• Event Promotion and Participation:

Imagine you manage a community of product and you are hosting an AMA event where members can get to ask questions relating to the product or service, content like the event announcement, reminders, and previews will generate interest and drive participation, also when these kind of content are posted on social media like X, instagram and so on,…. it can attract new members to the community, expanding its reach and influence.

• Attracting Sponsors /Investors/ VC's:

High-quality, engaging content can attract sponsors who want to reach the community's audience, providing additional funding and resources.

Recently we had a brand reach out to us at Community Squad Africa for a community? partnership based off from the kind of content they’ve seen us put out - letting them know that a community like ours exist. Another perfect example of a community that has greatly been impacted by the kind of content they put out is She Code Africa …. (shout out to their community lead - Maryblessing Okolie , I always enjoy reading her newsletters).

• Education and Value Creation

One important reason why people join and participate in communities for a long term is to increase their competence and improve on their skillset. So it's a no-brainer that educational content, like tutorials, how-to guides, and webinars, equips members with valuable knowledge and skills, positioning the community as a resource hub, plus helping establish the community as a thought leader in it’s niche.

• Brand Advocacy and Reputation?

When community members share and engage with content, they become brand advocates, helping to spread awareness and create positive brand sentiment. Take a look at most communities in Web3? like WEAVEDB LTD that put out regular updates, progress reports, and transparent communication, their community members feel valued and informed,? making them non-hesitant when it comes to shilling the brand in a? positive light. This directly impacts on Retention and User Loyalty.

• Smooth Onboarding?

In my experience with managing communities, I have found out that about 60% of members in communities with a clear onboarding process/content start engaging immediately after they join.?

Welcome messages, introductory guides, and FAQ content are very pertinent for onboarding new members, helping them understand how to navigate the community and engage smoothly.

• Brand Awareness and Visibility:

Public-facing content like blog posts, social media updates, and event promotions can attract new members by showcasing the community’s value and activities. Also, personal stories, member spotlights, and behind-the-scenes content help humanize the community, encouraging stronger relationships and a sense of belonging among members. I came across an IG takeover content implemented by Google developer group Lagos, and it was through this content I heard about the community and followed them immediately because I could connect with what they did.

• Community? Engagement and participation

To sustain engagement and create a sense of anticipation , you need to put out regular content updates that aligns with your community’s interest and needs.?

Also, the tone and style of content can help reinforce the community's identity and purpose, making it a place where members feel valued and understood.

Without strong content, your community is in checkmate— you need to strategize to win.

Every Content created in your community should be aligned to some specific goals.

Here is how you can align content with specific community management goals to maximize its impact and achieve desired outcomes.

Goal: Increase Member Engagement

• Strategy: Publish regular, engaging content such as discussion prompts, interactive polls, and Q&A sessions.
• Outcome: Higher levels of participation and interaction among community members.

Goal: Improve Onboarding Experience

• Strategy: Develop comprehensive onboarding guides, welcome messages, FAQ’s and resource libraries.
• Outcome: New members are quickly integrated and feel confident navigating the community.

Goal: Build Trust and Credibility

• Strategy: Share well-researched articles, case studies, and transparent updates.
• Outcome: Members perceive the community as a reliable and authoritative source of information.

Goal: Expand Community Reach

• Strategy: Create shareable content, promote events, and highlight member success stories.
• Outcome: Attract new members and increase the community’s visibility.

Goal: Improve? Member Experience

• Strategy: Personalize content, recognize member contributions, and provide interactive elements such as fun activities.
• Outcome: Members feel valued and enjoy a richer community experience.

Best Practices for Creating Effective Community Content

Here are some best practices I keep in mind when creating content for my community.

1. Know Your People: Before you start creating, take a moment to understand your community. What are their pain points, Interest, and goals? When you really get to know your audience, your content will resonate on a deeper level. It’s like knowing what jokes make your friends laugh, content should feel that personal.
2. Keep it Real and Relatable: People can spot fake from a mile away. Your community wants to hear from the real you, not an AI version. Share your stories, struggles, and successes. Authenticity builds trust, and trust is the foundation of any strong community.
3. Engage, Don’t Just Broadcast: Start by being an active participant in your own community.? Encourage conversation and interaction by asking questions, responding to comments.? It’s about creating a dialogue, not a monologue. Quit using your community as a dumpsite.
4. Quality Over Quantity: It’s better to post one meaningful piece of content than to flood your community with fluff. Take the time to create something valuable, something that sparks thought or solves a problem. Your community will appreciate it.
5. Consistency is Key: Show up regularly. Whether it’s weekly updates or daily posts, consistency builds anticipation and trust, plus also helps create a good community culture. But remember, consistency doesn’t mean focusing on the quantity and churning out content, it means maintaining your presence and continuing the conversation.
6. Learn from Feedback:? If something isn’t working, don’t be afraid to try something else. Your content strategy should evolve with your community’s needs. don’t be afraid to ask your members on what they like and what they don’t.........listen to them.
7. Make It Fun: Not everything has to be serious. Throw in some lighthearted content, humor, or even a fun meme or quiz. I have seen this work wonders in ramping up engagement. “ life is already hard, don’t make it harder”.?
8. Provide Value: Always ask yourself, “What’s in it for them?” Your content should provide clear value, whether it’s knowledge, entertainment, support, or inspiration. When your community knows they can rely on you for value, they’ll keep coming back.
9. Celebrate Wins Together: When your community achieves something whether it’s personal milestones or group goals, celebrate it! Shout out members, share their stories, and make it a big deal. These moments create a strong bond within your community.

Ps: Don’t Forget to keep it real and relatable!

Conclusion

Community is all about content, the difference is instead of creating content to be consumed, you create content to connect. Content is integral to effective community management, it has the potential to deepen marketing outcomes, serving as the medium through which engagement, education, trust, and growth are facilitated.?

ABOUT THE WRITER

Ibi Fiberesima is an experienced community manager with a deep passion for building? impactful communities that drives business growth and success.

She has a solid background working with GNOME Africa (an open source community) , and Gruve Tickets (a blockchain based ticketing platform), where she has honed her skills in community development and management.?

She is also actively involved in web3 and open source communities, conducting research to improve sustainability in onboarding experiences. Fibi’s dedication to community building is evident through her involvement with Community Squad Africa and her initiatives to help other community managers.?

Fibi's love for baking and teaching continues to influence her professional life, infusing her strategies with creativity and a personal touch. She brings a spoonful of sweetness and a wealth of strategy to every community she builds, making her a standout figure in the world of community.