Breaking Out: Writing Content that Delivers

Updated: Jan 27, 2020

It’s a common problem. You have a product or service that you believe in. But you can’t get beyond your immediate circle of friends and followers. How do we break out of the echo chamber on social? What content would engage people in a way that encourages them to buy what you are selling, become advocates for you and spread your influence?

What is it? It’s the “worth its weight in gold” organic content that everyone is searching for.

As a business owner you are the expert in your field and you can create content that will hit home for your audience. Here are some of the strategies we use when trying to write great content for our clients.

1. Create content for your audience…not for you. Identify elements within your brand identity that your audience cares about. What do they find interesting? What do they want to know about? Do some research and write about it. This takes effort, but the results are worth it. When you shift the focus to what really matters to your customers they will reward you.

2. Use hashtags. Figure out what’s relevant to your potential customers. Include hashtags that are very broad (#CdnAg) and very specific (#AgCommunications). Hashtags help you get found by your target audience. Many people do research by looking for specific hashtags. By using the hashtags that interest your ideal customer, you can increase the chances of being found.

3. Be an influencer. Be authentic, be inspirational, be aspirational. Influencers have the ability to infiltrate the perception of other people and change their behaviour. You don’t need to be famous – just offer unique and meaningful insight. And perhaps most critically, you need to be willing to let others into your life.

4. Be yourself. Create content that is from your personal point of view. This encourages others to become a part of your story and creates credibility with your audience. Share what matters to you.

5. Engage! If followers are making an effort to write you a personal note, then take the time to write back. Social can be impersonal, sure, but when you make this effort to engage it really does become a conversation.

Regardless of whether or not you are using paid advertising you still need to have content that resonates with your followers. Before you start with any sort of paid promotions in social marketing take some time to create content that will have an impact. It will pay off.

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