I think we all agree that creating good content is not as easy as it sounds. Because we have to make sure the content we create is informative enough to help people and has enough commercial intent to sell itself.
Sometimes, going back to basics and focusing on creating really good quality content, which will perform well organically, can be the key to your social media success.
Here is a guide to creating good organic content:
Define Your Content Goal
Before you create content, you need to answer why you are creating it. All content begins with a goal.
How will you measure the success of your campaign? What about traffic? New customer? App download? Conversion? Social sharing and engagement? Video views? Podcast downloads? Sale?
You must clearly choose your goals at the beginning so that the content you create is in line. Understanding your goals early on will guide other important decisions as you develop your content strategy. Like, what do we do? And where will we distribute the content?
Research and Understand Your Audience
Once you have a clear relationship as to why you are creating content, the next step in building content is understanding exactly who will see, hear, or watch the content you create.
Usually the first thing to do is understand the demographics and psychographics of your ideal audience.
Demographics are quantitative traits or things that we can explore and measure. Think about age, gender, location, job title, etc. For example, you might want your content targeted to someone who likes fashion, aged 17-30, or job seekers in their 20s who have just graduated from college.
Creating Your Audience Persona
Now, let’s talk about audience personas, a fictional and generic representation of your ideal customer. These personas are built with the goal of internalizing who your ideal customer is and giving you an idea of how to relate to these people as real people. For each audience persona you create, list their attributes (demographic and psychographic) on a bulleted list.
Next, you want to visualize exactly who this person is. You can use stock photography sites like Unsplash or Pexels to find photos of people that match the persona you’re describing. This will go a long way in strengthening your vision and creating more connection between you and your ideal audience.
Focus on Quality Content
Content is key, good content with an established persona should also be easy to find, share, easy to read and recognize or remember. Also, it’s important to remember that you can have more than one audience. Although you don’t want your ideal audience to be too broad and diverse, especially in the early days of your business. However, as long as you understand who your audience is and go through this step, you can create great content for them.
Also don’t forget about keywords, because that is an integral part of any strategy as they can help your content move up to the search engine. Now, start to find keywords that are supported and relevant to your product or service.
Lastly, keep in mind that the quality of your content is important. Interesting content, well-written and well-researched keeps people reading. There are many ways to improve the quality of your content, such as using visually appealing and easy-to-digest content. Creating interesting, funny yet informative content videos. Light and high quality content keeps your audience engaged and increases their likelihood of making a purchase.
Be Constantly Awesome
You know the drill! Post regularly and post at the right time. When exactly? That’s when your audience is online and active. Find out when is the best time to post using Google Analytics and once you know that, create a social media content calendar. This plan is useful for maintaining a continuous routine, and preventing burnout.
Post consistently to build and maintain a presence. But remember, when it comes to organic social media, quality always trumps quantity. And don’t forget to think about the long term. Develop content themes, regular installments, or recurring series.
Connect With People
Connecting with your audience helps you in building brand authority. When you continue to interact with your customers on a regular basis, it leaves a positive impact on others. Usually, when people want to compliment any product or service, they use social media to do so. When people like that post something nice about you and mention your brand name, other people like to follow you to get updates. The more your brand is mentioned positively on social media, the more valuable it is to new users.
Be inclusive and representative. The more people who see themselves in the content you create, the more people will want to be involved too.
This may not mean a direct sale. But galvanizing your community around people and goals pays off in the long run. Goal-driven brands are growing three times faster than competitors.
Call for Engagement
Organic content created must also have audience engagement Questions are a great prompt. Ask your followers something you want to hear. Use this as an opportunity to learn more about your audience.
You can use polls that are currently being used by several industries to connect with their audience through content. From the survey conducted, this can also be a reference for what content the audience likes and doesn’t like, how interesting your content is so that the audience wants to take part in the survey etc.
Collaborate and Tag
A good way to signal an increase in organic content is with tags.
In addition to partnering with influencers, who technically qualify as paid content, look for ways to collaborate with other accounts. That might include brands, content creators, or even like-minded customers.
Your content should be ENGAGING, UNIQUE, READABLE, SHAREABLE AND MEMORABLE. If you create this content right, customers will stop and see your organic content, or better yet, share it, without needing to advertise.
Later this organic content will also support your ads to be more effective by putting money behind organic performing content first.
Sources: 7 Steps To Create An Effective Organic Marketing Plan – Daniel Morell