“Human design reveals your inherent gifts and talents to boost your performance”
30 de November de 2023
Consistently generating valuable content for our social media profiles is a demanding task and often difficult to maintain over time. Competition in digital environments can often become fierce, which forces professionals and brands to go to great lengths to maintain their audience engaged. Achieving this is the unequivocal sign that things are being done right: customers identify with the brand, consume the product and recommend it — visibility is gained, credibility is increased, and sales and reputation improve.
However, in order to develop a loyal and active community over time, it’s necessary to go far beyond a communication strategy. Nowadays, formats are often overused and it’s increasingly difficult to stand out on social media with original content. Creativity becomes a very trying virtue when it comes to proposing groundbreaking ideas on a daily basis. However, there are a series of basic steps that can help us find inspiration for creating valuable content. This will make users proud to be part of an original community that satisfies their needs. In short, a community that’s useful and interesting to them. Let’s take a look at some tips and ideas on how to come up with the best creative content.
When it comes to your audience, there are few things more accurate than your buyer persona. This semi-fictitious archetype is based on the characteristics of real people who share similarities and represent your ideal customer. It helps brands define who their target audience is and what they are like in order to understand and relate to them. What do they read, consume, and talk about? What type of content do they share? What do they need? What pleases or repels them?
These are very revealing concepts when it comes to guiding the creation of content. It’s also interesting to analyze the communities of other competing brands, influencers, or companies to see what reactions they provoke or which posts are the most shared.
Studying the topics, hashtags and other aspects that are viral on social media can also contribute to giving a complete overview of current trends for creating content.
It’s evident that our interest is piqued by what we see. This is even truer on social media, where the neverending scroll directs our attention towards the most attractive content. It’s essential that users find profiles that are well-designed and intuitive, and use high-quality photography. This is key to building a strong, powerful, coherent and, above all, recognizable brand identity. The same care should be applied to videos and other formats — for example, by ensuring that they all use the same corporate identity or placing your logo in the upper right corner.
Although all of this can incur additional costs there are a few free alternatives for great photography like royalty-free image banks. However, relying too much on these can be counterproductive, as it can give followers a less authentic perception of the brand.
If it’s a website or a blog, content must constantly invite users to keep reading. Engaging the reader until the end is quite a challenge and few articles keep the viewer on edge until the end. Therefore, it’s important to include photos, infographics, tweets, and videos to make content easier to digest and a more enjoyable experience.
One-way content doesn’t encourage conversation with users. So it’s better to occasionally publish posts in the form of a question, polls, games or invitations to visit a link — that is, any action makes them feel involved. This will encourage active participation from followers, which will have a positive impact on interaction.
Another interesting way to encourage participation from followers is through live streaming. This way, the audience can interact with a real person representing the brand. It’s an ideal format for Q&A’s or to address different topics, doubts or information on the product.
If a brand has just landed in the digital world, contests and promotions are some of the best strategies to expand reach. Thanks to shares and tags on Facebook or Instagram, this type of content can generate a lot of interaction and improve engagement. However, these contests must be in line with the brand’s leitmotif or philosophy and the prizes should offer value to the followers. You can opt for giveaways in partnership with other companies, flash giveaways, or photo contests.
Another effective way to improve a brand’s visibility is through promoting posts. Facebook and Instagram Ads have a wide range of options with affordable rates that yield great results. When starting a project, opting for this type of tool helps connect with a wider, qualified and selective audience that may be interested in a specific brand.
This type of content usually works very well on social media, so it’s a great opportunity to attract the attention of greater audiences and gain some points for ingenuity. Many brands take advantage of current trending topics for real-time marketing, like Coca-Cola and Pepsi, Netflix and Amazon, Goiko and Vicio Burgers…
Also, memes are often the most used format for this type of content. Through light-hearted humor, a closer and more positive relationship with users can be created.
To ensure that the audience remains loyal and engaged with the content, it’s also a good idea to offer exclusive benefits such as discounts on new products, invitations to conferences or events, personalized sessions with team members and other perks.
Sequential content tends to work well for brands. It’s about easy access and quality content that’s published regularly and under the same format. The most common way to do this is to create a section and adapt the information you’re offering according to the publication time. For example, on Mondays, only talk about sustainability-related topics; on Tuesdays, release the latest positive news of the week or launch a tutorial-guide format with recipe examples.
As we mentioned before, innovation and creativity are almost finite qualities. And if they’re not, it can still be very difficult to come up with new topics every day. That’s why recycling content that we’ve previously published is a very common practice in marketing and advertising. It involves transforming and giving a new twist to a post that has already been released and taking advantage of its long-term traceability. You can change its format, update it and present it to the audience with a different and innovative look.
Showing the human side of a brand and letting your audience discover the team behind the company is another type of content that generates a lot of interest. It’s not necessary to do it through a post on your Instagram profile, it can be done through webinars, Instagram stories or live streams.
It will provide you with knowledge on management, marketing and communication, and it will allow you to acquire an executive culture that you will be able to apply across all areas of a company.