Episode#22: What Content to Create on Social Media

| by Christina McQuilkin

Social media can have a huge impact on your brand’s image. This impact is the reason it’s important to know what content you should be creating for your business’ social media pages. In this Diving into Digital podcast episode, we discuss the best ways to improve your business’ credibility to gain more clients. You will hear a breakdown of the best content to post on each social media platform so you can better utilize them. We even cover what type of content to post, what times you should post, and other great tips! Are you ready to become a social media expert?

Check Out The Episode Below!

Top 3 things you’ll learn in today’s episode….

  1. The effects of bad content on your brand’s image.
  2. Tips on what content to post on social media.
  3. How to improve your business’ credibility on social media.

Timestamps to Help You Along:

[0:30] Why blurry photos can harm your brand’s image
[1:58] The aspects of your page that you must complete
[2:32] How to build your credibility with social media
[2:53] Places where you can put content on your business’ social media pages
[3:14] What to post as content for social media
[3:50] The biggest mistake business owners make on social media
[3:37] How often should and when should you post?
[5:28] What times should you post?
[6:22] A breakdown of what to post based on each platform
[8:38] The most important thing to remember when posting


Read The Transcript

Episode 22. What Content to Create on Social Media

  • Importance of content as a whole
  • Why content needs to be tailored to different platforms
  • The difference between the top platforms
  • The different types of content
  • The different image/video specs
  • Tailoring it to your audience
  • Tracking analytics
  • Hashtags & more

Alright guys, welcome to this week’s podcast! Today we’re going to be talking about content!

So, when it comes to our social media profiles, we want to make sure they are jam-packed with awesome content! Because in today’s world, your social media platforms are a new face for your entire business. If you have a page on social media, it could be the first impression, and possibly the only impression, that potential customers ever receive from your business. So, if you’re posting blurry photos or your most recent post is from 2017, it’s actually going to start to harm your brand’s image.

Just to compare this to something that might be a bit more familiar – imagine 20 years ago if you were looking through the phone book for a hair salon, you would call a number listed there to book an appointment, but if you got that unpleasant dial tone and a, “We’re sorry. That number is no longer in service,” what would you do?

So maybe the hair salon changed their number and forgot to update the record with the phone book publishers, but would you go out of your way to hunt down their correct contact information? Or would you just call the next salon in the phone book and move on with your day?

This can be the effect that your social media page has on visitors. We have so many options when we’re looking for anything that we really have the convenience to ditch a business as soon as we see even the most minor of red flags.

And today, an inactive or incomplete social media page is definitely one of those red flags.

Now before we talk about the things that you actually want to post on social media, let’s discuss your social media pages as a whole. Depending on what platforms you are on, there are many different aspects of your page that you must complete. For example, most have a profile pictures section where you need a crisp logo. Then you have cover photos which should be something super eye-catching. You have your about sections and your contact sections that should be filled out completely and that should tell your brand’s story and so on and so forth. Now aside from these basic features…

  • A Social Media page can become a great place for gathering customer feedback and for posting important announcements. Because users love to see this; it builds up your credibility and it could be the make-or-break-it moment that pushes a customer to choose you.
  • And then another cool thing about some social media platforms is that they come with sales support features such as FAQs, Purchase pages, and chat bots. All these are different places where you can input content to help visitors in their journey and nurture them to buying.

So, those are just some of the great places where you can put content on your social media pages. But let’s talk – what are you guys going to post?

So here’s the thing. When it comes to our business, we know everything about it. So it can be difficult for us to take a step back and realize that our target customer does not. They don’t know the inner workings of what we do, they don’t understand it, and frankly, most of the time, they don’t want to understand it. Because that is what they want to hire you for, they don’t want to take the time to do it themselves.

The biggest mistake that I see business owners making on social media is that they speak in a way that they will understand, not in a way that their audience will understand.

So let’s talk tip #1. When creating content, focus on who your target audience is and what they want. If you are a florist, don’t focus on creating content about what specific fertilizer works best with what plant. Because your audience doesn’t care; they just want you to give them nice plants. So instead, focus on showcasing beautiful images of flowers at different events and give your audience an idea of how working with your shop would improve their life.

Think beautiful, fun, easy to understand, and interesting.

So, first off, how often will you post, what time will you post, and what type of things will you post?

In terms of how often to post, there is no specific amount of times that experts can actually agree on that you should post on social media every day. There’s no magic number. It’s all about testing and tweaking and seeing what’s best for you.

But here’s just a general outline that you can start with:

  • On Facebook, LinkedIn and Instagram, shoot for around once a day.
  • Now for Twitter and Pinterest, those numbers are much larger, averaging about 15 times a day.

Also, in terms of stories instead of news feeds, those numbers vary. So while you may only post one good post on your Instagram feed, maybe you post five things in your Instagram story that day.

Now in terms of the times you post, most social media channels have some type of analytics platform that let you understand when your followers are most active on the platform. So, pro-tip, look at these numbers and try to base when you post on these numbers. Because why wouldn’t you want to post at the times where your audience is on and involved?

Now once you know exactly when you will post, you’ll want to create some type of posting theme.

So, if you are a travel agent, maybe on Mondays you always post an inspiring video of a cool place, on Tuesdays you post a testimonial from a super happy client, on Wednesdays you post the latest awesome travel deal, and so on and so forth.

So, having this theme really helps you to plan out your content, and it makes it much easier for you to think of ideas and get your head going.

Now, when it comes to the specifics, the content that you actually want to post, we’re going to have to break it down platform-by-platform. The strategies will vary depending on which Social Media Platform you’re working with – just think, on Twitter a text post of 60 words could perform quite well. While on Instagram, the same post couldn’t even be published because all Instagram posts require a photo.

So let’s talk about some big ones, starting with the king Facebook:

  • Now what will you post?
    • Well, videos on Facebook do exceptionally well. And did you know that Facebook even has a video maker integrated within it? So you can use images, put them all together, pick your animations, and, bam, you have a video. Or you could film a video of yourself talking and put captions over it. Or, even better, do a Facebook Live video. Facebook Live works really well because you can make a whole event out of it and it shows people’s comments in real time.

Now for Instagram.

  • They also have Instagram Live, and that works really well.
  • But the pictures have to be vibrant. Like, for real, out of any platform, do not put up blurry photos or photos with a ton of text or tacky looking flyers or stock photos or images that aren’t fitted properly to screen. Your Instagram should always be filled with really great photos.

Now for Twitter:

  • You can use images, videos, or just text. Gifs work really well on Twitter. But make sure you keep it simple and super relatable, think opinions and thoughts.

For LinkedIn:

  • You should be keeping it more professional. Avoid things like memes or dog videos, and instead, post blog posts, news, networking events, or insights.

And then you have platforms like Pinterest where you should post often and post eye catching images and graphics for blog posts. You have Snapchat where you should always post super fun and engaging things often, and you have YouTube where you can post a plethora of different videos.

But overall just make sure that wherever you are posting, you take a serious step back and you think, “If I saw this post, if I saw this feed, would I hit follow?”

That’s all I have for you today. If you want more content ideas, we have 50 of them in the guide below that you can download for free!

So, happy creating, and have a wonderful week! Bye!

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Host: Christina McQuilkin

Christina McQuilkin is an expert brand strategist, consultant, and the founder of Disrupt Ordinary Marketing. Obsessed with all things digital, Christina helps small business owners to craft content and strategies that focus less on "the sale" and more on the unparalleled value that we can bring into the lives of others.