The first thing to understand about producing content for your company, is that there is no special rule which determines what you should write about. Each company is unique in some way and despite being able to follow industry trends, when choosing content you need to tap into what USP (unique selling point) you can offer to your customers. Keep your USP in mind with everything you produce!

What do your customers want to hear about?

If you’re using your social media feeds as a way to promote your products or service and nothing else – I’ll bet you’re finding it’s not working particularly well? If you had somebody repeatedly shouting in your face, would you want to buy from them? You might be able to reel a couple of customers in, but you want people to come to you because you’re offering them something extra. So even if they do end up purchasing from you, their interaction doesn’t end there.

Use the 80%-20% rule with product promotion; 20% product or service promotion and 80% associated information and interesting posts. Whether that’s sharing industry news or interesting developments or company news – mix it up!

How do you know what they want to see? Time to take out the guesswork

You’ll have done customer research previously so you’ve already got a good idea what your customers are all about, however sometimes that’s not enough. Competitor analysis and research data will take you so far, but it also helps to take a sneak peak into the way your customers are searching. For that you need to take a look at their search intent.

There are several tools you can use to see what SEO needs to take place on your website, so it’s possible to do this yourself. It’s also beneficial to engage an agency to do some research on your behalf. They will often advise you as to what blogs or social content you should focus on to attract new customers to your site and feeds.

Are you using the data to find out more about your customers?

When you’ve nailed posting and promotion on your socials and website, are you using the data you’re creating? Use the insights features of your social media feeds to find out what posts are resonating with your audience the most. You can then build your promoted social campaigns around what you find to help increase your reach even further!

If you need any help or further advice on what to post to delight and engage your customers, get in touch with The Copy. Email howdy@thecopy.uk or call 01905 887040 today.