Small business owners now have to become content creators and social media managers if they want to grow online. In late 2021, TikTok beat Google's 15-year record and became the largest "search engine" on the internet, highlighting the importance of being visible on social media.
If you want to be found by new users, foster a sense of community with your current audience, and have a visible platform for your brand, social media is an absolute must.
But it can be downright exhausting to be creative every day and deliver high-quality content on multiple platforms. Since all platforms should be using different content based on that specific audience, it becomes almost a second job just to make sure what you're creating will actually be seen.
If you're in a content rut and need help developing your content pillars, creating a plan, and figuring out the best type of content for your brand - keep reading!
Content Pillars and Creating a Social Media Plan
Your first step should always be defining the type of content you're going to create and how you're going to distribute that content.
A content pillar is a subset of three to five topics or themes that create the foundation for your overall content creation. Each piece of content you create will fall under one type of pillar, with some pillars being used more than others. Also known as silos, content pillars describe relevant topics for your target audience.
Use the following formula when creating your content:
80% of your posts should inform, educate, or entertain your audience
20% can directly promote your brand
Since the majority of users do not go online to be sold to or purchase something, they are more focused on clicking on content that makes them laugh, cry, or think.
Once you have determined your content pillars, it's time to build your social media plan!
When starting your social media plan outline, it's best to make SMART Goals. And no, we're not talking about high intelligence goals - we mean Specific, Measurable, Achievable, Relevant, and Time-based.
SMART Goals are a tool you can use to guarantee that the goals you are setting are achievable within the timeframe you're considering. For example, set up an Instagram account to engage with the 25-34 audience and see a 10% increase in website conversions within three months.
Click here to read more about bringing your social media plan to life.
Promotional Content Ideas
Highlight your content: blog posts, white papers, case studies, newsletters
Behind the scenes into your company culture
Product/how-to videos
Customer reviews and testimonials
Contests and giveaways
Specific holidays "bakery day for a bakery"
Job listings/career openings
New team members
"One Year Ago" type of posts
Event promotions
Product image scrambles
Spotify playlist to listen to while using your product/service
Repurpose blog graphics
Promote your partners
Create an infographic about your business
Host an AMA
Re-share industry content
Interview your top performers
Highlight your customers
Countdowns to events or promotions
Share your surveys
Educational Content Ideas
Statistics
Share your opinions about a trending topic
Host a quiz
Answer FAQs
Solve your customer pain points
Take advantage of themed says such as "Tuesday Tip" or "Wednesday Wisdom"
Share your brand's favorite resources
Educate your audience on a topic
Share a success story
Share industry secrets
Break down steps into carousel posts
Fun facts
Breakdown of your process
Webinar
Inspirational Content Ideas
Motivational quotes or businesses
Before/After
Client highlight/story
Must-know industry good news
Routine (work day, project, etc.)
Ideas on how to use your product/service
Substitutes you can use with your product/service
Host a challenge
Tutorial or how-to
How you create your product/service
Small business inspiration (how you got started, what it is like running a business, behind the scenes, etc.)
Create your own holiday and hashtag
This or that
Showcase UGC
Ask your followers for advice
Lifestyle photoshoots
Entertaining Content Ideas
Trending audio or dances
Memes
Image scrambles
Funny customer interactions
Bloopers
Social Media Takeover
How your product/service has failed in the past
Puns or jokes that relate to your brand
Start a series
Examples
"One Year Ago"
This type of content can be shown to your audience so they can see the growth your brand has gone through. You can highlight old packaging designs, memos about meetings, or anything else you feel comfortable sharing. The purpose of this specific type of content is to foster a sense of growth and trust with your audience.
Spotify Playlist
A Spotify Playlist is an excellent way to stay in touch with your audience. For example, being an athletic company, Nike saw an opportunity to curate their own series of playlists for their customers to work out to. In conjunction with their Nike Run app, Nike continuously updates their public workout playlists with plenty of new energetic tracks to kickstart a good workout. The type of content you create for your playlist can include song recommendations, updates, and general highlights.
Host an AMA
AMA is short for Ask-Me-Anything. It originated on Reddit and is a place where people and brands such as President Obama, a brewery, or even a tv show contestant should be asked about their experiences. AMAs are now becoming popular audience nurturing tools for brands on social media. These events are held on "Live," where your audience joins and can ask you anything concerning your brand, product/service, or more.
Social Media Takeover
A social media takeover is a form of influencer marketing. An influencer who uses your brand "takes over" your account for 24 hours, posts on your feed and stories, and responds to your audience. It's often used to increase brand exposure, entertain the audience and provide exciting content. You can also use this tactic with employees to help foster a sense of community.
Product/Service Substitutions
Let's face it, we all end up using something for a completely different purpose at some point. Windex, for example, may be a great way to keep your windows streak-free but can also be used to clean carpet stains. Showcase ways your product or service can be used in non-traditional ways and give your audience ideas as well!
Product/Service Fails
No one creates a game-changing product or service on the first try - sometimes, it may even take hundreds. And although you may think your audience isn't interested, they are! As we mentioned before, showing where your company started and where it now helps your audience see you as a more personable brand.
Key Takeaways
Regardless of if you sell blankets, car wraps, candles, or offer your consulting services to local community members, social media content is one of the best ways to improve your brand awareness and recognition online! When you don't have the tools you need to create that content, your digital presence could fail, limiting the awareness of your brand.
If you have great ideas for content but are struggling to execute them, let Zoek Studio help you! Our amazing graphic designers can create anything from reels, to carousel posts, to memes for all your social media needs.