Introduction

In today’s dynamic business landscape, social media has become an indispensable tool for brands looking to connect with their audience. At the Belfort Group, we understand the pivotal role that strategic social media content plays in enhancing brand visibility and fostering meaningful relationships. Whether your company operates in the B2C or B2B space, harnessing the power of social media is a game-changer for propelling your products and services to new heights.

With the new year rapidly approaching, many communications and marketing teams are planning and executing end-of-the-year content, as well as strategizing for 2024. BG wants to offer you some of our best tips for how to create meaningful, industry-specific, and brand-oriented content that makes a mark on your audience. 

Why is Social Media Content Important?

Long gone are the days when social media content was only relevant for B2C brands. Now more than ever, B2B companies must ensure they have a strong and active social media presence to remain competitive and visible in this crowded marketplace. Crafting content that showcases your company’s expertise, highlights success stories, and provides valuable information positions your brand as an authoritative voice within your niche.

Maintaining engaging social media platforms is a key component of creating a reputable brand image. Think about the last time you searched for a product or service, and their social media presence was virtually non-existent. Most likely, you continued your search. And the research backs this up: according to Sprout Social data, 65% of consumers feel more connected to brands that have a robust presence on social media.

Tips from BG

So, now that you understand why social media is key for your brand, let’s dive into how you can create content that makes a lasting impression on your audience.

1. Understand Your Audience

Creating social media content that resonates requires a thoughtful approach. First and foremost, understanding your target audience is paramount. Tailor your content to address their pain points, aspirations, and interests. Utilize a mix of formats – from eye-catching visuals and videos to thought-provoking text – to keep your content diverse and engaging. Consistency is key; establish a posting schedule that aligns with your audience’s habits, ensuring that your brand stays top-of-mind.

2. Familiarize Yourself with Content Creation Tools

When it comes to creating social media content, you do not always have to start from scratch. Tools like Canva were designed to aid in the content design process, so familiarizing yourself with this platform and others can be a major help in bringing your ideas to life.

3. Design and Content Consistency

Content consistency is crucial for social media because it helps establish a cohesive brand identity, fostering trust and recognition among your audience. Tools such as Canva offer features like “brand guidelines” for design, which helps create branded designs quickly and efficiently. Social media scheduling tools such as Sprout are also starting to incorporate “brand voice” tools that are backed by AI to help you and your team stay consistent. 

4. Take Advantage of “Bonus” and “Repurposed” Content

Chances are, big or small, your company will attend an event, gather for a holiday, or engage in some type of philanthropy. Capture these moments, and make sure to share them! Adding in more personable content can make your audience feel more connected to your brand, and it’s a quick way to fill in the gaps on your content calendar. Also, lean into the holidays and the changing of the seasons with social media content. Recognize major holidays, and find ways to connect your brand to more niche days of celebration or national awareness months. For example, if your company sells travel services, think about posting a fun piece of content on March 1st, for “Plan a Solo Vacation Day,” connecting a moment in time with your offerings. This helps your brand stick out among competitors and helps create a lasting impression with your audience. 

Stuck in a brainstorming rut? Turn to content used in the past! Brands can breathe new life into old social media content by repurposing it across different platforms or in varied formats. By transforming existing posts into visually appealing infographics, engaging videos, or insightful blog articles, companies can maximize the reach and impact of their content, reaching audiences who may have missed the original posts. This not only saves time and resources but also reinforces key messages, establishes brand consistency, and taps into the potential of evergreen content to continuously drive value over time.

5. Create a Content Calendar

Creating a content calendar is a great way to plan ahead and stay organized when it comes to social media content. You can create an effective content calendar using simple tools such as Google Sheets or Excel, or by investing in a social media management tool such as Sprout Social, Zoho, or Hootsuite. Think about major organizational milestones, whether that is a project expected to be completed, a new product launch, or an employee promotion. Turn those moments into one or several pieces of content, with multimedia content including graphics, reels, and blog posts. Add each piece of content to the calendar, including copy, visual elements, tagged accounts, hashtags, etc. If using a paid social media management platform, you can even pre-schedule each piece of content to go out on a selected date and time, making posting even more effortless. Ultimately, a well-crafted content calendar fosters efficiency, enhances audience engagement, and establishes a cohesive narrative, contributing to the overall success of a social media marketing strategy.

6. Engage with Your Audience

While an important component of social media management, maintaining an active social media presence for your brand requires more than an organized content calendar. Actively engage with your audience by responding to comments, participating in industry-wide discussions, and interacting with other accounts. This helps increase your visibility, not only among your current audience, but also with those who may not be familiar with your brand yet. Additionally, it can help you build relationships with potential customers and partners.

7. Stay Flexible

Even the most thoughtfully planned social media strategies need some wiggle room. An employee may be featured in the media, your company might attend a last-minute event, or there is a significant news story in your industry. Leaving room in your content calendar and accepting last-minute switches makes for a timely, engaging stream of social content that resonates with your audience. 

Wrapping It Up

One last piece of advice we will leave you with is to have fun with your social media content! Stay focused and strategic, but make sure your content has some uniqueness and flair that shows your brand’s culture and personality. Whether you work with an agency like BG to assist with your content creation, or you have an in-house team, never be afraid to think outside the box, and take advantage of the technology around us. Happy posting!