By Kris Bradley – A feature piece from our Fall-Winter 2023 issue of the Lancaster Thriving Publication!

This article contains eleven content ideas that will help you create a cohesive and compelling brand experience that guides customers through their decision-making process – from awareness to purchase and through to advocacy.  

How It’s Made 

Behind-the-scenes content gives customers a peek into the production or creation process and provides insights into the craftsmanship, quality control, or innovation behind your products.  

Product Use Tips 

Create content that shows how to use your product effectively and help customers maximize its value. A series of short videos that walk your audience through the process are popular.  

Reviews, Testimonials, Before & After Stories 

You have customers who are very happy with your products so why not share their good words with your social media audience? You can easily create posts that feature a positive online review. Get creative with your phone and record your top customer testimonials. You can have a lot of fun with before and after stories, just make sure you’re planning ahead for these.  

Credentials 

Are you a Certified B Corporation or have you won any awards? Do you have any certifications that will separate you from the competitors in your industry? Embrace these credentials and share them with your social media audience. You might think it’s bragging, but these are things that are important to your customers! 

Competitive Comparisons 

What are some things that differentiate you from your competitors? An example of this is Yeti came out with a marketing campaign that showed how their competitor’s products create waste while their products create less waste.  

Contests, Promotions, & Giveaways 

People can’t resist the power of free stuff. Use contests, promotions, and giveaways to increase engagement with your brand and collect emails that you can then add to your email campaigns. Several tools will help you create engaging and fun contests, promotions, and giveaways. Google social media giveaway tools and also check out ShortStack.  

Customer Support & FAQs 

It’s amazing how much social media content you can create from a simple FAQ and from the questions that you receive from your current customers. List your FAQs and then have a team meeting where you brainstorm the different content (videos, infographics, static images, etc) that you can create from your FAQs. You can also use questions that your sales and customer support team has documented.  

Entertainment, Humor, Inspiration 

We often take ourselves too seriously when it comes to creating content for social media. But if you think about your personal social media use, what is the content that you enjoy the most? It’s entertainment, humor, and inspiration. Meet with your staff and brainstorm ways that you can create fun and inspirational content to share on your social media accounts.  

Support a Cause 

Demonstrate your brand values by posting your support for a cause. Your customers want to see that you support and care about things beyond just your sales.  

Conduct a Social Media Takeover 

Takeovers put the reins of your social accounts in someone else’s hands, usually for 24 hours. Consider business partners and industry relationships that could be good candidates for a takeover. You can also feature employees. The purpose of a takeover is to get exposure, so ideally choose someone whose audience demographic is relevant to your own. 

Go Live 

Live video is one of the most engaging types of in-feed social content, partly because consumers are looking for authentic, less-produced experiences with brands. This is a great way to provide your thoughts on a timely topic that is relevant to your brand or to weigh in on industry trends and developments.  

If you’re interested in discussing more, please feel free to contact me. I love talking about social media over a hot cup of coffee. kris@namespark.co  

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