How do you decide what to post? What kind of content will your users want to see? Learn what your audience wants and how to give it to them.

Articulate Your Business’ Individuality

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The best content is genuine and authentic. Users can sense content that is contrived or otherwise disingenuous. Thus the best way to create content is to discover your business’ unique value proposition and use that as a basis for content. If your shop does most of its work on Saabs, then create content surrounding Saabs. Post photos of cool antique Saabs (check out our Instagram for inspiration) or share historical articles on the brand. If your shop is known for its great waiting area, write a blog post about the importance of the customer experience. Post photos of your comfortable chairs with a snappy caption. If an employee has just had an important milestone, feature them in a post. Interview new employees who are excited about the shop and their jobs. Use what is great about your business and what is happening to help fuel posts.

Create a Call to Action

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All great content must include a call to action. This call doesn’t have to be dramatic or earth-shattering. It can be as simple as asking users for their experiences or their opinions. As a broad guideline, most people like to share their thoughts on the thing they know the most about: themselves. Thus some of the most successful calls to action are ones that ask users how they feel about a a topic or what experience they have had. For example, an article about the importance of regular oil changes could conclude with a question about the last time readers have changed their oil. More advanced calls to action include more physically actionable items. For example, an employee spotlight could feature an invitation for readers to come in and see that employee. Or a post about a sales promotion could end with a call to action inviting customers to come in and enjoy the savings while supplies last. Creating time-bound calls to action establishes a sense of urgency that gets people moving.

Experiment With Different Options

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Creating content is an art and a science. While creativity is necessary, there is also a decent amount of experimentation required. Especially when you’re just starting out, it will be hard to know what it is that your customers and audience want to hear. It’s OK to start out with your best guess and move from there. The great part about most social media platforms is that you can see which posts are doing well and which posts aren’t. These metricsĀ fall into three broad categories: reach, impressions and engagement. Reach is the number of people who have seen your post, i.e. how many people it has reached. Impressions are how many times your content is displayed, i.e. how many times your link has been clicked. Engagement is the number of people who have interacted with your post, i.e. how many people who have liked, commented on, or shared your post. Use these numbers to compare otherwise subjective posts and see what it is that resonates with your audience.Then you can create more of these posts.

Consistent, fresh content is how users and search engines find your site and assign value to it. Keep your profiles up to date and stocked with engaging content to keep your business competitive.(That’s a call to action!)