What is good content?
A common obstacle for any business owner is sharing ‘good’ content to their target market. But what is good content and how is it defined? There are many measures we could we pick from:
- Number of likes and comments (positive ones preferably!)
- The reach of your post
- Clicks through to your website
- Number of enquiries
- The obvious one – sales generated!
The measures above all point to one thing – engagement. If your target market is engaged with the content you are sharing, it will be evident in these metrics. It will be ‘good’.
It’s important not to get too caught up in the numbers as such. Engagement will go up and down, but as long as you put your target market at the centre of your content, you will consistently see positive engagement.
Why is engagement so important?
You’ll hear lots about algorithms when you start to dig deeper into social media analytics. There is so much content published across the popular social media channels and the channel needs to work out what content we actually want to see. This is the job of the algorithm.
When your target market engages with your post – an action such as liking the post, leaving a comment, sharing the post, clicking on a link – this indicates to the algorithm that this piece of content is useful/interesting and therefore could be interesting to others. The post gets shown to more people and this creates a ripple effect where more people engage, and the reach continues to increase. This is a very simplified explanation of how an algorithm works but its purpose is to explain why good content which engages your preferred audience is the goal to aim for.
Back to what is good content?
Well there is no perfect formula for creating good or engaging content. It comes down to knowing your target market and building a relationship with them.
You want your target audience to notice you, to recognise you, to understand how you can solve their problems, and to trust that you will deliver what they need.
Think about how this happens outside of social media. If you’re in a crowded room and you notice someone of interest, you tend to sit back and observe their behaviour from afar. Do they appear to be someone you’d like to talk to? How are they interacting with other people? You take a step forward to get a closer look. As you get closer to them you can see more of their behaviour, perhaps tune in to the language they use. You ‘ll continue to move closer if what you are experiencing matches what you are looking for. You may even strike up a conversation!
It’s the same with social media (well any marketing to be exact). If people enjoy your content and it resonates with them, they’ll reward this with engagement. So really understanding your target audience is essential.
What is bad content?
If you’re producing content that doesn’t relate to the wants and needs of your target market, then it won’t receive any engagement. In my opinion this would be ‘bad’ content.
I follow (and buy from) businesses which sell learning resources for toddlers. As the mum of a toddler I would expect these businesses to educate me on how their resources support the learning of a child aged 3-4, show me pictures of toddlers enjoying these resources, and (a personal favourite of mine) use humour about the realities of ‘mum life.’ If these businesses started to promote and talk about resources for newborns or teenagers, I wouldn’t engage – I don’t have needs associated with these age groups.
You do not need to sell in every post.
I understand that the aim of the game is to sell your products and services. Your content will include posts which sell what you do and ask the reader to take action and enquire or buy. BUT… you do not need to sell yourself in every post.
For one, it’s a real turn off. If all your audience sees is ‘buy this or buy that’ they will be fatigued at seeing the same message continually. Add to that if you frequently discount your products or services, it will leave the reader with a sense that you don’t value what you offer, therefore why should they.
It goes back to engaging your audience. Talk to them. Get to know them. Show them that you understand their needs and their problems. When they are left with feelings that you care for them, that they can relate to you and that they can trust what you are saying, that’s when it’s appropriate to get down to the nitty gritty of selling.
Most importantly, have fun with your content!
Even if you are offering a professional service or product that is quite serious or important in need (life assurance or legal services for example) your content does not always need to be serious or ‘dark’ in nature. You are allowed to have fun and take the mickey out of your sector!
Humour is a wonderful technique that helps to build empathy with your audience and break down barriers. It also helps us to talk about serious or taboo subjects.
Hello? Is it me you’re looking for?
Knowing how to consistently create good content needn’t be a difficult task – but it’s always useful to know someone who can guide you in the right direction!
If you like the idea of a supportive community where you’ll get lots of advice from me as well as resources to help you plan and a sprinkle of creative content inspiration, then you’re in luck.
I have created the Beautiful Content Club and the doors are opening on 1 September 2020! I’m looking for FIVE business owners to become my first members (and as I write this three spots have already gone!) Quick – come follow my Facebook page for the latest updates on spaces available! Need more info – read this blog.
Alternatively – if you need to free up more of your time to focus on other areas of your business – you can check out my Beautiful Solutions to find a package which suits your need and budget.