We frequently get asked the following: “How can someone know what to blog about or what to post on social networks?” The answer is simple. Find out who your ideal audience is and tailor your message to fit their needs.
What I mean by this is that you as a content creator need to give your audience what they want. If you’re a lawyer and you’re looking to improve your SEO rankings by blogging, you need to blog about things that interest your clients, not yourself. If you’re a plumber and you want to start engaging with followers on Twitter, you need to talk about common household problems and tips and tricks. People don’t want to hear about specials on replacing leaky toilets all the time.
The key here is that it’s okay to branch out a little with your content and your message, as long as it somehow ties back into your brand in a meaningful and authentic way.
Far too often I see Facebook pages for doctors or dentists and all they do is quote fancy medical studies and link to academic articles. The average fan of that page probably does’t care that much about such specific information. If they did, they could always find it with a quick Google search. You don’t have to act like a know-it-all in order to show that you’re an expert in your field.
Rather, doctors should take a broad approach and talk about healthy living, fitness and wellness. They should also host contests related to healthy living and ask lots of questions on the subject. This will appeal to many more fans, while still keeping your brand at the top of their minds.
Furthermore, this approach gives you much more content to work with. You don’t need to be so specific. For example, on this blog, I can easily talk about iPhone apps, or the latest business venture in silicon valley and still relate it back to my social media marketing services.
On top of all this, it is extremely important to be authentic with everything you do and say. Don’t just pump out content for the sake of boosting SEO or because you know you need to do it. Put an emphasis on delivering value with every word and phrase.
Authenticity will pay off in the end, as it allows you to find your true voice. That voice also happens to be the voice your audience expects to hear.
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