Today we hold the ability to create more media than ever before, using tools that are the cheapest they’ve ever been.
Whether it’s full-blown films made entirely on an iPhone, or graphic artists creating detailed visual art on a copy of Photoshop, online content has exploded.
The only problem is: businesses are still catching on to this.
Social networks are built for sharing, and given the rise in online creativity, it makes sense we share content that is captivating and exciting. And, more often than not, that means videos and pictures – after all, videos are shared 12 times more than posts with just text while posts with photos receive twice as many likes.
In an age when social rules, businesses need to make themselves as shareable as possible, which means producing quality content.
Lucy Sutton, senior content and social media strategist at King Content, says SMEs obviously need to be producing content to connect with their audience – and they can gain a lot of benefits without much investment.
“SMEs typically have smaller budgets and an even greater emphasis on customer relationships than the bigger players. By creating authentic and relevant content that speaks to the audience’s needs as well as their own positioning as a brand, SMEs can reach their target market organically.”
The benefits are obvious: content is one major reason why people follow brands. But only a minority actually look past a headline, so how can you penetrate the gap?
1. Don’t go beyond your constraints
When you don’t have the resources, do simple content well and not ambitious content badly. Don’t create infographics if you don’t have the team. Instead, focus on what you can do, for example write compelling blog posts.
2. Don’t overtly sell yourself
No one likes a sales pitch. Instead, create content that provides thought leadership and shows your audience what type of knowledge you possess.
3. Do create a mix of content
Videos, infographics, pictures and everything else – mix and match, just don’t settle on one strategy.
4. Do be engaging
Link to other pieces of content from the web that you think your followers will value. Showing you’re not afraid to link to other sites builds trust, which is the most valuable currency, and your sales pitch is likely to be much better received if you’ve shared things people actually want to read.