If you are managing a Facebook Page, you will probably be looking at improving your content strategy all the time so that you can stand out from your competitors.
Unfortunately, there is no ‘magic formula’ that can improve your content overnight, but the good news is that once you have figured it out, you’ll be able to see your results consistently.
You’ve probably heard it many times that ‘content is king’ and this still holds true, but what exactly is “content”? Your page content IS NOT your marketing message and that is the mistake most Page admins make; almost every post is a sales pitch. What happens is your users tune out once they see a ‘salesy’ post and you lose the engagement that Facebook’s algorithm keeps in high regard.
The best way to approach your content is to make use of the storytelling concept. People remember stories way better than facts. You need to craft a story that can make people understand your company’s values, products and services.
Here are some questions you need to ask yourself before crafting your content; What to say? How to say it? Whom are you asking? And finally, Why?
What?
A lot of people struggle with creating content because they are trying to do too many things all at once and end up not knowing what to focus on. Content ideas can generally be stripped down to two main elements; focus and format.
The focus asks, “What am I talking about?” and the format is, “How am I bringing it to life?”
How?
Once you grasp the concept of content creation, you should be able to apply it in the various different formats which you haven’t considered previously. How about using a quiz or contest? How about a guide book for your customers?
Who?
Your target is also very important and you need to determine who exactly are you targeting next. When you identify your audience, you can determine how you want to tell your story. Take some time to go through your Page’s analytics and Audience Insight to get a better picture of your audience.
Why?
After all that, the final question you need to ask is Why? What is your ultimate goal in creating the content? Is it to inform, educate or state some fact? You will then need to decide how your storytelling goes from here.
When your content ‘fits’ your audience, you will connect with them and you can start to build upon that. If you are stuck in a rut or just producing content for the sake of producing it, perhaps it’s better for you to pause shortly and re-strategise accordingly. Always review and ask yourself whether your content is serving your audience or serving your own ego. If done correctly, you will find that your content will ‘find’ their right audience in the long term.