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How to Create Content for Social Media

Creating content that is fun, conversational and unique, without being simply more internet ‘fluff’, is a learned skill and it’s one that involves a lot of practicing and a lot of trial and error. Having said that there are a few hard and fast tricks when it comes to creating content for different platforms.




By far, one of the hardest spaces to create content for is social media, and this is for a number of reasons. One is the sheer volume of content you need to create in order to keep your brand appearing on your customers feed; the other is knowing exactly how to ride the line between value-adding content and calls to action. If you’d rather not think about all the ins and outs of it, our content creators are always here to help, but if you’d like to learn how to create content for social media yourself here’s our step by step guide:


1. Have a Calendar

It’s a simple thought, we know, but it’s amazing how much something as easy as using a calendar will help you to organise your thoughts. The Unusual Team use calendars to first break down our social media content into monthly topics, and then break each day of the week down into different formats.


This helps you to know what you’re posting, when you’re posting it, and where you’re posting it to, and having your topic already set out for the month will make coming up with the ‘top tips’, or finding those ‘quotes’ so much easier


2. Use Public Events To Inform Your Content.

This is another way that a calendar helps. Making use of public holidays and events will help take the pressure off by giving you something new and fresh to post about every month.


Find the events that are relevant to your brand and your target audience and create some of your content around that. Doing this will also give you the chance to ‘piggyback’ off events with a larger audience by tagging the organisation or event, and hopefully getting a bit more traction for your business.


Websites like Our Community are great tools for keeping track of what’s happening when.


3. Set Up Google Alerts

Google Alerts will allow you to set up an alert for any subject that could be of interest to you, your business, or your clients, and either weekly or daily (we recommend weekly) Google will send you an email with all the top ranking articles on that subject.


Often you’ll find that just reading through the article titles is enough to overload you with inspiration for your social media content, but some of the articles are definitely worth a read and perhaps even a share across your social platforms.


4. Link People Back To Your Website

The majority of businesses spend a lot of time and money creating the perfect website only to seemingly forget about it. Your social media content should add value to your audience but ultimately it’s about converting potential clients into purchasing clients, and there’s no better way to do this than by getting them on your website.


If you find that one of your biggest frustrations with content creation is trying to find a way to reword the same information from your website month after month then stop it. Create a post with a few quick lines that introduce the product or the service or exacerbate the pain your clients are feeling and then link them to your website and let it do the talking!


5. Repurpose, Repurpose, Repurpose.

When we speak to our clients we find that a lot of their content creation exhaustion comes from the thought that they need to be constantly spitting out fresh content every day of every week of every year but that’s just not the case! It’s all about mastering the simple art of repurposing.


If you have a regular blog, podcast, or video series then these are wells of repurposing gold for your social media posts. Not only should you be sharing these across your social channels but you can also pull out quotes, sound bites, infographics, short videos, and top tips. The key to repurposing is to rotate your content. Don’t send it out into the world all at once; sit on those Facebook and Instagram posts and filter them out at different times throughout the month.

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