We all get stuck for what to post from time to time. Maybe it’s a blog post, maybe it’s a an email article, or maybe it’s just a plain old social media post … that you don’t want to be either plain or old, but the ideas just aren’t flowing.
Allow me to suggest you create a post that educates your audience on an aspect of what you do, or of the industry, or niche, that you’re in. Sharing knowledge can be very valuable, interesting and entertaining to your tribe, plus it helps establish you as an expert, which nurtures trust.
Some businesses are blessed with what seems to be endless opportunities for interesting content, while others constantly struggle to find an even remotely interesting angle to what they do. But either way, content that educates your audience is definitely something you want to include consistently in your content mix.
Take a florist, for example. To me, florists are surely one of those businesses that are have endless opportunities to create beautiful and engaging content. The images alone are drool-worthy, not to mention the scope for ideas, what’s in season, new trends, colours, special occasions, etc. Sure, but they also have to be careful not to blend in with every other florist too, right?
Knowledge sharing posts that educate an audience are a great way to keep a florist’s content mix from looking the same as every other florist out there, and this could apply to your business too. Once or twice a week, post something that’s designed purely to help your audience. Make it easy to understand and something that real value can be found in.
For example, a 3-step process to make your flowers stay fresher and last longer … and explain *why* each of these steps are important. There must be tonnes of useful information and ‘hacks’ a florist could offer their audience and in doing so, they’re not just looking pretty, but providing value and being of service. How can you do the same?
Educative posts are brilliant for all business-types, but those that tend to be less exciting, let’s say, can really stand out and set themselves apart by offering value in this way. Take a plumber, or an electrician, for example - there are plenty of creative ways to build a brand in these fields and offering useful knowledge is certainly one of them.
Think about ways you can share your special knowledge with your audience and when you do, remember that the goal is to be of value and for the content to be useful. It’s not going to be of any use to anyone if it’s too complicated for a layperson to get their head around, if it’s full of industry-specific jargon that makes no sense to anyone other than other plumbers/accountants/lawyers/florists etc, and if it’s too long to be consumed quickly. Get into your customer’s shoes (or head) and ask yourself how this would be useful to them, and how will they get the most out of this?
Be of value & make it useful
Keep it simple
Don’t use jargon
Make it easy to consume
TIP: A short video demonstrating a simple procedure might be easier for someone to grasp than a 4-page instructional PDF … and video just happens to be a lot more engaging, so that’s a win for you and them.
So add some education and knowledge sharing into your content mix. You know stuff that is incredibly useful to your audience, so share it. They’ll get great value out of it and you’ll earn their trust as someone who knows what they’re on about and is willing to share it.
Thank you for reading - I hope you found a bit of inspiration in that. If you'd like some help with your social media, please email me at firstname.lastname@example.org for a free 30-minute consult/chat/lightbulb session, or connect with me on social media (buttons below) - I'd love to help you out with what I know.
Have a great day,