2021 is the year to get that social media monster tamed and working the way you want – to get your services in front of the clients that are ready to invest. My first blog article of the year covered some tried and tested ways to increase engagement and awareness of what you offer but the biggie when it comes to social media for most of us is ‘What on earth do I write about!’

So, this piece focuses on some tips to get your creative juices flowing so that social media content becomes, if not an enjoyable task, at least one that you are comfortable with so it becomes a regular part of your marketing toolbox.

The aim is to move away from ad-hoc posting, creating reactive posts because it’s 5pm on a Friday and you’ve not posted anything this week. And no more time wasted on social media content that gets nothing but tumbleweed as a response!

Showing up ad-hoc on your chosen social media is not enough to get your target audience even seeing your content, let alone engaging and taking any action to find out more. So, this blog adds to my previous one to give you even more tips to guarantee you get some real momentum with your social media activity this year.

These will ensure you can:

  • Add value for your target audience
  • Develop your reputation as an expert in your niche/specialism/sector
  • Build ‘know, like & trust’
  • Raise awareness of your services
  • Grow your online networks for collaboration and recommendation opportunities.

Here are my 10 tips to help you create social media content with confidence

Know who you are writing your content for

  • Dive deep into this – it’s the key to success in not just your social media content but in any marketing that you do!
  • Don’t think it’s important? Then you are wasting your precious time producing content because who is it going to resonate with if you have no idea who you want to attract to become your client?
  • Think about the demographics of your ideal client – gender, age, lifestyle, location – list these and get a clear picture of them in your mind
  • As a small business – you should have 1-3 ideal clients and they should have many common traits.
  • Really understand their pain points and how your service can help them overcome those. So consider how they feel right now – overwhelmed, lacking confidence, anxious, stressed, not in control, no sleep, scared about the future?
  • Next focus on how your service will make them feel; Confident, relieved, relaxed, knowledgeable, in control.
  • I would suggest that you define a range of 6-10 pain and then the corresponding pleasure points. These pain and pleasure points should form the basis of ALL your marketing content and messaging.

Your content is about your ideal client – not all about you!

  • While it’s OK and good to share some content about you, your life and experiences because it allows your audience to get to know you, the majority of your content should really be focused on your now clearly defined ideal client and engaging and building your social networks. Here are a couple of examples:
  • You’ve launched a new website and shout to the world about it because it’s been a labour of love. The response is likely to be a resounding ‘So what!’ if they do not know you. Instead, your message should be focused on how the content of your new website and taking a peek at it will benefit them!
  • Likewise, you’ve invested in new branding and are proud of it. Feedback at best will be along the lines of ‘Lovely colours, looks great’ but what’s that going to do to sort their business issues out? Spin the message to show the benefits to them of your investment in branding, and how will it help them.

Add as much value as possible – with advice, ideas and education

  • You now know who your social content is aimed at – so its time to think about what will interest them, get them to engage and, ultimately want to find out more about you and your services.
  • This is your opportunity to demonstrate your expertise and specialism by offering useful advice, opinions and opportunities for your audience to increase their knowledge or to realise that they need help and you could be the person to offer that.

Focus on how your services solve your ideal client’s pain points

  • Keep it simple and for each piece of content, focus on just one pain point and how your service can help turn that into a positive outcome.
  • And also what the pleasure points then are once resolved – what’s in it for them?
  • The focus should be on resonating with your audience – so they see you as someone who ‘gets’ their issues and offers sensible and real ideas to resolve them.

Ask questions or ask for feedback

  • This type of content is designed to encourage engagement and get a conversation going.
  • It could be about a specific industry trend, latest current affairs, world events, regional events – really it could be anything that is going to encourage a response.
  • You do have to be mindful that this type of content can get negative as well as positive responses, depending on the subject matter – be prepared to deal with those in a diplomatic and professional manner.

Mix it up with some more personal observations on life/work etc

  • Social content is designed to show who you are as much as what your business offers – people buy from people after all.
  • Make sure you allow people into your life in a way that you’re comfortable. If in doubt, good examples are showing pictures/video but remember, you are representing your business so keep it professional!

Use short, medium and long-form text posts

  • The idea here is that you use a variety of post styles – some may just be a short question, others may be an advice piece so long-form, and of course anything in between.
  • With long-form posts, I recommend knowing the maximum character count of your chosen social channel and creating the content in Word or similar so you know your post fits! Wasted time is when you are mid flow with creating content and you exceed the wordcount and have to rewrite!
  • Also, write some ‘evergreen’ content – posts that can be re-used regularly because remember that, your content does not get shown to everyone who follows you or is connected to you.

Include images that resonate with your audience

  • Again, it’s about variety – use images for some content, but also include regular text-only content too.
  • I would avoid anything branded (logo included) – these posts don’t get such good engagement. It does depend on the platform of course.
  • Images should follow your branding though – so if you have a particular style of image – wherever possible, stick with this.
  • Build a library of images for your social content – and size them to suit the channel, which you can do easily on a free tool like Canva.

Embrace the power of video content

  • I know, many of us are still reluctant to get too involved with video content but it does get much better engagement so its time to get your big girl/boy pants on and get filming!
  • Video content doesn’t have to be the polished paid-for type – authenticity is more important and is quick and easy to produce – even on your phone.

Follow the 80/20 rule

With your social content, as a rule of thumb, 80% should be focused on adding value and advice and just 20% focused on any kind of personal focus, ‘soft’ sales such as the promotion of your latest launch/e-book/course/webinar etc.


Regular content posting combined with connecting and commenting is going to make your investment in creating social media content a success. And having a strategy and a content plan is going to make it manageable – a big challenge for small business owners who have limited time for marketing in most instances.

Your social content should result in:

  • More awareness of what you offer
  • Engagement with your ideal clients
  • More client enquiries
  • And more opportunities to convert those to grow your business.

Lastly, setting aside a block of time each week/fortnight/month and creating a batch of content also takes the pressure off and allows your creativity to flow because one post will inspire you for topics on others.

Has this given you food for thought on how you’re going to develop your content in 2021?

If you would like a no-obligation chat about your social media content, I offer a free no-obligation 30-minute call to give you some clarity and focus to suit your business.

Book your call now to find out more.