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Tips for Adding Value to Your Social Content

Why isn’t anyone liking your Facebook post about installing moisture barriers beneath roofing tiles? Why didn’t anyone retweet your hilarious tweet about the reelection of the President of Belarus? Why does some content resonate with audiences and spread across the web, while other content dies a slower death than Homeland?
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A simple answer: content with value resonates with audiences.
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But how exactly do we create content with value? We recently asked 10 community managers here at Ignite Social Media for tips on how they add value to their social content.
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David RyanDavid Ryan
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“I believe that content should be created and optimized based on the channel it’s being posted on. Also, brands should keep in mind that images and video get way more engagement than text-only posts, however typography posts are an interesting way to deliver a message in type.
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Brands should also be mindful about what content they should stay away from, – like duplicating print ads into posts or using hashtags on Facebook.”
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Kristina KellyKristina Kelly
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Kristina recently wrote a blog post on how to create content that gets shared, which highlighted the following areas:

  1. Informational Content
  1. Storytelling Content
  1. Emotional
  1. Snackable Images
  1. Interactive

Stephanie PurintonStephanie Purinton
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“I think all businesses can add value by creating content around hacks– quick, shareable ideas that save people time or make their lives easier. Incorporate a product into the hack, and you’ve got yourself product promotion and added value for your followers.”
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Beth Anne BallanceBeth Anne Balance
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“Running a Surprise & Delight that supports a feel good cause (like donations to charity) adds emotional value to the material value they’re already getting.
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Also, influencers are a great source of value. Add those “real people” into the conversation to further trust.”
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Meghan HardyMeghan Hardy
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“Use social listening to figure out what your fans need help with/are concerned about/are talking about and then create content based around that. This provides value to them by solving or addressing their issues while also letting them feel heard, which can help create advocates.
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Also, I think Identity Content can be viewed as value for them because while it may not solve a problem or give them a discount, it can create a break in their day, a laugh, some inspiration, whatever it may be. Things that make them go “Omg this is SO me” or “I needed this today” are valuable to the fans. These types of posts also tend to get a lot of Shares and Comments, which helps the brand.”
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Taylor LarsonTaylor Larson
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“Another way to add value is highlighting real people that use your product or service. People are skeptical, and they trust others more than they trust a clever Tweet or well crafted image. Speaking of images, images featuring real people often perform better than polished photos and posts. Selecting people to be featured in your content makes them feel special, gives them bragging rights, and increases their loyalty and engagement with your brand or service. Win-win!
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Spend time getting to know your audience. Pay attention to what they’re saying on Twitter, what type of posts they’re responding to, and what complaints they have. Be engaged in your community and participate in it’s dialogue.
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Find what your audience is interested in! Where are they spending time and what are they responding to? Check relevant hashtags and trends to find this out, then utilize those findings to create copy.
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Mix it up! Try new images, gifs, videos, colors, props–anything and everything. Don’t just create the same type of images and posts day in and day out. It’s boring to you and your audience.”
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Bruna CamargoBruna Camargo
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“Before jumping onto content buckets or tactics, it’s important to define which are more important for the audience. While I personally love quizzes, this audience may be too fast and furious to sit down and find out what kind of pizza slice they are.
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Also, let’s not forget people mix the social media “business/professional” accounts they follow with friends, family, and “escapism” accounts. Creating content that blends itself naturally with those personal interests by using emotion and/or humor is a way to connect on a further level that may increase likability both via social and also via just the plain old “I ACTUALLY LIKE YOU” type of deal.”
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Kyle StuefKyle Stuef
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“For small to mid-size businesses, local content is usually important. Many of their fans will likely be geographically close to them, so making their content feel like it’s coming fom a member of the community can go a long way in relationship building. (Ex; Art fairs, parades, we’re so happy the bridge construction is finally done, etc)”
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RyanShattuckRyan Shattuck
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“In my personal opinion content that is personal will resonate more. That can mean ‘personal’ on the business side: “Here’s a behind-the-scenes view of how widgets are made” or it can be ‘personal’ for me: “Hey other CMs in Michigan, this is for you.”
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I’m also very much a believer in content that introduces a more social, personal side: one that offers a unique view that can’t be acquired in a press release or elsewhere.”
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Kathleen LoescherKathleen Loescher
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“Listen to the people! Take notes on how consumers experience your product and create content based on that. That way, others will be able to envisions themselves doing the same.”
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Do you have a tip on creating content with value? Please share in the comments below!

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