How To: Creating Engaging Facebook Content

How To: Creating Engaging Facebook Content

Quiip’s Alison Michalk shares her four top tips on coming up with engaging content on Facebook.

B&T Magazine
Posted by B&T Magazine

You’ve created a Facebook Page for your brand or organisation and quickly realised that it can be incredibly time-consuming to post content, let alone post content that drives the business results you’re after. These five tips will help you to better plan and create content designed to increase engagement and meet your objectives for Facebook and other social media platforms.

1. Know your audience

At risk of sounding like a broken record, community management is about people so the first rule of any online engagement is to know your audience. And who knows your audience best? You do. So rather than asking around and trying to replicate what everyone else is doing, look inward. Reflect on what’s worked well to date and if in doubt, ask your audience what they’d like to see.

2. Know your brand

Following on from point one, as much as you know your audience best, you also know your brand best. What resources do you have access to that you can harness within your organisation (including other people)? What can you use to incentivise your audience?

3. Content is King

This is not news, and don’t limit yourself to thinking just visuals and video – most community managers have a plethora of content at their fingertips, but they just don’t realise it. What content and articles do you have on your website? How can you repurpose them for Facebook? Do you have an agency creating other marketing materials? If yes, make it so that they’re creating Facebook-appropriate graphics along with any other campaign materials.

5. Reuse and recycle

Had a post that worked well last week? Tweak it a little and post again in two weeks. Your audience is larger than the reach of a single Facebook post, so you’ll reach more unique viewers by posting on different days of the week and at different times. The shelf life of a Facebook post is about three hours, so once it drops off the newsfeed it’s no longer reaching your audience. You can also put a seasonal spin on something and plan to post similar content quarterly or even annually. This brings me to the last point…

4. Plan, plan plan

There’s nothing worse than the pressure of having to come up with something to post last-minute. An editorial plan is vital. Create a long-range quarterly or annual roadmap highlighting seasonal events, public holidays and major campaigns. Then create weekly to fortnightly content plans with the copy, urls, images and anything else you will need included. This way you can schedule posts or rest assured that should you suddenly not be available, there’s content to move forward with. Sitting down to plan content once a week will save you a lot of time, and your content will work harder as it’s more considered.