So you have a Facebook page or an Instagram account for your business, now what? When it comes to starting the conversation, creating the connection and building relationships, publishing content should be at the top of your to-do list. Publishing the right content on your feed(s) as well as in your groups will attract potential customers and increase your credibility and expertise.
To assist you in the planning of your content, an editorial calendar is helpful.
As you plan out your editorial calendar, here are a few tips to keep in mind:
1. Know your audience and your industry. Publish information they can use. Are there big changes coming to your industry or new laws affecting your industry? Explain those changes in lay terms in a short article. Do you know what problems plague them? Offer daily action steps to help solve those problems.
2. Include photos for more engagement and interest. Photos used in articles should relate directly back to the main topic. Photos also help break up a large page of text, which can be intimidating for even the best readers to tackle online. Purchase photos legally from stock photos houses or use Unsplash.com for completely free photos. For list of free photo sites, click here. Never copy/paste from Google Images; that’s copyright infringement.
3. Ask questions and provide insight. Are there misconceptions about your industry or what you do? Clear these up in a simple Q&A article. Create a whole Q&A series with the questions you receive online as well as via email or your help desk. When you ask questions you may also discover a new pain point which you can then discuss or create a new product to address it.
4. Give people a behind-the-scenes look into your business and what it's like to work with you. This topic lends itself to a fun video series where you can address exactly what you do and who your ideal clients are. Don’t be afraid to clearly identify your ideal clients and let them qualify themselves to work with you. The worst thing is to sign on with someone who can’t afford your prices or who won’t do the work necessary.
5. Include a call to action on all your posts. What should your reader do next: Join your email list? Call you for a consult? Meet you at a local networking event? Gently guide your reader to the next step in your sales funnel. Relate the Call to Action to the topic of the post.
When in doubt about what to publish, consider outsourcing the content creation to an experienced freelancer. They will brainstorm ideas and help fill in your editorial calendar rather quickly as well as prepare your content so all you need to do is approve it and publish.
Extend your knowledge and expertise to your audience with your content. You just never know how your content will affect someone or to whom they will pass along your articles.