Social Media

How to Create Engaging Social Media Contents

How to Create Engaging Social Media Contents

Content is the essence of social media marketing. It’s no use creating a profile and not posting anything, but it’s also not possible to publish anything. Creating content for social networks requires strategy and planning to engage and gain the trust of followers.

People will only follow your brand if you talk about interesting topics, generate connections and add value. Therefore, Content Marketing needs to go hand in hand with social media strategies.

In this post, we are going to show you the 5 necessary steps for your company to produce content for social networks with consistency. Thus, your chances of having better results with your posts increase a lot!

How to Plan Content for Social Networks

Entering a social network for shallow reasons, such as the presence of other people and brands on the platform, can be shooting yourself in the foot. Social networks, like any communication channel, have their goals. Each one will provide a different user experience. This can directly impact the performance and goals of your brand on these networks.

The questions you should ask yourself are:

  • What do I hope to achieve by working on this network?
  • How will my brand’s presence on this social network help achieve my marketing goals?

From the answers to these questions, it is possible to create a content plan, which should start by developing an analytical view of the relevance of the social network to your strategy. That is, understanding how social networks can contribute to your goals, how your brand should act on each channel and what results in you need to achieve.

Based on this analysis and strategic vision, you can look specifically at the production of content for social networks. You need to understand your audience, what people would like to see in your posts, how to generate engagement and stand out from your competitors.

Also, look at the characteristics of each social network and the formats they present. That way, you can produce more relevant content for each of them. Finally, it is important to understand your team’s ability to produce content.

Having this information, you can establish a schedule that makes sense for the work routine, ensuring the frequency of postings. In addition, you can have a broader perspective of which tools you will need to perform all the tasks and manage your team better.

Now, let’s detail these points of content planning for you to create a powerful strategy on your social networks.

1. Define Your Buyer Persona

Do you know who you are talking to on social media? Who is your content being created for? Okay, you can get an idea of your brand’s target audience, but even more interesting is to profile your buyer persona.

A buyer persona is the description of a semi-fictional character that represents your company’s ideal customer. This description brings the needs, pains, doubts, interests, and behaviors of this character.

The construction of the persona must be based on real data about customers, collected in questionnaires, interviews, and observations. To be as truthful as possible, you can create a profile based on archetypes, which represent people’s personality traits, based on patterns of human behavior.

The content needs to be the answers to questions and pains encountered in building the buyer persona. Taking into account behaviors and interests to establish language, identity, and, finally, the way to communicate.

Related:   Why Social Media Marketing is Important for Your Brand

2. Establish Marketing Goals on Social Media

Defining your social media marketing strategy goals is what guides your decisions and determines which path you should take to achieve them.

Social media marketing objectives can be, among others:

  • Increase brand awareness;
  • Gain more engagement;
  • Win more sales;
  • Generate more leads;
  • Drive traffic to the website.

That way, you aggregate more information to determine actions and create content to achieve those goals. It is also important to define the goals — quantifiable and measurable — of social networks, as well as the indicators that you will monitor to know if the strategy is on the right track.

3. Think About Producing Content for Each Social Network

In social media planning, many brands want to get on every possible platform to reach more people. But few manage to have consistent and relevant performance in all channels. And, to cope, they end up replicating the same content on different social networks.

However, each social network has its audience, its language, its rhythm, its formats. LinkedIn, for example, is focused on professional connections, while TikTok has fun and informal language. Therefore, you need to know the characteristics of each social network to know if your persona is there and if the platform will help you fulfill your marketing goals.

Your brand doesn’t need to be on all platforms, okay? So, after you choose the main social networks for your brand, understand the type of content and language that engages the audience that is there.

4. Prioritize Consistency and Frequency of Publications

The success of posts on social networks does not only depend on their content, but also on choosing an appropriate frequency and, consequently, building a consistency of publications. Consistency means assiduity: it is necessary to keep the profile always active on social networks so as not to lose the profile’s relevance, interest, and engagement of the followers.

Frequency, on the other hand, means the time interval between publications: you must define a frequency that suits your persona profile, the characteristics of each social network, and your team’s production capacity. There is no rule about the best publishing frequency. The ideal is to test your audience and understand how often followers respond best to your posts.

5. Have a Posting Calendar and Monitor Results

To ensure consistency and frequency, the team needs to organize. Having a posting calendar is ideal for this, as it provides an overview of the posts planned for the period, as well as the activities involved (production, review, scheduling, etc.).

You can also use post scheduling — which tools like mLab’s offer — to schedule everything and not miss any posts. On the other hand, the calendar and scheduling should not stifle the strategy.

Social media is a dynamic activity, and the relevance of content can change from one day to the next. So if a hot topic comes up, you need the flexibility to insert it into your posts. For this, it is also important to monitor the results of publications, extract insights for upcoming content and keep an eye on the hot topics.


You’ve already seen the main tips for planning content for social networks: knowing who you’re talking to, defining the goals you want to achieve, getting to know each social network, having consistency in publications, and creating a calendar for it. Now it’s time to put your plans into action.

The Author

Oladotun Olayemi

Dotun is a content enthusiast who specializes in first-in-class content, including finance, travel, crypto, blockchain, market, and business to educate and inform readers.