Striking The Balance Between Timeless and Trendy Content Creation
Ah, the new age dilemma.
You want to publish on-brand content to enhance your marketing strategy and increase equity around your business, but you don’t want to get caught in the trap of posting the same content over and over, and risk alienating your audience by boring them.
What’s a small business owner to do?
Luckily, this doesn’t have to be an either or situation; it is possible to both connect with your audience in exciting new ways, and stay laser focused on your brand strategy.
Here are some tips to help you do just that:
First Categorize, Then Play.
Identify the types of content you’re looking to produce- maybe that’s 1) Advertising/Product Promotion, 2) Connecting on a Personal Level, and 3) Client Testimonials. Once you’ve established what you’re trying to accomplish on your social feeds, get creative and play within these categories! One week you might check off the Client Testimonials box by showcasing reviews; the next week you could do a magazine style Q&A with one of your clients, discussing how your services impacted their life. Both achieve your content goal, but in different and interesting ways. The options are endless!
Language and Tone.
Be mindful of tones and ‘isms’ that make your content fit your brand. Consistent messaging can do a lot of heavy lifting if you’re looking to bring different ideas and posts under the umbrella of your brand. This can work when discussing current events, or when sharing personal stories or news. Unsure of how to establish your brand’s language and tone? Start with thinking about what you want your followers to feel when they read your content. If you want them to feel super confident in your services, add some elements of professionalism and gravity. If you want them to feel at ease and at home with your brand, add some enthusiasm and personality to your speech.
Branded Images
When it comes right down to it, social feeds are curated around images. A diverse library of branded photos are the best way to be true to your brand while giving you the most freedom when creating content. Think of Branded Images as the one-up from Language and Tone. Whether you’re running a promo, or taking a personal beat, branded photos instantly hook your audience in to whatever comes next. Remember, fresh photos = fresh feed.
