CONTENT IDEAS By Marie Segares, Underground Crafter If you know your company “should” be on social media, but you’re finding it challenging to get started or stay motivated to post regularly, my advice is to set up a content calendar. Here are 15 content ideas to add to your content calendar right now. 1. Questions including quizzes, a question of the day (QOTD) or question of the week (QOTW), and fill-in-the-blanks can spark engagement or be used for informal market research or idea testing. 2. Behind-the-scenes video or photographs provide your followers with insights about how your business works and the people behind the company. If these images don’t fit your company’s aesthetic or branding, use time-limited options like Facebook or Instagram Stories, so your feed remains curated. 3. Quotes and inspirational photos are highly sharable. Instead of relying on generic memes, customize yours using product photos, text overlays or your own branded language. 4. Infographics tell a story in a visual way. Use free resources like Canva or HubSpot templates to create your own.
5. Product pictures and descriptions can introduce or remind your followers of your products. Use your own descriptions and photographs, or share those of influencers and other collaborators. 6. Customer testimonials, fan photos and reviews allow you to promote your own products while providing excitement for your customers when they are recognized. Ask for permission to share anything that isn’t public. If the images aren’t up to your brand standards, use time-limited options for sharing. 7. Curated content, such as articles, posts and memes from others, can build reciprocity. Build more engagement by providing attribution. 8. Throwback or flashback posts can explore how far your company has come or remind followers of your history. Tag with #ThrowbackThursday or #FlashbackFriday. 9. Recommendations of other companies that make complimentary products or tutorials for your products can introduce your followers to new resources and create engagement. 10. Status updates, including sales, events, holiday hours, delays or arrivals can be communicated quickly through social media. Delete these posts afterwards if you want a more curated feed.
11. Customer appreciation is a wonderful way to build engagement or to show your product in use. Highlight customers who are working on charity projects, who have innovative displays or uses for your products, or who have been loyal to the company. 12. Company news, awards and publicity allow the company to toot its own horn while also sharing important information with customers. 13. Storytelling through video or long-form posts can humanize your company and allow you to connect with your followers in a way that resonates more deeply. 14. Recycling content on a regular or seasonal schedule allows you to extend the life of your work while also introducing it to new followers. 15. Opinions and controversy are avoided by some companies and courted by others. If you take a stand on a political or social issue, be sure it is one your company feels comfortable defending. Remember that being absent from conversations happening in your online community can also have damaging consequences.
Marie Segares is the proprietress of Underground Crafter. Marie shares crochet, knitting, sewing and crafty patterns, along with tutorials, recipes and creative inspiration on her blog. She also hosts virtual make-a-longs throughout the year. Marie isn’t part of a secret society of crafters (though that would be pretty cool), but she enjoys crocheting and knitting underground while commuting on New York City’s subway system.
Summer 2019 • Gradient
6/10/19 3:54 PM