Using Social Media Insights to Develop Content Ideas

by Sarah Quinn on 27 May 2014
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Small businesses to large international brands know the power of social media to engage their customers. A recent study found that 81% of small businesses use social media to drive growth while the other 9% in the study plan to use it in the future.

But what about insights on your social media users?

Sure, user data from your social media channel(s) can provide a better understanding of your customer base, but you should also look deeper into the data as a source for generating content ideas.

Here are 5 simple tips for how to use your social media insights to develop content and keep customers engaged.

#1. Targeting the Touchpoints

Where are your social media users spending most of their time when they engage with your business and brand online? Are they visiting your company website on a computer or with a mobile device? Are they more interested in your LinkedIn page?

If your company has several social media channels (Facebook, Twitter, LinkedIn, etc.), find out what’s most popular with your users. This knowledge can help shape your future content.

For example, if they’re primarily reaching your social media channel on a mobile device, make sure you create content optimized for that platform. Is your Facebook and Twitter feed more popular? Be sure to tailor your content for those channels. And it’s a good idea to cross-pollinate your marketing messages on both channels.

Comb through the data on your social media users and target the platforms they actually use the most. You’ll be poised to meet them at these strategic touchpoints with your content!

#2. Identify What Interests Users

Find out what’s relevant to your customers and keep the content in line with what they want to read.

Do your users like reading about new products? Do they like 101 tutorials on your product or services? Or maybe your social media insights reveal that your users are interested in special deals and promotions.

People want content that’s relevant to them. Figuring out what content attracts your clientele keeps you on their radar.

#3. Follow User Trends

As we mentioned above, it’s important to learn what your users like and what mediums they use. Employing hashtags or a subject cataloging system with your social media channels can reveal your customers’ interests.

But what about emerging social media platforms?

This doesn’t mean that you have to drop one social media channel and pick up the latest “new” one. However, you should follow new social media trends and research developing platforms. These new platforms may not be ideal for your business brand but if they’re a good match, you’ll be ready to launch a new channel when the time is right.

Social media users can be fickle with what social media platform they move to so it’s good to keep an eye on the latest trends.

#4 Ask Their Opinion

Social media has made marketing a two-way street where business and customers can interact in many ways. Looking to generate more content your users want? Just ask them directly. It’s as simple as that.

Post questions at the end of blog articles to get their feedback. Remember to monitor the comments in an honest and friendly way.

Surveys are another excellent way to generate content ideas from your visitors. Listen to your social media audience and get them involved with shaping your content.

#5 Turning Data into Infographics

Have some interesting data on your business and customers? Turn that data into an infographic.

Infographics are a great way to present data in a digestible visual way. Make it easy for your users to share your content on the social media channel of their choice.

It’s free word of mouth marketing for your business.

Content Marketing

Sarah Quinn

Written by Sarah Quinn

I eat, sleep and breathe great content so it kinda works out for me that I get to do this as a job. But waaaaait, I'm not one dimensional..... I also LOVE peanut butter, odd socks, running, daydreaming about time and space, corgis in top hats, afternoon tea and Chandler Bing.