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How to Create Better Content for Social Media

Initially, social media platforms helped you connect with your favorite people and meet new ones. These days, social media has evolved, becoming the preferred platform of consumers looking for trustworthy brands and the best products to buy.

Fun Fact: 72% of American online shoppers used social media to discover new products in 2019.

Brands are cashing in on social media’s popularity among consumers by posting content that influences the purchase decisions of potential customers. You also can leverage social media to boost your brand’s customer base and sales.

However, social media marketing will only be successful if you publish content more engaging, insightful, and impactful than the hundreds of posts your competitors publish daily. To help you reach and convert more prospects, here are the best tips on how to create social media content that works:

1. Assess Your Current Performance

According to the Online Marketing Institute, nearly 90% of brands engage in content marketing, but only a few produce contagious content that viewers share. Before attempting new social media or website content development, you should assess the performance of your existing content. The assessment will reveal your successful and underperforming content.

Identifying your successful content will help you pinpoint what your audience likes so that you can make more of that content type. The assessment will also reveal your social media platforms with the most audience engagement. For example, if your Instagram gets more engagement and generates more leads, you should prioritize creating more Instagram content.

You can also use insights gathered from your successful content to improve your underperforming content. If you start social media content creation without assessing your existing content, you could repeat content mistakes and keep receiving subpar results.

2. Set Your Goals

Another tip for successful social media content development is setting goals. Your goals are the objectives you hope to achieve by creating and publishing social media content. Depending on your company, the goals may be to boost:

  • Brand awareness, authority, and reputation

  • SEO and online leads

  • Web traffic

  • Customer base

  • Product visibility and sales

Setting clearly defined goals will enable you to create content best suited for achieving those goals. For instance, if your goal is to increase brand awareness, reputation, and sales, you can post user-generated content, such as positive customer reviews on social media. According to a BrightLocal study, 73% of customers trust a business more when they see positive reviews.

Goal setting is most effective when you have SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound) goals. Specific and well-defined goals provide your company with something to aim for and reduce your chances of getting sidetracked or wasting resources on unnecessary activities.

Measurable goals allow you to monitor and assess content and marketing performance. If your goals are not measurable, it will be harder to tell if your content marketing is working or failing. Making your goals achievable is also crucial because if they are unachievable or unrealistic, success will be elusive, regardless of how hard you try.

Lastly, goals should be relevant and time-bound. Irrelevant goals will contribute nothing to your company's success, and time-bound goals can help you focus and prioritize tasks.

3. Build a Calendar

A content calendar is a schedule that shows all the content you intend to publish within a specific time frame (a week, month, or year). Using a calendar for social media content creation is essential because it will help you stay organized and prevent missed deadlines.

The calendar can also help you publish content with the right cadence, helping you post as frequently as needed to keep your target audience engaged. Social media content calendars are most effective when they have at least these elements:

  • Deadlines: The date you expect to publish each content. The calendar should also state the first draft and final draft completion date.

  • Content Title or Headline: The title of each content you intend to publish and the date you intend to publish each one.

  • Type of Content: Specify the content type when writing the content title. Depending on your target audience and social media platform, the content could be video, written (blog posts or articles), infographics, images, customer reviews, and so on.

  • Keywords: Specify the focus keywords you intend to use in each content.

  • Creator: Specify who will create each content – a freelance copywriter or one of your in-house creators.

  • Social Platform: The specific platforms you intend on publishing each content.

You can find social media content calendar templates online or build one from scratch with Excel.

4. Find Creators (with Cohley!)

Ideating and creating fresh and engaging content for social media can be daunting, especially if you choose to post daily. Fortunately, you can reduce your workload by assigning the job to someone else. However, you can’t assign your social media content creation to just anyone. Go for an expert who understands your brand voice, target audience, and content marketing goals.

At Cohley, we simplify finding the best content creators by connecting brands with qualified professionals who can deliver visual assets that drive growth. Whether you need ad-ready video content for TikTok ads or professional photography for Instagram, let us connect you with a creator that will give you an edge over your competitors.

5. Test Test Test!

Behind every successful social media content development is content testing. Testing will verify if a content asset can get the results you want by checking if target audiences can easily find and understand your content.

The test will also measure how much your audience enjoys your content and how valuable they find it. If your content checks all the right boxes, it has a better chance of convincing viewers to take your desired actions.

At Cohley, we help clients save money and achieve content marketing goals faster through continuous content testing and optimization. Our proven procedures and tech can test content performance on various social media platforms. We then use insights from the test to improve the content to reach, engage, and convert more of the right people.

6. Engage with Your Customers

Putting out great content and forgetting about it won’t help you stand out on social media. If you really want to stand out, you need to engage with your customers. You can do this by replying to your audience in the comments or asking customers for reviews. One study revealed that out of 74% of customers who received feedback requests, 68% provided online reviews.

Customers are eager to provide reviews because it makes them feel heard, and more customers prefer doing business with brands that listen to them. Besides helping you engage customers, requesting reviews can significantly increase your sales, brand loyalty, and trustworthiness.


Positive customer reviews convince consumers to patronize you because they expect to have the same positive experience detailed in the positive reviews. According to data gathered by Grin, 85% of people trust online reviews as much as they trust personal recommendations. To make sure more prospects see your positive customer reviews, turn them into user-generated content and publish them on social media.

7. Use That Content That Works Everywhere

One of the best tips you can find in a how-to create social media content guide is to make good content that you can publish on all your social media pages. Good social media content is content that is entertaining or highly informative and easy to share.

The content should be easy to modify so you can post it on any social media platform. For instance, you can repurpose a short video to display on almost any social media platform, including the top six – Facebook, Twitter, YouTube, TikTok, LinkedIn, and Instagram.

However, before posting your multipurpose content on different social media platforms, personalize it to fit your target audience on each platform. A study by Monetate revealed that 79% of companies exceeded their revenue goals when they used a well-documented personalization strategy. Also, 91% of consumers prefer brands that provide relevant and personalized recommendations.

Personalizing social media posts requires studying and understanding your target audience and tailoring content to match their preferences and needs. If you can create such posts, you will have a better chance of connecting with your target audience and converting and retaining prospects.

Are You Ready to Take Your Social Media Content to the Next Level?

Now that you know how to create social media content that works, you can get to work on boosting your online presence to engage and convert more prospects. Alternatively, get the content marketing results you want with less effort by letting Cohley handle your social media content creation.

Our fully managed service includes everything from content strategy and ideation to content creation and performance monitoring. Contact us today to book a consultation and learn more about how we can make social media content marketing less tedious and more rewarding for your brand.