Have you ever heard the phrase “content is king”? It’s something digital marketing professionals use quite often. It’s more than just a catchy phrase, though, it’s actually one of the most important lessons any business owner can keep in mind when it comes to their own marketing strategy.

Why is content so important, especially on social media?

Consider the fact that the average person sees anywhere from 6,000-10,000 advertisements each day. That includes ads on social media. People have learned how to “tune out” most of those advertisements, and may be turned off by others.

Instead, what the average consumer craves is connection. In fact, 78% of consumers prefer getting to know a business through things like articles rather than advertisements. This is the basis of content marketing. If you want to learn more about what content marketing is, check out the video below:

So, what can you do to create the right kind of content for your social media that will get people’s attention and keep them engaged?

Content That Connects

One of the best things you can do, no matter what you decide to post, is to make it personal. It doesn’t matter what your business is, you don’t always have to come across as so formal or “professional”.

Instead, don’t be afraid to add some humanistic qualities to your social media posts. Put up videos that let people see behind the scenes. Or, post pictures of your staff. Share stories. Be creative. If you create content that builds relationships, people are more likely to trust your brand. By focusing less on promotional content, you might actually be convincing more people to buy or use your product/service.

Post User-Generated Content

Did someone tag your brand in a photograph?

For example, if you own a clothing company and someone posted a picture wearing one of your shirts, that’s free exposure!

Once you get permission, re-use that picture on your social media platforms. It’s a great way to show others that the people using your product or service are happy and satisfied, and willing to promote you.

It’s another great way to feel more “human” and to connect with your audience.

Offer Relevant Data and Statistics

Data and statistics don’t have to be boring when you present them in the right way. In fact, by presenting positive statistics about your business and responding to any questions or comments, you can prove to your followers that you’re more than just lip-service.

Simply put, most consumers want to work with businesses they feel that can trust. That’s why it’s so important to build a positive brand – both on social media and in the real world. But, because there is the opportunity to reach millions of people on platforms like Facebook and Instagram, your brand strategy has to be one that is conversational and relatable.

By posting the right kind of content on your social media, including things that get people talking, you can turn followers into purchasers, and develop relationships that will help your customers to become advocates for you for years to come.