#SMTLive today!

Explore more: 

5 Tips for Writing Impactful Content

There is a saying among social media professionals that “Content is King.” Simply stated, posting valuable content is often what separates social media success from failure.  

This is a challenging step for many, but my rule of thumb is to know that you already have expertise, now you just need to share it in a way that resonates with your audience.

Here are some tips for creating strong social media content:

Shorter and punchier is better. Our attention spans are growing shorter as we are flooded with more and more information. If your Facebook post is longer than your pastor’s Sunday sermon, it probably won’t be effective. However, if you were to take the best quotes from that same Sunday sermon and post them as social media messages on behalf of your church, it would make much more of an impact, especially if the quotes build off one another and are united by a common theme.

Knowledge is power.  As a business professional, you probably know a thing or two that can help your customers/audience improve their quality of life. Leverage this. Post messages that are informative and helpful. It will strengthen your credibility by leaps and bounds.

Engage the audience. The magic of social media is often realized by creating engaging content that generates buzz and reverberates throughout the social media universe. Think of social media as an on-going conversation, and when you want to spur engagement, you’re looking to post conversation starters. This could include asking a thoughtful question or posting a quote from a well-known person (one that’s in line with your personal/business values).

Reveal the human side of your business. Especially for small businesses, the loyalty of customers or clients is often to you and your team – the people – as much as it is to any logo or brand image. For my clients, we’ve shown their human side by revealing fun facts about the owners (playing a game of “Did You Know?” is always fun). Shouting out to valued employee, client or customer is another great way to remind your audience that there are dedicated people behind your brand.

Current events. If something interesting is happening that’s related to your field, or to your audience, don’t be afraid to make a comment about it. But keep in mind the “bar rules” do apply. Don’t get political or religious unless you are prepared to face the potential consequences of doing so.

Also, make sure you observe what others are doing. If you like posts you’re seeing from others, don’t copy what they are doing, but put your own spin on the tactic and begin to use it for your purposes.

Join The Conversation

  • Nov 2 Posted 4 years ago mcallSR

    Impactful is not a real word.

  • dean iodice's picture
    Nov 1 Posted 4 years ago dean iodice

    Well said Rachel, I cring when I see business owners constantly broadcasting their sales messages every 20 minutes on Twitter and then they say Social Media does not work for my business. Hmmm, I wonder why.

  • Oct 29 Posted 4 years ago Frank Ramirez



    Hmm - good points, but are we getting any real value from SM? seems no one really thinks through issues anymore. We have a generation of people with small attention span resulting from a instant gratification, push button, icon driven culture where response timeliness, and volume is valued over quality.

    Also, if knowledge is IP then why give it away for free or for something of less value? Ultimately a person or organization has to retain the true IP if they want to realize its value. Hence free content or the pithy little tidbits spewed out on twitter are just brain candy of little true substantive value.

    They are the worm to catch the fish. Rarely is the fish satisfied. More often than not today’s “white paper" or "blog post” is a editorializing or a generic content and not true insight .. but for $$$ more then I can really get a meal. Needless to say setting the expectation of “free” and then getting a “bait and switch” does little to improve the brand. Indeed usually it results in an erosion of trust.

    True content marketing in reality has to give away something of value (usually provided by another part of the ecosystem) to drive a transaction of value in the traditional line of business. SM on the other hand is a charitable enterprise.

  • Rachel Strella's picture
    Oct 29 Posted 4 years ago Rachel Strella

    I couldn't agree more. Whenever you can show a relevant example, it provides meaning and context - as well as credibility - to your post. Thank you for adding this very important piece of the puzzle!

  • Rachel Strella's picture
    Oct 29 Posted 4 years ago Rachel Strella

    I think that one is the reason Twitter is so popular - we need short and to-the-point! Thanks for reading!

  • BajajNewPulsar's picture
    Oct 29 Posted 4 years ago BajajNewPulsar

    Very Nice & Interesting Article Rachel...

    I like This One Very Much..Shorter and punchier is better.

  • Oct 28 Posted 4 years ago CaseyGollan

    Great advice Rachel. One thing I would add is citing credible sources in content. This helps establish trust with your reading audience.

    Additionally, as you mentioned highly impactful content often comes in the form of teaching your audience something. There are few things as impactful and powerful as case studies that include results (hard data). Case studies make great lead gen content, blog content, social media content and so on. I highly recommend them to be included in all content marketing strategies. 

Webinars On Demand

  • May 09, 2017
    With all of the technologies available to marketers today, have we lost that personal touch? Join VP of Content Marketing for ON24, Mark Bornste...
  • April 05, 2017
    In the ever-changing world of digital marketing, operational efficiency, quick turn-around times, testing and adapting to change are crucial to...