6 Content Strategies to Feed and Grow A Social Community

Posted on June 10th 2012

6 Content Strategies to Feed and Grow A Social Community

Content -- with quality, relevance and freshness -- is essential to engage audiences on social media. Engaging content adds brand value, conveys that you care enough about your customers to keep them interested, gives real value to your community and further helps you build an excellent brand experience. So, how can brands ensure that their content engages audiences?

1. Choose Social Channels that Work for You

Starting an account on every available social channel just because others are doing can lead to failure. Choose social channels that are relevant to your business objectives; for example if you’re looking to promote your B2B business, a LinkedIn account could be more useful than other accounts. Also, monitor where your audiences are primarily active on and reach out to them on these platforms.

2. It’s Not All About You

Your social page must not become a platform for advertising content. Instead use ways to promote your brand in a subtle and interesting way. An example in this regard is that of Motor Lodge located in Prescott, Arizona. This lodge has generated a fan following of just over 1, 700 for their account on Facebook (as of this writing).

The Lodge posts are not blatant sales pitches but glimpses of activity and life and user experiences at the Hotel. Posts are also not always about the hotel but also about reasons why people should visit Prescott; such posts are not only interesting but also provide valuable information to those planning last-minute trips in which case they’re more likely to book a room at the Lodge.

Motor Lodge also follows another key content strategy –regular content posting. Their content keeps drawing fans, and even if fans are not looking to book a room with the hotel, the constant engagement gives them a trusted brand to look forward to when they need it.  Check out their page here: http://tinyurl.com/6nzy26m

3. Focus on Hot Topics

Keep your content as varied as possible yet relevant and interesting for audiences. Include content on trending topics, industry subjects, and other informative articles published on your website or blog. 

4. Post Regularly

Post multiple times in a week. While frequent posting is good, avoid overdoing it. Go with your audience preferences in mind. Do they respond more to weekday posts or weekend posts or do they want posts all days of the week? Change your frequency and time of posting accordingly.

5. Monitor, Review and Recreate

Keep monitoring audience response to your content. Invite their feedback on your content and get to know the type of content they’re seeking from you, through online polls or discussions. Deliver content as per audience specifications.

6. Persist with Your Efforts

Keep going at delivering quality content to derive long-term benefits. As you keep delivering, audiences will come to trust you and even depend on you for quality content. As you develop a rapport with your audience, they’ll be more open about their needs and expectations, which become valuable insights for you to act on. They will come to trust your brand as well.

Keith Fiveson

Keith Fiveson

Chief, Social Gogo

Keith is a marketing, communications, customer care and operations transformation consultant. He works with clients to capture sacred moments of truth, to generate peak experiences, between customers and employees. He develops high touch interactions, using convergence based technologies, with IQ and EQ focused staff, to optimize the sacred moments and experiences globally. A focused leader, insightful, visionary and executive coach, he helps organizations focus on strategic initiatives, enhanced performance, efficiency and effectiveness, for enhanced communication, connection and peak experiences.
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Posted on June 13th 2012 at 5:55AM

Hi Keith,

You do a great job touching on the fundamentals of content marketing. If you are interested in contributing another piece to a content marketing forum with articles and interviews from other cm leaders, let me know and I'll send you the link. Would love to get your insight.



Posted on June 13th 2012 at 12:32PM

Point no.2 "It's not all about you" cannot be emphasised enough. In spite of constant advice from experts all over the blogosphere, I am surprised to see how so many businesses still don't get it. I work with small businesses all the time and find many businesses to be complacent about investing in resources to create non promotional content. The same businesses don't have a problem with spending money on programmes such as Adwords but don't seem to realise how it can be far more beneficial to spend the same resources on helping users and fostering relationships.

Christine Brady
Posted on July 11th 2012 at 10:17AM

Hi Keith,


Great tips here!


Reviewing and monitoring your content are much more valuable than a lot of people think.

I can't begin to pinpoint the number of times my readers have given me ideas for content - just by monitoring what is going on in the marketplace and paying attention to what others are saying, you can really get a leg up on awesome content.


Thanks for sharing!