Breaking Out of the Echo Chamber: Writing Content that Resonates Beyond Your Friends List
Updated: Aug 18
It’s a common problem. You have a product or service that you believe in. But you can’t get beyond your immediate circle of friends and followers. How do we break out of the echo chamber on social? What content would engage people in a way that encourages them to buy what you are selling, become advocates for your brand and spread your influence?
What is it? It’s the “worth its weight in gold” organic content that everyone is searching for.
As a business owner, you are the expert in your field and you can create content that will hit home for your audience. Here are some of the strategies we use when trying to write great content for our clients.
5 Strategies to Help Small Business Owners Create Great Content
1. Create content for your audience…not for you. Identify elements within your brand identity that your audience cares about. What do they find interesting? What do they want to know about? What is your brand's value to them? Do some research and write about it. This takes effort, but the results are worth it. When you shift the focus to what matters to your customers they will reward you.
If you need help refining your brand messaging or defining your value, let's talk!
2. #Usehashtags. Figure out what hashtags are relevant to your potential customers. Include hashtags that are very broad and industry-based (#CdnAg) and very specific to your product or service (#AgCommunications).
Hashtags help you get found by your target audience. Do your research by looking for specific hashtags your audience and peers are using or interacting with. This can increase the chances of being found by your target audience.
Understand how the different platforms use and share hashtags to make sure you're optimizing the number and type of hashtags in your posts on different channels.
Here's a great blog by social media scheduling platform Later on everything you need to know about Instagram hashtags in 2022.
3. Be an influencer. Be authentic, be inspirational, be aspirational. Influencers can infiltrate the perception of other people and change their behaviour. You don’t need to be famous – just offer unique and meaningful insight. And perhaps most critically, you need to be willing to let others into your life.
This applies best to small business owners, entrepreneurs and service-based professionals who use their social media platforms to promote themselves and their businesses.
Identify elements within your brand identity that your audience cares about. What do they find interesting? What do they want to know about? What is your brand's value to them?
4. Be yourself. Create content that is from your point of view. This encourages others to become a part of your story and creates credibility with your audience. Share what matters to you.
5. Engage! If followers are making an effort to write you a personal note, then take the time to write back. Respond to comments, or if there are too many, take the time to like or react to them. Ask questions of your audience and interact, share or promote their responses. Social can be impersonal, sure, but when you make this effort to engage it does become a conversation.
Regardless of whether or not you are using paid advertising you still need to have content that resonates with your followers. Before you start with any sort of paid promotion in social marketing take some time to create content that will have an impact.
It will pay off. We promise.