How to Plan Content That’ll Build Community
I’m sure we’ve all heard the advice: post consistently to stay visible and top of mind. But there’s actually another (and maybe more impactful) component to posting content on your social media platforms: connection.
So, what do I mean by connection?
I mean that it’s not just about keeping a consistent posting schedule, but it also has to have the type of value that builds trust, encourages conversation, and makes them feel like they belong in your community.
Why?
Because people are more likely to invest in businesses that they trust and feel a connection to.
Here are 4 ways to plan for community-driven content:
1.Start with your purpose.
If you ever get lost on what to post, your “why” will be your North star and will lead you back to what to post. If you need help understanding what your “why” is, I actually wrote about it in last week’s blog :)
Creating content based on your “why” gives you better clarity on what you want people to feel when they engage with you and your business.
2. Get to really know your audience.
If you’ve been posting content consistently enough, you get to know what your community tends to engage and like more. This step requires attention to details, and is most helpful when you collect data.
Do they like behind-the-scene content? Do they like promotional graphics? Do they enjoy getting to know your team members? Do they like when you share inspiration quotes?
You can use polls and directly asking questions to get a feel for what they like to see!
3. Build content pillars that encourage conversation.
In a nutshell, content pillars are the main themes or topics that your brand consistently covers in your media. Content pillars keep your strategy consistent, organized, and aligned with your values.
For example:
community: highlighting customers, collaborating with local businesses, or team member stories
education: small business tips, “how to” content
culture: sharing brand values, traditions, or inspiration
Having a mixture of these main content pillars makes sure your content is balanced and intentional.
4. Engage with intention.
If you’re handling your small business on your own, being responsive in your socials can be difficult to stay on top of, but it really has to be done.
Be thoughtful with your replies (even the harsh ones), respond to DMs, tag collaborators, and find ways to connect outside of social media.
Show up for your community and they’ll show up for you.
BONUS: Measure Connection
What does “success” look like to you and your business?
Is it not about how many followers you have but about how many people refer your products? Is it not about how many likes you have but about how many regular customers keep coming back?
How can you create content that encourages more of that action?
When your content reflects what your audience cares about, your content naturally feels more relatable and conversational.
🍊That’s how you shift from posting for quick visibility to posting for lasting connection.
Good luck, & I’ll see you next week!
L
