Social content can make or break a brand’s marketing strategy, and customers can tell when you’re not walking the talk.

Identify your tribe

Before you launch into creating content for your social media channels, take some time to really get to know your customers. Great content is always tailored to a specific target audience, so it’s absolutely critical that you get to know yours and identify how you can add value to their lives.

Too many brands make the mistake of trying to appeal to everyone, which only dilutes their message. Missing the mark means missing out on sales. If demographics don’t do it for you, try creating a few customer profiles based on your target audience so you can picture them more clearly during the content production process.

Find your voice

It’s almost a cliché these days to say ‘be authentic’, but it’s a simple fact that authenticity is key to connecting with your audience. People know when you’re faking it, so while of course you should strive to meet the needs of your audience, don’t let that stifle your brand’s voice.

Authenticity is also about showing that you can walk the talk. One way to demonstrate expertise is to partner with a voice of authority within your industry. At theright.fit we recently launched a business experts platform to connect industry influencers with brands seeking recognised, trusted voices to champion their message. Do some research into who might have the reach and be a good fit to act as a brand ambassador for your business. They don’t have to be famous or have 100,000 followers – just respected leaders who know their stuff and have an engaged audience.

Share your space

In the excitement of creating your own, original content, don’t overlook the power of sharing. Posting content from your customers and influencers is a great way to build a community around your brand. A carefully curated social media stream with the right balance of shared and original content provides a much richer experience than one that uses the same voice again and again.

The best way to leverage shared content is to add your own spin. Don’t just share and move on – add a comment that provides extra insight into why you found the post interesting or meaningful.

Team up

Sometimes the best way to inject expertise into your content is to have a real, live expert do the talking. Influencer marketing is on the rise, and partnering with a known name and face offers an opportunity to not just ramp up your content but also expand your audience.

Brand ambassadors are no longer just for product launches and big events. More and more businesses are connecting with social media influencers to help spread their message, with 87% of brands finding the strategy effective in creating authentic content.