Chapter 2

Content Creation

Content is key. Visual content is more than 40 times more likely to get shared on social media than other types of content.

What kind of content do I need and how do I get the content?

Each social media platform values different forms of content. We will look at what content is best for each social media platform in the next chapter. First, it is important to understand what types of content are available and how you can create or curate, organize, and share that content for your target markets.

There isn’t much that needs to be said about the effectiveness of videos in today’s time. The statistics say it for us. If you don’t have video content, it is time to start planning how you can get some. Research different vendors for producing video content and choose one that fits your brand and content style.

of online content will be video by 2019


Increased conversions on landing pages


of consumers say watching marketing videos on Facebook influenced a purchase decision

When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. You aren’t going to find too many pages in here without images paired with the copy. Same goes for social media. Make sure your images are relevant to your brand. Source images through free stock photo websites such as Pixels, Unsplash, and Canva. But be careful using stock photos. Don’t use all stock images because they can look bad, especially the more you use. iPhones take great pictures or look into hiring a cheap photographer if you have visual content. Check out the photography page on The MEP for more about visual content.

Write copy that fits your brand’s voice. Your copy comes in the form of captions, text posts, blogs, messages, comments, and more. Keep a consistent voice. Remain consistent with what your brand says everywhere else, like the website, print, etc. If you can’t write decent copy, it isn’t an expensive thing to outsource, and there are a great bank of copywriters online or locally.

Graphic designs are a great way to create content that fits the exact message you want to get across. But most importantly, it is original content that is attractive and trending with users. You can use free apps like Canva for creating custom graphics easily. But they will never look as good as if you learn how to use Adobe Suite or hire a professional graphic designer.  You can also create custom infographics based on research you find online or even research you conduct on your own. Infographics are very popular on Facebook and are a great way to display benefits of your product or service. To the right is an example of a simple post you can create in a free app like Canva very easily.

Sharing content is great! It links to other profiles that you admire or emulate, and you don’t have to worry about creating or curating new content ALL the time. We recommend always asking permission by the original poster for the right to repost their content.

Posting Schedule

Once you have decided the type of content you will be posting, and have gathered a bank of that content, it is time to create a posting schedule. This is a great way to organize your social media presence, keep you on track and consistent, and allow you to take advantage posting certain content at certain days and times of the week and month. Check out this resource for building a posting schedule. There are also a ton of great tools for organizing your social media content and research, such as Sprout Social, Hootsuite, and Buffer.

Content Breakdown

Does your brand have a good amount of content that naturally comes with it? For instance a restaurant with visually appealing food has a lot of content already.

What content you post has everything to do with what good, service or message you are providing. Meaning we can’t help you with the general content you should be posting. We can only tell you what kind of content per channel, which we will dive into later in this course. And we can give you some tips about the type of content you should be posting

We believe in what’s called the 60/30/10 rule, which states that 60% of the posts you create should be engaging content relevant to your brand or industry that influences people to comment and share, 30% should be shared content, and 10% should be promoting your products, services, sales, events or brand.

Most of your content should be visual… Almost all of it!

Look at your competitors profiles. Do research and find out what is working and what is not working on social media for your industry. In the next chapter, we will go through each social media channel and breakdown if and how you should manage that channel, and what kind of content you will need to create and curate.

Chapter 3: Audience Engagement