Search Where Your Audience Is Searching
You (should!) know your audience best. Put yourself in their mindset: What types of sites do they frequent? From what sites are they already sharing content? Essentially, WWYAD (what would your audience do, naturally)!
Using this technique will set you up as the go-to resource for all things in your industry. Content you search and add to your social media calendar should compliment your products and services, but not necessarily sell them. You should try to find the content your audience wants before they find it themselves. Over time, you’ll establish trust and build relationships with your audience — the cornerstone of a successful sales relationship.
Some options include:
- Pinterest searches
- Industry magazine sites
- Twitter lists curated by experts in your industry
- Popular Facebook pages
Ask Your Audience
If you want something, just ask! Let your audience guide you to what they want to read. Ask your fans which item they like best out of two to four (i.e. “What’s your favorite type of ice cream: chocolate or vanilla?”), or to drop a link to their favorite blog. Add these notes to your content plans (HINT: I keep a running Google Doc of favorite sources to get the good stuff) and share from them later. This also helps you determine what pain points your audience and future customers have so you can help solve it with your products or services.
Set Up Lists
Even if you’re not on Twitter, it’s a great place to create lists of influencers in your industry and search for keywords to bring you the latest news on your chosen topic. I really love Hootsuite to keep tabs on keywords and lists. This article shows you how to set up streams of content at a glance.
The key phrase here is “keep it simple”. Make content curation part of your weekly scheduling routine, and your content funnel will always be full!
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