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Struggling to find ideas in 2021 to interact with your community, followers, customers on social media? Are you finding it challenging to cut through the noise and reach your target audience? Are you experiencing low engagement levels on your posts?
As per a recent poll conducted by Content Marketing Institute one of the biggest challenges marketers face in 2021 is not knowing what type of content their audience want. And why is it marketers and business leaders are focusing on social media? Reason being according to Broadbrand search, in 2020 there around 3.8 million people who use social media and that is more than half's of world population. So there are a lot of people on these platforms and some of them could be your potential customers, followers & brand advocates
I have listed below 10 examples from big brands around the world on how they are interacting with their community. This might give you some ideas & inspiration to tailor your content to what your audience needs in 2021.
1. Conduct polls
Is is always a good idea to ask your community questions. These can be about your products or services, general questions which are more fun and non-product related too. Polls are easy to participate in and many users find this fun, creative and insightful. Most of your audiences will also be interested to know about the results too. So it is always a good idea to share the results of the poll with your community. In the screenshots below you can see how Trello are asking their community about how important is their product to it's users and Headspace are checking on how people cope with stress.
2. Share wellness tips
2020 and 2021 are proving to be a challenging time for all of us. To get through these difficult times many brands are focusing on mental health, balancing work life balance also providing tips and tricks to improve personal wellness and staying healthy guides. Any useful content which will help make life easy for your community will resonate well with them. Some brands that are focussing on it include Sprout Social, Salesforce and Mind.
3. Share new appointments
Share positive news about new team members joining your business shows growth, positivity and bounce back from the current situation. It gives a clear idea to your customers that you are still here for them, improving products/services and recruiting new people into the business to serve customer needs. Below example by Buffer and HubSpot just does that. Also recruiting people from varied backgrounds and experience shows that your brand cares about diversity, bringing in new ideas and fresh insights into the company.
4. Offer free training courses/demo/webinars
Probably all of us have attended some form of online course/webinar in the last 18 months. Employees are working remotely and need more guidance, support and resources to do their job effectively and improve. This is where your company can provide free webinars, knowledge share sessions and demo's to engage with your community. Some great examples include the sessions offered by Agorapulse. Make sure you don't make this into a lead generation tactic without providing any real value to your users. Because soon your community will realise it and will stay away from your brand for any future events.
5. Share tips for parents
It has not been easy for parents who are juggling work and home schooling all together. Brands like Salesforce Careers share tips with parents to help them navigate through these challenges. Your brand can create useful resources and content to help parents trying to balance work and home schooling. It can be videos, how-to-guides, ebooks, blogs covering these topics in detail.
Sharing stories on how your brand is helping communities and charities in these difficult times is a sure winner. Not only is it ethically the right thing to do as company during these difficult times, but it also highlights the challenges these local communities and charities face. Sharing content about the amazing work done by these charities, gives people the hope to keep supporting them and they also look up to your brand for doing a great job of supporting communities. Asda have been sharing their journey to fight against hunger by supporting FareShareUK.
7. Support local businesses
Local business have been worst affected during this period. As a big brand with many followers or a large community of influencers you can use your channel to support local businesses and do your bit. As you will see in the example below how Mastercard is putting out a message to support local businesses. You can use your social channels and website to highlight and promote a local business, give them the exposure they deserve.
8. Share how new political/government policy changes impact your sector Government/political or data policy regulation changes can impact all industries. These changes can change or impact the way businesses operate or promote. Hence sharing news on the impact of a regulation change can make your brand pioneer within your sector. You can guide others in your sector by leading the path and sharing thought leadership articles. Cancer Research UK charity here share an example of how UK-EU deal will impact cancer research.
9. Share a blast from the past
Any community always seem to enjoy a blast from the past. Be it photos of places, food, celebrities, automobiles, phones and the list goes on. There is something that ticks with these kinds of post. Especially if you are a B2C company you can use this tactic to your full potential by sharing old photos,posts and videos related to your sector or product.
10. Share your commitment towards climate crisis
All of us as individuals and consumers seem to be more aware of the climate crisis we face. Brands big and small are sharing updates on what their company is doing to tackle this crisis and how they pledge to be carbon neutral. Amazon in the screenshot below is seen sharing it's news to work with The Climate Pledge to solve the climate crisis. If your brand is implementing plans or part of initiatives to tackle the climate crisis make sure to share this with your audience and collaborate with other partners.
I hope you enjoyed reading this blog and it has provided you with some ideas for your content marketing strategy for 2021.
If you have any other ideas, feedback or suggestions for keeping audiences engaged in 2021 please do share it below.
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