Tips for Effective Content Marketing on Social Media

Crafting the right content that will resonate with your audience is absolutely crucial to your social media communication.

There is no right or wrong content; there is only content that is right or wrong for your audience. This may take some time to determine, and the only way to figure it out is to start posting, watch how the audience responds, and adapt as you go.

There are, however, guidelines that may help you predict the types of content you think will prompt your audience to engage. That is the content you will start with.

To begin, it’s important to understand that content should be audience-focused, not company-focused. If your content is all promotional and self-serving, it is not of benefit to your audience. The best content is that which has real value to your audience.

As such, each piece of content you post will likely do one of these things for your audience:

  • Educate

  • Inspire

  • Inform

  • Motivate

  • Entertain

Your industry, your audience and your types of products or services will dictate which of the above makes the most sense for your organization. Often, an organization’s content may do all of the above at one time or another.

There are so many types of content to use in your social communication. Think of what you want your content to do and what goals you want to achieve, and consider how the content examples below may help you.

  • Articles

  • Quotes

  • Infographics

  • Memes

  • Illustrations

  • How-to’s

  • Photos

  • Videos

  • Statistics

  • SlideShare presentations

  • Facts

  • Stories

  • Blogs

  • Press releases

  • News

  • Jokes

  • Cartoons

  • Audience engagement games

Keep in mind that different types of content work best on different social networks, and you should not distribute the same content to different platforms at the same time.

Again, there is no magic box that tells you what to post where. However, here are some guidelines to get you started:


Facebook users want conversation, interaction, entertainment, inspiration and helpful information that is easy to digest. Ask your audience questions and gamify their experience to get them engaged. Visuals and multi-media often generate the most engagement.


Think short, quick tidbits that will grab attention – tips, quotes, and links to helpful articles accompanied by text that will prompt users to click. Links to infographics perform well, and images and video also perform well.


Users want helpful, professional information. Link to articles from well-respected sources and post other useful content, such as tips, facts, statistics, etc. LinkedIn users are starting to respond more to multi-media, so consider increasing your use of images and video here.

Pinterest and Instagram

Images. Period. On Pinterest, include links back to the original source. On Instagram, you can never go overboard with having too many hashtags.

Once you determine the types of content you want to use and where you want to post, you’re almost there. Create a schedule of what you’re posting where at what time, and then schedule it out.

Now you’re ready to engage. Remember you can’t just schedule your content and forget it. Content is just the conversation-starter. Now you have to login and participate in the rest of the conversation.

Set a timer so you don't get sucked into the social media black hole.

Have fun, be creative and think outside the box.  Your content can be the beginning of great relationships with your audience.