Help! I have no idea what to post on social media!

Sound familiar?

Creating great content is a big headache for almost all businesses.

QUESTION: Have you stopped to think about what stops you scrolling and start reading, on your favourite social media platform?

QUESTION: Have you asked your customers why they follow you on social media?

(If not, you should! It’s easy to run polls now and I’m always happy to help if you need tips.)  I would guarantee that your audience don’t follow you because they want to be sold to.

A recent survey from Sprout Social  found that:-

72% of consumers want discounts or sales

60% of consumers want posts that showcase new products/services

59% of consumers want posts that inform

56% of consumers want posts that entertain

49% of consumers want posts that inspire

41% of consumers want posts about company happenings

Also, a recent HubSpot  report  found that 39% of people who like or follow a business page on Facebook do so to hear first about special offers.

QUESTION: If you scroll back through your posts, what type of content do you post most?

Some social media experts talk about content buckets, content pegs or something similar.  These are the categories of posts that a business should write to tell a prospective customer everything they need to know.

The 6 categories I focus on are: –







You could think of them as social media storehouses. Stories you use to keep your audience engaged, it’s a good idea to use a mix of all six.

QUESTION: But what should be included in each category?  And how do I know when to use them?

Start by considering your customer journey……. It may look like a plate of spaghetti in reality, but the marketing textbooks often offer a straightforward, linear pathway.

PART ONE – Let’s begin with awareness.

At the beginning of the customer journey, your potential customer may not really know who you are or what you do.  Your target audience may be experiencing a problem, but they may not know how to solve it. Or they may not realise that you can offer a solution.

Take this opportunity to say, “I understand about your issue with X and I can not only tell you what it is, but I can also help you solve it.”

QUESTION: What can you post for maximum engagement at this part of the customer journey?


SUGGESTION:  Photos and videos showing the people and places where you work and behind the scenes at your company, the products you offer and how they can be used.

EXAMPLE: Real World Consultancy’s Emma White has recently had a month in Turkey.  She wrote this inspirational post: –

TOP TIP: Always remember to include a ‘call to action’. What do you want the reader to do after they have seen your post?  Book a call with you?  Check out your website? Sign up for your newsletter?  Make sure it’s really clear.


SUGGESTION: If you’ve had media mentions or awards use them to give credibility to your business.

EXAMPLE: This is how Malvern Serenity posted about their recent awards:


SUGGESTION: Tell your audience about your ‘why’.

EXAMPLE: This is Jane Brook, an award-winning colour consultant.  She clearly tells her story of how colour has changed her life.


SUGGESTION: Do you have an eBook that positions you as a subject matter expert?  If so, these are great as free downloads in exchange for email addresses, to help you build your email list.

EXAMPLE: Here is a Facebook post that Louise Roberts from Alimenti Food Sciences Ltd uses to get new sign ups to her newsletter by offering a free eBook: –

TOP TIP: Use videos, they get double the engagement.


SUGGESTION: Running a competition can be a great way to build brand awareness. Caption contests are popular and tend to bring out the fun and creative side of people.

EXAMPLE: Here’s an example from stationers, Austin & Co: –

TOP TIP: Use questions to asks for feedback and engagement from your followers.


SUGGESTION: Participating in groups on Facebook or Twitter chats are excellent ways to demonstrate that you know your stuff and help to grow the ‘know, like and trust’ factor.

EXAMPLE: Here’s a snippet from a conversation in a Facebook group: –

TOP TIP: Don’t forget that you don’t need to create all the content you post.  You can curate too.

Content curation is sharing the content of others that will resonate with your target audience, don’t forget to give the credit to whoever wrote it and do check the facts before sharing. You don’t want to spread fake news!

EXAMPLE: Holland Opticians curates a new story here from the BBC and asks for thoughts and feedback.

You can delight your audience and attract potential customers, by posting valuable content from a variety of categories or social media storehouses.

We studied examples for these 6 Social Media content categories:

Plus curated content, so now we have 7 potential posts for social media.  That’s a whole week’s worth and we’ve only covered a fifth of your customer’s journey.

Next time we’ll look at the Consideration stage.

QUESTION: Do you still need inspiration?

No problem! Let’s have virtual coffee and we can chat! 

QUESTION: Which ideas will work best for your audience?

Let me know  which social media content gets your business the most comments and engagement….