3 steps for founders to create relevant content for social media

My best practices on how you can create content efficiently as a founder

Social media or social selling is becoming increasingly important. But you need the right content to be able to do social selling. You can find out how to find and structure the right content for you in this article.

As a founder, you usually have more than enough to do. And one topic that should always be a top priority is sales. B2B sales in particular is undergoing a massive development in terms of sales.

Content that was previously primarily relevant for B2C companies is becoming increasingly relevant for B2B companies too. This article is primarily aimed at founders of relatively young B2B companies and shares my experiences and best practices as the founder of amberSearch. So that you can learn something from my experiences, you should be aware that we sell a product, i.e. we always solve the same use case and are therefore not active in the project business.

The start – from brainstorming to content development

When you start building up your company, you usually have two options for getting your first customers. Either you have an existing network that you can fall back on or you go through the nice school of cold calling. It’s not always fun, but believe me, you learn a lot quickly. And you generate insights that help you create content.

Your main source of inspiration for your content will be conversations with your customers. Every day, you will get the questions that are really relevant to them, what objections they have and what they want. You will also hear how they see you in comparison to the competition, for example, and where your customers see your strengths and weaknesses.

Tip: Write down the various ideas, questions and discussion points. I have organised my content according to the following topics:

Topic Target group Content examples
Strategy Management This is about the strategic narrative: business cases, how everyday life changes with your solution, what is the big picture
Technical explanations Technical managers Particularly relevant for technically sophisticated solutions: What interfaces are there, how does the solution work, …
Objections Alle Stakeholder What do your customers think speaks against a purchase? à Refute them!
Use cases Alle Stakeholer What problems does your product solve? How does it solve them?

Of course, you can mix this content very well with personal growth stories (How did you get to where you are today?, What are your successes/failures, …). This gives an authentic picture of you and attracts more interesting followers.

However, to be perceived as an expert, you should also put a lot of effort into posting educational content to show your expertise.

Playing out the content

Now that you know what you should post about, it is of course important to play out the content correctly. There are several things to consider here:

1. Platform

The right platform for your content cannot be generalised and depends heavily on your target group. If you don’t know your target group, just ask your customers where they get their information or how they may have heard about you.

2. Form of the content

Of course, the form of content also depends on the platform. Video works very well on some platforms, while text is stronger on others. Content can be, for example, short videos such as TikToks/shorts/reels, but also more detailed videos such as webinars, YouTube videos or similar. Written content can be blog posts (especially relevant for SEO), posts, white papers and the like. There is no one right format here, but depending on the phase of the target persona on the buyer journey, you have to provide the person with the right content in the right depth.

3. Frequency

How often you post depends entirely on you. Basically, a lot helps a lot when it comes to content if you can maintain your quality. Try to avoid AI-generated blah-blah, as this is already being penalised by platforms and will be even more so in the future.

4. Mix

Don’t just try to use strategic topics for your solution, but a healthy mix. Make sure that when people scroll through your profile, they can see what you stand for and that your content is not cross-posting on partially irrelevant topics.

5. Recycling

On the one hand, you can repost pieces of content for social media, for example, almost unchanged every 6 months. The platform will play the content out to other people. On the other hand, you should also post a piece of content that you have written for one platform directly on other channels if it makes sense and you want to use several channels.

Tip: I particularly like to write long-form content in the form of blog articles. My team and I can then recycle these for ads, LinkedIn posts and the like. However, I can use the blog articles to significantly define the key points and the strategic narrative that we convey to the outside world with our solution. We also distribute some of our content via our newsletter.

Converting through content

Content has only one purpose: to grab the attention of your potential customers, to build trust by demonstrating expertise, and then to win them over.

For your content to work, you need to ensure that people have the opportunity to convert. Your website should be optimised for inbound leads. Incidentally, inbound leads are more pleasant and usually easier to close than outbound leads because they are more educated and further down the sales funnel.

Only if you make it as easy as possible for people to leave their contact details, and give them a lot of value in return, will they give you their contact details.

Tip: At amberSearch we built the funnel backwards. First we started by optimising our website for inbound leads. Then we started writing an SEO-optimised blog and gave our leads the opportunity to receive further value via white papers, our online demo or our newsletter. From there we started to drive traffic to the website. This can be done through advertising, of course, but also through organic content on the various platforms.

What happens next?

Once you have a basic set of content, you can of course continue to update it. Some things will need to be revamped over time. Otherwise, you should focus on tweaking the channels that are working, and then diversify by adding more channels.

You will find that content can quickly become a time-consuming topic. So try to find a framework that allows you to create content quickly.

Bastian is the Co-Founder & CRO of the enterprise search tech company amberSearch. Me and my Co-Founders recognized the need for a state-of-the-art information management solution and now help companies and their employees to find access information as easily as possible within enterprises.  I primarily write about the latest developments relevant to enterprise search and start-ups. I look forward to growing my network on LinkedIn and meeting new people at different events. If you think, that there might be an opportunity or if you'd like to dive deeper into my topics, please reach out to me.

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