By Judith Lee

We’ve been hearing that “content is king.”The phrase is used most often in relation to Search Engine Optimization (SEO), but it also applies very much regarding social media.

Why is content so important? Because that is what drives engagement. If you give your fans/followers/connections content that interests or amuses them, you build engagement. When you have engagement, you can build a relationship – and that is why businesses invest time and money into social media. It is a way to build a relationship with your customers and prospects.

What content is best for businesses to post? Good question, and of course the complete answer is somewhat tied to the industry you are in, but here are some guidelines:

• Share how-to content. An example is what I’m doing here. Give your customers tips on how to do something that will help meet a need or solve a problem.

• Educate your customer. Teach your customer how to discern between a qualified vendor in your field and an unqualified vendor. Or teach them how to tell if a job is done well or not. If you are a quality professional, an educated consumer is your best friend.

• Share industry or local news. These days, social media is the fastest news feed, so you are likely delivering the news first, and customers always appreciate that.

• Be real. Show your customers the human faces behind the logo, i.e., birthday celebrations, company picnics, baby showers, achievement awards.

• Give them a laugh. Take a funny picture (have a pet? dress it up!) or share a joke. Just make sure it is in good enough taste that you wouldn’t be ashamed for your mother to see it.

More than anything else, don’t be afraid to “give it away.” Always think in terms of giving value, as that will build your reputation as a provider of value. My experience is the more you give, the more you get.

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Judith Lee is a marketing and communications professional who focuses on social media and email marketing based in Atglen. She is a SCORE Volunteer and the Chair-Elect of the Southern Chester County Chamber of Commerce. Her posts on marketing and social media are a regular Monday morning feature on VISTA Today. She can be reached at 610-368-2058 or via email at judithlee@epix.net.