You would want to look at the conversations users are making about your
industry. You can start researching the posts and comments present at a broad
level such as your industry. You would then narrow down to the following
level by looking at the brands in this industry (including yours). Then, you
will narrow it further by looking at the different propositions you offer to
your customers.
To illustrate, use the past example of a brand in sportswear. Let us say that
this brand exclusively caters to women. This makes the first level of topics as
female sportswear. The second level would be your brand or your
competitor’s. The third level would be the different value propositions
offered by these brands like breathable, unique graphics, gym, outdoors,
yoga, running, sustainable materials, fashionable, or cooling.
Summarize what you have researched under each persona
After you have done your research, summarize what you collected under each
audience persona you have. This will let you see what the individuals
qualifying for the personas have in common. You should have information on
what each persona talks about, loves, or hates (do not love or care about).
Knowing each persona’s interests, likes, and dislikes would give you
different ideas for topics that you can use for your posts. Most of these would
have little to no in relation to your industry or brand. But these topics are
exactly what you need to create a relationship with your audience and make
your brand feel human.
Create a List Content Ideas. In researching your brand’s audience personas,
you took a look at the conversations going on about your industry. You
would have likely found personal, influencer, and business accounts that post
content effective in creating engagement with your target audience. These
accounts are your competition in the platform, and they would give you a
good idea to which posts work well for your audience.
To create your list, look for posts that have a good number of views and
comments in their feed. Evaluate the subjects they use on their video and
images. Take a smart guess on the possible objectives behind these posts and
look at how well these posts work in achieving those goals. Read the captions
and evaluate how it affects the engagement of the audience. The information
you gain from this will give you several ideas for posts and on how you can