By Lee Ann Laban
Multi-channel Education Marketing Strategy & Demand Generation
By Lee Ann Laban
Different social media platforms attract different demographics and are often used for unique purposes. Trying to use the same content across all platforms can be challenging, and often not effective. However, one type of content that consistently resonates across social channels is original content. Creating unique content that reflects your brand’s personality is the backbone of a successful social media strategy.
You might think generating original content has to require a lot of extra effort, but you’re likely already creating content without even realizing it. From routine client calls to team meetings, your daily activities are a goldmine of potential posts.
Even a simple client phone call can become engaging social media content. Share a photo of an employee on a call, tagging the employee and the client (with their permission). This showcases your expertise and highlights the strong relationships you build with partners.
Did you recently visit a client’s site for a workshop or in-person training session? Capture the moment with a few photos and share a brief overview of the experience (again, with your client’s permission). This gives your audience a glimpse into the other schools and districts you partner with, the value you provide, and the support they can expect when they partner with you.
Example post:
What’s client success rep @XYZ’s favorite part of their day? Talking with partners like @ABC about how to take their professional learning to the next level. Being a part of our clients’ success is what gets us up in the morning and keeps us going!!
(Pro tip: Pair this with a job posting to attract new hires!)
When you onboard new clients, give them a warm welcome on social media. Team meetings about product enhancements or updates? Share about it, even if you can’t dive into all the details. This highlights your company’s collaborative environment and shows that your team is made up of real, passionate people.
Does your company have a hometown with social media potential? Whether it’s a nearby National Park, a famous coffee culture (like our hometown of Denver), or vibrant neighborhoods, use your location to your advantage. Encourage employees to share photos of themselves working from their favorite local spots.
Example post:
Cafe @ABC is @XYZ’s favorite place to start the day! They make the best cafe au lait in town and always have a smile to share! What’s your favorite place in #Denver to get caffeinated?
(This could spark a fun series of posts on favorite coffee spots in your city.)
Highlight the unique perks of your office’s location. If you’re in New Orleans and employees take the trolley to work, snap a photo! It’s a great way to add personality to a post, especially if you’re hiring.
Example post:
One of the perks of working for XYZ is the beautiful city of #NOLA! And, guess what?? This could be YOU because we’re hiring! Click here to check out our current openings.
Is your company involved in volunteer work or community support? This is content gold! Share photos and stories about your partnerships with local organizations, tagging the groups and individuals involved (again, always with their permission).
Example post:
XYZ is proud to partner with organizations like @ABC to support the people that make our hometown so great. [Sentence about the org’s work/mission] Thanks for making a difference!
To make content creation easier, set up a shared folder where employees can upload interesting photos with short descriptions. These images can be a resource for future social posts, turning everyday moments into compelling content.
The key to creating original social media content is to view your everyday activities through a slightly different lens. By finding the angle that makes your actions interesting and relatable, you’ll connect with your audience in meaningful ways. Share your unique insights, tips, and experiences to grow the engaged audience you desire. Need some help with creating original social media content? Spyre Marketing would love to help. Get in touch with us if you’d like to chat.
About Lee AnnLee Ann, a seasoned edtech conference organizer turned marketer, uses all her wealth of experience and insider knowledge to make clients stand out at events and beyond.
