Digital Marketing Blog

Holy Webs 101: Digital Marketing Blog

By Travis Whatley

Content Creation: Creating High Quality Pieces

Digital content, particularly on social media, is increasingly growing in importance for businesses and non-profit organizations. One of the most pressing goals of social media management is to create quality content that increases engagement with your brand and helps you meet your goals. 

As “Charleston’s local digital agency,” Holy Webs has built a reputation of creating high quality pieces for our clients. Here are some of the top tips for strengthening your social media content on Facebook, YouTube, Instagram, and elsewhere.

Understand Your Audience

One of the biggest mistakes that people make when beginning to create content is not fully understanding who their audience is. Like any form of communication, audience analysis is critical for social media management as well. 

If you have a good understanding of the audience that you want to target and their needs, you are more likely to be able to create pieces that resonate with them and provide important information. Here are some good questions to reflect on regarding your intended audience:

  • How types of demographic groups would be interested in what I have to say?
  • What are the major needs of my audience relating to my business? 
  • What are common questions that customers ask? 
  • What are the biggest problems faced in my industry in Charleston, SC

Answering these questions can help you begin to reflect more about your audience, their needs, and what types of content would be most useful. For example, living in Charleston, SC helps Holy Webs know the area inside and out. We can provide more personalized services and information to our fellow Charlestonians because of this.

Focus on Informing instead of Selling!

Another one of the biggest errors people make when starting to work with social media management is being too salesy when creating content. A strong key to succeeding with your social media channels is establishing yourself as the local expert in your field. This means you want your content to be informative and engaging. 

You can successfully accomplish this by answering common questions, providing useful information, walking the audience through how to do a specific task, providing tips, and other things. The goal is to be educational and friendly. Think of it as trying to build a relationship between your brand and potential customers. As this trust builds, more people will start relying on you for expertise, which will lead to more people becoming customers or clients. 

Creating engaging social media content is a long-term strategy for positioning your business. It is perfectly fine to share what your company can do in an informative way. For example, an effective practice is to have a brief call to action towards the end of content. Be sure to focus on the quality of the content rather than the sale.

Leverage the Benefits of Different Social Media Channels

Anyone who has spent time working in social media management knows that no two channels are created alike. Each have their own strengths and weaknesses. Additionally, each have audiences with different demographics. 

For example, blogs and more long-form text are great for sharing on Facebook. However, succeeding on Instagram is all about presenting engaging images and video along with identifying the best hashtags to get your content in front of your audience. YouTube is excellent for longer videos such as testimonials or tutorials while TikTok videos should be shorter and more to the point. 

Of course, you can also leverage content across multiple channels. For example, a YouTube video can be shared on Facebook or embedded in a blog on your website that is then shared. The caption of a stunning photo on Instagram can also include a link back to a blog or article on your website that provides customers with more information. 

Knowing what to target for different types of channels can lead to a bit of trail and error at first. However, an effective social media management strategy will lead you to quickly getting a sense of what works best on what platform.

Assess Your Social Media Management Success

When it comes to creating high quality content for social media, there is nothing wrong with making mistakes. In fact, we will all make them from time to time. However, failing to learn from mistakes – or even realize what is a mistake – will do a major disservice to your strategy and your efforts to build your brand. 

Be sure that you are taking time to review metrics and assess what is working and what is not. For small businesses with less time on your hands, you may want to focus on just a few metrics or even outsource to the professionals at Holy Webs Charleston. But make sure you are doing something. Here are some common questions to ask when assessing the performance of content:

  • What kind of content generates the most views, likes, clicks? 
  • What time of day (or time of week) does content get the most engagement? 
  • What social media channels (i.e., Facebook, Instagram, etc.) generate the most consistent engagement? 

These are just some basic questions that can help you get a sense of what types of pieces work well and what channels are the strongest for your social media management strategy. Looking at metrics can help you target areas to improve, channels to grow, and formulate a goal-oriented strategy for growth. 

Interact Quickly and Positively with Your Audience

When people comment on your posts, it represents a great opportunity to strengthen your perception by interacting with them. While you certainly don’t need to interact with every comment, it is important to have a presence in the comment section. 

Much like when creating quality content, you want to interact with your audience in a positive, informative, and helpful manner. In many cases, people may comment with questions, providing you an opportunity to demonstrate your high-quality customer service and further showing your expertise with your answers. 

One of the biggest benefits of these interactions is that many other people will see them too. Being present in your comment sections is an easy way to improve your brand and reputation. Of course, it isn’t possible to be online 24 hours a day – you still have a company to run and life to live. However, following up on posts within a few hours of releasing them can usually help you be able to address any pressing questions or issues from viewers.


If managing your own social media seems like too hectic of a process, don’t worry! There are other alternatives. In fact, Holy Webs Charleston is committed to helping your social channels thrive with our social media management services. 

We are familiar about best practices on all major social media platforms including Facebook, Tiktok, Instagram, and more. Our services include developing a social media strategy, creating engaging content, publishing, engaging with your audience, and frequently assessing what is and is not working in order to optimize your strategy. Of course, as Charleston, SC residents, we know the ins and outs of the Holy City too, further helping your social media strategy to thrive!

Learn more about our social media management services here! We would also love to setup a free 30-minute call to discuss your needs and how we may be able to help.

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Holy Webs Rocks! I wish I could give more than 5 stars.

CJ of Riverside Exteriors hired Holy Webs to help manage his social media channels and develop a strategy to compete with local competitors.