If you’re ever stuck for ideas about what to post on social media, here’s a simple question that could completely change the way you create content.
What questions do your customers ask you every week?
Seriously, take a moment to think about it.Whether you’re a plumber, accountant, café owner, estate agent or personal trainer, there are probably certain questions you answer almost every single day.
- How much does it cost?
- How long does it take?
- Do I need to book?
- What’s included?
- Is this suitable for me?
Most businesses answer those questions one customer at a time.The businesses getting the best results from social media answer them once… publicly.
Every Question Is a Content Opportunity
It’s easy to think social media content has to be clever, funny or completely original.In reality, some of the most valuable content you’ll ever create is simply answering the questions your customers are already asking. If one person has taken the time to ask something, there’s a good chance dozens of other people are wondering exactly the same thing. By answering those questions on your social media, you’re helping people before they’ve even picked up the phone. That’s valuable.
Helpful Businesses Are Memorable Businesses
One thing we’ve noticed over the years is that the businesses people trust most aren’t always the ones with the flashiest marketing. They’re the ones that are consistently helpful. Imagine you’re looking for a local mortgage adviser and you come across someone who regularly explains complicated topics in plain English. Or you’re looking for a wedding photographer who posts videos explaining what happens on the day, how they work and what couples can expect. Before you’ve even contacted them, they’ve already started building trust. Why? Because they’ve answered questions you didn’t even know you had.
You’re Saving Time as Well
There’s another benefit to this approach that often gets overlooked. It saves you time. If you’re constantly answering the same enquiries by email, over the phone or in direct messages, why not create content that does some of that work for you? The next time someone asks a common question, you can still answer them personally, but you can also point them towards a video or post that explains everything in more detail. Your social media starts becoming a resource, not just a marketing channel.
Customers Want Clarity Before They Commit
One reason this type of content works so well is because buying something often feels uncertain. People don’t always know what to expect. They’re worried about making the wrong decision. They’re unsure how your service works. Good content reduces that uncertainty. The more clearly you explain your process, your pricing, your timescales or what customers can expect, the more comfortable people feel about taking the next step. Sometimes the difference between someone enquiring and someone leaving your website is simply that one unanswered question.
It Helps People Discover You Too
This style of content isn’t just useful for your existing audience. It’s also becoming increasingly important for discoverability.
- People are searching Instagram.
- They’re searching TikTok.
- They’re asking AI tools like ChatGPT questions.
- They’re looking for businesses that demonstrate expertise rather than simply claiming to have it.
When your content answers genuine questions, it becomes much easier for people to find you when they’re actively looking for help. That’s a huge advantage.
You Already Know the Answers
One of the reasons we love this content strategy is because you don’t have to become an expert overnight. You already are. If you’ve been running your business for years, you’ve probably answered hundreds, if not thousands, of customer questions. You’re simply taking that knowledge and making it available to more people. There’s no need to invent topics. Your customers have already done that for you.
Start Keeping a List
This is something we often recommend to clients. Every time someone asks you a question, write it down. It doesn’t matter whether it comes in an email, over the phone or during a face-to-face conversation. Keep a running list. Within a month, you’ll probably have enough ideas for dozens of social media posts. Better still, you’ll know those topics are relevant because they’re based on real conversations with real customers. That’s much more valuable than trying to guess what people want to hear.
What We’ve Learned at SMR Social
After managing social media for more than 12 years, we’ve found that the businesses creating the most effective content aren’t necessarily the most creative.
- They’re often the most helpful.
- They don’t try to impress people with complicated marketing.
- They simply make life easier for their customers.
- Every question they answer removes a little uncertainty.
- Every helpful post builds a little more trust.
And over time, those small moments add up to something much bigger. So the next time you’re wondering what to post on social media, don’t overthink it. Think back to the last conversation you had with a customer. There’s a very good chance your next piece of content is hiding somewhere in that conversation.