5 Content Tips For Organizations
Photo by Paul Hanaoka on Unsplash
Creating content is harder than it seems. Culture moves fast and it can be tough to keep your organization’s voice clear and engaging.
In 2017, I wrote an earlier version of this piece to cut through the nonsense and offer brands practical advice.
Seven years later(!), the tools have evolved but the same principles still apply—just with a few modern add-ons.
So here are my content tips, 2024-style.
1. Stop Chasing Viral Trends. Stop. Just Stop.
Remember when everyone was doing TikTok dances and starting Snapchat accounts when they didn’t have any customers under fifty years old? It was exhausting.
Chasing every new social media trend is a full-time job—and it isn’t one you need to take on.
Focus on building a consistent brand voice instead of jumping on every meme or viral trend.
Platforms like Threads and TikTok are huge, X still has some relevance, but authenticity and reliability are what keep your audience engaged.
Focus on content that highlights your brand strengths. If you find yourself jumping on every new trend, stop. Stick to what works for your organization and stay true to messaging.
“Chasing every new social media trend is a full-time job—and it isn’t one you need to take on. ”
2. Your Audience is Everywhere. Your Content Should Be Everywhere Too.
Back in the day, you could focus on Facebook and Twitter. Not anymore. In 2024, audiences are scattered across multiple platforms—LinkedIn, TikTok, Instagram, and even more niche networks like Discord and Mastodon.
Tailor your content to each platform and figure out which platforms to use and which to de-emphasize or ignore altogether.
What works on LinkedIn doesn’t necessarily work on TikTok.
Don’t spread yourself thin, though.
Pick the platforms that make the most sense for your business and adapt your messaging for each.
3. Visuals And Video Matter More Than Ever.
In 2017, visual content was important. Now, it’s critical.
Attention spans are shorter, and video reigns supreme.
Don’t get me wrong—written content matters (this is a written article, after all), but video and visual elements are what make your content stand out.
Reels, TikToks, and YouTube videos are where your brand can get noticed and pick up customers.
The more dynamic, engaging, and interesting your visual content is, the more likely people will stop scrolling to watch.
4. User-Generated Content is Still King (But Be Smart About It).
User-generated content (UGC) was a major asset in 2017, and it's still a goldmine in 2024. Audiences trust recommendations and content from real users more than polished brand messaging. But here’s the catch: the playing field has shifted. Influencers are now divided into niche micro and nano categories, and they’re seen as more credible than mass-market influencers with millions of followers. If you’re going to leverage UGC, focus on the real connections between users and your brand, and don’t overdo the partnerships with paid influencers.
“ If you’re going to leverage UGC, focus on the real connections between users and your brand, and don’t overdo the partnerships with paid influencers. ”
5. Consistency is Survival
Social media platforms are constantly changing—algorithm updates, new features, and entire platforms pop up constantly. The one thing that doesn’t change is the need for consistency.
Whatever platforms you focus on, remember that consistent content and engagement are the key to staying relevant.
Your audience expects regular updates, and ghosting them is the quickest way to lose followers.
But consistency doesn’t just mean posting every day.
It’s about consistently delivering value. Build a content calendar, stick to it, and adapt as necessary.