Online and social media marketing can be a fickle thing. Here are 5 top tips to creating content that will reach potential customers:

1. Know your Audience! This is the number one key to content creation. If you do not know the who, the how and the when of your target audience will interact with your content, then you are wasting your time. Do your research and create 1-3 buyer personas.

2. Be consistent. Keep your visuals, language and tone consistent for all of your content and across each platform. Have a plan that spells out what this will entail.

3. Be dependable. Create a content creation and posting plan that you can manage and ensure that you stick to it, to build trust with your audience.

4. Be sure to listen. Utilise social listening to know what your potential customers need and want. Think about what problem you can solve for them with your product.

5. Engage! Always respond in some way to people who comment or interact with your content, even if it is just with a like. Encourage conversations and engagement with your brand.