3 roadblocks to posting great content

The road to posting great content that consistently gets seen and shared can seem more like an obstacle course than a clear publishing path.

Here are three common roadblocks content that communicators face and how to remove each so your posts consistently reach and engage your audiences:

1. Not putting service before the brand. “The biggest content mistake communicators make is focusing on what they want to talk about versus what their audience wants to hear,” says Amanda Todorovich, director of content marketing at Cleveland Clinic.

Her solution is to think more like a service journalist when planning your content. “Provide more how-to, tips-focused content that helps customers solve problems,” she says.

Cleveland Clinic’s Facebook posts, for example, don’t promote the hospital’s services. They instead answer everyday health questions.

The following post about buying bagged vegetables is just one of dozens of helpful items featured on the hospital’s Facebook presence last week. It received over 389 reactions and 154 shares within hours.