Creating content is at the core of social selling. Traditionally, it’s the job of marketing, but you cannot expect to be successful without sharing content.

And it’s actually a lot simpler than you think.

First, you have to pick your voice and make sure it fits with your target audience, or Ideal Customer Profile. For example, I chose to be direct and authentic, because it is how I am and a lot of decision-makers tend to appreciate these traits.

Once you’ve picked your voice, the best thing to do is to identify problems your prospects are trying to solve.

For example, if you’re selling an expense management software to consulting companies, a common problem your prospects are facing would be to get VAT invoices from airlines like Easyjet or Ryanair.

As soon as you understand the problems your prospects are trying to solve, you can either create or curate content, in the form of posts, checklists or any other format.

In our expense management software example, producing a 5-steps checklist post to show how to request an Easyjet or Ryanair invoice is a great content idea.