As Homer Simpson would say “D’oh!”
What better way to build brand loyalty and authority than be the business that answers the questions that customers are asking?
Since you are already active in these channels (see Tip #2), spend your time reading what your clients are talking about, answer the question, and refer back to your site.
Ask yourself the following: What posts get the greatest response? Are people confused, opinionated, passionate? That is a sign that you should be creating content around this.
Super-bonus tip: pose questions on social media. “If you were buying (your product), what is the one thing it must have?” “What is the one thing that would keep you from buying (your product)?” You will get a lot of nonsense answers, but you will also glean some insight into how your customers think.