Every industry is different and every business is different but there are a few things that can help you create content for your social media and get the most out of your efforts.
1. Think like the PERSON that you are.
When do you check your phone on any given day to scan your Facebook newsfeed or see new images on Instagram? Do you check at lunch? During your commute? In the evening while dinner is cooking? Late night before bed? If you're doing it at that time, your community is probably doing it too. The analytics for each platform may help you refine this, but if you think like the consumer that you are, you're one step ahead of the game.
2. Everything is content.
No, seriously. Look at your product in a different way, in a different environment. Snap a pic. That's content. Your staff embodies who you are as a business - feature them. That's content. Talk to your community about what you're doing and why you do it that way. This peek behind the curtain of your business is content. Once you start retraining your brain to see your business as a part of life, you will be able to pull content from everywhere.
If your community asks a question, answer it. If they want to know something about you, answer them. If they gravitate towards pieces of content, take note. If you ask a question and they answer, reply back again. This isn't a billboard. You have the chance to reply back to your consumers in a way that you have never been able to before. Take advantage of that and be present in the conversation that is happening all around you and about you online.