Social media is intimidating – that’s a fact. But that’s the exact reason it’s so effective! Namely, it’s a constantly evolving medium that allows you to engage your customers in unique and interesting ways. Your social media content should accomplish three broad goals: 1) it should market your company and product; 2) it should inform your audience; and 3) it should engage your audience.
If you aren’t sure where to get started with your social media content calendar, here are 5 distinct types of content to post (and the underlying marketing strategy behind them):
- Content That Tells Your Brand Story
Post stories, images, and videos that help you tell the story of your brand. If you work with a small team that prides itself on taking an innovative approach, take pictures at team meetings and brainstorm sessions. If you sell a homemade or ethically-sourced product, post images of the products being made or the area where the materials are sourced. Content like this helps you tell the backstory of what makes your company amazing. It’s also a fun way to engage your audience by showing them there’s a real person behind the product or service.
- Content That Showcases Your Work
One effective way to make a sale is to show potential customers the work you’ve done in the past, and more importantly, how it solved a client’s problem. If you sell a product, post pictures of it! If you offer a service, post testimonials from previous customers or case studies that examine the effects of the work you did. Nothing sells better than the truth!
- Content That Gives Helpful Tips
Teach people anything that might be relevant to them and your industry. Not only do helpful tips give you added authority as an expert, it also provides the one thing everyone expects to find for free: information! When you become the go-to person for that information, you’re more likely to be the person who gets their business. Tip: People love lists! “Listicles” like this very blog post are popular because they are easy to read. Put your helpful tips in list format and you’ll see more engagement.
- Content from Other People
You don’t have to reinvent the wheel every time you sit down to write a post. Report content from other people if you think it presents an interesting perspective. Helpful information, something that will make your audience laugh, or even just your point of view on related, popular news story can go a long way to improve the engagement on your page. Remember, social media isn’t about hard sales tactics – it’s about keeping your company relevant and part of the conversation.
- Content That Requires Action
The point of call-to-action content is to build a connection with your audience. It can be as simple as asking your audience to like your page or visit your website. You can go further and create a poll that your audience can vote on. Content like this results in more page likes, drives traffic to your website, and improves engagement. One example I’ve seen recently was an Instagram poll where the small business owner asked her followers to vote on which piece of jewelry she should include in the next flash sale. Her audience overwhelming voted for one of the choices, which made her decision easy, all while making her followers feel included.
Social media is about telling YOUR story. Use these content ideas to get started, and over time you’ll start to craft your voice without even realizing you’re doing it.