If you have been in business for any amount of time, you’ve likely run across the 80/20 rule. This can apply to a number of areas in business, but we want to focus on its impact on social media marketing. Simply put, this rule suggests that your content should be divided between content that specifically sells your products/services, 20%, and the content that adds value and builds a relationship between you and your audience, 80%. After all, social media is about being social.
By varying your content, your business can feel more authentic to your audience; and once they have that rapport with you, it will allow you to be top of mind and relevant when they need your product or service. Keeping your content aligned with your industry and company culture are fantastic ways to create that bond with your audience. We know that adding value can seem daunting, but it doesn’t have to be as technical or time-intensive as you might think. As I write this post, entertainment and heartfelt stories add more value than ever during this global Covid-19 pandemic.
To assist you in adding variation to your social media content, we have outlined six different content categories to get your creative juices flowing:
- Informational/Educational content is intended to teach the audience something new. Try to focus on industry/business-specific information so people can learn more about you and why your company is awesome.
Examples include:
- Facts and Statistics
- Tips and Tricks
- Training
- Explaining a Process
- How-Tos
- Interactive content allows the two-way flow of information. This is the perfect way to gain insight into some of the things that your audience likes about your business. You can poll them on some of your better selling products to find out why they like one over the other for example. This increases engagement and your insight into your audience.
Examples include:
- Question and Answer
- Fill in the blank
- Questions
- Polls/Voting
- Opinions
- Reaction
- Comment Below
- Inspirational/motivational content has the intention of offering value through encouragement. Especially right now, we could all use some words of wisdom to help us through the day. Your business could be providing that uplifting messaging to help brighten your audience’s rainy days.
Examples include:
- Quotes
- Curated imagery
- Personal Stories
- Success Stories
- Transformations (Before/After - this can also be informational)
- Testimonials
- Authentic content provides the audience with an opportunity to genuinely connect with you as a brand. Think through what is most honest about your business that people will connect with and show that off. Maybe it’s the beer tap you have in the kitchen, or when you catch your co-worker taking 20 selfies while at their desk, or when the office sings Lizzo songs every afternoon at 3:05pm.
Examples include:
- Behind the Scenes
- On-Site
- Selfies
- Real-time images or updates
- Event updates
- Live videos (can also fall under every other category depending on the topic but we are listing it here because of the fantastic opportunity to be authentic with your audience)
- Entertaining content has the objective of making people laugh or enjoy something. It doesn’t have to be comedic, it could be showcasing a talent or just a really bad pun. Bringing a smile to people’s faces is a great way to build that bridge between you and your audience.
Examples include:
- Memes
- Jokes
- National Holiday Posts
- Skits
- Reaction Videos
- Singing/Music/Art-Related Content
- Call to Action/Promotion which has the purpose of selling a good or service to your audience. These are important to continue to post, especially when you are managing a layered campaign that works audiences through the digital sales experience. Leaving things too open-ended and vague can mean missing out on sales - so don’t be afraid of a direct ask. If you provide a quality product or service, you should feel confident with a call to action.
- Call to Action
- New Sale/Promotion
- Promoting a New Item or Service
As you plan your upcoming social media content, remember that creating a balance between these different content types will not only keep your posts engaging and interesting, but it will also bring value to your audience who are probably the real reason you started your business in the first place.
