The best social media pages engage prospects by providing useful content that encourages action. These pages position the organizations as go-to experts in their fields and include information about products and calls to action. By following the content guidelines below, you will not only begin to gain a following but will also develop a reputation as a company of experts that your audience can relate to and trust. When someone believes you can solve a problem for them, you have gained a customer and thus increased your ROI.
Types of Content
Quality content is the foundation of a successful social media campaign.
To create posts for your social media channels, look for reputable information related to your field or audience that is worth sharing and is likely to create engagement. Leverage images, videos, testimonials, promotions and other information that your team gathers. We recommend posting 3-5 times a week to keep your audience engaged.
Each post should serve a specific purpose, such as increasing awareness of your brand, highlighting your benefits, showing your connection with your community, and demonstrating your expertise.
Five Post Categories
Here are the five categories of posts we recommend creating:
Category 1: Outside Content
- These posts share articles from blogs, industry associations, general- and special-interest websites and publications that are relevant to your industry and audience.
- Goal: Create awareness for your brand, enhance your credibility, and position yourself as a reliable resource. This creates trust between you and potential customers.
- This type of content performs best on Facebook, Twitter, and LinkedIn.
Example: The post below is an example of relevant content from an outside source. The post received a high number of reactions, and even better, a relatively high number of shares.
Category 2: Promotion of Benefits
- These posts promote what you do and how you do it. They include information from your website, tell your story, and further position your business as an industry leader and reputable option.
- Goal: Clearly define what you do and communicate identifiers that make your business unique.
- This type of content performs best on Facebook, Google My Business, Twitter, LinkedIn, and Instagram.
- If you choose to promote posts on Facebook and Instagram with paid advertising, these are the types of posts you will want to promote.
Example: In this promotional post, users are told what the products are and where they can find them.
Category 3: Community Involvement Content
- These posts share information about local events, causes that your business sponsors, or community activities that your business or employees may be involved in.
- Goal: Engage the local community and show that your business is an active part of it.
- This type of content performs best on Facebook, Twitter, Instagram, and LinkedIn.
- Examples:
- Events/fundraisers you sponsor
- Donations to causes
- Teams you sponsor
- Teams your employees coach
- Events employees are participating in
Example: This post is a good example of how to show involvement in community events.
Category 4: Behind-the-Scenes Content
- These posts give customers information about the business beyond its products and services, into its people, expertise and processes. Who are your staff and what do they do professionally and on their time off? What do you do for training? What is the nature of the work that the customer doesn’t see?
- Goal: Be personal. Showcase your business’s personality to generate engagement and make you appear distinct from competitors. People are more likely to engage with you if they feel a personal connection.
- Examples:
- How-to videos
- Short explanation videos
- Employee bios
- Office/event photos and videos
- Employees interacting with customers and working on projects
- Employee anniversaries, birthdays
- This type of content performs best on Facebook, Twitter, Instagram, and LinkedIn
Example: The post below is a great example of showing an audience the personal side of the business so they see that there are real people involved.
Category 5: Customer-Generated Content
- These posts use reviews, photos, and testimonials generated by your customers.
- Goal: Use endorsements to establish/bolster credibility. Show prospects what current customers are saying about your business and show your products and services in action. Sharing customer-generated content online is akin to in-person, word-of-mouth advertising.
- What you need:
- Photos from your customers
- Testimonials from your customers
- What you can generate:
- Positive reviews overlaid onto relevant images to share
- Share posts from people who have tagged or mentioned your business
- This type of content performs best on Facebook, Instagram, and Twitter.
Example: The post below by Franny’s Bistro tagging Mousam Valley Mushrooms is an example of the kind of post to interact with and share. It shows what is possible when cooking with Mousam Valley’s products.
While all five types of content are important to create a well-rounded social media presence, promotion of benefits, behind-the-scenes, and customer-generated content are the top three to focus on. Promotion of benefits is important, as stated above, to show customers what you have to offer. Behind-the-scenes and customer-generated content are important to help you build a relationship with your audience and customers.