Developing social content can be the most frustrating experience of managing a social channel. You know that something needs to be posted, but in that specific moment you can’t decide what makes the most sense. What did you post about recently? How do you vary your content to keep your audience interested? All of these questions can weigh on you in the moment.
Our team strongly believes in developing a messaging strategy that encompasses a number of components. Just like your business, your social media strategy should include more than just sales content. Yes, your goal is to generate revenue, but there is more to your business than sales, at least in the eyes of your customers. This is summed up perfectly by Gary Vaynerchuck in his book Jab, Jab, Jab, Right Hook:
“Marketers are on social media to sell stuff. Consumers, however, are not. They are there for value.”
So, you have to ask yourself, “What value am I offering my followers/customers besides trying to sell them something?” This is why your social channels should feature a variety of different content. When we work with clients, we try to focus their messaging strategies into pillars of content. Many times, this includes a pillar about your business, education and current events found in your industry, and finally a lifestyle component. In this blog, we will take a look at why we incorporate these pillars into your messaging strategy.
Your first priority is to talk about your business. But we want to break that down to talk about more than just your services. We want to talk about your history, the people behind your brand, what your business is doing in the community, and if your business is in the news and why.
Education and Current Events
This category is to show the audience your expertise within your industry. You have developed a great deal of knowledge in the products and services your business offers, why wouldn’t you share these willingly with your customers? Content continues to be king and the more value you bring your customer, the more trust and respect you will gain from your followers and customer base. And guess what? That will help generate revenue!
This segment is a case by case basis, but every brand should have a human element to your messaging strategy. Depending on your brand and your voice, this segment of content is focused on driving engagement. There could be a comedy component, a compassionate component or the “feel good content” humans bringing out their best versions of themselves.
Diversifying your social messaging strategy with these pillars of content break down the complexities of finding out what you should write about and gives your audience a variety of content to enjoy.
Contact us if you’d like to learn more about how we build a messaging strategy to complement your business and take the stress out of deciding what and when to post.