3 Types of Content on Social Media Every Business Should Be Posting

Your social media does not need to create viral content to have a positive effect on your business. In today’s day and age it is possible that your business may never post anything that goes viral. However, you can maximize the content you are creating to give your company the opportunity it needs to connect with and convert your ideal customers. We will be discussing what types of social media you should be posting to reach your ideal business’s customers on most social media channels, including Meta and TikTok.

When referring to ideal customers, I speak about those who recognize your business’s unique value proposition, purchase your product and/or service, promote your business to their connections, and come back for more. We sometimes lose sight of the purpose of social media and get hung up on creating social media for an algorithm and not our consumers. The key to social media success is to create content that is in line with your target market and your brand identity.

Basic Content Types:

• Long-form videos
• Short-form videos
• Live videos
• User-generated content
• Images
• Multi-Image/Carousel posts
• GIFs
• Memes
• Influencer collaborations
• Text-based posts
• Long-form Content
• Polls
• Infographics
• Podcasts
• Guides
• Industry Trends and Research

The 3 categories of Interactive Content That Connects With Your Audience

Client First Content

Regardless of the basic types of content you choose, they should always meet the needs and interests of your target audience. When you focus on creating content for your ideal customers, you will create:

• Content they want to see
• Content they want to finish
• Content they want to share

This will allow your ideal consumers, who are in your target market, to boost and share content with others who are more likely to be in your target market as well. Too many companies will spend time and money on efforts that lead to few conversions. They’ll notice competitors focusing on video content and do the same, instead of ensuring they are creating content that converts. Is a video that gets 10,000 views and leads to 3 conversions better than a video with 200 views that leads to 15 conversions? Creating client-first content will lead to higher conversions, and if it goes viral, that’s a bonus!

Hero Content: Your Main Paid Social Media Content

This is your big social media post or campaign. Similar to Super Bowl ads or Apple’s informational conferences, this content is meant to be big and highly visible. Ensure it resonates with your audience and is visible on most social media platforms.

The purpose of hero content is to help consumers keep your brand in mind while making a purchase decision. From visual content and long-form video content to written content, you want hero content to be high quality and targeted towards your customers. Make sure it’s a strategic part of every marketing campaign. You will want to allocate a sizable portion of your budget to creating and advertising this content.

Educational vs Entertaining Content: How to Enhance Engagement

Create Highly Informational and Educational Content

Create highly informational and educational content when you have consumers who exercise a great deal of care when purchasing your product or service. This may include comparison content and reviews or posts that share industry news.

For example, buying a laptop is something that usually costs more money and is something that individuals are going to research and look into multiple options before purchasing. An ad for a laptop should be highly informational and educational.

Create Entertaining Content

Create entertaining content when your consumers are more careless about purchasing your product. Long and short-form video content can be great options for entertaining content, because it gives you the chance to go viral. This is a content marketing strategy that builds brand recognition among social media users.

For example, consider “Old Spice” commercials. Individuals are less sensitive about the brand of deodorant they wear. Due to the entertaining nature of Old Spice commercials individuals are more likely to think of them when considering new deodorant options.

Be Creative and Repurpose Hero Content

While the examples of hero content provided are referring to companies that have millions of dollars to allocate to marketing, do not be discouraged. Your social media marketers can still create hero content that is within your budget and of high quality. It simply may require some creativity to figure out what that may be. There are also many ways in which Hero content can be maximized. Repurpose your hero content by using it to create smaller forms of media on Instagram and TikTok. Create stories or posts so you can continue to expose your hero content repeatedly and get the maximum return on your investment.

Hub Content: A Series Type of Social Media

This is the kind of content you should create to build a following and help people build a relationship with your brand. Hub content should be regular, repeatable, and keep your customers coming back for more.

With this type of content, it’s important to understand your audience demographics and preferences, as well as the various platforms they use regularly. For example, do you have more Youtube users or does your audience prefer platforms Reddit or Tiktok?

Examples may include:

• A podcast series
• An interview series
• A blog series

When it comes to Hub content, people are not watching or reading it because of who you are, but the content you create. This content should be the kind of content that is easy for your client to consume because they want to see or read the next episode or piece of content you create.

This content would be created with whatever marketing budget is left after you have created and advertised your hero content. Remember that this content is not consumed because people love your brand, but they love the way you do what you do. Over time people will build a relationship with your brand because they keep coming back for more.

Help Content: Your SEO Boosting Organic Media

This is the kind of content that is made to be search-promoted and can be used to target long tail keywords. This is the smaller and consistent content that should be built to answer potential customers’ questions.

Help content is not meant to be advertised and should not have any budget allocated to it.

You should create this kind of content to answer the small, specific questions your target customers have in mind. An example would be a razor company posting a video explaining how to shave a goatee. People will find your company when they have questions relevant to your industry, product, or service. While people are not likely to share this content, this content will help build brand awareness, boost SEO, establish your brand as an authority, and help increase customer trust in your brand.

Social Media Strategy: Go With The Triple Threat

While there are different strategic approaches you can take to social media marketing, these should be based on one basic strategic approach: The Triple Threat. You want to create a variety of content that can connect with your ideal customer in as many ways as possible. Create Hero content to raise awareness of your brand and reach new people. Create Hub content to connect with your customers and interact with them consistently. Lastly, create Help content to help your consumers when they need you the most and boost SEO. Different types of social media content and social media platforms will resonate with and reach different customer segments.

At Big Red Jelly, we can help you better define your brand and help you identify the kind of content you can create to better reach your ideal customers. When it comes to cross-promotion, maximizing your paid search and getting your brand name out there, we are experts. Let’s have a 30-minute consultation today to take your branding and marketing to new heights!