The 3 Types of Content to Share on Social Media - Duct Tape Marketing Consultant

The 3 Types of Content to Share on Social Media

The 3 Types of Content to Share on Social Media

By John Jantsch

When it comes to social media, engagement is the ultimate name of the game. You want to encourage your clients to start dialogues online with their followers. That’s how the followers get to know, like, and trust them, and it’s the foundation upon which any further interactions are built.

But in order to begin engagement, someone’s got to start the conversation by saying hello! That’s where your client’s content comes in. By posting content regularly on social media, through both organic and paid channels, you’re giving their followers something to react to in the first place. That’s what opens up the potential lines of communication.

So that takes us to the age old question of what to post. You want to share content that’s meaningful and is likely to get a response from fans. Social media feeds contain lots of junk; you need to create something that captures attention in a sea of reposts, memes, and silly cat videos.

Let me walk you through the three types of posts you should be creating for your clients on social media. Each serves its own unique purpose, and when combined, they create a consistent, thoughtful online presence.

Culture Posts

You should begin to build out your client’s social media presence with organic content. These posts introduce your client’s business to their followers and their friends. But I call them culture posts because, while they should be about your client’s business, they shouldn’t be about selling.

People go onto Facebook on Instagram for community. They go to take a break from their day at the office. Or they’re looking for advice from friends about a problem they’re having. Maybe they want to share something exciting that’s happening in their personal life. They are not going onto social media to be sold to. And that’s precisely why selling shouldn’t be your client’s primary objective in these organic culture posts.

These posts can be hard to plan, because they’re about things that happen organically. Maybe your client’s just had a baby. They bring the little one into the office, dress them in a onesie with the company logo, and share a photo. Who can resist reacting to and commenting on a cute baby picture? Or take this real-life example from Duct Tape Marketing. I got behind the mic the other day to record the audiobook version of my latest book, The Self-Reliant Entrepreneur. I shared a photo of myself in the booth and got great engagement and feedback.

Duct Tape Marketing Self-Reliant Entrepreneur Audiobook Social Post

Posts like this get a lot of engagement because there’s heart behind them. Your client isn’t trying to sell anyone anything. Instead, customers see some of the day-to-day stuff that happens as they run their business. It’s this kind of content that’s most likely to generate comments and likes, while simultaneously creating a sense that prospects really know the people behind the brand.

Operations Posts

The majority of your client’s posts should be these culture posts. It can be tricky for you to dictate that, though, as they are things that happen in the moment. While you put effort into spurring your client to create more culture posts, you can focus your efforts on operations posts.

These are posts around shared content, and they help to demonstrate your client’s position in the community. They establish your client as an authority and expert, and they’re a critical trust-building element with prospects.

Let’s say your client owns a home cleaning service. Maybe they’re a guest on a podcast or local television news show, where they share tips for finding the right cleaning service to fit your needs and budget. Or perhaps they create a great blog post about how to clean up messes left by a pet.

Whatever the case may be, share this content on social media. While it won’t get the same level of engagement as your culture posts, it’s more likely to capture a prospect’s attention because the prospect has already been drawn in by your client’s culture posts. That puts them on the lookout for more updates from the brand.

If they do click on the link, they’ll find it contains meaningful information. That’s how they’ll develop a deeper level of trust in your client’s know-how.

Business Objectives Posts

Once you’ve won your client’s audience over with culture posts and earned their trust with operations posts, you can move into paid posts, which are designed to achieve business objectives.

These paid posts should have calls to action that speak to a specific conversion goal. You can create a number of paid social campaigns that are designed to speak to prospects and customers at various stages of the customer journey. For those in the try phase, create a CTA that invites them to download an ebook or sign up for a free trial. Returning customers should see advertising that’s tailored to their needs based on previous purchases.

While we all know that paid ads are not anyone’s favorite thing to encounter on their social feeds, if you’ve already laid the groundwork with meaningful organic content that your client’s followers genuinely appreciate, prospects will be that much more receptive to seeing an ad from them.

A smart mix of organic and paid social posts can help you to build awareness and trust. This is what drives engagement for your clients. Posts with a lot of heart pave the way for those that are more focused on achieving business objectives. When you strike the right balance, you create an opportunity for your client to have their social efforts feed directly into their other marketing channels to drive the customer journey.


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