Hard to keep up the marketing in social media? You’re not alone – many e-merchants start up accounts, which then “slumber”.
We have therefore made a list of different types of content, which you can pick up when the inspiration pushes.
Let your purpose control the content
Before we dive into the suggestions on content, we just want to remind you of the purpose you (hopefully) have set for each channel. It largely determines what type of content you should focus on.
For example, if you have reach as a goal, your content needs to be relevant to many (which makes, for example, “behind the scenes” material less good) and if you want to drive traffic, you need to create a lot of your own content (and cannot share news equally. from the outside world).
Why should anyone follow your business?
In addition to keeping track of your own purpose with social media marketing, you also need to define the value you create for others. Imagine that you are a person in the intended target group and ask the question: why should I follow this company?
Formulate the answer and you quickly discover what type of content you should have in a particular channel.
Content suggestions for social media
The marketing, and thus the content, in social media can look very different. It depends, among other things, on:
The format – can be either paid, organic (free) or a combination.
Subject and focus – The company, products and interest / industry are three common areas.
Angle – can be news, trend tensions and / or guides, for example.
By combining different formats, topics and angles, you can thus create many different types of content. Here are some examples:
1. Presentation of your business
Focuses on “who” your company is and what it has to offer. This type of content you need, for example, when you want to advertise and reach new people, but are less good at organic posts and retargeting.
2. “Behind the Scenes”
Shows the people and work behind your online store. Can be angled in many different ways, but among the most common we will probably find “get to know the team” and “sneak peaks” on upcoming products.
Good content to share organically to create engagement and build brand. But it can easily become irrelevant to the target audience if you share “everything”. Does the target group really want to enjoy lunches and training days …?
3. Product news
Sharing news in the assortment is probably the most “given” content in your social media. Can be used both organically and paid, to create engagement, drive traffic and generate sales.
4. Company news
Content that highlights what is happening in your business on a more formal level. It can, for example, deal with awards, new hires, projects / initiatives, collaborations, sales and results.
If you sell to private individuals, however, it is awards, certain initiatives and possible collaborations that are most relevant to sharing in social media (the other news is more relevant for B2B and / or for PR), where they can be used both organically and paid. For example, you can share the news directly with your followers for engagement, while advertising for reach and traffic.
5. Promotions and discounts
Need no explanation at all – this type of content focuses on the special offers that your online store has right now. Can obviously be used both organically and paid in social media, with the purpose of driving traffic and generating sales.
6. How to-inspiration
Shows how your company’s products can be used and what they look like in real life. It can either be content that you create yourself, or content from customers (called user-generated content). Common in both organic and paid format, to create engagement and drive traffic.
7. News from the outside world
In the marketing industry, some talk about “curated content”, which is about sharing other people’s content. If you sell yoga products you can eg. share training videos and news about the health effects of yoga – the point is that the material should be relevant to your target audience.
8. Trends in the industry
Content that focuses on what’s trendy in your industry. For example, if you sell garden products, you can share and / or create materials about what plants and colors are inside.
Common to share organically but also in paid form. Used primarily to reach out, create engagement and drive traffic early in the buying press (provided it is its own material).
9. Guides and tips
Focus on results and how the target group gets there, eg “So you get glossier hair”. Can either be your own or others’ content. Have the same purposes and uses as trends.
Some last words
Of course, it is possible to combine several different types of content and to “tweak” the different proposals. For example, news from the outside world comment / summarize on your own site to be able to use (own) links in social media and drive traffic from there – despite the combination of other people’s news and the purpose of driving traffic spontaneously feels impossible. So let your imagination flow!
With a well thought out plan for what kind of content your company should share in social media, it will be easier to create continuity – something that is fundamental to the promotion of results. So keep posting!