Social media plays a huge role in drawing audiences to your brand. But what do you need to do to get them there? What should you be sharing and when? What is the perfect social media content mix for your brand? The key thing not to do is talk about yourself all day, every day; this will surely turn people off from your brand. It’s like that annoying friend you have on Facebook who just brags all the time, the one you hide from your timeline or unfriend. It’s killing for your business if you become that kind of brand.
The perfect content mix
So what should you be doing? It’s all about getting the right balance, I always advice my clients to use the 50-20-30 rule. Where 50% of the content you share is curated, 20% is owned content and 30% is humanizing content. Sounds complicated? It honestly isn’t, let me explain in more detail!
Curated content are those pieces of content you share that are created by others. Articles you like, movies that are explaining the business you are in, reports that are relevant to your audiences. Blogs like this could be a part of it! By sharing curated content you show you care about what others say. Never forget to mention the owner of the content, it shows your social networking skills. Your content mix should have about 50% of curated content in it.
Owned content is the content you’ve created yourself. The blogs on your website, downloads that you provide or product information you share. Make sure you don’t share too much of this content, about 20% is sufficient.
Showing your brands human side is becoming more important every year. So in my opinion, an increasing 30% should be personal, fun content that humanizes your brand to your audience. People want to identify themselves with your brand. So show who you are, hire a professional photographer so you can show what your business is about. The people who make the business, the office space, things happening around the office. Anything that shows you are human and not just a brand selling a product or service. Vlogs are also a great way to humanize your brand if you feel comfortable enough on video.
Another topic that is great for the humanizing component of your content mix is User Generated Content. Make an app like Brandit available to your customers and let them create and share branded pictures of your products to their personal networks, success guaranteed! Check out my earlier blog about User Generated Content to learn more.
Finally your employees are also a perfect source for humanizing content. Make sure you enable them to use their social networks to share business related content with their business peers. Together with your employees you’ll be able to build massive reach and draw audiences to your brand.
So there you have it, the perfect social media content mix for your brand. Remember it’s all about your audience and striking a balance in the content you share. Try not to be about the hard sell and instead focus on content that is valuable, interesting and fun, you want to humanize your brand and get your audience interacting with you.
If you need advice or training on this topic, feel free to reach out to me by using the form next to this blog. I’m happy to work with you on nailing the perfect content mix for your brand!