Picture this situation: You have a product or service that you want to promote. And you know that being active on social media like Instagram and Facebook is GREAT because you want to reach potential customers.
But when it comes to creating the content that you want to post -- it feels like you’re posting the SAME THINGS over and over again.
It feels like you’re just using synonyms at this point. “Amazing”, “excellent”, “high quality”. What to do at this point?
The normal things that people post on their brand’s social media, website or blog are usually things that actually revolve around their product or service. Makes sense right? When you have a product or service, you need to be talking about it to promote it and make money. If you don't talk about it, people won't know and won’t buy.
But, does that mean that you have to talk about your own product/service ALL the time? The answer is no.
A brand that only talks about its products or services is like a person who only talks about themselves. That kind of person doesn’t care about others, so it’s only logical that others don’t really care about them too.
If that’s how your brand has been operating, it’s time to look at what you post on social media and create content a DIFFERENT WAY.
Let me walk you through the THREE types of content you can create for your brand.
1) Promotional content
Promotional Content is content that is 100% about your product or service.
SALE! 50% off for all tops
The CNY 2019 line of skirts
Buy 1 free 1 for website purchases only
These are called Promotional Content because you'll be promoting your product/service and inviting people to BUY. There's no secrecy or hidden motives here. It's all transparent.
Note: Posting Promotional Content isn’t a bad thing. But that’s not all you can post...
2) Informative content
Informative Content is content that won't mention your product/service AT ALL. 0%. Nada. Zip.
You may be thinking: Nowwwww why would I do that? Doesn't make sense at all to talk about other things. I thought I have to be *focusing* on my brand?
You thought right.
In Informative Content, you're not going to talk about your product or service, but you'll be focusing on your BRAND.
What does your brand mean to you, in 3 words? (Humour me for a bit)
For me, the Narrativity brand is about passion, fun and learning. Regardless of what I sell, this is what *my* brand means to me.
Products come and go, but brands are forever. Think about it. This year's line of products won't be the same as next year's -- but your brand will hopefully last for years and years to come.
That's why Informative Content will focus on what makes your brand special for your customers. So instead of promoting your product/service in this content, you’re going to be promoting your brand.
What happens is that your customers don't only USE your product, they LIVE with your brand. They don't only buy one product and forget your brand, but they'll be returning for repeat purchases and become a lifelong fan. They’ll be telling their kids about your brand!
So how do you create Informative Content? You need to go one step further than the average brand, focus on what your potential customers care about in relation to your industry, and create content about THAT.
For example, you sell blouses so you're in the fashion industry. What do your potential customers care about in relation to fashion?
They care about looking fashionable without draining their bank accounts before the next payday.
They care about buying quality clothes that will last them more than 6 months.
They care about maintaining their clothes and being able to wear them regularly.
There’s so many aspects of fashion that they probably care about, which means you have plenty of material to create content with.
Your Informative Content can be something like this:
How to determine if the clothes you’re buying are high quality (seams, buttons, etc)
The lazy person's guide to doing laundry
When your potential customers see and read this kind of Informative Content (which they’re interested in, btw), they’ll see that there’s MORE to your brand than *just selling another product that other brands are also selling*.
You’re differentiating your brand from other brands.
And because you won’t promote anything in the Informative Content, they’ll see that you’re giving away the valuable information for FREE. People like free stuff, man.
3) Hybrid content
If the promotional post is 100% about your product/service, and the informative content is about your brand, the hybrid content will be a little more subtle…. It’s going to combine both.
You'll basically start out with an Informative Content, and include your product/service as a PART of your Informative Content.
For example, you want to write about your special sambal paste that you're selling.
Your Hybrid Content: A blog post about the 5 Ways Busy People Save Time Cooking:
Always wash dishes right after cooking your last meal.
Go for simple recipes unless you have time for complicated ones.
Buy pre-cleaned ingredients like pre-cleaned chicken or fish.
Use ready-made pastes (like this sambal paste that you’re selling… hint hint)
Chop up some ingredients in advance like onions and store them in the fridge.
See how your product is mentioned naturally in the blog post? By doing this, you're giving valuable information to your potential customers AND making them see that your product will fit right into their lives.
Side note: these are all tips I’ve implemented in my own kitchen! Haha.
When you want to create Hybrid Content, keep in mind that your product/service is only a part of that content. It’s fine if it’s just a small part. That way, you’re not limiting yourself to the kind of Hybrid Content you can create AND still mention your product/service.
How will all this info translate into, you know, actually creating those content?
I have a 2-Week Content Calendar that you can follow for 2-weeks worth of posts for your brand’s social media!
What do you usually like to post on your brand’s social media?