Stop making content for the sake of content
In short
Content should solve a brand’s tasks and not just fill the feed. A strategy, a rubric system and different post formats help build trust and bring the audience to a purchase.
A content strategy for social networks is needed so that posts solve a brand’s tasks and do not just fill the feed. However, not every business that runs social networks understands why it needs them.
Why is that?
Many start with the thought: “Everyone has social networks — we need them too.” Instead you should ask yourself: which task should content solve for the brand?
Through posts the client should understand how you communicate, what impression you create and which thought you leave after viewing a story or a post.
Which tasks content solves
Properly built content helps to:
- build trust;
- explain how the brand differs from others;
- prepare the audience for a purchase;
- unite people in a community;
- attract clients.
The publishing plan should support a certain funnel along which a person gradually moves to a purchase.
For example, first the user notices the brand, then begins to take an interest, engages in interaction, and later may make a purchase and recommend the company to others.
Each format is responsible for its own stage
Different content formats perform different tasks:
- Reels — attract attention and help introduce people to the brand.
- Posts and articles — reveal the essence of the brand, tell its story and build trust.
- Stories and interactives — hold attention, engage the audience and create a feeling of closeness.
If posts do not solve the tasks set, you should rethink your approach to running and promoting social networks.
The rubric system and content balance
Another important tool is the rubric system.
It is a structure that helps balance engagement, usefulness, expertise and emotional closeness with the audience.
Create content that people want to return to. Do not be afraid to experiment with formats and delivery.
It is important to keep communication alive. People may value honesty and naturalness more than posts built purely by template.
How content is connected with sales
Sales largely depend on trust.
It is easier for the audience to decide on a purchase when the offer is clear, the interaction is comfortable and the brand itself arouses interest.
So content should be evaluated not only by the number of posts and likes but also by how much it helps build recognition and trust.
Questions on the topic
Why does a brand need a content strategy?
So that posts solve specific tasks: introduce the audience to the brand, build trust, engage and lead to a purchase.
What tasks do different content formats perform?
Reels attract attention, posts and articles reveal the brand, and stories and interactive formats help retain and engage the audience.
What is a content rubric system?
It is a structure that helps balance useful, expert, engaging and emotional posts.
