Social Media Content Mix

Social Media Content Mix

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Are you struggling with what to post on your business social media accounts?

We work with a lot of clients who struggle with post frequency (i.e. how many times per week to post) and oftentimes the root cause is lack of content. The result? Your online audience ONLY hears from you when you have a sale or event.

When you do that, you’re like your second cousin who you only hear from when they need to borrow money or get bailed out.

It was Seth Godin who coined the term “Permission Marketing”, applying it to many of our marketing methods today, including social media:

Buying TV ads or calling people at home is no guarantee that people will listen to what you have to say. This is why permission marketing is so effective – you reach people who have a worldview that the messages you promise to send them are a valuable part of their lives.

What does that have to with your social strategy? People who have to opt’d to like your social media pages are saying that some aspect of their worldview aligns with the products/services you provide. That’s important to remember as we discuss your social media content mix.

Good? Great! On we go!

Curated Content

Chances are pretty good that you don’t have a bullpen of content producers or writers in your organization. That being said, it doesn’t mean you can’t take advantage of the abundance of content available on the web. 

Some things to consider when curating content:

  1. Don’t use competitor content: This should be obvious, but it’s important to address. Sending your current/prospective customers to a competitor is a bad move. Especially if you are positioning that competitor as a thought leader in your industry. There are some exceptions of course, like if your competitor’s pricing is waaay out of your customer’s typical budget but their insight can move them to consider your products/services.
  2. Frame the content: WHY is the content you are sharing relevant to your audience? Present it on their terms and give them a reason to engage. This is accomplished through thoughtful copy that accompanies the content.
  3. Make sure it’s relevant: Is the content you’re posting relevant to your customer’s issues, solutions, or interests? If not, you may want to reconsider posting it.

Owned Content

Content in this category can be a number of different things – blog posts from your website, graphics you create, whitepapers/e-books that you put together, or event videos that you produce. The idea behind “owned” content is that your business created it and that it is content very specifically crafted to raise awareness of your product/services. 

Promotional Content

As I mentioned earlier, this is where most small businesses go wrong. ALL of their posts are promotional. And, it’s a hard habit for many to break. 

This category consists of sales, events, and/or specials happening at your business. One strategy that we give to clients to ween them off this category of content is to let them use some small paid boosts for these posts.


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