Hey guys, this is Harrison again with Blossoming Oak Media. Today I wanted to talk to you about what to post, namely your content. I wholeheartedly believe that quality content is the lifeblood that will run your marketing campaigns. If you don’t provide value to the end consumer, everything you do will be in vain. How do you provide value you ask? It’s simple. Solve a problem for them. That problem could be anything from them being bored to them needing specific advice on your field of business. A good example would be Marketing. I am a digital marketer, and in order to best serve the end consumer (that’s you) I need to solve a problem for your (what to post on social media). It’s simple really, nobody will engage with your posts if it isn’t relevant to them.
In order to provide quality content, you need to think like the end consumer. If you are a lawyer, and you are posting about the difficulties of litigating primer facie in the courtroom, the only people that will engage with you are other lawyers. That is great if that is your end consumer, but most likely it isn’t. If instead you posted about the three things you should always do when you get pulled over on the highway, the people that would engage with you are those who are worried about getting pulled over on the highway.
After you have decided what you are going to say, now you need to decide how you are going to say it. There are a few different ways that you can post content: plain text, pictures, videos, or audio. While you want to keep a consistent message or theme across all platforms, each platform reacts differently to different content. For example, you wouldn’t want to post text only on YouTube. YouTube, as we all know, is for videos. Most platforms want a variety of content; however, each prefers certain types of content.
Facebook will rank short videos and lives over any other content, but only if you have other content as well. They don’t like it when people only post short videos or do a Facebook Live every day. This is because they know that the end consumer wants variety. The rank pictures above text, and don’t like when you have an external link. Facebook’s main goal is to keep people on Facebook.
Instagram likes stories the most, then small videos, then pictures, and won’t allow you to post only text. If you have a message you can only convey in words, the best way to do it is to overlay the words on top of a picture. Canva is a free photo editing tool that is perfect for Instagram.
LinkedIn loves relevant articles, but also will rank you better if you have a variety of pictures, text, and video as well.
These are all great practices to keep in mind, but the important thing is to just post content. The more you post, the better you will get at it, and the more you will begin to understand how to communicate with your end consumer. If you really want to take your marketing to the next level, post something today. It can be anything, just start TODAY. In the infamous words of Michael Scott, quoting Wayne Gretsky, “You miss 100% of the shots you don’t take”.