Updated: Jan 4, 2021
Producing content which provides practical value to customers is one of the easiest ways for businesses to target prospective audiences, retain customers and build brand advocacy through being perceived as a thought leader in their industry.
Consumers through are increasingly marketing savvy. Gone are the days when you can post randomly, jump on a bandwagon or tailgate a trend. Customers want to believe in the brands they are purchasing, and know they have a deeper purpose and are living that purpose daily.
Consequently practical value content should add value to those who view it, the idea is not to pitch the brand name or yell, 'it's all about me". If you do you are simply causing friction toward your target audience and your brand and customers will wonder about the content’s true purpose is.
So what does practical value content look like? Being helpful sells, but it has to link back to the core premise of the business, purpose or values.
One of the first questions social media managers should ask themselves is, are we promoting ourselves or are we adding value? Think Instagram! Adding credibility is crucial and, keeping it authentic and real does this.
So how can you add practical value to your social media channels?
Provide amazing customer service
Provide resources to benefit your followers
Provide tips and advice
Share lessons you've learned
Offer data or insights
Share relevant third-party content
Inspire or entertain (without being puerile!)
There are a number of methods people suggest to get the balance right with social media content, including the 'rule of thirds' - a particular favourite as I'm a photographer! This requires you to promote, share and converse in equal parts. The 10:4:1 rule where out of 15 posts, 10 are shared, four are your own and one is a call to action - this works well with B2B marketing.
Whichever way to decide to post, just remember you want to position yourself as a leader in your speciality. If you add value to the customers experience you are on the right track.