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If you’ve scrolled through any social media platform lately, chances are you’ve been bombarded with content. It’s not a stretch to say our generation is overwhelmed by the amount of content available online - for better or for worse.
While it may be convenient to have unlimited access to a wealth of knowledge at our fingertips, it can also be challenging to sift through the content we see each and every day. From a content and search engine optimization perspective, creating content is important. When it comes to social media, you may be wondering, how much content is too much? What exactly should I post, and when should I post it?
As content guru Ann Handley says, everything you create should be intentional. Whether your aim is to increase SEO value, answer a question, inspire an individual, or interest a consumer or potential customer, be a good steward of your content. The days of needing to post daily in order to keep up with an algorithm are long gone. Today’s algorithms are based on engagement and interaction, and content that receives the most engagement is content that is relevant, timely, and entertaining.
Your content should be intentional and planned in advance. Even content for Facebook and Instagram stories that is intended to feel natural and organic should be posted for a purpose. Again, don’t post for the sake of posting. Followers will catch on when a brand is not strategic about what they’re sharing, and they won’t think twice about unfollowing brands that fail to capture and keep their attention.
A good rule of thumb for what to post on social media is the 70/20/10 rule. This plan will help you craft a social calendar that promotes your brand while being intentional about brand voice and image. Here’s the breakdown:
You may be thinking, well that sounds great, but what does that mean? Here’s how the 70/20/10 rule may look in your social calendar.
Think back to your last experience scrolling Facebook? How often did something catch your attention? Chances are it was an eye-catching image or headline right? It’s vital for brands to understand that we as consumers want to follow and interact with brands that are putting relevant and timely content into the world.
If you’re a minority-owned business, a non-profit, or an organization dedicated to making the world a better place by donating a percentage of your proceeds to charity, a significant portion of your social content should be explaining who your brand is and why it’s different.
For a non-profit, this might be sharing profiles of individuals who have benefited from your programs and services. For a B2B biz, this might be sharing entertaining GIFs that present your sense of humor to the world. If you’re a brewery, an attraction, or even an educational institution, this could be highlighting new products and programs, or featuring profiles of team members who help your organization fulfill its mission day in and day out.
Approximately 20% of your social content should be shared content. This includes industry news shared from relevant accounts, interviews with experts, or even relevant or entertaining content from brands with similar audiences. If you’re a B2B business, sharing relevant content related to industry news and regulations from legitimate news sources can help solidify your identity as an expert in your field. For zoos, aquariums, and other attractions, sharing or interacting with content from other zoos and aquariums can keep followers engaged and entertained.
Some brands are tempted to make the majority of their social and website content promotion-based content that always directs readers to make a purchase. We’ve seen it time and time again. While it’s important to keep followers up-to-date on your products and services, they’re not going to be fooled by a timeline full of promotional content. Sales heavy copy and graphics are a turn off for most followers, so limit what you promote so that when you do feature promotional content, it’s timely and relevant.
When it’s time to feature promotional content, what should you include? Teasers for new products and services, boosted posts for events, and paid ads are the most effective way to spread the word.
Whether your brand needs assistance crafting your brand voice for social media or you’re in need of content optimized for SEO, we can help. Our team of SEO specialists, content strategists, and social media experts are happy to help.