The 4 Best Content Types to Fuel Business Growth
Have you ever wondered how you can use social media to convert followers into loyal customers? Well it’s not about how often you post, it’s about the content that you’re putting out there. So today I’m showing you the types of content that fuel business growth, along with examples that’ll fit right into your content strategy!
As a business, social media is one of your greatest tools for connecting with potential customers. This is down to unique algorithms that help content reach the eyes of your target audience.
But in order to turn viewers and followers into loyal customers, you have to build trust through your content. This requires a strategy that balances a range of content types.
So without further ado, let’s take a deep dive into content variety.
Why Content Variety is Important for Business Growth
If you’re using social media as an avenue for business growth, you need to entertain your target audience through content. This will help you:
Increase reach and engagement
Build trust
Boost conversions
But in order to provide entertainment, you need a range to your content that pushes past the boundaries of simply selling your product/service.
Look at it this way…
Are you likely to buy from a company that just places their product in front of you, or are you going to buy from the company that makes you feel like you’re a part of something?
Chances are, you choose the latter - and that’s where content variety comes in.
You see, the brand that shares content solely promoting themselves is likely to experience limited reach and low engagement. Meanwhile, the brand that makes you feel like a part of something is sharing content that educates, shares vulnerable moments, and participates in trends - all of which builds genuine connection and trust.
So if you want to build connections that turn followers into customers that keep coming back for more, you want to add these kinds of content to your strategy.
1. Informative Content
Informative content is one of the most effective ways of building trust with your audience. That’s because this content provides a platform where you can answer important questions, solve problems, and share actionable advice.
By sharing informative content, you’re showing your target audience that you’re not just another business selling something in their feed. You’re positioning yourself as a brand that has a reliable source of knowledge.
But why does informative content work so well?
It’s simple, you’re addressing what your audience is already searching for. And if you’re really good at it, you’ll answer a variety of questions in a single piece of content!
Examples of Informative Content
There are plenty of ways to present information on social media, but here are some of my favourites:
How to guides
Tutorials
Industry insights & news
Quick tips
FAQ’s
Debunking myths
It’s important to remember that informative content doesn’t just show up in the feed. It also does really well in search results, so regularly sharing the same information in a new way can help improve your reach and engagement.
This example from the Socials With Michelle Instagram shows how industry insights can be used to provide educational value.
2. Emotive Content
Emotive content exists to help you build real connections with your audience by sharing values, personal experiences and even the occasional vulnerable moment. This helps people to relate to you and your business on a personal level.
So what makes emotive content so effective?
It really comes down to the fact that your audience are people, with real emotions and empathy. When your audience feels emotionally connected to your brand, they’re likely to:
Remember your brand
Engage with your content
Become loyal customers
Essentially, humanising your brand shows that there are real people behind the logo. This makes it easier for your audience to trust you and feel as though they are part of a community as opposed to a fan club.
Examples of Emotive Content
Emotive content takes many shapes and forms. Here are some ideas to get you started:
Behind the scenes moments
Brand values
Causes your brand supports
Personal stories (such as why you started the brand)
Customer stories and testimonials
It’s important to remember that emotive content encourages interaction. This means that when you’re preparing to post anything designed to build connection, you should also be blocking out time to engage with your audience.
Example of emotive content through Socials With Michelle client feedback.
3. Entertaining Content
While informative content works hard expanding your audience and emotive content builds real connection, entertaining content is what keeps your audience coming back for more. After all, what’s life without a little humour?
While entertaining content won’t always sell for you, so what’s the point?
Well entertaining content helps to build familiarity with your brand and encourages audiences to interact in a light hearted, approachable way.
By sharing content that makes people laugh or smile, you increase the chances that your content will be liked, shared and saved. This is great for your visibility.
Examples of Entertaining Content
You don’t have to be a comedian or a clown to entertain people, and you definitely don’t need to jump on every trend you see on TikTok. All you need is a little personality and a way to engage your audience. These are some of my favourite ways to share entertaining content:
Relatable memes
Hot takes & confessions
Interactive content (such as polls or quizzes)
POV’s
Remember that entertaining content works best when people can see themselves in the content. Really the way to entertain your audience is to understand them - so never miss an opportunity to get to know the people in your content!
Example of how Socials With Michelle uses entertaining content and newsjacking together to take a break from promotional content.
4. Promotional Content
Your social media strategy will not help your business grow without promotional content. This type of content is designed to:
Showcase your product/service
Highlight what makes them valuable
Encourage people to take action
It’s important to approach promotional content in a way that feels personal and value led. This will help your audience recognise your brand and feel the trust that you’ve built, making them more likely to convert.
Examples of Promotional Content
Just because this content is promotional, it doesn’t mean it has to be bland. Here are some of the ways I help my clients sell on social media:
Product or service showcases
Special offers & exclusive discounts
Sneak peeks at new arrivals
Before and afters (designed to show what your product/service delivers)
Remember that your promotional content should reflect the brand that you’ve built throughout other content types. This is what will encourage people to take the next step.
Example of how Socials With Michelle used client results to promote social media management services.
How to Balance Content Types for Business Growth
Social media success isn’t about choosing one type of content and sticking to it - in fact that’s how a lot of brands fall into the void. It’s about building a healthy balance of content types that keep your audience engaged, informed and inspired while gently guiding them towards becoming customers.
A simple way to approach this is by building content ratios into your social media strategy. It may look like this:
35% informative content
15% emotive content
15% entertaining content
35% promotional content
Now, I’m not telling you that these are the exact ratios you should abide by, but you do need to find a balance that fits both you and your audience.
In order to maintain your social media presence, it’s important to be consistent. I recommend creating a content calendar to plan your posts in advance and ensure that you’re keeping a balance of your content types.
Most importantly, don’t forget to regularly review your results and adjust your approach to social media. This’ll help you refine your content mix and continue building a loyal, engaged audience that supports your business.
Can’t Find the Time for Social Media?
Running a business is time consuming, and finding the time to balance your social media presence on top of that can feel chaotic. That’s where I can provide a helping hand!
With 12+ years experience in business social media management, I help build make brands irresistible. Whether you’re in need of a strategist, someone cover the day to day management, or someone that does it all…I’m your girl!
Fill in the contact form below to get started.
