A few years ago, businesses were not so focused on creating content for their audience as they only cared about promoting their products and only a few innovative brands dared to do so.
Today, several years later, the situation is very, very different, and lately, we have seen companies (who previously had no marketing at all) began posting content to create a presence on social media.
Now, we are entering a slightly different problem, as a marketing agency, it is no longer to convince you to create content but to advise you on what content you have to publish so that your account does not look monotonous and set yourself apart from the competition.
And these are the 3 types of content that your account has to be constantly publishing.
Educational content
Educational content is all that adds value in a certain way to those who consume it.
Value, that is the keyword of this type of content, this includes the tips, tricks, tutorials, curious data, technical posts, guides, and other content that the user learns something about.
This type of content works very well to position you as an authority figure in the market you are in, although it is not so good at getting followers or interactions.
Entertainment content
Maybe you weren’t surprised when we told you that you have to post educational content, it was probably obvious.
However, an Instagram account that only educates… becomes very boring 😴.
Most people use Instagram as an entertainment tool for a few minutes: while you wait for the Uber, during your work break, and…even in the toilet 🧻.
You need to add entertaining content to your posts, content that gives people what they are looking for when using the app. You need to make people spend 5 minutes of their time on your account without feeling it.
This content is usually the one that goes viral and therefore is perfect for getting new followers, generating interactions, and positioning your brand.
Inspirational content
Here comes the last one … motivation.
This content usually gives your followers that little boost of energy/ inspiration/ motivation / questioning they need to move forward with their goals.
Instagram has as its main characteristic inspiration and motivation, and this type of content usually generates many more interactions than any other, but it is not so good at generating followers or positioning your brand
That is why you need to combine inspiring content with some of the other ones (educational or motivational), to make it work better.
Imagine an Instagram account of a travel agency that talks about … travel.
If that account uploads pure travel tips, it will probably be useful to those who already follow it, but it will hardly get large numbers of followers.
Now, if that account only posts inspiring photos of their destinations with a good caption, perhaps it will generate interactions and conversations but a little positioning as a brand authority.
And, if that same account uploads funny videos of tourists making a fool of themselves, it will most likely generate virality, but virality that will not make sense for the business.
What would really make that account successful is that it keeps posting all 3 types of content … that’s a solid strategy.
