Content marketing is a crucial part of business growth in 2020. It offers a great creative scope for you to connect with your audience in a diverse way, and when combined with social, it gives you a direct route to your target customers’ attention.
But it is this diversity that really matters. On social, you need to keep your audience hooked. If you provide the same old content styles time and again, you’ll bore them.
With that in mind, read on to learn why you should use a variety of styles in your social media content and how to do it too.
Why is a variety of styles important?
It keeps it fresh
On social media, it’s vital that you keep your audience interested. With a barrage of information sent to users everywhere online, their attention needs to be stimulated to be kept.
Variety is the spice of life. If we experience the same thing every day, it eventually wears us down. If you use a variety of content styles, you keep your audience on their toes and locked into your account as a result.
It appeals to different types of people
No two social media users are the same. We all have different tastes and expectations when it comes to social. Some people check Facebook for photos of their friends and family, while others head to Instagram for videos of their favorite athletes in action. In short, we all have different preferences when it comes to content. If you provide different styles of content on social, you’ll appeal to a wider, more diverse audience as a result.
What content styles should your social strategy include?
Embrace longer, value-led blogs
Blogs are a tried-and-tested content format that has remained relevant and popular. The digital written word continues to be an important format that brands from every industry embrace.
But the way we consume blogs has changed over the years. For instance, audiences today are becoming more accustomed to consuming long-form blogs. Despite claims of dwindling attention spans, longer content is still valued by consumers provided it has genuine value.
This is reflected in Instagram captions too — long-form captions are becoming more commonplace as audiences are prepared to spend longer on captions that, again, offer real value.
It is this emphasis on value that should inform your blog content. 1000 words of fluff won’t cut it (even with photos) — understand your target audience and identify exactly what they want, then deliver it via useful, informative, valuable content.
Craft perfect social Stories
Instagram Stories are a creative content style that offers a wide spectrum for connecting with your audience online.
The concept of temporary content that disappears after 24 hours is nothing new — Snapchat pioneered it well before Instagram — but the latter perfected it.
While Stories are straightforward to create, it takes time, effort, and practice to create a stellar Story that resonates. The composition is surprisingly tricky to get right, and there are lots of little tricks that can make all the difference. The dropper function, for instance, lets you pick a color based on any pixel in the image to use as a font or highlighter effect.
Spend some time practicing with Stories and trawl those of other brands to see how they do theirs.
Up your video production game
Video is fast becoming one of the most popular content formats around. Aided by the accessibility of creation methods and abetted by smartphones with high processing power, audiences now expect their favorite followed accounts to provide video as standard.
If you’re sharing video on social, consider including subtitles in your clips. Most videos are watched on the move, on smart devices in public. As such, they’re frequently watched without the sound on.
Beyond this simple user experience enhancement, subtitles also make your video more accessible for hearing-impaired audiences too.
Look to infographics for data via aesthetics
Infographics are a reliable content format for social because of their unique blend of valuable data and attractive aesthetics. They’re easy to digest and easy to create too, so they’re well worth including in your content strategy.
The best infographics are based on solid data (although, in a pinch, it’s entirely possible to use existing data from other brands — with their copyright and consent, of course), and it is this that arguably takes up most of your time.
Consequently, focus on creating one or two solid infographics and testing their success with your audience first before looking to create reams more. If you know infographics will land with your followers, you can focus more time and investment in them going forward.
Variety is the spice of life, and nowhere is that more relevant than your social media content. A blend of different content formats — video, blogs, Stories, and so on — keeps your audience (and your content team) on their toes.
The content formats listed above are just a few examples of the styles open to you. Embrace a wide range of formats and create a stellar social strategy that keeps your followers hooked and engaged well into 2020.
Bonus — useful tools for everyday usage:
Integromat — is a powerful automation tool that connects your apps and services to work smarter, not harder.
Funnelytics — an incredible tool that helps you build the best marketing funnel mapping.
Notion — is a note-taking and collaboration application with markdown support that also integrates tasks, wikis, and databases.
Emailoctopus — an email marketing service for users of the cloud-based email-sending service Amazon SES. Its features include app integrations, blog automation, responsive templates, real-time analytics, and more.
Serpstat — is an all-in-one SEO platform for SEO, PPC & content marketing.
Manychat — visual bot builder for Facebook Messenger with broadcasts, analytics, scheduled posting and many other features!
Crello — the simplest online image editor. A simple but powerful tool to create awesome designs for any social media format — posts, covers, graphics, and posters using the best software on the web. It’s easy! A lot of animated designs.
Webflow — all-in-one web design tool that allows users to design, build, and launch responsive websites visually.