THE SECRET SAUCE FOR SOCIAL CONTENT THAT CONVERTS

Before you hit publish on any type of social post, PUMP THE BREAKS and give it the ‘ole once over first.

Ask yourself if that piece of content can be categorized into one of the below purpose pillars. If YES, then pull that trigger baby! If NO, it goes back to the workshop.

1. TO ENTERTAIN: this content can be in the form of memes, humorous content or posts that are super relatable and simply“share-able”.

2. TO EDUCATE: these posts are all about teaching your audience something! When you educate your audience, they’re more likely to stick around because you’ve proven to them that you offer valuable info they care about.

3. TO INSPIRE: this pillar includes inspiring videos and photos, compelling storytelling, motivational quotes, and other emotion-evoking content.

4. TO CONVERT: in these social media posts, you’re making a specific call to action (CTA), directly asking your followers to do something. This could be encouraging them to sign up for your newsletter, booking an appointment, purchasing your product, or whatever.

Also remember: a post’s purpose can fall into multiple purpose pillars. For instance, say you run a luxury travel company and you create a post that breaks down the top 5 cheapest, yet most luxurious bed and breakfasts in Western Canada. By nature of the content, that post falls into the ‘EDUCATE’ pillar, which is great. But say you use some cheekiness or humour in your copy and get a few chuckles out of it; that baby’s also going into the ‘ENTERTAIN’ pillar as well. Even better!

And this isn’t just some theoretical BS, I promise – it’s PR/Marketing 101 really. It’s knowing what the people want/need before they even know they want/need it. This is THE reason people will (or won’t) follow you.

If executed properly, i guarantee implementing/tightening up this part of your social strategy will increase your followers, engagement and yes, SALES.

Do you use a content strategy that aligns with the 4 purpose pillars method I discussed above? Tell me in the comments – I’m always so curious to know who knows what so I can keep producing valuable content about topics you’re actually interested in learning about!