Blog Discussion 2
How you present your business through content on social media is an important factor for your brand’s success. The type of content you post can impact your business’s image, sales, reputation, engagement, and more. Let’s take a look at the content value ladder and the five different types of content that make it up.
Below is a video that explains how to plan for, create, and pick what type of content to post.
Filler Content
At the bottom of the ladder, we have filler content, which is exactly what it sounds like. It is a form of content used to fill gaps in a content calendar to remain consistent in a posting schedule. A lot of the time this type of content is repurposed from outside sources. It is important that filler content still contains some sort of relevance to a brand to keep engagement rates steady.
Basic Original Content
The rest of the content falls under the category of original content. Basic original content is a form of content that conveys “basic” information. This can include answering questions, introducing topics, or interacting with comments. This type of content is not meant to skyrocket high engagement rates. It is also thought of as a form of content to remain consistent in posting.
Authority-Building Content
This is a form of content that goes beyond just basic information. Authority-building content is also what it sounds like. It establishes the brand or creator as an expert or authority figure in the field specific to them. This content is used to bring engagement levels up and initiate credibility.
Pillar Content
Pillar content is a form of content that creates a solid foundation of original content and can be repurposed on various platforms. It is used to bring engagement rates up and provides evergreen value (with occasional updates). The idea of this type of content is to continuously attract engagement over time.
Flagship Content
At the top of the ladder, we have flagship, also known as evergreen content. This form of content is original, pillar, and authority-building content that is thought of as “groundbreaking”. Flagship content is high-quality, expert, in-depth, top-notch content that will attract new followers and high engagement rates.
Below we have a visual of the content value ladder provided by Slide Share.
Let’s now use these different content types in a real-world example. Recently, I have been analyzing Sam’s Club’s Corporate social media content intently. This Corporation, in particular, is constantly releasing new and seasonal products. Therefore, they benefit from most of their original content being authority-building.
Below is an example of authority-building content from Sam’s Club’s Instagram page.
https://www.instagram.com/reel/C2xfqSTPhjq/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
In this post, Sam’s Club showcases some of their top-selling products that will be on sale for their doorbuster weekend. This creates high engagement rates and generates questions from their followers. As we can see, some of those questions were “How much is the air fryer?” and “Is it online only?”. Along with that, it establishes trust and authority with its members, relating to the products that they are showcasing.
No, it is probably not evergreen content that will be able to be reused in the future. However, it sure does establish authority and attracts sales for the time being. At the end of the day, the type of content that a company shares on social media platforms is essential to the success it will derive from it. It’s important to carefully plan for differing types of content and understand how differing forms will affect your business.
References
Comments
Post a Comment