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Content Chaos: What do I post and why?

Updated: Dec 20, 2023

Woman in blue shirt with head in hand

When we talk about things that you should be posting, we usually talk about the look of your posts and the brand you are pushing forward, but what do we have to say about actual content? Well, that’s where things get really fun. See, a lot of business owners do not have the capacity or bandwidth to post new and engaging content or follow up with comments, add to that that they should be posting consistently (ie multiple times a week) and... you’ve lost them.

Sadly, if something has got to go on their to do list, usually it is social media that falls to trash bin. I say this not because they don’t want to do it (although that may be partly true) but it is also because they have to figure out how to post NOT as themselves but as their company and that is a whole different world.

Let me simplify it for you. Your mix of content should be something like this:

Creating a balanced content mix is crucial to the success of any brand's marketing strategy. A well-crafted content mix should aim to engage and inform the target audience while promoting the brand's personality and values.

To achieve this balance, it is recommended to allocate 10% of your content to sales and call-to-action messages. This portion of your content should be focused on driving conversions and sales by encouraging your audience to take action.

30% of your content should be dedicated to education. This type of content aims to inform and educate your audience about your industry, products or services, or any relevant topics related to your brand. By providing valuable knowledge and insights, you can position yourself as an authority in your field and build trust with your audience.

10% of your content should be focused on holidays and fun. This type of content aims to entertain your audience and add a human touch to your brand. By celebrating holidays and sharing fun content, you can create a sense of community and foster a positive relationship with your audience.

Finally, 50% of your content should be dedicated to showcasing the personality of your brand. This portion of your content should highlight your brand's values, mission, and personality. By showcasing your brand's unique personality, you can differentiate yourself from your competitors and build a loyal following.

A well-balanced content mix should include a variety of content types that engage and inform your audience while promoting your brand's personality and values. By following the recommended allocation percentages, you can create a content strategy that resonates with your target audience and drives results for your business.

Willow and Sage Marketing is a full-service marketing agency that specializes in helping small business owners realize their full potential. Our job is to create a strategy that blends the organic and the paid, the owners' dreams, and the living brand. We’re passionate about helping brands find their creative voice. With over 25 years of experience navigating the marketing arena for corporate entities, nonprofit groups, and small business owners, we are sure in our knowledge, marketing ideas, and methods! We’re here to make your life easier and help small businesses to grow!

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