Creating A Healthy Content Mix

May 25, 2006

You’ll be surprised to hear that most companies don’t have a mix of regularly occurring content themes to choose from when creating social drafts. A healthy content mix can elevate engagement, build your brand persona and create depth to your business.

If you’re after some tips to creating a comprehensive content mix for your brand, here are a few useful things we at Mustard keep in mind when setting up a client’s content mix for social media.

Who’s the audience?

A women’s clothing brand would have a difference viewing audience to a football club, so it is important to think about the people who will be viewing your content and tailor accordingly. If you have demographics on most popular customers or clients, use this to your advantage. Brainstorm their interests, hobbies, needs and wants with your colleagues. Your target demographic will be more engaged with your content marketing when you are serving up content that reflects their lifestyle; this includes creating content that reflects their own tone of voice, or a tone of voice that your audience would consider aspirational.

It’s more than advertising

While your end game might be conversions, tactical sales posts do not work well organically on social media. In fact, some channels (we’re looking at you, Facebook) penalise you for posting tactical posts without paying for advertising. Why? Because most users don’t want to see advertising on their news feed. Social media is primarily a research, consideration and above all, a brand awareness tool. So, it’s important to stay front-of-mind on social media. How do you do this? Create engaging content that your users want to see. Blogs and lifestyle content (such as photos, memes and quotes) are great ways to engage your audience while not directly advertising to them. Keeping your audience happy also builds brand trust, which assists in speeding up the buying process.

Think about the channels

It’s important to create a content mix for each channel, as each has a different user experience. For example, Facebook has an algorithm that is increasingly competitive. The platform does not favour YouTube videos, prefers native videos to any other piece of content, and penalises tactical posts unless the Page pays for them. Instagram is a different market, with a visual focus and no algorithm (just yet). Instagram’s followers still very much actively use hashtags to discover new content, also. The platform does not activate links, so you don’t want to be posting links to blog content. I could go on forever here with the intricacies of different social media channels, but end of story: do your research and create content that will be amplified by the channel.

Rotate your content mix

Constantly evaluate your content. It’s not only important to do this at the commencement of your social activity, but regularly throughout the year. You don’t want to be wasting time churning content out that doesn’t resonate with your target audience. Analysing findings through tools like Facebook Page Insights can help shape your content mix further and help elevate your results.

Repetitive content also gets stale quite quickly, so it is important to rotate the content on your mix regularly. At Mustard, we usually work through a list of new content every three months for each client. You don’t have to ditch the content that’s working though; if it fits, stick with it.