How Should I Differentiate Content on my Social Channels?

By: Sofie De Beule

April 8, 2014

inbound marketing
social content marketing
social media noise
thought leadership marketing

It’s becoming extremely difficult to sift through the noise and clutter on social media and still know which type of social content should serve what kind of purpose. In other words, which type of content should serve which social channel? Investing in quality social content and finding the right balance between the varieties of content is essential, and it all starts by identifying the different types of content on social media.

It’s important in advance to clearly understand which types of social channels support what kind of social content. These types of content don’t just represent text but also ANY content such as images, video, etc. So when it comes to social media, there are 4 types of content.

1. Fun & Entertaining Social Content

This type of content includes posts with, for example, humor that is considered more lighthearted. Because people use social media to be social, fun and compelling content is what they will look for in order to engage with brands. The only tricky thing here is that the type of content should be part of a greater story and not just for the purpose of broadcasting a “one-off” fun element.

Perfect examples of social networks that are great for fun, lighthearted content are Vine and Pinterest.

2. Educational Social Content

Educational content represents useful information for your readers and should be an important part of your inbound marketing strategy. Know in detail what your audience is passionate about and develop educating, credible content specifically designed to meet their needs. This content can come in many forms: how-to articles, eBooks, etc. Let your blog play a big part in educating your audience through various topics.

3. Advanced Social Content

Beyond educating your audience, content should be of added-value that goes past simply educating your audience. Establish yourself as a thought leader or authority in your industry to truly gain prospects’ and customers’ trust and respect. As Forbes already indicates, a lot of companies nowadays play the thought leadership card: “For many companies, thought leadership remains the brass ring of marketing, especially in our hyper-transparent business environment.”

Don’t just establish yourself as a valuable source for information but also gauge your thought leadership status by in-depth and advanced writing in your audience’s language. Your blog is clearly also a great starting point to acquire that. Furthermore, you can distribute white papers and case studies to more advanced users.

4. Promotional Social Content

On platforms like Facebook or Twitter, content for the purpose of promoting your brand can seem as if you’re bragging about your achievements and capabilities. If content is focused too much on the promotional side and too “salesy”, people will easily tune it out. However, any strong content strategy should still include promotional collateral that captures those necessary conversion opportunities.

So make sure you clearly indicate which types of social channels support what kind of social content, regardless of which channel works best for you. Outline the right balance of content beforehand and tailor and integrate your content across various channels appropriately along the way.