Settle down. Pour the seagull. After reading you will find out:
- What content does your business need and how to get it.
- What tasks each type of content solves.
- How to make a selling content plan for your business.
There is a lot of information, so let's start.
- Post with the list of goods and services - presentation
- Post discount
- Post with action
- Post with motivation to order
- My observations
- Content identifying the needs of CA
- How to do surveys to involve:
- How not to:
- How to:
- And so it is still possible:
- Open questions
- Contests with the condition "answer the question about the product"
- Content removing objections
- Stories from reputable sources
- Answers on questions
- List of methods for solving problems
- Debunking Myths
- Questions from subscribers
- Video cleaning customer doubts
- Involving content
- Competition with mechanics "make content for a prize"
- A gift to the most active subscriber
- Comment contest
- Association game
- Entertaining engagement
- Viral content
- Article hit parade, selection, collection article
- Repost contest
- Article - a list of solutions with practical application
- Author Content
- Reputational content
- Company news and market news
- Social proof of involvement with opinion leaders
- Expert Content
- More than 10 types of content, in the role of an expert - you:
- Online interview
- Article - List of Prohibitions
- Infographics and mind maps
- Research and experiments
- Content to form links
- Cases and articles of colleagues
- Ratings and charts
- Article - personal opinion
- Opinion Leader Article
- Congratulation of the leader of opinions on a holiday or achievement
- Content to promote personal brand
- Article - Personal Story
- Article "achievements for the year"
- Article with professional humor
His goal is only sales. Ideally, it is 10-15% of the total mass of posts. We take into account that sells any content at all, so posts with stocks and products should not make up the main part of it.
Post with the list of goods and services - presentation
These include: posts with features and price, video with a description and selection of new products, reviews and ways to use the product in practice.
For example, put a countdown: "until the end of the discount there are 4 hours left". Launch a target for the audience with the same appeal to enhance the effect.
Post with action
The same as the discount, but here you offer your conditions and benefits for the client - "buy and receive a gift." There are many options. The scale of the action depends on your capabilities.
Here we also use the target with teasers: "until the end of the action there are so many days / hours left".
Promotional post works many times better if you first prepare the accompanying content: identification of needs and removal of objections. About this below.
Post with motivation to order
It seems to be the usual selling post, but not quite. We divide it into two types:
Do you think that customers think the purchase to the smallest detail? As if not so. Often we buy something by reading a strong story with an emotional appeal.
Here you clearly explain why it is worth buying right now. Show benefits with numbers and concrete facts.
What kind of motivation to choose? It all depends on the audience. Those who want to lose weight quickly perceive emotions, and marketers love specifics. However, there are exceptions everywhere.
There are cases when the selling content is more than 50% of all posts, but appeals are received regularly. This product is sold without likes, seals and movement in the comments.
It all depends on the benefits of the offer, the product itself and the characteristics of Central Asia. It is important to take this into account when developing a content plan.
Content identifying the needs of CA
Objective: To study the needs and generate demand, learn about the objections and fears of the audience.
If demand is not formed (people are not aware of the problem or value of the product), you will need more posts to identify needs.
There are 3 main formats:
This is the best option when a cold audience rarely appears in the comments. You need to talk and engage her.
If new subscribers are still getting used to the community, post polls every day or every other day. Let them affect the quality of the product, directly or indirectly.
Do not use anonymous polls, because they often cheat, and while you do not see the participants.
How to do surveys to involve:
Do not make the user answer only yes or no. Make him think and get involved in the survey. To do this, use unusual response options, or ask an interesting topic.
How not to:
Do you like jeans? 1) Yes, 2) No.
Click "yes" - go further. Will not work.
What jeans are best for this green bag? In the survey put a photo of the goods (making a presentation).
And so it is still possible:
What movie character wore such jeans? 1) Terminator, 2) Marlboro Cowboy, 3) Dominic Toretto.
Ask open-ended questions when the audience is warm enough and ready to talk. Examples:
- "This Friday we will conduct a client search webinar. Will you come?"
- "When do you use our app?"
- "How about a draw of 3 free hockey tickets? Who is in, write in the comments"
Contests with the condition "to answer the question about the product"
This tool not only identifies needs, but also generates feedback, and also includes the client’s “self-conviction” of the product’s coolness. Like this? I'll explain now.
I held a competition in the delivery group of Ossetian pies. They played 6 large pies (1.2 kg) for 3 prizes. Condition: "tell what you love Ossetian pies from our bakery."
As a result, we received from our customers a few dozen poems and declarations of love for cakes. Given the fact that I did not use advertising, the result was quite decent. People themselves convinced themselves that they loved cakes, and we received positive feedback.
There is a larger case with a similar competition for the sale of red caviar, there is painted all the mechanics, more on the link.
Launch promotions and sell products, but first identify your needs using the methods described above.
Content removing objections
Purpose: to warm the audience, eliminate doubts, remove objections and fears.
Most often we doubt before buying something. What if somewhere is cheaper? And if the goods are defective, who will return the money? And if the product is harmful to health? There are a lot of fears and objections. You need to close them.
Before buying, we often read reviews, including fake ones. But you need to get real.
Real reviews are not at all a text with a smiling face and the signature "Denis - Director of 2gis", but a real review with reference to the client.
How do reviews work? Either there are a lot of them and they prove the relevance of the product with the quantity, or these are reviews from authorities and opinion leaders. For example:
- "See 100,500 reviews of Fender guitars from our store."
- "The guitarists of the group Alice talk about our guitars."
- "We gave Ozzy Osbourne a guitar and that's what he said ..."
Stories from reputable sources
Have you or your company been mentioned in the news, fashion magazine or at a conference? It's time to turn it into a post. Such content not only removes objections, but also forms a reputation.
Answers on questions
Create posts with answers to targeted questions. Explain why it is so expensive or cheap, talk about features and guarantees. Collect a list of typical objections from the audience and formulate questions based on it. For example:
- "Answers to questions about the upcoming seminar."
- "You often ask about crossfit security, answer ..."
- "How are the BabyBoom vitamins absorbed in the child's body? The answer is a doctor."
Articles or videos with product reviews - features, methods of use, chips. All this also removes objections.
List of methods for solving problems
If the service solves a lot of problems, use the articles in the format: "top 5 reasons to order ...", or "top 5 solutions using ...". Examples:
- "How to eliminate the blockage in 5 minutes using our tool."
- "Learn 7 ways to get insurance compensation."
- "5 reasons to open the noodle Samurai in your city."
If you sell a complex product, then the client has an objection: "what if I can not figure it out?" Write an article with a detailed user manual or make a video of how to use the product. Examples:
- "Turn on and set up a robot vacuum cleaner."
- "What and when to feed a Martian cat: 10 ways."
- "How to manage our application: instructions on the points."
Razmlychay rumors and speculation about the product with the help of special articles. Examples:
- "10 myths about the dangers of sportpit".
- "Protein evil: how did this delusion appear."
- "Why do doctors criticize bada".
Questions from subscribers
This type of content removes objections and negatives. For example, you promote online services, and competitors say that the mobile version is slow. This causes objections from potential customers. What to do?
Instead of attacks towards competitors, we post a question from the subscriber in the group: "Is it true that the mobile version of the service is not finalized?" We answer and remove the objection.
On the fight against negativity, read more in our other article and newsletter.
Video cleaning customer doubts
Take a video with answers to questions, interviews with product creators, test drives and reviews. Also this format works well in a regular product presentation.
The secret weapon of any specialist or business is a step-by-step account of work and results. Starring: you, the client, the product, given, the task, was / has become, enthusiastic customer feedback.
Cases perfectly remove objections. This is universal content.
Writing case studies does not require a writer's talent; it is important to know the structure and information on the project.
The goal: to engage and retain the audience, to stimulate the activity of subscribers, to increase the number of views of records.
Competition with mechanics "make content for a prize"
This is like my contest with pies, but here the flight of fantasy is somewhat broader. You can arrange a photo contest, a children's drawing competition, a vote for the best story, a battle of poets.
Various competitions involve the audience and force people to return to the community to find out the result.
A gift to the most active subscriber
Encourage your audience and it will become more active. This is especially cool when the prize arrives unexpectedly, without warning. Imagine the situation:
“Today, Olesya picks up pizza as a gift for activity” - and all of them are: “Well, was it possible?”.
An interesting format. We post a contest on the wall with the condition: "whose comment lasts 10 minutes, he takes the prize." Comments pour as from a cornucopia, the record gets coverage and ranks better in the tape.
Here you can also give gifts to the most active. Rules: pick a word that is associated with the previous user's comment.
Many users return to the recording after a while to play again.
Amusement involves. What is included here:
- humorous articles, poems and stories;
- comics, memes, pictures, photos;
- entertainment video;
- riddles and puzzles;
- flash mobs and quests.
Also, such content falls into the category of "viral", talk about it below.
I also recommend using arithmetic and logical tasks with reference to their topics.
The results of the flashmob #Ohantenacontent from Target Hunter (the whole post is too long, so it scrolled a piece with the results)
These launches are hard to do, but they have enormous coverage. People perform tasks with a hashtag, then they search for the work of other participants, evaluate and share their opinions.
200 thousand views, 11 thousand likes - a very impressive result.
Discussing issues on the topic also involves subscribers well. These could be informational discussions, professional discussions, open-ended questions about the subscribers themselves, such as: "what do you think about this?" Also, this includes various "talkers", night chats or the format "share photos".
Participants collect likes under their photos and enjoy the communication.
Purpose: to infect the audience with a repost epidemic, to increase the coverage and brand awareness.
Perhaps nothing spreads product information like a mountain of reposts and likes. And in general, a virus shop is fun.
Article hit parade, selection, collection article
Such materials collect a lot of repost due to its structure. The target audience sees a selection of important things for themselves in one place, for example: "10 of the best kebab recipes." It turns out the content of high value - all in one. His repost, so as not to lose or read later.
There is no need to explain, I think. Just a competition with the mechanics of the "prize for the repost."
Article - a list of solutions with practical application
Something like a selection, but somewhat more practical. Tips that a person applies right now to solve a problem. Examples:
- "How to find tours to Europe with up to 50% discount."
- "Do you train vocals? Every vocalist should know these exercises."
- "How to pump up the press: 5 techniques from the coach."
When an author is popular, his content diverges among members of the community. In this case, the authority of the source charges posts on the "virus". Or he just wrote something a masterpiece.
Purpose: the formation of the reputation of the product and brand, the fight against negativity.
Bad reviews, evil competitors, bad reviews from evil competitors - all this affects the reputation of the business. To gain trust, you need to make special content.
This includes positive reviews and case studies mentioned earlier. What else?
Company news and market news
These posts, although they look a bit boring, show that the company is following trends and is aware of all the new niches.
Social proof of involvement with opinion leaders
Speaking at a conference with cool speakers? Upload photos with them, do not be shy. It makes a good reputation. Tell us how the event took place, mark the speakers in the text of the post and thank for the presentation.
Purpose: the formation of expert status.
And here I ask for attention. Formation of the status of an expert gives a lot of advantages for business and specialist in the network.
More than 10 types of content, in the role of an expert - you:
Immediately we will fill in here the answers to questions, reviews, guides, guides, assistance to subscribers, cases - all this was considered above. Such content is done on behalf of an expert. That is a video review, but with the presence of a specialist. Answers to subscribers' questions by an expert from his personal page.
Text, video interviews and podcasts with your participation form the expertise. Even if the questions do not relate specifically to your business.
Article - List of Prohibitions
The expert talks about how not to do in the profession. Examples:
- "3 main taboos for internet marketer",
- "7 major errors in the texts for the landing pages",
- "5 reasons why 90% of startups are closed."
Infographics and mind maps
These are useful materials from an expert that he gives to his subscribers. Such things systematize knowledge and solve problems.
Research and experiments
Such content is rarely used, but in vain. Who experiments in their niche? You think correctly. These are experts.
Personal research forms expert status, regardless of the outcome. Plus they reveal new tools and possible errors.
Content to form links
Purpose: useful acquaintances, search for partners and like-minded people.
Connections help in any business. When Trump's children become smmshchiki, they will have many customers, only thanks to the established connections. The interview is great at creating connections, but there is one more thing:
Cases and articles of colleagues
Look for good articles and case studies of colleagues, publish on your site with reference to the author. Write an opinion about the work, criticize appropriately, advise what you can add to make the materials better.
Ratings and charts
Shine in the ratings. "Best Marketing Authors in 2018", "10 Best Milk Producers", "10 Best Business Applications". Or make your own rating, put the opinion leaders there and put it in the group.
Article - personal opinion
Express a personal opinion about any issue in the niche. Here you can discuss market news affecting business laws, creative moves of competitors, and much more.
Opinion Leader Article
Write about the leader of opinions, thank you for your contribution to the development of the niche, find out his point of view on a particular issue or ask for advice.
Congratulations to the leader of opinions on the holiday or achievement
Congratulate the opinion leader happy birthday or with the release of a new book. Sincere congratulations - a magical thing.
Content to promote personal brand
Personal brands are getting bigger. This is no longer just b2b or b2c. People want to buy from people, not from corporations, so it’s time to think about pumping.
Article - Personal Story
Personal history is rapidly promoting, even if no one has heard of you before. People love stories, especially with a happy ending. Write how it was all bad, and then there was a sharp rise. Fall and take off. The Cinderella Story.
If there are no cases and portfolios, write a personal story.
I leave the link here, it is strong.
Article "achievements for the year"
A very popular topic lately.The author writes what was achieved in a year, what discoveries happened, how everything changed, what inspired and what disappointed. Such content shows progress not only to readers, but to you personally, and this is doubly important. You can set goals next year.
Here the main thing is not to overdo it. The provocation is boiling up in the comments. Hot disputes do not subside, and you are gathering popularity. But the main thing to provoke with caution, so as not to spoil the reputation. Examples:
- "Context blows up - SEO dies",
- "In the bull's eye: 5 reasons why the apple technique is not worth the money,"
- "Why I don't work with Djigurda anymore."
Article with professional humor
Are you considered a marketing god or a landing page queen? Have fun on this topic.
Do you come across a funny banner from your niche or a new miracle logo of Lebedev? Lay it out at home - laugh together.
Well, finally - the end. "It would be better if he wrote a book, Alexey," you will say. I agree, you can say a lot more about the content and add it. But I am tired of something, so keep the intellect card on content tasks.
It will help you create a content plan for the business, understand the goals of each publication and advise the client on the tasks. Good luck: link to the jump card.