The 5 Pillars of a Powerful Social Strategy: Content That Engages and Converts

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a team of 5 people defining their company's social strategy

Ever feel like your social media is a constant sales pitch? Followers scroll right past, leaving you wondering what went wrong. It’s okay to want to make sales, but a social strategy focused solely on pushing products is destined to fall flat. There’s a better way! Discover the 5 core content pillars that can transform your social presence.

Imagine if, instead of just product photos, your social media showcased valuable tips, heartwarming stories, and a touch of humour. That’s the power of these 5 pillars. Tired of your social media falling flat? This guide will reveal the 5 content types that build connections, spark engagement, and ultimately lead to sales.

Pillar 1: Education (To Make Them Smarter)

The key to a social strategy that works is educational content. This type of content is the cornerstone of establishing your brand as a valuable resource. By sharing your expertise, you position yourself as a helpful guide, making your audience’s lives easier. Educational content builds trust, attracts potential customers searching for solutions, and sets you apart as a thought leader in your field.

Examples of educational content types are;

  • How-to blog posts turned into infographics: Make complex information easy to digest.
  • Explainer videos: Break down processes step-by-step(check out our post on video content creation)
  • Data visualizations of industry trends: Present insights in an engaging format.
  • Curated lists of helpful resources: Go beyond your content to offer value.

Pillar 2: Emotion (To Make Them Feel)

Social media thrives on human connection. Content that sparks an emotional response – whether it’s laughter, inspiration, or a sense of belonging – is far more likely to be shared and remembered. Emotional content forges deeper bonds with your audience, making your brand relatable and fostering loyalty. Examples include;

  • User-generated content highlighting customer stories: Show the real impact of your products or services.
  • Behind-the-scenes glimpses with a touch of humour: Let your audience see the human side of your brand.
  • Supporting causes aligned with your audience’s values: Demonstrate shared purpose.
  • Inspirational quotes or visuals: Spark a sense of motivation or positivity.

developing a holistic social strategy for a business social media page

Pillar 3: Personality (To Show Them Who You Are)

With generative AI texts increasing content sameness across platforms, let your brand’s unique personality shine through your social strategy! Your social media should have a distinct voice and communicate your values in a way that sets you apart. Personality helps you attract the right audience, people who resonate with your style and approach. This leads to a more engaged community. Examples include;

    • Employee spotlights (fun Q&As) to put a face to your brand.
    • “This or That” posts highlighting brand preferences
    • Candid takes on industry events or trends
    • Playful memes that align with your brand tone

Pillar 4: Authority (To Build Trust)

Demonstrate your expertise and position yourself as a leader in your industry. This type of content isn’t about bragging; it’s about offering genuine value that builds credibility. Authority builds trust, attracts potential partners or collaborations, and helps solidify your reputation. Examples include;

    • Original research or industry reports: Share unique data and insights.
    • Webinars or live Q&A sessions: Offer in-depth knowledge exchange.
    • In-depth blog posts tackling complex topics: Showcase your thought leadership.
    • Testimonials or case studies: Let your results speak for themselves.

Pillar 5: Sales (To Get Conversions)

Ultimately, social media should contribute to your bottom line. While a constant hard sell will backfire, strategic promotional content has its place in your social strategy. Sales-focused content drives revenue and helps you achieve your business goals. Examples include;

    • Product demos or sneak peeks: Generate excitement and anticipation.
    • Limited-time offers or discount codes: Create a sense of urgency.
    • Customer testimonials highlighting the benefits: Provide social proof
    • High-quality visuals showcasing products in action: Make them desire what you offer.

Crafting Your Ideal Social Strategy

The key to social media success lies in finding the right mix of these content pillars. To do this, you need to define your company goals. Are you focused on brand awareness, lead generation, or boosting sales? Tailor your content mix accordingly. Thereafter, you should analyse your audience to determine where they are and what they want. Add to this your competitor research, experimentation, and result tracking and you are ready to kick off your social strategy.

However, you must remember that social media is dynamic. Trends change. Regularly review your analytics and be prepared to adjust the course based on performance and changing audience preferences. By mastering these 5 pillars and refining your blend over time, you’ll create a social media strategy that consistently delivers results, fosters a thriving community, and solidifies your brand’s online presence.

What brands do you think excel at one or more of these content pillars? Share your examples in the comments! Need help crafting a winning social strategy? Book a free consultation with us.

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