Text content is one the most powerful tools to explain product value to customers, increase engagement and solve other business marketing problems.

You will often hear people say that they don’t read enough, and are more interested in visual content such as photos and videos. Visual content is popular and descriptive. However, visual information is almost always accompanied by captions or hashtags. This allows us to conclude that text content is still the most accessible and easily understood by both search algorithms and readers.

Businesses have the opportunity to reach their target audience directly through social media. 

To not only keep users interested, inspire trust and convert potential customers into customers, what information should be included in a content strategy? We will be discussing the different types of text content in this article.

Informational Content: Builds Trust

Social media posts can be as interesting, useful, and original as direct advertising. Regular posting is a condition that allows readers to recognize them from other companies’ texts.

Although informational content is not directly selling, it can be used to “warm up” target audiences. It creates an impression about the company and its services. It also demonstrates new products and explains how they work.

These goals are the basis for how informational content is classified into these types:

• News content
  These include company and industry news, press releases about new products, ratings, strategic visions, forthcoming events, vacancies, and other information.

• Professional content
  Interviews with experts and market leaders, expert opinions, analytical materials, successful case studies, posts explaining complex terms in a way that is easy to understand for buyers, as well as interviews.

• Image content
  This section includes information about the company, including its history, mission, goals, staff qualifications, achievements and failures in its area of activity. It also displays diplomas, certificates, and awards. This category also contains posts that respond to objections or negative feedback as well as interesting case studies from practice.

• Useful content
  It contains product and service reviews, lists and top products, summary of product characteristics and thematic collections, checklists and Q&A posts as well as useful tips.

• Education content
  This guide includes detailed instructions, master classes and secrets, as well as tips and tricks for using products and services.

Increased brand awareness is inevitable when professional postings are made on social media. Regular company informational posts on social media increase consumer confidence, stimulate their interest in promoted products, and turn potential buyers into actual customers in the future. 

Selling Content: Readers Will Want to Place an Order

The purpose of selling posts is to identify the problems and tasks of the target audience, and then offer solutions using certain products or services. Selling content encourages users to take action after reading it.

Special techniques are used by the selling post authors to achieve targeted actions. AIDA is one of the most popular formulas for creating and selling texts. It works great both in the B2B (business-to-business) and B2C (business-to-consumer) segment.

AIDA stands for Attention. Interest. Desire. And Action. This means that the author must first grab the attention of the reader before he or she can rouse their interest. Then, they should make the reader want to purchase a product or order.

Copywriters can use AIDA in addition to other components like trust, motivation and deadline. They also have many other formulas that are based on these elements, such as description of client’s problems and solutions.

The selling of content does not have to be limited to text with product-specific offers. This category also includes:

• Posts highlighting the most popular seasonal products;

• Information about discounts, promotions and other offers is limited in time

• Reviews from real customers who were satisfied with the product and service, and other social proof of the relevance and popularity of your products.

No matter how well the sales posts are written they must always conclude with a call for action. After reading the text, it is crucial that the reader understands what to do next.

A selling post or chain selling posts’ ultimate goal is to get the user to order your product or service. Conversion actions include subscribing, joining a group or ordering a callback. They can also move an audience to a product catalog or perform another action.

Entertainment Content: Inspires and Brings Out Positive Emotions

Many users use social media platforms for recreational purposes. They are looking for something fun and positive that will make them smile and encourage them to share it with their friends. When creating entertainment posts, this is something you should remember.

This content can’t be used to directly sell, but it does work in a different manner. The most interesting posts go viral, meaning they spread quickly through reposts and become popular in your social media groups. Entertainment content can include posts that are “ambient”, interesting facts, humorous advice, memes, funny captions, and comments on images or videos that relate to your products and/or services.

Engagement is another important function of entertainment content. This is achieved by various contests, giveaways and polls. Participation in these events stimulates subscribers. Your posts are retweeted, liked, and actively commented upon by them, increasing their reach.

Gradually, a community can be formed around the company. These communities often act as brand advocates, giving positive feedback and spreading information about the company to their friends.

Entertainment content can increase brand loyalty, make it more recognizable, and attract new customers.

Social Media Content Ratio

Many SMM professionals have found that this is the best ratio of social media content:

• Informational content – 50%
• Selling content – 30%
• Entertainment content – 20%

Sometimes, it is not uncommon to divide content into different types. Some informational posts may lead readers to buy, while others can provide useful information. Entertainment content, on the other hand, can also be helpful to the audience. It is important to recognize these types of content because they can be used to solve various problems and to encourage users to take certain actions.