Marketing Channels, Social Media Marketing

4 Types of Social Media Content You Should Focus on

social media content for mall businesses

There are many benefits to using social media marketing for your small business. It’s a great way to raise brand awareness, build a loyal fan base from the ground up and get new clients. But what social media content gets you the best results?

How do you engage with your followers and spread the word about your small business? Here are my favourite types of social media content that will help you succeed.

Two basic rules

Social media marketing works by engaging with your target audience and growing a following of ideal clients and influencers.

There are two rules to follow here:

  1. Be relevant.
  2. Don’t talk too much about yourself.

To follow the first rule, ask yourself what your audience is interested in and what kind of information they are looking for. Be helpful by answering their most pressing questions and show you care about them.

The second one is easily described with the 80/20-rule: Only 20% of the content should be about you, your company, your products and your latest offers. 80% should be content that is about your audience.

Because they’ll only follow you if they enjoy your content and nothing is more off-putting than someone constantly trying to sell you stuff.

Try out my free brainstorming tool for your social media content ideas.

Types of social media content

These 4 types of content have helped me build up my social media presence and can help you grow your small business, too. Check them out!

1. Educate

educational social media content on twittereducational social media content on twitterNo matter what industry you’re in, try and help people learn more about how your services or products can help them. Think about what matters to your target market and shape your content around that.

For example, things you could share are:

  • Advice relevant to your services or products like how-tos and best practices
  • Tips and tricks of your trade
  • Links to helpful blog posts (either yours or other business’s)
  • Interesting news they should know about
  • Latest events and trade shows
  • Recommendations of local businesses that complement your services

Help them get to the point where they can make an informed decision about which product or service they need. It’ll definitely give you an advantage over your competition.

2. Engage

engaging social media content on FacebookSocial media is not a one way street. A company that simply blasts out content without engaging with their followers won’t be very successful.

So make sure to

  • start a conversation with your followers,
  • like your clients’ pages and that of other companies,
  • reply to their posts,
  • comment on their blogs,
  • share their content
  • and simply be sociable.

You can also encourage them to interact with you by asking questions, start a discussion or a poll/survey. If you do that, I promise you they will reply in kind.

Find out how to engage more with your social media followers.

3. Entertain

entertaining social media content on FacebookLet’s be honest, we all use social media to have a little fun. So your company page shouldn’t be all pragmatic and businesslike.

Every now and then you should be funny and personable. You can do that by posting

  • interesting snippets like photos, videos, cartoons or podcasts,
  • tell a little anecdote,
  • share your thoughts or opinions.

Everybody needs a laugh every once in a while, so don’t forget to be entertaining, inspirational, inspiring and just yourself every now and then.

4. Promote

promotional social media content on FacebookNow these are the 20% of your social media content that should be about your small business.

But you don’t have to be sales-y to do that, you can for example:

  • Tell people about your latest offer
  • Link to your website
  • Post a testimonial
  • Brag about an award you have won
  • Post photos of your office, your team or your stand at the trade show
  • Tell everyone about your current client projects
  • Share company news

Everything that gives your followers insights into your small business, your services, your brand and values is allowed — as long as it’s nicely mixed in with your other content.


If you are interested in reading more about this topic, have a look at these:
Content Marketing Ideas – A Brainstorming Tool for Small Businesses
Why You Should Focus on Your Social Media Engagement
How to Add Personality to Your Social Media Marketing
Turn Your Social Media Followers Into Leads