We are constantly searching for content that will surprise, attract, and sell. Every business is unique, everything needs to be tested - that's true. But what if universal content does exist? In this article, we will share painfully banal but always effective categories. For those who read the article to the end, a bonus - a categorization template.

Reviews

Put yourself in the client's shoes. What do you look at first when choosing a vacuum cleaner, cream, or travel agency? We exclude price - this material is about content, not about pricing in marketing. Everyone looks at reviews and studies the experiences of other clients. If your account has enough positive feedback from grateful real clients, people are more likely to make a decision in your favor.

Having such feedback and keeping it in your head instead of your account is a criminal offense under SMM Criminal Code article 5, point 3 "Negligent business conduct by concealing reviews and not publishing them."

Especially relevant for the B2B sector. For example, you are a systems integrator. Implementing various IT solutions for automation. Your potential client wants to understand how you handle the tasks, whether you can find unconventional solutions, be flexible, the deadlines for preparing a project, and whether you achieve the desired result. You will tell all this in a case study.

Or another example - you are a metal base and manufacture custom furniture, fences, swings, cabins, and railings. You work with both B2B and B2C. What do you need to attract clients? Show examples of your work so people understand what you can do.

People need people. We all love stories of real people. Show that you are real, that your company employs great professionals, that you hold meetings, training sessions, and corporate events. This increases trust in you, reduces the distance with subscribers, and generates sympathy.

This method is universal for both sides: people get an answer to their question, and you gather feedback from them and understand what interests the target audience first and foremost and raises questions. Post a special post where subscribers can ask questions. Inquire about what topic they would be interested in reading an article. Do this once a week or at least once a month.

Then post response posts and use subscribers' questions for future article topics. Your task as an SMM person is to be in the same informational field as the users. Don't post a meme that amused you personally, post what is useful for your target audience.

We always want to invent something new, unusual, stand out from others, and thereby attract more attention. In fact, reinventing the wheel is not necessary. And we constantly confirm this: what works is what is useful for the audience and lies on the surface.

If you think you are writing banal things that everyone already understands - send that internal grumbler with professional deformation far away. Many things about your work, company, product are unknown to subscribers. So don't be afraid to start from scratch and educate the audience even on obvious issues. Start by telling what you produce or what services you provide. We have confirmed this and are now revising our content strategy.

As promised, we give away a content plan template for social networks. We used this before this feature appeared in our service. If you have not used Postmypost yet, download the template in a Google Sheet and optimize it for yourself. Wishing everyone quality content in their feed! Keep in touch! :-)