Good Content vs. Bad Content: How to Keep Your Fans Happy and Your Brand Happier

Last week, I was confronted by that nagging question of a stranger at a bar regarding my career choice: “So, like, you sit on Facebook all day for a living?” While I have no qualms spamming my own Facebook wall with pictures of sleepy Beagles, it’s an entirely different issue when you represent a brand. That’s where creating good content comes into play. But what qualifies as good content – something that gets a lot of likes and comments? Something that makes a sale? Whether it’s a fledgling business or a multi-national corporation, here are a few tips to help you create content worth reading.

  • Pictures are great… when they don’t have a finger in the middle of the frame. Seriously. You don’t have to be a st louis social media agencyhipster with a DSLR to take a quality picture. If you want people to connect with your business, show them who you are with meaningful pictures. Plus, here’s a bonus tip: in reviewing post insights for clients, I notice that posts with (good) pictures receive significantly higher feedback and comments. How’s that for proof?
  • Stay relevant. I could turn this blog into something about what I’m going to eat for dinner, but if I did, I suspect my audience would feel betrayed. You didn’t read the first 150 words of this to hear about asparagus, did you? That’s why it’s equally important for your Facebook content to be relevant. I’ll bet the winning Mega Millions ticket that your fans want to hear about your brand and what you offer more than they do asparagus or puppies. Unless, that is, you’re a puppy and asparagus farmer.
  • Don’t pat yourself on the back too much there, buddy. I just told you to stay relevant, but here’s a qualifier: don’t be too relevant (or boastful). Every one of your Facebook posts should not be blatantly self-promoting and contain a link to your website. Find the right balance between giving your fans what they came for and what your CEO wants you to do (sell, sell, sell).

Writing your next Facebook post isn’t a science. Sometimes you’ll have to – for whatever reason – do some self promoting and sometimes, god forbid, you’ll even have a typo in there. But if you’re looking for consistent engagement and quality content, these tips can help you get started in the right direction.