Believe it or not, 90% of consumers want companies to share branded stories through social content, but only 10% think brands are doing it well. Your content—especially on social platforms—should entertain, inspire, spark conversation, educate, and convince. It’s not simply about promoting products; it’s about creating a meaningful connection with your audience through storytelling.

Content marketing is a strategy that works for both B2B (business-to-business) and B2C (business-to-consumer) sectors. Success lies in understanding your audience while staying true to your organization’s core values.

When deciding what content to create, take a step back and observe the conversations happening within your organization. What questions do customers frequently ask? What issues arise in support calls? What topics come up in press releases or internal emails? These daily discussions can offer valuable insights into the types of content your audience is seeking.

Content can be grouped into several key categories, each serving a distinct purpose. To entertain, you might create viral games, branded videos, quizzes, or competitions. If your goal is to inspire, consider featuring celebrity endorsements or sharing success stories. For fostering conversation, try hosting community forums, sharing customer reviews, or soliciting feedback on social media. When educating, produce in-depth guides, infographics, blog posts, e-books, and demo videos that provide value to your audience. Lastly, to convince, offer interactive demos, webinars, checklists, case studies, and data sheets to persuade customers and help drive purchase decisions.

By identifying and categorizing the types of content that resonate most with your audience, you can craft a content marketing strategy—particularly on social platforms—that engages, informs, and converts.

What do you get in return for taking the time to produce all these great contents?

– Customers become ambassadors
– A stronger relationship with your customers
– Positioning as a taught leader
– Fewer customer services, enquiries and complaints