One of the biggest challenges with content marketing is thinking of content ideas. Here are some of the different types of social media content that your climate positive brand should be creating to get results from your marketing.
Educational Content
Adding value to your target audience is one of the best ways to keep them engaged, and you can do this by creating educational content.
Not only will your audience feel they’re getting nuggets of wisdom, but they will also see you as an industry expert, increasing your chances of them contacting you vs a competitor when they’re in the market to buy.
You could create top tip graphics, short-form DIY style videos, blogs or how-to guides that all relate to the climate and/or your brand.
Behind the Scenes
Your followers want to connect with the brands they love and be part of their community.
Behind the scenes content is one of the best ways to showcase your brand's culture, employees, values, and the everyday workings of the business.
Shoot a short-form video taking viewers on a tour around your premises, show them how products are made by posting quality photography or take them through a typical working day by posting on your Instagram stories.
Content like this makes your company more relatable, approachable, authentic, and more human.
Community Content
Brainstorming, creating and publishing quality content is hard work, it can take up a lot of time and energy that some brands just don’t have, so why not get your customers to do it for you?
If you can encourage your customer to create content that features your climate positive brand, not only does it save you a job, but your customers are essentially endorsing your brand to their friends, family and other social media users.
Word of mouth recommendations is still one of the most powerful ways of gaining new customers.
You could create a branded hashtag that you ask customers to use when posting about your products or services or give your customers a reward for any pictures or videos they post on social media, such as a percentage off their next order or a gift voucher.
You can then take this content and share it directly with your audience.
Lifestyle Content
Is anyone else sick of being sold too?
Posting the same old product pictures or creating very ‘sales driven’ content for your social media channels is one of the quickest ways of losing followers and reducing engagement.
It’s important to mix up your content, and a great way to do this is through lifestyle content.
For those who don’t know, lifestyle content tends to showcase your products or services in a more natural setting. For example, if you sell plastic free eating utensils capture quality photography of them in their natural environment.
Lifestyle content like this will say more about your brand than you realise.
Your target audience wants to see how much fun they can have by working with you or see how your products can be used in real-life situations.
Giveaways/Competitions
If you’re wanting to quickly boost your engagement, following and brand awareness, running a giveaway or competition on social media is just one way to do this.
Whatever you choose to giveaway must be something of value, a £10 gift voucher just isn’t going to cut it! It takes time and effort to enter a competition, so the bigger and better the prize, the more people will take part. This will mean better results for your climate positive brand.
Social media competitions or giveaways usually consist of sharing a digital graphic across your platforms with instructions on how to take part. These instructions are typical things like:
- Like and share this post
- Share this post in your stories
- Tag a friend
- Or make sure to follow our page.
Collaborations
Many business owners are guarded when it comes to collaborating with others within their industry. They would never consider working with someone who might be considered ‘competitor’ a or even opening a line of communication.
You could be making a huge mistake.
Doing collaborations with other industry professionals or other brands that compliment your own, can help you reach a wider audience and boost your brand.
People associating your business with other quality brands can only ever be positive.
It usually has the effect of raising your business to that same level as those you're collaborating with and is also a great way to be part of your industry's community, getting your name in front of your target audience.
You could start a podcast or vlog or why not look at doing a product collaboration that you can push on social media?
Micro-Influencers
Not only can you collaborate with others in your industry, but it can also be beneficial to collaborate with micro-influencers.
Micro-influencers are individuals who create and share content online with a highly engaged audience. They are known as micro-influencers because they usually have a slightly smaller following of between 5,000-100,000.
When deciding to collaborate with a micro-influencer, it’s vital to choose individuals who reflect your own brand ethos and whose followers match your target audience.
For example, if you’re an climate positive brand that creates clothing from 100% recycled materials, you’re not going to work with a micro-influencer who also pushes fast-fashion brands.
It’s a huge contradiction that can have a damaging effects on your brand image.
