Creating valuable content for Facebook is easier said than done.
These days consumers are getting smarter. They don't want to be sold to directly, they want to be shown how a particular product can solve their problem. ‘Shown’ is a key word here.
They want visuals on how the product can work and they prefer not to have to think about it. Because of this, just posting a promotional product doesn't work anymore.
So, what are valuable Facebook content?
In my opinion, valuable content should have four pillars. They are:
If you create content around these four pillars, you'll be able to attract better success on Facebook.
So, how do you create these type of content?
1. Have a Purpose
Every Facebook page needs a purpose. The purpose needs to have a bigger picture other than selling your products.
While I believe selling your products is important, you need to start with how you can help and engage with your audience first. This is the awareness stage of your marketing funnel.
Think about meeting someone for the first time, it's off-putting to try to sell products immediately. You need to build rapport with them, relate to them and show that you're the expert. Don't PUSH your message, share relevant stuff, get them to know about you that will make you the expert in their mind. When they are ready, you'll be the first person they'll look for. Trust the process.
Try to think about the most commonly asked questions from your audience.
Each suggestion for those questions can be a specific Facebook post.
If they are looking for ways to match your watch with a specific outfit, post the outfit you think matches the watch to inspire others.
2. Know the 3Ps
The 3Ps are easy to remember tips that I share with people when they don't how what they should be posting. The 3Ps are:
- Personal: Selfies, Behind the scenes, etc
- Purpose: Posts that adds value, quotes, etc
- Promotional: Sales, coupons, promotions, etc
The biggest mistake I see businesses make is that they focus too much on the promotional part while ignoring the remaining 2 Ps.
When you do this, fans are going to ignore you.
That's harsh, but it's how Facebook works these days. You need to be constantly woo-ing your customers with meaningful content. This can be done by constantly sharing engaging content, which we will discuss in the next step.
3. Find awesome content to share
Have you read Austin Kleon's book ‘Steal Like an Artist'? It's a short, yet very inspiring book.
In his book, the author talks about how to study, mash up and transform other people's ideas into yours. This means that today’s most successful businesses know how to find, optimize and reproduce available resources to better outcomes.
Don’t believe me? Uber is one of the biggest transportation companies today, they own no cars. Airbnb is one of the most valuable hospitality businesses out there, they own none of the rooms.
The same concept can be applied to Facebook. Use available resources.
Sounds hard? What you don't know is that Post Planner has an awesome search engine that can help you find viral content from other pages and you can easily share them.
Taking Kleon's concept and applying it to this situation, you can share those content or simply use it as inspiration to share with your audience by creating similar content around it. You'll be bound with endless ideas for awesome content. Never will you feel like you don't know what to post on Facebook anymore.
Here's some content that we found that did really well:
You can also use platforms like Up Content to search for awesome content to share too.
4. Editorial Calendar
Now that you've gone through the first three tips, you should understand the purpose of your page, you've found a way to find content, and now is the time where you need to create an editorial calendar.
An editorial calendar is where you plan which type of content will be going out on a certain day.
You can have days where you would post a personal post (e.g. weekends), throwback Thursday, tip of the week and so on. This allows you to be consistent.
Here's an example:
- Monday = Quotes
- Tuesday = Promotions
- Wednesday = Value added post
- Thursday = Throwback Thursday
- Friday = Promotion
- Saturday Value added posts
- Sunday = Personal
Mix and match to find a good editor calendar for you. I love how Ahna Hendrix has Wisdom Wednesday's. I look forward to them every Wednesday.
All you need now is to pick your favorite scheduling platform and schedule away!
5. Work on the descriptions
One way to write relatable, understandable, shareable and actionable content is to work on your descriptions.
A post with a repetitive headline doesn't tell people much about what they should expect in the post you're sharing.
This is a mistake people make. They don't put enough effort into their description. Headlines sound too robotic and it doesn't work to attract people's attention these days.
You need to be a commentator of your own blog post. Leave your thoughts in the description.
6. Check your analytics
One thing you need to do on a weekly basis is look at your Facebook analytics. You need to know if the content you're creating and sharing is working for your audience or not.
Head to analytics, then ‘posts'
This will give you an idea as to when fans are online as well as top performing posts which you can arrange based on
Have you heard of ‘doing the same thing over and over again and expecting the same results are crazy?”
The same applies to this. Find what works for your audience, what doesn't and repeat what works. You wouldn't want to waste your time posting something that doesn't work would you?
Take some time, sit down and figure out how you can create content that are relatable, understandable, actionable and shareable.
Take Austin Kleon's advice and look at competitors, similar pages in your industry and figure out what you can do to create a better page with content will resonate with your audience.
When you are able to master this, you'll take your Facebook marketing to the next level.
Bonus video: Here is a tip from Ms. Ileane that shows you a really fast way to upload your YouTube videos directly to Facebook.
I love how to can schedule the uploads with TubeBuddy to post on your Facebook page at a optimal times based on your Facebook analytics!