The best content for your business

Selecting the appropriate content to create for your business can be a little bit tricky. Sometimes, it’s difficult to evaluate what would work best, how often to post content, and what your customers would be most likely to share.

Don’t let this confusion stop you from creating content! Here’s an easy-to-follow guide to help you determine the best content for your business.

Step 1: Determine Your Goal

You undoubtedly have one big goal: grow your business. However, you can help yourself achieve that big goal by setting smaller ones. Think of them like stepping stones, or stairs, that can take you little by little in the direction you want to go.

Setting good goals for your business should happen with the same process you’d use to set goals for anything: weight loss, personal finances, etc. Goals should be SMART:

  • Small,
  • Measurable,
  • Achievable,
  • Relevant,
  • Time-based.

When you’re trying to decide the best ways to utilize ShareCentive to help you achieve goals, it’s important to remember the above rules.

For example, one of the ways businesses grab new customers is by sharing content on social media. Content could be a special offer, a job listing, a blog or article, or event description. Instead of thinking about your goal in this way: “Get new customers via social media,” try to think about it like this:

We will use ShareCentive to share [x promotion] in order to gain 5 new leads in 14 days.

OR

We will use ShareCentive to gain 3 new prospective employees in 1 month.

OR

We will use ShareCentive to gain 20 new email sign-ups in 2 weeks.

Any of these goals are SMART. Which means each of them would a., help you achieve your bigger goal, and b., help you keep track of what works and what doesn’t. Not every single thing you do will work, so by maintaining a firm grasp on what you can measure is essential to your success.

The moral of the story here is to be strategic with the content you create. Don’t just make offers for the sake of making offers. Provide your customers and fans content that will benefit you in the right ways.

Step 2: Select content types to help you achieve that goal

Once you’ve established your goal, now you need to think about what content can help you achieve it.

Let’s use the same goals as above and talk about what would work best for each one:

Example 1: We will use ShareCentive to share [x promotion] in order to gain 5 new leads in 14 days.

For this goal, it obviously makes the most sense to give your customers/fans/staff shareable content that’s promotional. So, say you’d like to get more people in your door by offering them 20% off their first purchase, it makes the most sense to create content with that particular offer. Or, you could put out a couple different offers to your customers/fans/staff to share and see which one gets the most clicks and redeems.

Examples of messaging could be:

  • Percent off of a product or service
  • Buy one, get one
  • Bundles

Your content should, first and foremost, message the offer. People don’t want to spend much time reading, so your content should clearly and concisely speak to what your business is and what you’re offering. Smaller details can be explained when the customer redeems the offer.

Example 2: We will use ShareCentive to gain 3 new prospective employees in 1 month.

Perhaps your business has a high turnover rate, such as a call center or a warehouse. If that’s the case, it’s likely at least a part of your overall goal will have something to do with gaining employees. If that’s the case, create content that will attract potential employees.

Examples of messaging could be:

  • Great benefits
  • $/hr
  • No experience required

Your content needs to make your business and what you’re offering new hires the primary message. Lead with the most enticing part of your offer.

Example 3: We will use ShareCentive to gain 20 new email sign-ups in 2 weeks.

Sometimes, a great way to grow your business is by increasing awareness. If you’re an ecommerce company, building an email list is imperative to success. You can utilize ShareCentive to share relevant blog/article/video/podcast content that would highlight your expertise and entice people to sign up for your emails so they can see more. You may have that content gated until someone provides their email address, or you could offer a discount to those who sign up for your emails.

Examples of messaging could be:

  • Subscribe to our emails and get 15% off your first purchase
  • Check out our newest blog about X
  • Our resident expert shares her secrets about X

Just like in the other two examples, the most important thing to remember about the content your sharing is that it needs to be interesting/attractive enough for a potential client/customer to click on.

The most important thing to remember about the content you create is that it should help you achieve your goal.

Step 3: Be thoughtful before you publish

Now, what we mean by this is that it’s beneficial to create content that your customers/clients/staff will want to share. Of course your incentives will be a huge push for people to get your offers out to their friends and family, but making the content attractive and the offer of good value will help your clients and customers feel proud and excited to share your content.

It’s also important to maintain your brand in the content you create. The colors, font, and design should match your business’s as closely as possible. Even the words you use should be consistent to what you’ve developed within your business.

You should also develop content that stays within the confines of how your business functions. For example, it does not serve you to make content geared toward expanding your email list if you don’t send emails. If you’re not seeing much traction with a particular offer in some of your other marketing, then it may not work to use that same offer through the ShareCentive platform.

Think carefully about what content you’re making and why. Don’t forget your business goals!

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