On social media, there are multiple types of content you can use to connect with your audience: from text, images (photos, graphics, infographics, GIFs), to videos, audio, and emojis. Choosing the right content will depend on the message you want to convey, the characteristics of the platform, and, above all, your audience’s preferences.
Only you, by knowing your community, listening actively, and monitoring their actions, will be able to identify which type of content will work best at any given time. However, an effective content strategy should align with the sales funnel and the different stages of your users’ buying cycle.
Types of content according to the sales funnel
Content should not only entertain or inform, but also accompany your audience at every step of the buying process. Below, we explain five key types of content for each stage of the buying cycle:
1. Content that entertains
Ideal for capturing attention and attracting the user. This content aims to entertain, help disconnect from routine, and foster personal identification. It can be eye-catching photos, memes, TikTok videos, or images that represent everyday situations with a touch of humor.
Example: A short video that pokes fun at a common situation in romantic relationships.
2. Content that excites
This type of content seeks to provoke an emotional reaction, whether it’s tenderness, nostalgia, or joy. Images and videos that appeal to the user’s deepest feelings are used.
Example: The image of a rescued pet posted on Facebook or a carousel of old city photos on Instagram.
3. Content that inspires
Designed to satisfy a need or provide concrete ideas, this content motivates and offers solutions. It can be tutorials, recipes, or decoration ideas.
Example: Blog articles about how to eat healthier or photos on Pinterest with ideas for decorating the table at Christmas.
4. Content that informs
Perfect for the consideration stage, this content offers valuable information and helps educate the audience on a particular topic. It can be news, explanatory videos, or lists of tips.
Example: A step-by-step video for installing an app or a list of the best tech gadgets of the year.
5. Content that convinces
The goal of this content is to help the user make the final purchase decision. Reviews, product analyses, and expert recommendations are used to build trust.
Example: An unboxing of a smartphone showing its key features or a professional’s opinion on a relevant topic.
How to apply these types of content to your strategy
These five types of content represent the different stages of the buying cycle, from need recognition to the decision-making stage. The key is to alternate and combine them to offer your audience a complete and relevant experience.
- In the early stages, use content that entertains, excites, or inspires to capture attention.
- As the user progresses, introduce informative and persuasive content to build trust and facilitate conversion.
The most effective approach is to constantly alternate these types of content, adapting them to the context and the evolution of your relationship with the community. This way, you can meet the needs of most of your followers at the right time.
Conclusion: It’s not just about posting, but about accompanying your audience on their buying journey. If you design your content strategy with the stages of the buying cycle in mind, you’ll achieve better results and greater engagement.
