Have you ever gotten stuck in a Wikipedia loop? Wikipedia is the seventh most trafficked site in the world. By comparison, eBay is number six. I find myself reading a news story and then going to Wikipedia to find out more about the background of the subject I’m reading about only to lose a few hours because I’ve become fixated on facts about British Prime Ministers of the 19th century? Yeah, we’ve all done that.
The point here is that informational only content, meaning content that isn’t trying to convince anyone of anything, and is outlook neutral, and exists only to inform, is really really popular content on the Internet. Even when doing Facebook marketing in Los Angeles or elsewhere, leave room to put content about your product or service that just serves the end user’s interest. If you are selling a product, produce and publish some content that shows an interesting use of the product, something to do with it that’s fun.
This serves several purposes. First, if you have information that someone somewhere is going to need someday., it’s considered useful. Maybe it’s a current customer, maybe it’s not. Either way your business benefits as you’ll be demonstrating a commitment to your product, to supporting the people and culture around your product. For doing social media marketing there is a certain kind of information content that is especially useful.
Best Type of Informational Content for Social Media
What is referred to as “time-limited” informational content works best on social media. This could be an event that somehow incorporates your product. If you sell a sports product then “time-limited” information content would be, for example, ongoing information about the Little League World Series for a business that sells Little League uniforms. That would be “time-limited” and would get your business attention from both existing followers and new followers who were looking for information about the Little League World series.
Ratio of Informational Content
It turns out that as much as we want to be very direct in our marketing approach with our website content, visitors aren’t “searching” that way. They are seeking general information about the product or service so websites should cater to that. Many websites do the 80/20 rule of 80% sales content and 20% informational content. We need to reverse that ratio.
Searchengineland has a great article on the different types of informational content and how to help create that content as well. It’s worth the read.