LEADERSHIP
VA L U E - A D D E D C O N T E N T
WHY VALUE-ADDED CONTENT IS THE KEY TO SELLING ON SOCIAL MEDIA n today’s digital
I
managing director at Social Chain
world, every brand
Types of content users would like to see more of:
is fighting for
WHAT IS VALUE-ADDED
people’s attention,
CONTENT?
loyalty and
Creating value-added content requires
2. Funny content e.g. memes (37%)
money. The question is, how can you
you to fulfil one or more of the
3. Short videos <60 seconds (33%)
differentiate yourself from the rest and
following criteria with every post that
4. Photos and images (33%)
actually cut through this noise?
you publish:
5. Reviews (32%).
The biggest mistake that you can
1. Educational content e.g. how-tos (40%)
1. Educate or inform your audience
make when it comes to social media, is
2. Inspire your audience
Note the types of content that aren’t on
expecting your audience to pay attention
3. Entertain your audience
these lists. Your audience don’t follow
to you, engage with you, and care about
4. Save your audience time
you for your internal news bulletin
what you have to say. You can’t just throw
5. Save your audience money, or help
style posts, job ads and product
posts out into the algorithm-abyss and
them make more.
expect it to attract 1,000 likes, 200 shares, and 100 new leads every day. You’ll get the greatest return on your
catalogues. Sure, these things are important to post about from time to
We now have a hefty amount of data
time, but it’s about making these kinds
backing the business case for value-
of posts the minority, thus allowing
marketing efforts when social media
added content too. GlobalWebIndex
value-added content to become the
is less like a shouting match, and more
conducted an incredibly insightful
majority of your output.
like a value exchange.
study in 2020 that revealed the main
Therefore, in order to get the
motivations of users when choosing
BENEFITS OF SHARING VALUE-
attention, engagement and new business
who to follow (and who not to follow)
ADDED CONTENT
that you’re looking for, you need to
and what types of content they would
Building your social media strategy on
create content that warrants that
like to see more of.
a foundation of value-added content
attention and engagement. In order to
Main motivations to follow brands
will help you to create a seamless sales
receive, you must first give. But what
and/or creators on social media:
funnel. This content helps people to
can you give on social media? Value-
1. To learn something new (51%)
discover your brand, engage with your
added content.
2. To be entertained (49%)
brand, and build trust with your brand,
3. To pass the time (49%)
with the ultimate goal of doing business
without a strong social-first creative
4. Shared passions or interests (43%)
with your brand.
that provides value” - Katy Leeson,
5. To gain inspiration (38%)
“Everything is a waste of time
[34] APRIL 2021
www.dealersupport.co.uk
Value-added content is more easily
