Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s topic: “4 Best Types of Content to Drive Engagement.”
Like most advisors you’ve probably invested a lot of time in growing your social media network and regularly writing and publishing content. But do you know why some posts are getting engagement while others go unnoticed? I want to share key findings of a benchmark content study that was recently released. Over 9 million social media marketing posts published by financial advisors or their agents were analyzed in the study.
The content was divided into four categories, and I’ll share with you what their engagement rates were:
1. Industry Content. Advisors publish industry content as a tactic to amplify their authority. This content aims to inform and educate their audience with the latest financial updates and trends. This category had a 50% engagement rate from audiences.
2. Corporate Content. The purpose of corporate branded content is for the advisor to promote the company whose financial products they’re selling. Approximately 60% of all content published fell into this category or a mix between corporate and industry-related content. It had the lowest engagement rate from audiences at about 30%.
3. Lifestyle Content. Lifestyle content is purely intended to entertain or inform followers about non-financial topics. The intention is to give their audience a peek into their personal life, humor, interests, or hobbies to make the advisor more human and relatable. Only 13% of all content shared fell into this category, and yet it had a whopping 86% engagement rate!
4. Corporate-Lifestyle Content. This content is a hybrid between Corporate and Lifestyle content. Subtly promoting the company while communicating something not related to financial services. For example, congratulating someone on their new home or a birthday from the team at your company (if you’re part of an advisory practice for instance). Only 4% of published content fell into this category, but it had the 2nd highest engagement rate at 54%.
Based on these findings, it seems most advisors feel comfortable sharing corporate and industry-related content, to be perceived as experts who are up to date with the latest news and trends. The limitation of this broadcasting type approach, however, is that it does not maximize the engagement and interaction you want from your audience.
It may be a bit uncomfortable initially, but your best bet is to try to incorporate more lifestyle-related content into your messaging to increase your engagement levels. Start experimenting with hybrid content, incorporating your brand messaging for dependability and lifestyle messaging to build relationship and engagement with your audience.
If you’d like to get more information, click the link below. Thanks, and see you next time.