Anatomy of Good Content

21.07.2016 |

Episode #2 of the course How to create stunning content on Facebook by PromoRepublic


Today, we are going to discuss the components of good content. Let’s start with the simplest one—text. Text is like the best supporting actor; its role is important, but it’s not the star. There is one rule you need to follow when adding text to your post:

• Keep your post no longer than 40 characters.

What I have just written is 43 characters long. It isn’t easy to share all your thoughts in 40 characters, but statistics show that you don’t have much choice. Jeff Bullas found that 40-character posts receive 86% higher engagement rate than posts with more text. Moreover, only 5% of all posts on Facebook fall into this category, so if you follow this rule, you’ll benefit a lot.

Tip: Never publish text-only posts. They are boring and ineffective

Now let’s move on to the lead role in our content—visuals. This is perhaps the most important element in your Facebook post. And here’s why:

• Visuals get to your brain 40% faster than text.

• According to Facebook stats, images and video have the best engagement rates (6.5% and 6%).

• Images are 90% more engaging than text.

• Showing an idea is better than writing about it.

After all, what do you like more—the bullets above or the image below?
Check out some examples of visuals to post on Facebook (you will find the full list in our 4th lesson):

• Images
• Videos
• Infographics
• Cartoons
• Statistics
• Quotes
• Discounts
• Polls
• GIFs

And so on. Your only limit is your imagination.

You can find many other reasons to use visuals, but they can all be explained in one sentence: visual content is the most engaging form of content.

Before publishing something, think about the value your post will bring. Is there anything the audience needs in your post? Is it different from other posts? There is no reason to spend time on beautiful but senseless images with zero value. Facebook is full of them.

Remember: Make all your posts useful and valuable.

Another important issue to be discussed is the СTA (call to action). Check out a short list of CTAs to post on your timeline (just a small example):

• Find more
• Send a gift
• Get a free ‘___’ (insert your option here)
• Offer ends in 2 days. Don’t waste your chance! Order now!
• Half price for this weekend only!
• Request an invitation
• Limited offer. Get it now!

Include CTAs in some of your posts to encourage audience interaction and promote your brand, product, or service.

The final point of the current lesson is link posts. Don’t confuse them with links typed into text. Link posts appear when you paste a link into the status box. Facebook populates the link information (headline, image, and meta description) and includes it in a visual link. Make sure to delete the text link in the status box. You don’t need it once Facebook populates your post with the aforementioned pieces.

Although link posts are not as engaging as pure images or videos, they are the best way to share articles, long-reads, or other big materials that do not fit on Facebook, as well as to get traffic on your corporate website, blog, or e-store.

That’s all for today, folks! Next time, we will talk about trends, newsbreaks, and important dates. Stay tuned!


Recommended book

“The Miracle Morning for Writers: How to Build a Writing Ritual That Increases Your Impact and Your Income” by Hal Elrod, Steve Scott & others.


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