The 5 Types of Content to Engage Your Brand Community

One of the main reasons people join a brand community is the exclusive high-value content they receive. This is what keeps people tuning in and staying engaged. You need a steady stream of material to run a successful online group, and there are five key types of content you can use.

Helpful Informational Content

The key is to give people high-value content that they can use in their everyday lives. This is what gets people to sign up and keep participating in a group. This content can come in any format, but it needs to help your audience solve specific problems they face. Your content answers their questions and discusses their issues. 

The best content is actionable and can be put to use immediately. 

Visuals and Videos

The most engaging type of content is visual. This includes images, photos, infographics, quotes, and videos. Visuals are great because they strike an emotional chord and people can absorb them easily. Visual material does particularly well on social media and is the most likely to go viral.

Not all visual content has to be educational. You can share an inspirational quote or a funny video. Mix it in with your purely informational content and you’ll engage your community. 

Interactive Content

The whole purpose of your community is to engage and interact with your members. Share content that gives them something to do. Examples of this include:

• Questions to answer. People love sharing their opinions and this can get a lively discussion going.
• Run surveys. Most social media platforms have a feature that allows you to create and run surveys. These are great for engagement, but also for getting feedback.
• Offer a challenge. Give your members a task to complete or a piece of content to create. Offer an incentive or reward.

Exclusive Content

What you offer to your audience should be exclusive material they can only get in your group. You may offer content on your other marketing channels, like your website or blog. But the material custom-made for your community should only be available there. 

This gives people a good reason to stay in your community. It also gives you further opportunities to show your expertise and help people with their problems. People love to feel that they’re getting something special, so it serves as a built-in reward. 

Highly Personalized Content

You can offer your group special educational opportunities that are created just for them, like one-on-one coaching, seminars, and training sessions. Create a feedback loop where you learn about your members through the community and then offer custom-tailored learning opportunities perfectly suited for them.