Building Your Facebook Content Strategy

In 2024, most small businesses use social media to connect with their target audience and grow their customer base. With billions of users, Facebook stands out as an essential platform for any business that's interested in social media marketing.

The key to succeeding with Facebook marketing is developing an incredible content strategy for the platform. Posting the right content at the right time is crucial. In this article, we’ll be talking about how you can build a Facebook content strategy that’ll make your business stand out online.

Why Should You Market on Facebook?

People still associate Facebook with cat pictures and birthday messages from extended family members. While many people use Facebook to connect with their friends and family, they also use the social media platform to follow brands, learn more about products and services, and engage with entertaining content. 

Marketing on Facebook will get your brand in front of more potential customers who might be interested in your products or services. There are currently almost 3 billion monthly active Facebook users, so chances are good that at least some of your target audience uses the platform.

Here are some of the benefits of social media marketing on Facebook.

Improve Your Brand's Visibility

Posting on any social media platform, especially Facebook, helps get your brand's name out there. Social media users who have never even heard of your brand before can see your posts and become interested in your products or services. 

Choose From a Variety of Engaging Content Formats

Facebook doesn’t limit you to just pictures or just text. You can choose the best content formats for your particular business and audience. Some options include videos, images, and carousel posts.

Appeal to Your Target Audience

To connect with potential customers, you need to understand them. Luckily, Facebook provides excellent, in-depth data about your audience and its preferences. Use this information to refine your content strategy and publish posts that your audience will love. 

See Measurable Results

You never have to wonder whether your Facebook marketing efforts are working. With your Facebook business page, you can track essential metrics such as likes, reach, engagement, and click-through rates. Set goals for your content and then analyze the data to see if you’re getting the desired results. 

Types of Content to Include in Your Facebook Content Strategy

Unlike social media channels that focus on just one type of content, Facebook is home to a wide variety. The types of content you can post on Facebook include short videos, images, text, long-form videos, and even audio clips. 

Take advantage of this variety and consider incorporating the following content types into your Facebook strategy.

Contests

Social media users love interactive posts and opportunities to earn rewards. So running a contest is a great way to take your social media content to the next level. 

Consider offering a free product or service to the Facebook user who wins your contest. Brands typically require users to like their contest-related posts, follow their business pages, and share the posts with others to enter. By following this formula, you can get people excited about engaging with your brand, hopefully boosting your Facebook business page. 

Photos

Though they’re not as dynamic as videos, static images can still perform well on Facebook. You don’t have to limit yourself to plain pictures, either. You can also incorporate text to share an important message or highlight specific details.

Some examples of photo-based Facebook posts you can publish include:

• Styled photos of your products 
• Pictures of your team providing your services
• Pictures from local events you run or visit
• Behind-the-scenes pictures of your business
• Pictures of your team members
• Infographics sharing details about your business or industry
• User-generated content from customers using your products

Try to stay consistent with the styling of the photos you post. For example, when you’re using text in infographics or photos, stick to the same fonts across images. Anything that ties your images to your overall branding will help build better brand awareness. 

Videos

Video content has been the rage among digital marketers, and for good reason. Videos receive excellent engagement from social media users and are a great way to get your message across. 

The length of your social media videos can vary, but in general, audiences seem to prefer shorter ones. On average, Facebook videos are only 10 to 15 seconds long. Your videos need to catch the audience’s attention immediately, or viewers will quickly click away.

Some video content ideas to share on Facebook include:

• Product or service reviews from customers
• Behind-the-scenes videos
• Demonstrations of how to use your products
• Tours of your warehouses or factories
• Interviews with your staff
• Videos from team or brand events
• Videos answering frequently asked questions

Your Facebook content strategy should include more than just video content, but don’t overlook this format for catching your audience’s attention. 

Links

A key goal of social media marketing is to funnel users from the platform directly to your brand. You can do this on Facebook by sharing links to your business's website. 

Keep in mind that Facebook will automatically generate a preview image of any page you share a link to, so that image needs to be attractive; otherwise, most users will not click on the link.

Include a call to action with any link you share. For example, you might direct users to click on a link to learn more about a product you shared a photo of. You can also direct users to your blog, a sign-up form, or any other page you want to promote. 

Make Facebook Marketing Work for Your Business

Developing a Facebook content strategy can be daunting when you're first starting out. Focus on providing valuable, engaging content that resonates with your target audience. Optimize can help with the details to ensure your Facebook marketing efforts are successful.

If you would like to learn more about how Optimize can help build a Facebook content strategy that will make you stand out, schedule a free consultation today!