If you’re used to reading the Flight Media Blog, then you know we preach that your content needs to provide value and serve your audience.
And we mean it.
Positioning yourself as a provider of value is what brings the boys to the yard — or sales to your wallet.
Why? Because value-driven content builds trust, sparks relationships and grows deep connections with your prospects.
But don’t use the content to solely talk about yourself or your products/services.
Outside of the 4 common types of content to post — internal, external, promotional, and inspirational — you’ll find another very important type of content you should develop.
It’s behind-the-scenes content (BTS).
There is lots of value in BTS content. It:
And in order to build relationship and trust, this kind of content is a necessity.
You see, people want to connect to other people, not brands.
And as our partner, Jeffrey Gitomer, says:
“All things being equal, people want to do business with their friends. And all things being NOT so equal, people STILL want to do business with their friends."
That is where behind-the-scenes content takes center stage. And according to our findings — we tested this with dozens of our clients — the audience LOVES the show.
Think about it, don’t YOU love it when you get to see how your favorite show was filmed? Or how much fun they had at the shooting of your favorite brand's commercial? It felt human, down to earth, and close.
It triggers actions - liking, sharing, and commenting. That sort of engagement shifts viewers into another role: role of a promoter. And that’s exactly what every business needs.
Now, it’s time to implement the strategy and boost your social presence.
Here are the four types of BTS content that you can post.
Prospects and clients will be thrilled to know that your team works well together. Creating a culture of friendship and appreciation leads to synergy in everything you do.
Showing that you nurture close relationships and a family-like environment will attract clients who share same values. And it will reassure current customers that they’re in the hands of a team that loves what they do.
This is a great way to show the character of your company. Are you smiley face people? Goofy? Super fun? Or are you more of a serious crew? Both are OK and have audiences of their own. Think about your buyer persona and the type of customer with whom you want to connect. And always, always be genuine.
Share progress and success. New offices, certificates, trainings, and workshops — show it. Investing in your team is sign of a healthy company determined to succeed, so why not highlight these accomplishments?
You’ll inspire and motivate your audience, and demonstrate that the company is growing. The logic is easy here: "These guys are expanding, they must be doing a bang-up job! Let me check them out."
This kind of content will have a great impact on your prospects, and your employees. Make sure to tag them, praise them, and share the company’s growth with them, as well. The team will feel appreciated and involved, thus creating a better environment and becoming even more productive.
(This is a still from one of my favorite videos ever. To watch it, click here.)
Everyone loves to laugh. If you can make prospects and clients laugh, you’ll create an emotional connection with your audience.
According to BuzzSumo, funny content ranked in the top three kinds of posts that elicited an emotional connection with people.
Turns out, people share this kind of content more than others -- so start making your audience laugh!
Use humor in social media posts to brighten your prospects' day and deepen your relationship.
Another partner of ours, Jennifer Gluckow, shared this picture on her Instagram profile in October.
Jen is a very successful sales coach (learn more about her here), but do you know what else? She is human: super friendly, kind, and VERY fun to work with.
This post encapsulates her awesome personality.
By sharing her personal moments, she clearly shows that even though she’s a rockstar in what she does, she is someone also you can relate to. She’s a positive person that you want to have coffee with. And then do some serious business.
Posting only business-related content is simply boring. If you persist in doing so, people that engage with you on different channels will start to tune out, as the content is not diverse, human or entertaining enough.
No matter the niche you’re in, your content needs to include personal posts. Choose the right platform to publish BTS content, and you’re golden.
Here are some tips to help you out:
Unfortunately, you can’t outsource the creation of BTS content. So don’t try it.
It has to come from you, your company and your employees, as you are the people in the field. So pull out your phone, snap a pic or two, and send them to your marketing department.
Once you produce the content, however, you can definitely outsource its management and save tons of time. Flight Media’s team can help you with that! (If you want to work with us, here is what you need to do.)
So go ahead: Show your culture, values and spirit.
Your audience will love it — pinky swear!