I have a confession to make.
I’m always telling our clients (based on their metrics, of course) that they need to produce more behind-the-scenes content to help sell the brand’s story.
My confession is that I’m not sharing enough of my OWN behind-the-scenes content.
If people connect to other people, and not logos, then sharing this type of content can really help your audience connect with the WHO of your brand.
Here are a few ideas to emulate and master your own “people content.”
Be On-Brand, Don’t Babble
Last week, realizing the error of my ways, I decided to post my own behind-the-scenes content.
On Fridays, we post a “FUN FACT FRIDAY” stat, tip, fact or trick, on our Facebook Page but this past Friday I shared a fun fact about myself:
There are a few things to note here:
- Our audience is used to Fun Fact Friday, so we tailored our behind-the-scenes content around that
- We often talk about “digital detoxing” and how it pertains to social media and online marketing
- I used a call-to-action (CTA) and asked others how they unwind
- I signed off with my name, personalizing the post even more
While skiing would be an off-topic post for us, tying my activities into our usual brand messaging helped this feel more on point for B Squared Media.
Like any other content, you need to provide context for your viewers.
Stock Photos Are Stale
How many brands do you see creating memes and posts with stock photos? A LOT.
Those cheesy grins and over-the-top team building pics may give you the giggles, but did you know that most consumers actually ignore stock photos?
In fact, real photos are 95% more effective at capturing leads.
Shouldn’t that be your visual content marketing goal?
My point is this: Even when a post may call for a meme or stock photo, try to be smarter than the average bear and use your own, original photos.
This way you’re conveying your message AND showing off your behind-the-scenes content.
I realize this doesn’t always work, so take your thinking to a more strategic level and figure out if there’s a way to visually convey your message without an overused fake photo.
Follow These Five Ideas For Behind-The-Scenes Content
1) Put Your People In Focus
Whether it’s you, your employees, your team, your customers, or your advocates, leverage the power of your loyal audiences.
Start building from there and be on the lookout for people and influencers who can help you with behind-the-scenes content.
An example: Recently a brand advocate for B Squared Media, Tamara, held a workshop and used our hashtag, #ThinkConversation, as a part of her lesson.
Her students tweeted our hashtag out, and we were able to retweet that content as a part of our own, global behind-the-scenes content.
2) Innovate With Tradition
I know that sounds like an oxymoron, but going back to telling YOUR unique story, show off what traditions your company participates in.
Do you have a summer pow wow, a yearly training session, or a weekly sales meeting?
Give a behind-the-scenes look at what makes your brand tick — and more than likely you’ll also check the box of showing how you’re different.
3) Showcase Products & Services (And Then Some)
It’s all too easy to give us visual stories about your products.
Take it a step further and ask your community to weigh in on the next batch.
“Hey guys! We’re about to order more [product]! Do you think we should stick to blue, or go for red this time?”
Or, solicit user-generated visuals of your product to use in your posts.
And even if you’ve only got services to speak of, peel back the curtain and let us see the wizard in action!
The same goes for speaking events, trade shows, webinars, live streaming, etc.; grab a screenshot, picture, or video and SHOW versus tell when it comes to your authority.
4) Give ‘Em A Sneak Peek
Creating something new?
Bringing on a new team member?
Partnering with a brilliant business on a project?
Create compelling photos that lead your audience down the rabbit hole without giving away the goods.
This entices conversation and anticipation — two great things when branding.
5) Leverage Visual Social Mediums To Deliver Behind-The-Scenes Content
It’s well known by my Instagram followers that I don’t use the platform to share tired memes made of stock photos.
In fact, I rarely use it to talk directly about my brand.
Instead, I use it as THE source for behind-the-scenes content on the double B behind B Squared … me!
It’s my opinion that Instagram isn’t the mega platform it is because of made up memes and inspirational quotes.
What makes Instagram so special are the faces, the sights, the stories, the PEOPLE.
You can use your behind-the-scenes life to be transparent and let your audiences in.
Think about it: What do you relate to and trust more?
A Keep Calm And Carry On meme, or a photo with a smiling face and a story about how they got that grin?
Got Any Additional Behind-The-Scenes Tips?
Be sure to let me know in the comments section below, as I plan to take my own advice in 2015 and share more behind-the-scenes content.
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