Creating The Perfect Mix Of Social Media Content For Your Business

Did you know that Team Edgar hosts daily Facebook Lives? Join us daily as we chat about social media, marketing, business, and entrepreneurship. Here’s a recent Edgar Live all about creating the perfect mix of social media content.


Today we are talking about one of the core philosophies behind MeetEdgar: categorizing your social media posts. Categorizing allows your brand to show up and be multifaceted, and it prevents your followers from getting bored with your feeds. No one wants a feed that’s just full of the same type of post over and over again. So how do you fix this problem? By creating different categories and rotating through them on a normal basis.

Creating a brand online these days requires a mesh between your personal brand and your company brand. When it comes down to it, having a brand is something that’s a little bit invisible. A brand lives inside of your consumers’ minds. It’s how they feel and how they think about your company when they’re not being directly marketed to. When you think about marketing, those are the exact actions that you are taking to bring customers in, but branding, that lives inside your customer’s head.  Having categories set up will allow you to seamlessly get the emotional appeal and that know, like, and trust factor.

There are some types of categories that work well for most industries, like thought leadership quotes, business tips, behind the scenes content, questions for your community, your blog posts, different types of content like video content, curated content, as well as, content that is just set up for a good emotional appeal, like those funny memes and like any sort of podcasts or anything that you could recommend for your community.

To create your different types of categories, you need to think about how you can get different information out to people to support them during their day.  How does your ideal client need to be supported at each different moment of the day? These can be some of the strongest ways to use your categories.

  • When they wake up in the morning are they someone who wants to sit down and read one of your blog posts?
  • Or are they someone who wants to be inspired by an inspirational quote?
  • When they get home from work at night, what are they doing?
  • Would they like to sit down and watch one of your YouTube videos?
  • Or do they want to unwind with a really funny meme that your company could put out?

If you have these categories set up in a way that they’re going out at the proper times, you are supporting your ideal customer throughout their entire journey. Your brand then becomes something that is emotionally connected to their day. When your audience is emotionally connected to you, they’ll be more likely to recommend your product or service. Need help creating your categories? Download this worksheet for ideas.

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So when you come into your MeetEdgar account, you’ll notice that our weekly repeating schedule is set up on a category based system.

content calendar

This is where you’re going to be thinking about how your social media content can support your followers throughout their day. Whether it’s providing them a blog post in the morning or a blog post to read in the afternoon, however, you do this you want to be thinking how your community consumes social media and showing up at those times. Remember, social media is all about experimenting too. Make sure that you’re creating content and letting the market decide. You need to make sure that your followers are actually a part of guiding your content strategy.

Pay attention to things like what categories are providing the most engagement on social media and what categories are really getting your followers to share your content? These are what we call lead signals, those signals that are telling you your strategy is working. When you’re adding your categories onto your schedule, remember, the experimental phase can always be changed by coming in, clicking on your categories, moving them to different times of day, or even completely changing the category to provide them with different information at that time of day. Super simple, right?

If you haven’t experimented before, be sure to download this worksheet and pop into your MeetEdgar schedule today to look at how the categories are supporting your ideal client, your ideal client avatar that you’ve hopefully created for yourself. And start really noticing how you can up-level this.

We can go even further into our category-based system of posting and identify subcategories.  For example, perhaps you have a lot of blog posts. Instead of just one category for blog posts, you could recategorize some of those blog posts into your how-to blog posts versus your brand building behind the scenes blog posts, versus those blog posts that might be a little more technically oriented, and you can start to rotate through different types of blog posts on different days. Again, the more variety, the more likely it is your followers will really love your feed.

Personal development speakers like Tony Robbins or like Ed Mylett often speak to about the idea that certainty is one of the main drivers of human behavior. So having this certainty within your social media feeds for your followers is something that you can do by having these categories set up in your account.

Now, the other thing they talk about is the need for uncertainty and variety in human life. If humans get too certain and too bored and too set in our routines, we become a bit dis-engaged in life. The same thing goes for your followers. If you’re only posting one type of content and your audience is certain that they’re only going to see that specific content show up all the time in your feeds, they’re going to start tuning you out.

You can make sure you get this beautiful mix of the certainty that the human condition craves by having your categories set up to go out every single day, but rotating through those categories to provide a little bit of uncertainty on what type of posts they’re going to see from you. So if you’ve never tried a category based system of posting before, download the worksheet to get a jumpstart on your categories.

When you go into MeetEdgar and you start loading your social media content into the library, think about how your categories can actually help you in your efficiency processes, and make sure you’re setting a schedule for yourself that. Perhaps every Monday you’re adding 20 posts to your quotes category, every Tuesday you’re adding 20 posts to your curated content category. This can help make sure that when you’re creating content for your followers you’re doing so in a mindset that you’re thinking about the same type of content, the same content messaging that you want to put out there, having your brand voice show up in every single status update so that, again, you’re recognizable online no matter where you are.

You can also make sure your message resonates in your followers’ lives by setting up seasonal categories. So perhaps you want to use things like your summertime language right now. If you want to have some fun in the sun hashtags set up, you could actually create a category within MeetEdgar, call it fun in the sun or summertime category, load up all the language within those posts to the MeetEdgar category, then you’re just going to pop it onto your schedule when that timeframe comes along, let it run through. Once that season is over you can remove that category from your MeetEdgar schedule, and those posts will still live in your MeetEdgar library so you can use them the following season, but you know that they won’t go out because those categories are not on your schedule.

Managing, organizing, and creating social media content becomes super simple when you start to break down your social media posts into different categories.

We want to make sure here at MeetEdgar that all your questions are answered. If you have any questions about the right categories for your business, please email support at, and we are more than happy to talk advice on how you can use these to the best of your ability.

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