Why it’s important to create tiers of content.If you’d like to convert more leads into customers from social media, or help your clients do the same - you’ll need to create 3 separate types of content.* Tier 01: Lifestyle content to introduce people to your brand.* Tier 02: Branded content that allows people to see if you’re a fit for each other.* Tier 03: Product content that extols the features and benefits of working with you.

Don’t make this mistakeMost businesses make the mistake of only making the third tier of content.* Don’t neglect the content that introduces yourself before creating the content that sells yourself.* The first to tiers are intended to warm people up to you gradually.* At the center of each of these content types should be video. So if you’re starting from scratch - create these 3 videos first!

Tier 01: Lifestyle videoCreate a connection through shared interests.* These are your regular, consistent programming.* You should publishing one of these every week at least.* They should be a mixture of entertaining and informative, with a focus on the lifestyle surrounding your brand.* This could be as simple as showing happy people living their best life.

Tier 02: Brand videoExplain who your customers are and how you help them.* This is an explainer video that goes at the top of your website.* You might update this video annually or by-annually if your business is constantly evolving.* The video is focused on your customers and how you help them - in doing so it introduces your business and services.* This could be a mixture of talking head and motion-graphics.

Tier 03: Product videoDescribe the story of your product or services to interested parties.* This video is for people that have connected with your brand and want to know if you can help them.* Focus on why the product was created, what problem it solves, and how it will make customers feel.* People would see this video deeper into your website, in an email, as a YouTube pre-roll, or as an Instagram/Facebook ad.* The ideal product video takes the form of a customer testimonial.

These are your content pillarsLearn to create these three types of videos for yourself and your clients.* Create storytelling formulas that match your brand, so that you don’t re-invent the wheel every time.* Make a schedule of when to plan, create, and publish your Tier 01 content - work it into your schedule like going to the gym.* Most businesses have never thought about creating content this way, but once you explain it to them it makes perfect sense.