In principle, anything that meets the needs and goals mentioned above is also well suited to maintaining relationships. This includes specialist knowledge as well as content that appeals to larger sections of the population. Content that is easy to summarize, well structured, immediately reveals its value and is also entertaining is particularly effective. Emotional and personal topics are also particularly well received for this purpose. Anything that supports identity formation and gives meaning to those involved is also an excellent means of maintaining relationships by passing it on - keyword: belonging.
Types of sharers that you can reach particularly well with such content:
Networkers will approach you in this way; pioneers will approach you when the topics are appropriate. Helpers also want content that will bring them social recognition. Experts use this kind of content to maintain their network, as do collectors .
Need 5: Support ideas, brands and movements that are important to me
If you manage to turn recipients into fans and particularly grateful bc data readers, you automatically motivate them to support you. You achieve this by offering really high utility value. So, as a generous author of your own content with high-quality knowledge, you are predestined to satisfy this need. You encourage this further by entering into a personal relationship with your fans and maintaining a dialogue with them.
If integrity is a particularly high value for you and this is reflected in your actions and in your media, then you can be sure that your fans will thank you. You will also receive support if you promote charitable causes. But be careful: All of this only works if you live it genuinely and honestly. Otherwise, you should not do it, otherwise it could backfire. Just because you write on your website that you donated the budget for Christmas cards this year to a charity does not mean you will win fans. On the contrary: one or two people might even get the feeling that you are exploiting a good cause for your own interests.
Types of sharers that you can reach particularly well with such content:
This need cannot be assigned to a single type of knowledge sharer . It all depends on what it is about: a non-profit organization or a cool brand? A movement that creates meaning and a shared identity? What is crucial here is exactly what your target group looks like and what interests them. This has to be worked out individually.