These are posts about your product itself: the features, the benefits, the comparisons and the contrasts. It’s the who, what, when, where and how of what you are selling.
Product posts are the “me, me, me” posts. They are the ones that most resemble the traditional marketing one-way message, though many companies are trying to create interaction with these by adding a sharing, liking or commenting incentive (share to enter a contest, like to get a coupon, comment to let us know how you would wear this, etc).
Brand type posts still relate to your product, but focus more on the “why” by empathizing with your audience and connecting with them on a more emotional level.
Brand posts answer the question, “Why would YOU give a damn about my product?” but they don’t list the features and benefits, they talk more about the customer and how they serve the customer’s needs.
Lifestyle type posts don’t directly relate to your product, but they do speak to your audience. They are posts that recognize memes, holidays, current events and pop culture. These posts connect to your audience by recognizing what else is going on in their minds and show that your company gets the audience.
Community type posts focus on your customers and audience. These content posts highlight customer stories, ideas, feedback and lifestyles.
Community type posts most likely won’t be your most shared or liked post, but they empower your customers to be involved with your brand, which is important for relationship building.
The Content Mix
These four classifications aren’t black and white. A product post can have lifestyle and brand type elements. Community posts can also be brand. The mix also varies depending on your audience and your own goals.
The overall purpose of content marketing is to build and connect with your audience, get feedback to improve your product, grow loyalty though involving your customers in your evolution and then help your loyal, loving audience spread the word for you, bringing in a larger audience.