There is no shortage of content to post on Facebook, but what type of content is going to help build your business?

Recently, Wishpond published an infographic detailing Wal-Mart’s journey to 30 million Likes on Facebook. With 28 million of those coming from their targeted market in the US, they are the biggest Facebook brand in the United States. That’s quite an achievement.

So how did Wal-Mart get there? A lot of elements factored into their success, but when it comes to the types of content to post on Facebook, every brand can learn a thing or two from Wal-Mart.

Below are the six types of content observed by Wishpond that Wal-Mart shared on Facebook to bring their brand to the top.

Product-Specific

Roughly 45% of the content shared on the Wal-Mart Facebook page is product-specific. There is often talk of avoiding promotional content, but if you are not trying to showcase what you have to offer, then you are not really making an effort to drive business, are you?

Wal-Mart found a nice balance in sharing content about their products a little less than half of the time.

Fun and Entertaining

About a tenth of the content shared by Wal-Mart are fun internet memes with little or no correlation to their products or services. Simply sharing content people will enjoy seeing.

Engagement-Oriented

Roughly 13% of the content on Wal-Mart’s Facebook page encourages fan participation. Asking questions, opinions and other engaging types of content are important to keep your fans coming back and get your fan base growing.

This type of content is also a great way to get user feedback and find out what’s going well and where you should make some changes.

Informative and Useful

If you can provide helpful information that your users can actually put into practice, then you are providing a service that makes your page all the more valuable to your audience. For Wal-Mart, this type of content makes up roughly 15% of their posts.

Culturally Significant

Again, a tenth of the content shared by Wal-Mart relates to events and culture in their target market. By sharing content that is socially and culturally relevant to their target audience, they give their target audience all the more reason to become fans on Facebook.

Social Awareness

Lastly, another 10% of the content shared by Wal-Mart sheds light on events, organizations and causes that are culturally and socially significant to both the brand and the audience. People like to know that there is more to a brand than business. Show a lighter, more thoughtful side of your brand. Goodwill is just as important as anything else your company does.

Wal-Mart has found an excellent balance of content on their page. Take a look at it and you will understand why.

What type of content do you think is most important to be sharing on Facebook? Tell us in the comments below or on Twitter!