How to create social media content
I create a lot of content. A lot! And it wasn’t always this easy. I’m going to tell you exactly how I do it. And after you read this long, long article. You will be able to whip up content in no time!! It really isn’t that hard once you got this method down. Not only will you easily create content, but you will talk directly to your ideal client. Your audience, your tribe.
How to create social media content? You start with your ideal client. Who is he/she? What are her/his pain points? Let me give you an example. I’m a social media coach. I help small business owners get on social media and utilize it to find their ideal client and get hired. And one of the biggest pain points for my ideal client is, how to create social media content. It’s overwhelming, it’s a struggle and it takes a lot of time.
Who is your ideal client, and what do they struggle with?
Don’t just stop with one problem. Make a list. How does it make them feel? How does it make them feel to get a solution to their problems? Once you have a topic, it’s easy to create content. Then I want you to figure out what you stand for. What are you passionate about? Not business related necessary. Something you really care about. For me, it’s women’s equality. I want women to never have to choose between having a career or a family. I want to change the mindset we have towards women. It not only shows you are a person, what your stand for and what type of change you work for. But it also helps you build your personal brand and helps you connect with your audience.
Let’s put this into steps.
- Identify your ideal client
- Make a list of what your ideal client struggles with
- Find what motivates you. What you stand for
The point of posting on social media is not just to throw out some content there because you are supposed to. It’s to make it work for you when you aren’t working. The beauty of social media content marketing is that it’s out there. All the time, any hour of the day. It’s there to work for you. Content marketing is the best way for small business awareness marketing. You need to give value. Give people some of your knowledge. Show them how amazing you are. What is it like working with you?
The next step is to create a theme for each day. I suggest that you post on Facebook and/or Instagram and linked-in once per day, every day of the week or at least 5 days a week. Nurture your audience. Give them value and give them a little piece of you. Who you are and what you stand for. The goal is to connect with your audience.
Meet Jane the Chiro
Let’s come up with a hypothetical business owner. Meet Jane, she’s a chiropractor. Her ideal clients are men and women over 40 who work at a desk all day and suffer from bad posture and back pain. She is very passionate about dog rescue and is a proud owner of 3 dogs she rescued from a kill shelter. She is a little bit limited as she is a local service only. The goal is to get more clients from social media. She will rotate her content between Instagram, Facebook and Linked-in. She plans to post once a day, 7 days a week. This means creating 7 posts for the week.
Here’s how her schedule looks like
Mondays – inspirational posts
Tuesdays – Tips on stretching at the office
Wednesdays – A post on rescue dogs
Thursday – Invitation to make an appointment
Friday – Posture tips
Saturday – Alternative benefits of chiropractic
Sunday – Engagement post (ask a question, get people talking)
You build up value before you ask for the sale. Jane is also smart enough to post her sales post on Thursdays as it’s almost to the end of the week and her clients are feeling the pain by now. But if she is closed on the weekends, it leaves two days to make an appointment.
Actual content creating
Now that you know your topics, it’s easy to come up with the content. You are an expert. You know your stuff. Just start writing. The effort is in your writing style. It all comes with practice. You can hire a content writer, or you can do this yourself. Storytelling is an art. You need to learn it. Dip into your own experience. And understand that becoming good at writing takes time and patience. The hardest part is to get started. The first post is the hardest. I suggest starting small. Dedicate one day a week to make content for the week. Write a post, then read it. Take a break, make some tea, read it again and see if you like it. Sometimes the content just needs to be rearranged. Maybe the middle should be the beginning.
Let me give you an example. “I love helping my clients get over back pain.” instead say this “After only 4 sessions, Joe’s back pain had improved so much that he is no longer reliant on painkillers to get through is day”
The first is talking about you. Nobody cares about you at this point of time. Your clients care about how they feel and what you can do for them.
The second example talks about results. Joe’s back no longer hurts so much he must take painkillers. I would love to get there, and it only took 4 sessions! It puts me into a state of mind where I can feel the outcome.
Here are some other examples:
Don’t say this “study shows that going to the chiropractor once a week improves your quality of life”
I understand studies are important, and we tend to go the scientific and industry jargon route. But the reality is, your client cares about their situation and how they are feeling right now. Dip into that!
Instead say something like this:
“Life shouldn’t be riddled with pain. You shouldn’t be compromising on your weekend fun activities because you need to recover from the week. Are you ready to feel great, be pain free and to take charge of your life? I’m happy to talk to you about how chiropractic can help you get back in the game.”
You focus on their pain points and you talk about how they are feeling right now, and how you can help them.
Everything is about mindset. Your client’s mindset and their insecurities. You need to overcome their fears. They often think they can’t do it, or wont commit. This is also why charging higher prices is easier to get clients for then lower prices. It attracts those that are ready to commit. Are already in the mindset of getting results. If you don’t charge enough, you attract the wishy-washy who are less likely to stick with the content or service.
But how do I battle the constant algorithm changes?
Don’t worry about algorithm changes. Yes, you read that right. Everyone out there is freaking out over algorithm. The changes don’t matter unless you are using questionable tactics. The basics of every single social media platform is, they want you to stay. They don’t want you to wander around. Five minutes on Facebook three minutes on Pinterest etc. Facebook wants you to spend all your time on Facebook. They don’t want you to get off Facebook, they want you to live there!
Here’s how Facebook works no matter where they are in the algorithm game.
- They want to build a community. A place where you can get together with your friends and have a discussion.
- They want you to stay and keep on scrolling.
- They rank posts higher that get engagement and comments.
If a post is high enough quality to bring a pause to your scroll. Good enough for you to engage with it and comment on it. Facebook will rank it higher. That’s all they want. They want you there, they want you to engage and enjoy your stay there.
This isn’t just true for Facebook, but for all the other social media platforms. They want you to stay and engage! That’s how they make their money. Nobody wants to advertise on a platform that has no audience.
So, the algorithm doesn’t change if you are constantly dosing out high quality content. Encouraging engagement.
How do I get that engagement?
You ask for it! People today need to be told what to do. Give them clear instructions.
“If you liked this post give it a thumbs up”
“Tag someone who needs to hear this”
“Type YES if you agree”
“Do you use XYZ in your business”
What you don’t want to do is to use bait style of posts. Facebook will shut it down.
“Like this Page if you are a Taurus”
“Comment AMEN if you love Jesus”
“You are a terrible person if you don’t share this post because yadda yadda”
Remember when I said if you aren’t doing anything questionable you don’t have to worry about the algorithm changes? This would be an algorithm change where Facebook cracked down the law on these types of posts. Shaming people into liking or sharing is not what Facebook stands for. They want you to have positive feelings when you hang out on Facebook.
Here is an example of how to incorporate a call to action on your posts. Here is an example of my post:
“Facebook ads takes 2 weeks to learn about your audience, what works and what doesn’t. That’s right, you can have them do the work for you!
What this means is that most business owners don’t run ads long enough to let Facebook learn who to deliver the ads to, where and when. You get less results. And don’t forget, every time you adjust your ad, you reset the process.
Have you run a longer ad campaign on Facebook?”
I start with giving value. Giving out a piece of knowledge, then end with a question which is my call to action for getting engagement.
Let’s put it all together
- Figure out your ideal client
- Create a theme/topic for each day
- Use empathetic storytelling while writing your content
- Always have a call to action for engagement
- Give value before you ask for the sale
- Start small, then increase your content creation once it gets easier
- Use a scheduling system
The hardest part of creating content is storytelling. But everything else helps you get better at it. Knowing what to write about takes a big stress of you. The storytelling, your writing style improves with practice. Start with creating content for one week at a time. Then increase it to a month at a time. Then 3 months. Before you know it, content will flow through you like a breeze!
I am so proud of you to make it to the end of this article. It certainly was not short! If you liked the content, then spread the word with sharing it!
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