This blog post contains an affiliate link or two, but that’s because I love talking about my fav products. I don’t promote stuff I don’t love.
When we start our businesses, I don’t think we ever anticipate the many demands and stresses it will bring. But, alas, we still find that entrepreneurship is the only life we want, so we push on.
The biggest problem so many entrepreneurs run into with social media is not posting consistently. We get busy, overwhelmed, and posting on social media is always one of the first things to go. It happens to all of us.
So, how can you post more consistently? Let me share with you my 6-step strategy for creating a consistent content calendar without spending alllll of your time writing posts.
First, start by repurposing the content you already have.
Do you have a blog? a YouTube channel? or even posts or videos you put up on social media in the past? These pieces of content can all be reused if the information is still relevant! (We call that “evergreen” content.)
Think of a blog post you wrote or a video you created that offers educational value. It’s probably chock-full of tips that you can break into chunks! With little effort, you might end up with 5-6, or even more, posts from that one piece of content alone! Sometimes, all you need to do is summarize a point you’ve made. Other times, you can frame a tip as a question & answer. And sometimes you can even grab a snippet from a blog post or video and it works perfectly as a standalone post.
For example, if I were to repurpose this post, I might put this one Facebook:
So many entrepreneurs struggle to post consistently because they feel like they constantly need to be creating new content! Been there… And what really helped was learning how to repurpose the awesome content I already have! You can do this, too. Start with a blog post or video you’ve created and pull out all of the great tips and tricks you share in it. Create a series of posts sharing those awesome tips. Voila! A whole whack of posts that will help build trust with your audience.
(Oohh yeah, I like that… Think I’ll have to use it.)
Second, think content you already have that you’d like to drive traffic to.
Think about those blog posts or videos you’ve already created. They’re pretty awesome, right? So, of course, your audience is going to want to see them! So now you want to create a few posts that lead people to each of those blog posts, YouTube videos or other pieces of awesome content you’ve already published. You might share a quote from the content to peek your audience’s curiosity, share a personal story about why you created that post/video, or just plain tell them why they should visit.
One thing you should note is that Facebook is trying to crack down on “click bait” (meaning: they want people stay on their platform rather than leave to go somewhere else). So, phrases like “find out here” and “check this out” may harm your reach.
And don’t worry about resharing this content even if you posted about it last month. Most of your followers won’t have seen your posts the first time around so it’s best to share the goods again.
Next, think about what else you have to offer your audience.
Have you learned anything new lately that could help them? Have you discovered new tools or apps that make a difference in how you run your business? Tip posts are GOLD as they engage your audience and build trust with them. Sit down for a few minutes and brainstorm a list. After that, chances are you’ll be able to create a big batch of content once the ideas get flowing.
Throw in a few promo posts.
You’re in business, right? So, you’ve got to talk about your business. But not too much! Follow the 80/20 rule. Add value 80% of the time and promote your products and services no more than 20%. If you’ve got evergreen products or services, then you’ll be able to create a batch of posts advertising them.
When you’re writing these posts, think of ways you can add value even though you’re promoting. Tell a personal story or a success story related to the product or service. Or give a tip related to that product or service. Remember, you want to build trust with your target audience because people only buy those from they know, like and trust.
And now, let’s talk about third-party content.
Sharing other people’s content can add a ton of value to your target audience’s feeds! But it’s got to be carefully curated. Find a bunch of super-useful, on-topic content that your audience will benefit from. This might include YouTube videos, TEDTalks, articles and blog posts. I like to keep a list in Evernote for third-party content that I want to share in the future. And make sure to tell people why you’re sharing this article/post/video; don’t just throw up a link and run.
Finally, you’ve got to schedule it.
Now that you’ve got a ton of valuable posts to share, it’s time to schedule it since we don’t want you tied to your computer or phone all day long. You’re way too busy for that! So, here are my recommendations:
Because this content is evergreen, you can plan and schedule your content calendar weeks in advance. You can do this within Facebook or any other scheduler out there such as Hootsuite, Buffer, and the Instagram planning tool Planoly. However, if you want to take the pressure off even further, you might look into schedulers that recycle your posts like RecurPost or MeetEdgar. These schedulers recycle your content automatically; you load up a content library into various categories and schedule each category for a certain time each week. The schedulers will cycle through all of the posts in that category, and when they reach the end they’ll start over. Note that these kinds of post-recycling schedulers should really only be used if you have a lot of content so you’re not sharing the same post more than once every 6-8+ weeks.
So, now you’ve got a ton of ideas for content to create. And, best of all, a lot of that content can be reused since the information doesn’t expire. Yes, you should try to include some more spur-of-the-moment posts like behind-the-scenes shots, but this is one of the most important things to do if you want to take pressure off yourself.
And if you want help achieving any or all of this – creating your content library, managing your social platforms, putting together a strategy – we’re here to help. Check out our offerings and apply to work with Lantern by clicking here.