Are you struggling to create content on a consistent basis to share on social media?
Are you creating content on a consistent basis, but not seeing results for all your efforts?
If you answered yes to either of the above questions, then chances are your answer to the following question will be NO.
Have you developed (and are you adhering to) a social media content calendar for your business that you regularly refine to align with the needs of your customer, activities relevant to your niche and your overall business goals?
If not, then you are going to struggle to influence the communities you develop on social media.
You Need To Become Your Own Publisher!
One of the ways to create influence is to transform yourself into a publisher, delivering valuable, relevant and compelling content on a consistent basis to your audience. This will assist you in developing strong relationships and positioning yourself and/or your business as a thought leader and the got-to, trusted resource for information in your niche.
Content can be a variety of formats, including:
If writing is not your forte, then consider creating video or a podcast. Go with your strengths, but don’t be afraid to mix it up! Everyone has their preferred methods of content consumption, so creating content in a variety of formats will assist you in increasing your reach.
Also look at opportunities for re-purposing content. For example, the slides from a presentation you have given can be re-purposed to create:
- Several infographics
- A series of blog posts
- A short video on the key take-outs from the presentation
- The topic you discuss when being interviewed on a podcast
- Content for your next e-newsletter
If time is an issue, don’t feel that you have to do this all yourself. You can either get someone from within your team to re-purpose your content if they have the appropriate skills, or outsource it. For example, if you record your presentation then you could get someone to transcribe it and convert it into a series of blog posts.
It doesn’t always have to be your content either. Share other people’s content, particularly the content of influencers that attract a similar audience to yours. Use the rule of reciprocity to your advantage here. People feel the need to repay in kind what another person provides for them (regardless of whether or not they asked for it). Share their content and they are more likely to share your content in future.
Content Is An Asset For Creating Influence
Your content should be seen as an invaluable tool in your arsenal for creating influence.
By influence I mean:
When you cause other people to think in a way they wouldn’t otherwise have thought or when you have caused them to do something that they wouldn’t otherwise have done without your “influence.
Some of the things you may wish to influence people on could include:
- Their views relative to yours
- Their desire to share your views with others
- Their decision to buy your products or services over those of your competitors
- Their eagerness to recommend your products or services to others
Use your content to educate, entertain or inspire.
You have the opportunity to sway purchasing decisions through the content your business creates and shares on social media. You do this well and they will buy sooner, buy in larger quantities, buy more frequently and remain customers for longer, as well as tell their friends about their experiences with your business. Assuming you are satisfying your customers, then that can’t be a bad thing!
Everyone is an influencer in some way about something at some time.
Those businesses that build audiences via social media and then create and share valuable, relevant and compelling content on a consistent basis to that audience amplify that influence. Think of a time when someone tried to encourage you to eat a more health alternative. Now watch this video below:
Same message, just amplified as a result of the delivery mechanism.
What To Put In Your Social Media Content Calendar
Jam pack your social media content calendar full of value!
To determine what type of content to share, consider the following:
- What is useful to my audience?
- What are their pain points and struggles that you can assist with?
If you don’t know, ASK!
Then experiment with the content you share and see what resonates best with your audience. Use the results of this experimentation to build a content calendar around what your audience wants, not the products and services you wish to sell to them!
Having said that, the content that you deliver should compliment your free giveaways and paid products and services. You can and should use your content to assist in building your list of prospects and converting those prospects to sales, but that should not be your objective with every piece of content that you share. 80% free valuable content and 20% lead generation and sales messages is usually a good balance to strive for.
Invest In Developing And Implementing A Content Calendar
To invest in content development, a mind-shift needs to occur. Think:
Content is an asset, not an expense.
Investing in honest, transparent and helpful content will pay dividends as a trust and sales building tool. However, it’s consistency that wins! Social media is inherently fleeting in nature, so you need to be continually posting new and engaging content on a regular and ongoing basis.
In other words, show up every day. Tell a compelling and interesting story. Share your expertise and demonstrate your insights freely. Be that go-to resource that your customers and prospects require.
Once you have been developing content for a while, it can also be turned into cash! You can achieve this by packaging that content into paid products such as books and training programs.
Social Media Content Calendar Template
There has never been a better time to become your own publisher, so there’s no time like the present to get started!
Do you need assistance in creating a content calendar for your business? If so, check out the Social Media Content Calendar Template 2014 to help you get started straight away!