A couple months ago, we awarded Social Media Marketing World 2022 tickets to a couple folks in our SMBMad community. Over the next few weeks, we’ll share their blogs about some of the workshops they attended and key takeaways.
Be a Digital Content Machine When You Don’t Have All the Time in the World
By Heather Ferguson, UW-Madison Small Business Development Center (SBDC) Program Manager
Can you remember what you read on social media 100 days ago? Are you able to write new posts every day? Are you looking for opportunities to outsource some of your social media work, but nobody else thinks and talks quite like you?
Recently, I had the opportunity to virtually attend the Social Media Marketing World Conference, thanks to an opportunity from Social Media Breakfast. Our entrepreneurial audience pretty much invented the “wear many hats” concept. As a result, marketing team and marketing dollars are often both dreams for the future.
Given this, one of my favorite sessions was The Work Smarter Not Harder System to More Leads and Sales With Facebook Content by Rachel Miller. Rachel talked about how to determine and recycle content in a way that would allow you to seek marketing help and continually build on your evergreen greatest hits. Here’s the framework:
- Who are you? Rachel suggests using the following format to connect with your audience: “I help _____ be/get _______, even if ________.”
- Draft the ideas. Remember those mind maps you used in K-12 writing classes to generate ideas? Bring those back for this exercise. Here are some possible prompts to get you started:
- FAQs – what are your customers/clients asking you about? These can be great post topics.
- Community commonalities – do all of your customers have a geographic similarity? Build on their commonalties (longing for spring, love of cheese curds?)
- You know you’re a _____ [your industry] when….
- generates relatable discussion and commentary in the words of your audience
- Make follow up posts from these ideas!
- Industry-related life hacks
- Case studies/real life examples (better for process/service)
- Make it sound like you.
- Otter.ai is a free online tool that helps you do voice-to-text.
- After brainstorming, this is a quick way to draft posts – in bulk! – that sound like you and avoid excessive “marketing speak.” Bonus points for bringing in some of the ideas and terminology your audience identified above.
- Collect and number all of your visual assets and batch-speak may posts at once – “Asset 1… [speak the content]” “Asset 2… [speak the content].”
- Edit the resulting document.
- Enter Google Drive.
- Folder for numbered assets (photos, videos, etc.)
- Excel document that tracks all of your posts. Suggested columns:
- Post number
- Post text
- Name of asset file
- Post type/category
- Publish date
- Track your greatest hits.
- Now that you’ve got a bunch of posts, schedule them!
- Determine your best-performing posts, delete poor-performing posts.
- Swap in new content for the duds – now you’re only writing a few new posts instead of a buch!
- Refine your 100 best and repeat!
- Hire help! Now you’ve created content you can hire someone to sit on the couch, watch Netflix, and schedule for you. 🙂