Have you ever struggled with coming up with ideas for social media posts or videos?
Or have you ever questioned even what your audience was interested in? Or if they find value in what you’re putting out there for them?
I know how stressful it can be coming up with content every single day.
Eventually, we think, “What are we going to talk about?”…or even more so, “Does anyone even care?!!”
Quality is Key When Creating Social Media Content
First of all, I want you to know this – QUALITY wins over QUANTITY on social media!
In today’s social media world, putting out great quality that people love to consume and engage with is WAY more important than spamming everyone’s feeds All. Day. Long.
Yes, just a few years back, this was totally opposite.
The strategy was to beat people over the head and eventually you would beat them into submission and they will buy.
But, from here on out, this is what I encourage you to do: Post less often, but post with MUCH higher-quality content!
You do not need to be posting any more than 1-3 times per day. If you’re still subscribing to the idea that you should be posting 4-6 posts times per day, stop right now!
In fact, you’re competing with yourself in the newsfeed, resulting in the opposite of what you want! Being seen by your prospects and audience!
And remember: if you want to be a world-class marketer, you must be a world-class learner. Never stop growing. Never stop learning. Share your journey and watch the results!
Three Steps to Mastering Social Media Content Creation
Post less and spend more time putting thought into what you want to post. In order to ensure that you create quality content with unlimited topic potential, I want to share with you my three steps to mastering social media content.
Step One: Determine Who YOU Are to Your Audience
There are two different ways to create content on social media.
Are you ‘the expert’ in a certain area? Or are you ‘the anti-expert?’
By taking the expert approach, you’re saying, “Here’s what I’ve accomplished, here’s what I’ve done, here’s why you should follow me, and why you should do this or do that.”
For 99% of you, that is not the approach you should be taking. You have to be really careful as you become more and more successful in your network marketing business, as it is so easy to slip into positioning yourself as the expert…because when you are successful, you ARE looked at as the expert!
How do you know if you're falling into the expert approach?
How many times do you say the word ‘I’ versus ‘you’ in your posts? A lot of times, with the expert approach, you're saying “I did this” and “I did that.”
So exactly what IS the problem with the expert approach?
The expert approach is not relatable.
Most people that are going to watch your videos don’t consider themselves an expert in whatever they are doing.
Especially for those of you in network marketing who WANT your teams to share more content and do more live video, the expert approach is not duplicatable.
When people on your team see you as an expert, they think that they can’t do what you do. That’s why they resist it. They don’t think they can ever measure up to ‘the expert!’
So, what if you actually are an expert? It doesn’t change anything! You can still take the second approach, even you are an expert.. And the second approach is going to help you accomplish your goals so much faster!
The second approach is the “take the journey with me” approach. This can be called the anti-expert approach.
With this approach, you’re basically saying that you are not an expert. Or that you do know a little bit of stuff, but you’re still learning and growing and wanting to learn more. Maybe you’jre experimenting with a new process or system to get results!
In this approach, you are putting yourself on the same level as your viewer.
This works at any level. You can be successful sharing content this way especially if you’re just starting out. The “take the journey” approach works so well because it’s so relatable.
Any one could say “I’m not anywhere near where I want to be in my business, but I’m learning and I’m growing every day. These things that I’m learning, I want to share them with all of you with the hope that I can help you become better in whatever you’re doing.”
Maybe you’re documenting a health and nutrition or skin care journey with your products. You share in a way that I like to call learning out loud.
Everything you learn that you find interesting or inspiring, just start sharing it with others.
When you're sharing the ups and the downs and the highs and the lows along the way, people will really start buying into what you're doing.
Step Two: Create Your Three Storylines
People are SO interested in other peoples’ lives! This is exactly why reality TV is so darn popular! Things about your life that you feel are boring are downright fascinating to others!
What I want you to do is thing about your life, and come up with three separate and distinct areas of your life that you can use to create content.
Do you like to cook? Share recipes and videos of you cooking!
Are you remodeling an old house? Share decisions you’re making and the entire remodeling process!
One of your three stories can and should probably be RELATED to your products in some way.
For example, if you sell health and nutrition products, health and nutrition should be one of your storylines. You’re going to be learning a lot about health and nutrition. Also, wouldn’t it be natural to have one of your storylines be about something that will allow you to start conversations that will lead to your products or your business?
In this three storyline strategy, even if you have a storyline that’s about your products, 80% of your content you are not going to be mentioning your specific company or trying to make a sale. You are just going to be adding value. You’ll be educating and entertaining. You’ll share information that’s helped you.
The LESS you try to sell and the MORE you try to add value, the more successful you will actually be. Most of your selling will actually happen behind the scenes in direct messages and conversations.
Remember, there are three storylines. Even though one of your storylines can be around your products, the others don’t have to have anything to do with your products.
I believe that if you’re in network marketing, you should have one of your storylines be about your journey as an entrepreneur. It should be about personal development and personal growth.
If you can add value to someone in the area of growth and developing personally as a leader, that is positioning you as a person of value when it comes to joining your business.
A lot of women I coach who are in a makeup network marketing company will say “Bob, I get sales all day long, but I can’t get any good leaders to join me.” This is because they aren’t positioning themselves as an authority through that storyline.
Just remember, it should not always be about your product or your business.
Here’s why the strategy of three storylines works so well. What we’re looking to help you create is something called “points of commonality.”
Points of commonality are this: You might be in a skin care company and you can do videos about skin care – and I could care less about that. But, maybe you also have a passion for healthy recipes that result in glowing skin and a healthy body. And you start posting about that. And in that storyline, I start to engage with you because I am passionate about that topic as well. I get to know you, and we start having conversations that lead to you offering your products or services.
Think about real life. Maybe you recruited someone because your kids play soccer together. What does that have to do with your business or your products? It doesn’t, but you formed a relationship. By sharing more of yourself, you’ll create more opportunities for people to get to know you and start to like and trust you. That’s what leads to conversions.
Step Three: Develop Your Content Circles
For each of your three storylines, you should develop a content circle around that storyline as well.
I want you to think of the specific topic that is your storyline. Now, build out additional topics that are related to that storyline.
Let’s say one of your storylines is fitness. Now, if you’re only creating content on working out and fitness, you can get a little stressed out because someday you’ll run out of stuff to talk about. So, you develop content circles, or related topics, to your content circles.
One content circle would be supplements. Another content circle would be nutrition and eating. Another might be mindset.
There’s so much you can share about mindset for working out. Another would be fashion- for example, athletic gear, or fashion for different body types.
Remember, you don’t have to be an expert on these topics. You can learn and share your experiences.
If you implement these three steps, you will never run out of content.
And remember, If you want to be a world-class marketer, you must be a world-class learner.
Never stop growing. Never stop learning. Share your journey and watch the results!
Download the Three Steps to Mastering Content Creation on Social Media PDF here!
