I was helping a friend with her social media content the other day when she told me: “I am afraid that I don’t have anything to say. What happens when the content ideas run out?”
The conversation stuck with me because it’s something that I’ve been hearing, in one way or another, from so many of my clients. They know what they should be doing. They have all of the tools and resources they could ever need. But they can’t seem to ditch the limiting belief that they aren’t enough or they don’t have anything valuable to say.
I work with the most incredible women who are true change-makers in their fields of work. They are big-hearted business owners who are so passionate about changing other people’s lives that they sometimes forget to shine their own light. I love the work that I do because it means I get to take the essence of the most soulful women and put it online so everyone can know how incredible they are!
Because I can’t work with all of you (although I would totally love too), I have created this guide to lead you through the process of creating a balanced social media content mix and shine your light on social media.
I break my social media content into three main categories. Not only do these categories give post ideas but also act as a reminder to share different types of content.
When people think of social media, they often think about the promotional posts. Promotional posts include: blog posts, products, services, offers, testimonials, events and more. You know it’s a promotional post if it has a call to action (this can be both free and paid). I find that coaches and creatives tend to go one of two ways with promotional posts: they either share too much or don’t share at all.
Here is a prompt to remind you of the different offerings that you can promote:
Do you have blog posts/services/testimonials/products/ events that you can share with your tribe?
This is an example of a promotional post on Facebook:
Inspirational content (like quote images) totally kill it on social media. I mean, entire social media platforms have been created to share inspiration without agenda. Even if you have an agenda (i.e. product/service to spruik), it’s great to mix up promotional content with a little bit of inspiration. Lifestyle images are another great way to mix inspiration into your social media feeds and speak about those values or topics that are really important to your tribe. This helps to build trust in your brand as it shows that you have similar values to your tribe. When choosing inspirational content, make sure it aligns with your brand values and core message.
Here is a prompt to remind you of the different types of inspiration you could share:
What quotes/books/articles/images/podcasts/people inspire you and how can you share that in a creative way with your tribe?
This is an example of an inspirational post on Instagram:
I was flicking through old diaries when I came across this quote from Gabby Bernstein ‘Be moved by your message and your message will move others’. I believe that our stories are so much bigger than what we are and that they don’t always need to be about us. I don’t mean that you should be telling a story about someone else, I mean that you are simply a vessel for your story and it isn’t all about you. We live in a society that is obsessed with the individual and we put so much pressure on ourselves to be perfect. So what if I told you, nobody is really thinking about you anyway! Even when listening to you speak, your listeners are likely thinking about how your stories relate to them and their life. Suddenly your story is less about you and more about the message. Isn’t that a humbling thought? 📷 : @georginaalexandra_ 💐
Informational is my favourite category of social media content because it allows you to share you knowledge and expertise in a completely helpful and caring way. It takes you out of your ‘marketing brain’ and drops you into a place of ‘service’. Informational posts are some of the most powerful posts to use on social media as they provide true value to your followers and leave them wanting more.
Here are some prompts to get you into your zone of genus:
What questions are your tribe constantly asking you?
How can you share your zone of genius with your followers?
Why should somebody work with you? How can you educate your potential client on the benefits of working with you?
This is an example of an informational post on Instagram:
These categories don’t just give you ideas about what type of content to post but they also remind you to provide a mix of interesting content to your followers. As a general rule, your content should be 80 percent informational and inspirational and 20 percent should be promotional.
Now I invite you to take a look at your content and see if you can plug your posts into any of these categories. Chances are you’re already using them without even knowing it. Are there certain categories that you share more often than others? Is there a category that you aren’t using at all? Write this all down and next time you to go plan your social media, use these categories as a guide for your posts.
If you love the idea of these categories then you will love my seven day email series designed to help you bring more intention to your social media and create a space that feels sacred to you. With great tips like this and more, you will receive seven daily emails with resources, rituals and worksheets that will help you to create an aligned and sustainable social media strategy. Sign up below!