#005 – How To Create A Content Strategy

Content strategy and creation can be overwhelming – there’s a ton of platforms out there and their algorithms and rules seem to change every week.

You’ve got…

  • Facebook Pages
  • Facebook Groups
  • Facebook Watch
  • Instagram Feed
  • Instagram Stories
  • IGTV
  • Instagram Reels
  • Snapchat (which I’ve never used so can’t say much about)
  • Twitter
  • Pinterest
  • Tiktok
  • LinkedIn Feed
  • LinkedIn Groups
  • LinkedIn Stories (coming soon for most of us at time of writing)
  • Podcasts
  • Youtube
  • Blogging
  • Email

That’s the bulk of them at the time of writing – October 2020.

And that’s not including any paid traffic. Or Google & SEO.

And by the time you read this there may also be more.

So how do you juggle it all?

This is what I recommend and what I’m aiming to do.

1 – Focus on your email list

No one can see your follower count on email but it does have a few benefits:

  • You own the data – if your Instagram account gets shut down overnight you lose your followers. You own your mailing list data so you don’t have that risk.
  • You’re not at the mercy of algorithms – you won’t have to moan about organic reach dying or needing to boost posts to be seen
  • You can promote your other platforms – most social networks won’t let you promote your other networks (or will heavily restrict reach) . Facebook don’t want you taking their users to Twitter and vice versa and the same applies to most networks. You can email your list to direct them there instead. You can either just tell them you’re also on a certain platform or create content that is slightly exclusive to that platform.

So when looking at content and growth, a large follower count is nice social proof but focus on moving your followers and engagers to something which you’re in control of.

2 – Choose a ‘Showcase’ platform (or 2)

Pick one of the platforms that takes a bit more time and effort and shows a bit more authority:

  • Youtube/IGTV/Facebook Watch
  • Podcast
  • Blog

If you have the resources you can go for all 3 but I would pick 1 to really dial in on.

Maybe 2 if one of them is the blog.

It takes more work, more time and more effort to put together one of those than it does to drop an Instagram post or story.

Plus it’s not an immediate pay off so less people do it because they just want that quick hit of satisfaction.

But this should be your showcase for your authority, knowledge, expertise – or what you and your audience are most passionate about.

Aim for 1-2 pieces of authority content per week and be consistent with it.

3 – Figure out your capacity for the other platforms

Know your audience, where they are and the time and effort to create content for them on the other platforms.

Then pull it back to what you can manage.

I’m working on essentially 6 different online presences for myself at the minute.

Being present on every platform for all of them would drive me nuts.

So I looked at my capacity, how much I can currently outsource (not a lot right now) and what the outcome I want for each is.

And this is what I’m doing:

Brand 1 – Limitless Fitness – Fitness and wellness for entrepreneurs

  • Podcast
  • Instagram – posting daily (pre-scheduled)
  • Facebook ads
  • Email
  • I **may** start exploring Pinterest. I’m starting to test it with Brand 2 below.

Brand 2 – Fitter Body Plan – Body confident fitness

  • Podcast
  • Instagram – posting daily (pre-scheduled)
  • Email
  • Pinterest – you can watch as I work out how to use it here.

Brand 3 – Happy Healthy Nerd – General wellness and balanced nutrition

  • Podcast
  • Instagram
  • Tiktok (kind of just fluked this one to be fair)
  • Email

Brand 4 – Name TBC – But mainly my copywriting, funnels and email marketing service

  • Podcast
  • LinkedIn
  • Email
  • Probably paid ads at some point
  • I’ll probably use my personal Instagram for this one

Brand 5 – My own personal blog

  • Literally just blog
  • And Instagram

Brand 6 – Super Simple Mode – where you’re sitting here reading this

Ok so this is a bit of a weirder one because it’s my social media and content showcase which means this one I probably need to be present on more platforms – every platform really.

So this is what I’m starting with:

  • Blog
  • Podcast
  • Instagram
  • Tiktok
  • Email

With the intention of adding (when I have time and resources):

  • Youtube
  • Facebook ads
  • Pinterest
  • Twitter

4 – Know your content topics & formats

I hate having a blank canvas for content.

So I pick 4-7 topics that relate to my niche/industry/audience.

So if I use Brand 2 from above (Fitter Body Plan) as my example, I’ve got these:

  • Mindful eating
  • Diet myths
  • Self care
  • Food guilt

And the way I structure my Instagram content is that all posts will be one of the following:

  • Screenshot of a client testimonial
  • Tweet screenshot
  • Podcast promo combined with infographic
  • Lead magnet promo

I’m a little bit obsessive compulsive about my grid aesthetic and I’m a big fan of the Tweet screenshot posts for high value without much effort so I work on a 2 week cycle so I can figure out an even number of posts.

So across 2 weeks I need to alternate between:

  • 7 tweet screenshots
  • 4 podcast promo + infographics
  • 2 lead magnet promotions
  • 1 testimonial

And align them to those topics.

5 – Get a process for creating content and be consistent

Far too many people just get up in the morning and think “Hmm, what should I post about today?”

Then figure out how to present that content – photo or video or graphic – then create it on the day and then post it.

It’s easier if you plan your content ahead of time.

So I work in a 2 week cycle and focus on the content that is easiest and quickest to produce.

Also for Instagram hashtags are of course big for discoverability.

But you want to rotate them – no idea why but I’ve been told it helps.

So I keep around 120-150 saved in a doc somewhere and then I am writing my post, I paste 20 appropriate ones from there and then just add in 10 that are relevant to that specific post.

And that’s it.

I won’t walk you through the exact process for every brand and every piece of content – you’ll see that over time from what I write about on this site.

Sum Up

So the key takeaways:

  • Don’t try to be on every platform
  • Focus on the one(s) that are best for your brand
  • Main drive should be to get email subscribers
  • Go all in on one ‘authority’ platform
  • Use the others to support your email list and authority platform
  • Choose platforms on where your audience is (you won’t be wise targeting teenagers on LinkedIn for example)
  • Bulk create with some key topics in mind
  • Strip back the creative side to a level where your resources can handle it (don’t try to be Gary Vee from day 1!)
  • Turn up everyday and be consistent

About Abhi

Hi, I'm Abhi. I'm a blogger, copywriter, marketer and coach. Super Simple Mode is my space where I document everything I try in marketing and conversion so you can learn from my screw ups. Thanks for being here.