Great content has the potential to go viral. Great content resonates with your specific audience. It attracts the people you want to work with, and really captures a deep truth inside of you that resonates with many people.
A hard truth: Only 1 out of every 100 pieces of content is going to be considered your best.
Why is this so?
Because there are 100 different variables that determine if a piece of content resonates. The photo. The face you’re making in it. The colours. The headline, copy. The platform, the time of day, the people who are or not following you. The number of fake accounts on your profile.
The question is: What combination of these variables makes success?
You won’t know until you find it.
Because of this fact: The best advice I can give to someone is to post MORE.
“So you mean I have to double the amount of work I’m doing now?”
Not at all.
What I see most people do when they get a piece of content that doesn’t do well, they think: “This content sucks. I’m not going to do it anymore” The reality is that the core message of the content might be great, but it might just need to be worked a little more. Maybe people have to hear it a few more times until it takes off.
Let’s change the script on “more content”
Imagine you are writing a 300-word blog every week. And you decide to post it once a week.
There are 10+ relevant social platforms today.
- Alexa Skills
- Google My Business….
and many smaller ones.
If you post that ONE blog a week and just blast the SAME content (copy/pasted) across all the platforms, It will take you 2 years until you create that 1 out of 100, BEST pieces of content.
Now, let’s change the script:
You’re still writing that one 300 word blog, and posting it to 5 platforms. But instead of the same message, you change the text slightly to contextualize it for the different platforms. You’re taking something you already made, and making it new.
That means you are now posting 5 times as much content, and only adding a few seconds extra per post.
Now take your content you’re creating, and share it on your personal accounts on Instagram or LinkedIn, and add a more personal spin to it.
now you’re up to 7 times as much content.
Now in that blog content, there are probably 2-3 nuggets or one-liners that are most meaningful to you. Take those lines, and make a social post about it, adding a short paragraph going deeper on the impact of it. Repeat the process of contextualizing it.
Remember all of those variables we talked about earlier?
That 300 word blog content you made, can probably be said 100 different ways, changing all of those variables. Maybe not all at once, as you don’t want your feed to grow stale, but if a message is important enough that you would write a blog about it, then chances are it’s important enough to say it more than just once.
There is a bigger opportunity in repeating a message, than there is in preventing yourself from being repetitive
The goal of social media is to produce meaningful content.
It’s not to post lots of content.
It’s to create content that is MEANINGFUL for your customers.
So when I say that you need to produce MORE content, it’s not to serve some sort of toxic hustle culture. It’s to tell you that when you make that 1 social media post, or one video, or one blog, that you shouldn’t give up on it because you posted it once.
The reason people run out of content to post on social is that they burn out on coming up with new ideas when they haven’t fully made use of the ideas they already made.
Most people overthink trying to produce something great, and when they post twice a week on 2 platforms for a few months they give up because "I didn't get any results"
Of course you didn't! You just havn't done the work yet to deserve good results!
Have a process
Because only 1 out of 100 posts is going to be a GREAT piece of content, you need to develop a process that allows you to post as much content as possible, without overworking yourself.
When you are making a social media post, don’t just take that one post and be done. Work the content, and see how many different ways you can say the same thing.
Change the photos, change the format. Wrote a blog? Great. Take your cell phone out and make a 1 minute video about your favourite point. Take another video and follow up on a misconception about what you just wrote.
When you are not just adding to the noise of social media, but actually contributing, social media gets really fun.
And as a bonus tip, here’s my quick guide to posting MORE content at scale:
- If you don’t consume content on the platform, (aka: using the social media) you won’t know how to contextualize it.
- LISTEN to the responses (or lack thereof) to your content. Just like in a real-life conversation, you should be listening more than you are speaking.
- Have a process and time block working on your social media in your schedule. Pay for software that will cut down the amount of time you spend creating or distributing the content. My favourite tool right now is Storychief.
- Every time you speak, you are creating content. You just aren't documenting it. Think about the content you are already creating instead of trying to think up new stuff. This blog idea came from me saying all of this advice to one of my clients.
And if you feel that you’re just posting and getting nowhere, don’t be afraid to ask for help.
Most business owners love sharing what they know. Throw something that has been burning on your mind for a while in the comments, and learn something you didn’t know!
All the best!