Content creation can sometimes feel a bit like running on a treadmill with only two speeds – that’s 0 to 100mph in 0.3 seconds. Because no sooner have you panic-posted on all your platforms and customer touch points one day, than the next day rolls ’round and you’re once more scratching around for new ideas.
Now I’m a massive fan of winging it on occasion, because those on-the-hoof posts can be total content gold, but when you constantly wing your content creation it either becomes the utter bane of your life (and still doesn’t yield the results you need), or you get so stressed with it all, that you fall off the face of cyber space completely.
But it doesn’t have to be like that.
Because putting value out there, connecting, nurturing and converting your audience should be fun and profitable.
I want you to start to love sharing your value, stories and inspiration with your audience. And I want you to do it with ease and flow.
Because if 15 years working in women’s glossy magazines taught me anything, it’s that there are no new ideas – only fresh ways of packaging them so they feel new to your reader.
So in this little 2-part series, I’ve created a quick and dirty guide to stress-free content creation.
If you’ve been in online business for longer than 5 minutes, you no doubt have tons of content out there already, waiting to be re-tapped, tweaked and shared.
Before you start to feel a bit cheap like you’re short-changing your audience, remember it takes your average follower up to 20 times of hearing one single message before it actually sinks in.
That means that finding new ways to beat the same drum is essential if you want to get heard.
It also means you very likely have a huge amount of content already that’s going to help you populate a large part of your content schedule over the coming weeks and months so you don’t have to always be reinventing that wheel.
So if you feel like you’re drowning (or worse aren’t even bothering to show up at all anymore) forbid yourself from creating any new content for the moment, and sit down and do a proper content inventory.
Grab your favourite note-taking system (mine’s a good old reporter pad and pen) and list out all the social media platforms and customer touch points that you use to communicate & share value with your audience.
This will include things like:
facebook (business page, personal page, stories and group
instagram (including your feed, stories and igtv)
Automations (email nurtures, sales automations etc)
Lead magnets and other freebies
Create a spreadsheet, or use the one inside the google link below as a template – Psst…! You need to save a copy rather than type in to the document direct 😉
Take each customer touch point and go through it methodically in chronological order.
Hint: You aren’t going to list everything. You’re looking for evergreen lessons, value, inspiration, stories, authority builders etc, that are still as relevant now as when you first posted them. So for example a random note about how a butterfly landed on your shoulder one morning or how you went out for an awesome meal probably won’t count, unless they had a lesson, observation, revelation or some kind of value attached to them that you can repackage and reuse.
Remember we’re looking for learn from me content not look at me content.
As you go through piece by piece, you can then fill in your spreadsheet.
So for example:
Let’s say you’re on your instagram feed. Start from your latest post and work all the way back to your very first one, and fill in the spreadsheet with:
TOPIC: What is the post about
CONTENT TYPE: Is it educational/ inspirational/ know like and trust/ authority building/promotional etc
PACKAGING: Video/ blog post/ live/ social media post/ email etc
LAST PUBLISHED: The date you last promoted/ published this content
WHERE: Facebook/ instagram/ email to your list (or a particular segment of your list)
NOTES: Here you can include notes on things like engagement, open rates, likes etc. This will help you get an idea of how valuable this piece of content is and how it has resonated with your audience. If it hasn’t done well, don’t abandon it completely, it could be a dud subject line or the wrong packaging rather than the content itself. This process will also help you get a feel for which platforms, packaging etc works best with your readers.
Follow this process for every single platform and customer touchpoint.
It can be time-consuming, but taking an afternoon or a day to do this once (and then keeping it updated monthly with your content schedule) will save you so much time in the long run.
And then you’re done (at least for today).
Because in the second part of this series, I’m going to be showing you how to take that content inventory and turn it into fresh new content you can slip straight into your content plan. Until then, let me know if you’re doing this in the comments, and how you get on.