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Five Pillars of Creating Authentic Social Media Content


Hey there! Are you feeling a little overwhelmed by the world of social media and content creation? Trust me, I know the feeling. As an introvert and heart-centered business owner, I was pretty intimidated by the idea of promoting my business online.


I wrote A Fledgling's Guide to Social Media & Content Creation + Planner to help other shy and intimidated entrepreneurs gain the confidence needed to share about their business. Writing the guide really helped me take a closer look at the way I create content.


And guess what? It turns out that you don't have to be a social media guru or a sales machine to succeed online. All you need is a little authenticity, compassion, and helpfulness (and maybe a dose of humor too).


In this post, I'll be sharing my Five Pillars of Content Creation, which have helped me create consistent and engaging content that connects with my audience and grows my business organically and authentically. So, let's get started!





1. Speak to Your Target Audience


The single most important factor in creating valuable content is to know your audience and speak to them directly. Not only do you want to know their external characteristics; for example, your audience is comprised of moms over 40 who do yoga. You also want to know their inner thoughts and feelings; that they're drained of energy and crave a healthier body.


When you know exactly who you're speaking to, including your reader's unique challenges and desires, your content will connect and have a deeper impact.


Get to know your audience.

  • Demographic — information like age, gender, profession, or geographic location.

  • Psychographics — the thoughts and feelings of a reader, including their values and beliefs.

  • Challenges — the problems that your audience is currently struggling with.

  • Desires — the physical and emotional goals your audience wants to attain.


2. Provide Value


Let me make one very important point. Even though you are creating content to ultimately grow your audience and sell your product or service, your content should NEVER FEEL SALESY.


One reason I enjoy creating content to promote my business is that it feels good to be of service and to provide value to my readers and viewers for free. No strings attached.


It's best to just forget that the end goal of your content is to sell something at all. When you consistently provide valuable content, your audience grows; their trust in you grows; and as a result, your bottom line grows naturally and organically.


You can provide value to your audience in the following ways:

  • Teach something.

  • Recommend a resource.

  • Provide empathy and validation for their struggle.

  • Share a story of overcoming your struggles.

  • Share inspiration or encouragement.

  • Flex your success to demonstrate that your service or system works!



3. Be Consistent


Consistency is more important than quantity.

Did you catch that? If not, please read that sentence again.


Whether you publish content every day or once a week, it’s important to choose and adhere to a schedule. For instance, I follow a life coach on LinkedIn who ONLY posts on Wednesdays. Because it's valuable and reliable, I look forward to that high-quality gem of wisdom every week.


When your content quality, quantity, or schedule isn’t consistent, it can confuse your audience. Keeping with a regular strategy not only helps create a better user experience, but also helps build credibility, reputation, and trust.


Other elements that should be consistent include voice, tone, style, type of content, and the amount or quantity of content that you produce day to day and week to week.


4. Be Yourself


The world of content creation is enormous -- there is a vast variety in type, purpose, tone, format, platform, and quality of content. This is good news! It means you can create content that feels authentic to you. If you hate writing, create a video! If you'd rather kiss a toad than show your face on camera, write a blog and learn SEO.


When you're creating content that you enjoy creating, it shows! Give yourself permission to have fun, let loose, and let different aspects of your personality shine through your content. The more authentic your content is, the more the RIGHT PEOPLE will find and connect with you.





5. Set a New Standard of Measurement


One of the quickest ways to feel self-defeat at the beginning of your content creation journey is to measure your success by the number of likes and followers on your social media feeds and blog posts. I repeat: do not judge your progress by the number of likes and followers.


In fact, please banish all expectations of your ideal number of followers or likes (right now)! The truth is the numbers are going to be very low in the beginning and maybe for a while.


Remember: you're creating content to create visibility for your small business and to build relationships with your ideal audience, NOT to become an influencer who gets brand deals from Sprite and Pop Tart (although that does sound kind of cool).


In the meantime, here are more productive measures of success:

  • You stayed consistent and adhered to your content goals for the week.

  • You received one comment from a reader or viewer that the post was helpful.

  • Someone reached out to you through DM or email.

  • It takes less time to create your content than it used to.

  • The quality of your posts improve from week to week.

  • You had fun creating your content!



Are you overwhelmed and struggling to show up on social media? Then, I created A Fledgling's Guide to Social Media & Content Creation + Planner just for you! Get confident and consistent in creating content on social media and beyond for your small business.



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