Structuring Social Media Content

After analyzing over 100,000 LinkedIn posts, I realized this... 👇 The posts with the highest engagement relative to the poster's follower count followed at least one of eight structures: 1️⃣ Instructional 2️⃣ Inspirational 3️⃣ Analytical 4️⃣ Controversial 5️⃣ Insightful 6️⃣ Comparative 7️⃣ Reflective 8️⃣ Evolutionary But here's the real game-changer: These structures correlate with different stages of a funnel. Consider your audience as a spectrum of temperatures: ↳ 🥶 Cold audience members don't have a strong relationship with you ↳ 🌤️ Warm ones have some knowledge of you ↳ 🔥 hot ones trust and advocate for you For growing your cold audience, consider using Inspirational or Controversial structures. ↳ These posts are typically short, attention-grabbing, and easy to digest, perfect for enticing those less familiar with your content. ↳ Inspirational posts share success stories or encouragement, fostering a sense of connection and uplifting your audience's spirits. ↳ Controversial posts challenge conventional wisdom or popular opinion, sparking debate and standing out. Instructional and Comparative posts work wonders for moving a cold audience to the middle of the funnel. ↳ They provide value to readers already familiar with your topic. ↳ Instructional posts are practical guides or how-to's. They're the hands-on toolkit for your audience, empowering them with new knowledge. ↳ Comparative posts provide side-by-side analyses of concepts or products. They help readers weigh options and make informed decisions. 🌶️ For your hot audience, ready to take action, Reflective and Analytical posts can be key to conversion. ↳ Reflective posts reflect on past experiences or trends, providing valuable insights and evidence that you know how to deal with that scenario. ↳ Analytical posts present data-driven insights from studies or personal experiences. They quench the thirst of your fact-loving audience, eager to solve a problem. Remember, these aren't siloed structures but tools you can mix and match. They form a dynamic framework for your LinkedIn content strategy, guiding you to cater to your audience's varying 'temperatures.' So, test them out, gauge your audience's response, and remember that value is king. Happy posting! 🚀

Social media can be a goldmine for businesses, but without a clear purpose for each channel, your efforts might get lost in the noise. Before you hit "publish" again, ask yourself: What unique value are we bringing to this specific platform? Defining a powerful purpose for each of your social media channels isn't just about vanity metrics. It's about strategically tailoring your content to the specific audience and goals of each platform. This way, you can connect deeper, build meaningful relationships, and achieve results that matter. How does aligning with platform purpose unlock success? LinkedIn: Become a thought leader by sharing industry insights, engaging in relevant discussions, and showcasing expertise. Attract top talent and position your brand as a trusted authority. Facebook: Foster a vibrant community by encouraging interactions, hosting live events, and sharing fun, relatable content. Build brand loyalty and customer advocacy. Instagram: Capture attention with visually stunning posts that showcase your brand personality, products, or behind-the-scenes peeks. Drive engagement and brand awareness among a younger audience. Real-life examples: McKinsey & Company (@McKinsey) leverages LinkedIn to share thought leadership articles and engage in industry discussions, positioning themselves as a leading management consulting firm. Starbucks (@Starbucks) uses Instagram to showcase their brand aesthetic, delicious new drinks, and customer experiences, fostering a strong community of coffee lovers. Wendy's (@Wendys) uses Twitter's fast-paced environment for witty banter, pop culture references, and playful customer interactions, building brand personality and engagement. Remember, purpose isn't a one-size-fits-all approach. Tailor your content to the unique strengths and audience of each platform. By strategically aligning your purpose with each channel, you can unlock remarkable results and turn your social media presence into a powerful business tool. Share your experiences! What unique purposes have you defined for your different social media channels? #socialmedia #marketing #purpose #engagement #community #branding #linkedin #facebook #instagram

After 8 years in content marketing and social media roles, I've cracked the code. I’ve seen what works, what flops, and what actually drives impactful results. Now, steal my C.O.N.T.E.N.T formula—100% built from scratch based on my experiences and practices 🫰 𝐂 – 𝐂𝐨𝐫𝐞 𝐎𝐛𝐣𝐞𝐜𝐭𝐢𝐯𝐞𝐬 Define your key business objectives and align them with your content goals. 🔸 Brand awareness 🔸 Engagement & community building 🔸 Lead generation & conversions 🔸 Customer support & retention Formula: ➡️ Business Goals + Social Media Goals = Content Purpose 𝐎 – 𝐎𝐩𝐭𝐢𝐦𝐢𝐬𝐞𝐝 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐏𝐞𝐫𝐬𝐨𝐧𝐚 Know your audience deeply to analyse their touchpoints and pain points: 🔸 Demographics: Age, gender, location 🔸 Psychographics: Interests, values, pain points 🔸 Behaviour: Preferred platforms, content consumption habits Formula: ➡️ Audience Needs + Platform Insights = Tailored Content 𝐍 – 𝐍𝐚𝐫𝐫𝐚𝐭𝐢𝐯𝐞 & 𝐁𝐫𝐚𝐧𝐝 𝐕𝐨𝐢𝐜𝐞 Craft a clear and unique brand voice that remains consistent across all platforms. Define your brand’s storytelling approach using a content pillar framework: 🔸 Educational 🔸 Entertaining 🔸 Inspirational 🔸 Promotional Formula: ➡️ Brand Voice + Content Pillars = Cohesive Storytelling 𝐓 – 𝐓𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 & 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 Leverage platform strengths and post types effectively: 🔸 Instagram: Visual storytelling, reels, carousels 🔸 LinkedIn: Thought leadership, professional insights 🔸 TikTok: Short-form video, viral trends 🔸 X (Formerly Twitter): Real-time engagement, news updates 🔸 Facebook: Community-building, long-form posts Formula: ➡️ Right Content Format + Right Platform = Higher Engagement 𝐄 – 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 & 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 Social media is a two-way street. Encourage conversations, user-generated content, and active participation. 🔸 Reply to comments and DMs 🔸 Host polls, Q&As, and challenges 🔸 Share user stories and testimonials Formula: ➡️ Consistent Engagement + Community Involvement = Loyal Followers 𝐍 – 𝐍𝐮𝐦𝐛𝐞𝐫𝐬 & 𝐀𝐧𝐚𝐥𝐲𝐭𝐢𝐜𝐬 Track and analyse performance metrics to refine the strategy. 🔸 Engagement Rate (likes, shares, comments) 🔸 Reach & Impressions 🔸 Click-Through Rate (CTR) 🔸 Conversion Rate Formula: ➡️ Data-Driven Decisions = Better Performance & ROI 𝐓 – 𝐓𝐞𝐬𝐭𝐢𝐧𝐠 & 𝐎𝐩𝐭𝐢𝐦𝐢𝐬𝐚𝐭𝐢𝐨𝐧 A/B test different content types, posting times, and messaging to optimise performance. 🔸 Experiment with formats (video vs. carousel) 🔸 Test different CTAs 🔸 Adjust frequency and posting times Formula: ➡️ Experimentation + Insights = Continuous Growth --- Next, what would you like me to share? 🩷 #TeafromTAY #contentmarketing #contentmarketer #contentwriter #contentcreation #creativecontent #socialmediamanagement #socialmediamanager #socialmediaspecialist #contentstrategist

How to plan a content calendar for the month (that ACTUALLY makes things easier): Because in this corner of the internet, we don’t wing it baby! Not having a plan = inconsistent messaging, rushed captions, and content that doesn’t connect. Instead of that, Here’s the system I use to plan monthly content (for myself + clients): ✨ Step 1: Lock in your goals What are actually you trying to drive this month? → Launching something new? → Building a community? → Increasing brand awareness? → Building trust? Your content should be aligned with that goal, or it’s just noise. ✨ Step 2: Choose 4–5 content pillars This gives your content structure without boxing you in. Examples: → Education (tips, how-tos, industry insights) → Personal (your story, beliefs, behind the scenes) → Social proof (testimonials, results, client wins) → Engagement (questions, opinions, conversation starters) You’ll rotate these throughout the month, no more guessing what to post. ✨ Step 3: Decide how often you’ll post Be realistic. You don’t need to post every day. 3x a week with intention will get you further than 7 half-hearted posts. Plot this on a calendar with placeholders. (I use Notion & Later for this) → Monday = tip → Wednesday = personal → Friday = client win You’ve got a framework now. ✨ Step 4: Batch your ideas Sit down and brain dump content ideas under each pillar. Here’s how to get inspired fast: → Check your DMs for questions you’re always asked → Look at past posts that performed well and repurpose → Check your screenshot folder (if you’re anything like me you’ve saved inspo at some point) → Ask: what do I wish more people understood about my work? Pull 12–15 solid ideas to work with. ✨ Step 5: Create (with flexibility) Batch when you can. Pre write captions (even loosely.) Design any graphics you need, take photos or film 2–3 videos at a time. And always leave space to share in the moment stories or reactive content too. You don’t want to feel too rigid but I promise having this framework in place will help ALOT. You’ll find you’re even more creative when you’ve got a rough plan in place, it takes the pressure off a little and lets your brain breathe more easily! (So to speak) 😄 I promise, content planning doesn’t need to be complicated. You just need a system that brings structure and flexibility. That’s when your content starts to click for you and your audience. And if you need help building a content system that actually works for your brand then that’s exactly what I help clients with, drop me a message if you’d like to chat. ✨ Hey, I’m Jess 👋🏼 I share tips and advice on how to build your best social content and strategies! Hit ‘follow’ to keep up to date! ♻️ Found this post helpful? Hit that repost button to help others 😊

↓ The Five Tenets of Great Social Content ↓ 1. Context Tell people what the video is about — fast. Within the first few seconds, your audience should know if the content is for them. 2. Curiosity Give them a reason to stop scrolling. Think hooks, questions, and unexpected angles. 3. Differentiation If your content sounds like everyone else, it is like everyone else. Position your message in a way only you can. 4. Promise Viewers need to know what they’ll walk away with. Set a clear expectation — then deliver on it. 5. Delivery The pacing, tone, and visuals need to match the promise. Get to the point and keep the energy up. When you bake these into your workflow, you move from guesswork to a system. And that system creates content that consistently performs.