Mix it up, keep it fresh.
Cereal sometimes gets boring if it’s just plain cereal. Add some trail mix to it and suddenly breakfast looks more exciting, tastes better, and it’s (probably) more nutritious as well. Almost makes you want to take a picture of it and post it on Instagram.
Your content plan follows the same rules. You need to keep the interest of your audience with a good content mix. Nice splashes of color on your visuals to get their attention, generous helpings of information to get their buy-in, and promos to get them walking down your funnel.
So what’s a good content mix? According to the LinkedIn playbook, you should follow a 4-1-1 framework.
This framework says that for every single piece of content you share about yourself (or your organization), share an update from another source, and most importantly share four pieces of content written by others. The other 1 in the framework stands for promotional content. I do not recommend this frame-work however. This is advice from 2018 when people were not making enough content to fill all the timelines.
Today I recommend this framework.
Carefully collected articles, videos, and blogs from other sources. Industry news or news that has impact on your customers.
Sharing your employees’ posts or sharing insightful posts from customers or industry colleagues. This is different than curated content because you are directly sharing the social media post.
I get it. Creating content at such a high pace is hard. You run out of ideas. Sometimes you run out of time.
But. Millions of articles, videos, infographics, and other pieces of content get published every single day. If you’re not in a very small unknown niche, you’re in luck. There is a lot of content on the internet that is specific to your audience.
All you’ve got to do is:
Want to go a step further in Curating? Repurpose the curated content! Transform the curated article into a few social media posts. Use the curated content as inspiration to create your own content. The possibilities are endless. Just remember to credit the original content creator in your post.
A lot of people forget that they already have amazing content on their website. And they actually already put a lot of time in it. So, it’s just a matter of recreating them for social media. Also. If you share a blog from your website once, you’re being very shy. It doesn’t hurt to share your original content more than once. You worked hard for it and chances are pretty slim that all your followers saw it the first time you posted.