Instead of Focusing Too Much on Socials, Do This.

How to make your content around content pillars + FREE Content marketing calendar template.

I know; social media are one of the main tools for building your audience = leads/customers.

Some solopreneurs or small businesses have built their business empires relying on Instagram or TikTok only, but these exceptions reinforce this big rule of thumb.

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• Never use (only) someone else’s channel to build relations with your customers.

You don’t know if Mark Zuckerberg decided to shut down his FB/Insta money-making machine one day or if Musk made another stupid move with Twitter (X?).

What channels do you own (to some extent)?

• Your website

• Your email list and your newsletter.

Your hosting and your email provider are just your current tools.

If they shut down as of tomorrow, you’ll still be the owner of your website database and your email list.

What to focus on instead:

1. Choose your primary social media network (up to two if you’re starting). Read my guide here.

2. Define your content marketing pillars - specific topics that define your business and resonate with your audience.

3. Write long-form content around these pillars: articles, blog posts, reports, and case studies (this depends on your business model and type of business).

4. Chop them and repurpose them into social media posts (text, images, carousels, videos).

5. Add CTAs to increase website traffic and conversion and grow your email list.

6. Build trust and use opportunities to turn followers into customers.

7. Now you have a structure for your social media planning!

   Be careful how you spend your valuable resources.

Content marketing calendar - FREE template

Ad hoc posting on socials is not content marketing.

Writing blog posts without proper research is not content marketing.

You need a plan and structure to scale your business through content marketing.

The content marketing calendar is a vital part of your plan.

Apps you can use:

• Excel

• Google sheet

• Trello (I’ve used it for my content calendars for years)

• Click up (also has calendar view and great free features)

• Notion.

I’m giving away a Notion template to plan your content marketing: social media posts, blog posts and articles. Get it here for FREE.