As a business owner, sustaining your presence on social media by creating engaging and consistent content can be an arduous task. It is already established that social media is a brilliant tool to grow your business. However, pigs will fly before you succeed if you do not create regular, consistent, and relevant content.
In this article, I share a strategy that will assist you, not just in creating tons of social media content, but also doing it with consistency and minimal effort.
This strategy is called the Pillar Strategy – a style that allows you to document what you actually do, instead of trying to create and come up with new content all the time. This way, it becomes both fun and scalable.
How’s it Done?
The pillar strategy is typically a way of spicing up the content creation process; the strategy may vary from business to business, but all yield the same result.
Tradesmen, for instance, are out and about each day, they interact with different people, with different characters, and they’ve got employees. They’re engaged in exciting projects and activities.
Now, they can take up the advantage of sharing their daily activities with their audience. If it’s a tutorial they want to provide, they can teach the audience how a particular task is done by having a videographer follow them around.
You too can apply this method to your business, particularly if you do interesting work that keeps you moving around your workplace. That said, it may not be a viable option if your work limits you to your desk all day long.
The entire idea is to document what you do during the day, instead of having to go through the brainstorming route to come up with topics and content for your business page.
Using the tradesman as an example, we can break down the pillar strategy using the following guidelines:
Get a Videographer:
The tradesmen set out for their daily work in the morning, and the kind of jobs they do range from simple to overly complex ones. If they desire to post fresh and relevant content across their business pages, they hire the services of a videographer to film them while they do what they know how to do best.
You too can hire a videographer or train one of your staff members on video-graphing, the person then follows you around to capture moments and activities. Better yet, start off by vlogging yourself with your phone, especially if it’s got excellent picture quality. It doesn’t have to be overly technical.
The Rawer, the Better:
In some cases, raw footages are more effective because people can relate to it. It’s how people’s friends are posting on the various social media platforms, so it suits Instagram and Facebook users really well. People get to appreciate it better when the entire thing is kept real.
Keep it Short and Simple:
Simplicity is a primary key you would want to hold on to. Keep the videos condensed and short. What matters most is how interesting they are, not the length.
You may have created a video that’s about 3-5 minutes long, one that contains your dealings of the day as per what you do.
However, not all the footage in the video you create should make it to the main video.
Relevance to the audience must always be considered, and the final content could only be a 30-second clip.
They could be little quotes or snippets that you said during the day. In essence, you take the footage and cut it all up into micro contents. It could be 10 or 30-second snippets of something funny that happened in the work van, it could as well be footage of your going to a local café.
As simple as it may appear, it is relevant to your community, especially if you’re a local business. It’s a way of carrying your local community along.
Ultimately, you’ll find that you’re not just promoting your business to make profits, you’re also building relationships that translate to loyalty; loyalty to your brand.
The things you said during the day should not be left out. You can convert them to word gems by getting a graphic designer or someone in your office to turn them into little quote cards, then you can start posting them to social media.
Basically,
To create more content, you simply get someone to follow you around with a camera (or perhaps you do it yourself), and you create one main video.
Then, from that one main video, you’re able to spin a whole bunch of content. If you do that regularly – weekly, every second day or however you find convenient, you will soon discover that they’ll all start to add up and in the long run, you’re effectively creating a large amount of content with minimal effort.