With my VIP social media clients, one of the first things we do together is to construct a content formula. Together, we work hard to put strategies in place that align with the pillars they share about frequently as well as with their brand voice type.
Let’s try this analogy: My brother’s an engineer. Part of what he learned in college (and what he does on a daily basis) involves accounting for the way water moves and preparing the bridges and roadways that he builds to weather any storm (literally).
What I’ve learned from him: apparently some people DO use calculus in real life (HA!), and drainage is IMPORTANT. One key to drainage? Rocks.
And like an engineer, I stir up a custom content formula for ALL of my clients that involves three types of content rocks.
Part 01. Boulders: The big, important themes to prioritize. For most clients, this content is typically evergreen and showcases the business’ expertise and experience (ex: client testimonials, how-to posts, checklists, practical tips, etc.). The Boulders make up 50 percent of the client’s content formula in a given quarter.
02. Rocks: Content that we sprinkle in that’s typically time-based and points to the business’ relevance (ex: client appreciation events, current market conditions, recent news stories, seasonal content, etc.). The Rocks make up 30 percent of the content formula.
03. Gravel: Light-hearted or real-time content that show a biz owner’s personality – the face(s) behind the brand – and that hit the “know” and “like” aspects of the “Know-Like-Trust” triangle (ex: kiddo or pet photos, memes, day in the life posts, etc.). The Gravel typically makes up 20 percent of the client’s content formula.
Just like a landscaper would tell you that the right mix of rock types will help to achieve proper drainage, generating the right content formula for my social media clients helps them achieve their goals and educate, relate, and humanize their work for their audience.