Strategy #5: Publishing regular content

You need to have regular updates and my recommendation would be to publish. If you’re not doing anything on Facebook or Twitter at the moment, start by publishing 2 posts a day. That’s 10 a week from Monday to Friday or 14 for the whole week, but the bottom line is: you want to do 2 posts a day.

We do between 10 to 15 posts a day on Facebook and some people would say, “Oh, that’s a lot”. No, it’s not a lot, because we’re out to dominate the space and that’s how you have to play the game if you want to dominate. We also have so much content to share so we actually have to post it. On Twitter, we post 30 to 50 times a day, because Twitter is different. Prospects miss the feeds on Twitter, because there’s more noise on it and Twitter is a different game than Facebook. LinkedIn is obviously a different game, so you need to have a publishing schedule.

It’s not just about, “Oh, I have a cool picture. Let’s just post it and see what happens”. It’s never going to work like that. You need to have a calendar in the same way that you have your business calendar of promotions, cash flow, expenses and new stock arriving. When you have that business calendar, you also need to have a publishing or content calendar. That’s a MUST and if you really want to win in social media, you need to plan everything that you do.

I’ll give you our example. We publish between 10 to 15 times a day on Facebook and on average, that’s about 60 to 80 posts a week. On Twitter, we do between 30 to 50 posts a day and that’s about 2 to 300 post a week. That’s just for my brand, Matthias Mazur, and we do the same thing for our clients. We have thousands of posts a day that we get out. You can’t do that if you don’t have a calendar, because everything needs to be planned. You need to publish regularly and the only way to do that regularly is to plan everything out ahead of time.

I would say posting 2 a day for starting out is good. Not everyone will see your post, because people don’t check their Facebook all the time and they’re not on Facebook 24/7. They might miss your post so you want to post frequently and you want to post different types of content.

The cool thing with Facebook and Twitter is, you can actually pre-load and schedule your post in advance. For example, you need to schedule 20 posts for the week. Schedule 2 to 3 post a day and it just goes out automatically. You don’t need to look at it, but you do need to schedule it. Do regular updates and at least do 2 posts a day. If you want to dominate your space, go and posts 10 a day. There’s a lot of different content you can post, but the key is to have a calendar and to commit to posting for at least 6 to 12 months, because that’s where you win.

Social media is a number game. You’re not going to reach an incredible amount of exposure with one piece. It’s going to take dozens, hundreds or maybe thousands of publications to really get traction and the best way to do it is to plan everything. You need to publish and schedule everything and have it go out as the time goes. It’s crucial to have a calendar and have regular updates. At least do 2 posts a day if you’re starting out. If that’s too much, you need to get over it and you need to get over the fear.

People don’t live on your brand and people don’t live on my brand. People live their own lives. If you’re not publishing regularly, you don’t exist for people. Your audience wants to see content that’s interesting. The more interesting the content, the more people will like, share, comment and interact with your page and you’re engagement goes up.

If you’re starting out and you’re still skeptical, start with 2 a day and that’s 14 posts a week. If you love what I’m sharing, go with 10, 6, 5 or 8 a day but play the game. Play the game to win and don’t say, “We’re trying this Facebook thing”. Facebook has been around for years with almost 1.5 billion users. If you’re still at the stage of, “Let’s see if Facebook works”, you’ve already lost in business and sorry, but that’s the truth.

Let me give you an example. We have a client who’s in the wine business and it was a small champagne brand in France. At the beginning, he was so skeptical, so I told him, “Yeah, Facebook and Viber, you need to get over it, because you don’t have the advertising budget that the big brands have.” You need to go where people want to interact and you need to go where people are.

Social media is the key. If you’re still skeptical about this, don’t play the game, but I want you to come back to me in 5 years and let me know how the business goes. Chances are, you don’t want to be in business anymore or your business will just be surviving. If you want to dominate, you need to do all of this.

Let’s talk about content. We talked about the importance of having a calendar posting several times a day. We post 10 to 15 times a day, but post at least twice a day and commit to that. If you really want to go big, post 5 times and then post 10. If you want to share 15, 20, 30 pieces of content a week, you need to find that stuff.

There are basically 2 categories: one is your own content like what we’re doing with Periscope and two is, someone else’s content. Within those 2 categories are different things, a lot of different elements, pieces of content and types of content that you can publish.

To briefly summarize: you want to have your own content, videos, pictures, quotes, testimonials, your own video testimonials, educational articles and educational videos. Then, you want to have other people’s content and you can post a funny video relating to your industry.

If you have a flower shop, you can post the most beautiful flower arrangements in the world. All you have to do is go YouTube, find a video, put that on your Facebook page and caption it saying, “Hey, I just found this and this is amazing”. I can assure you that people will love that.

Don’t be closed minded. The bad thing about social media is: people never share their own stuff, because they want to see that you actually share other people’s content. Facebook actually rewards you if they see that you share other people’s content. If you have a customer or someone in your audience who send you a funny video, share that video and tag that person, because that person’s friends get the notification that their friend got tagged and then all those friends see your brand.

Think big and don’t take all the credit for things. Give credit where credit is due. Think of all the pieces of content you can publish. Obviously, you don’t want to publish stuff from your competition and I don’t publish stuff from competition, but there are a lot of different things that you can do like doing a funny videos.

The flower example is amazing. There are millions of videos about flowers, best bridal flower arrangements or best mother’s day flower arrangements. There are all these different types of videos online. All these pieces of content can be taken and used as one piece of it that you publish every week or every day. If you publish 5 times a day, you could post 1 or 2 other people’s shared content. Basically, that’s already 40% of your content and you then only need to create 3 pieces. You need to think of how you can leverage all that. One of the keys is also using what’s out there, so you don’t need to create everything.

You also need to repurpose content. It’s really easy to have dozens of pieces of content based on just one thing. Start by taking a video, making it an article, a quote, a picture, an audio podcast, a white paper and a slide show are different things you can do based on one piece of content.