How To Write Authentic Content (Social Media Growth 101)

The Importance of Authenticity in Social Media

In this section, the speaker discusses the importance of authenticity in social media and how it can differentiate those who get replaced by AI from those who make the most money possible.

Authenticity is Key

• People want to follow humans, not a search engine with a face on it.

• Authenticity is more important than ever with the rise of chat, GPT and future iterations of language A.I.

• If you think you're going to get replaced by AI, you're going to get replaced by AI. So you need to upskill yourself or become more authentic.

• Authenticity will be the differentiating factor between those that get replaced and those that make the most money possible.

Diversification of Interests

• Most people aren't being authentic on social media. They either post all promotions or just actionable advice which can be found online.

• Diversification of interests is important for building your personal brand. It's like diversifying your stock portfolio so if one goes bad, you're not absolutely screwed.

• Just in this cycle, if your main moneymaking interest doesn't get a lot of engagement or you're just not good about writing about it, then your brand is kind of stuck in this terrible place and it's going to screw with your head and make you want to quit.

Conclusion

• The speaker has worked directly and indirectly with over 5000 creators and influencers and has found that authenticity is the most pressing problem for them.

• Once you develop a philosophical sense of mastery behind your writing, it becomes much more meaningful.

Introduction

In this section, the speaker introduces themselves and their background in marketing and consulting. They also discuss how they transitioned into the creator economy.

• The speaker started as a freelance web designer before pivoting into funnels and marketing consulting.

• They repositioned their offer for creators when they got more immersed in the creator economy.

• The speaker talks about how they launched a product immediately after becoming a creator and made money through freelancing and leveraging other people's audiences.

Incorporating Interests into Content

In this section, the speaker discusses how to incorporate interests into content creation to attract both beginners and potential clients.

• The speaker wrote about whatever interested them, such as self-improvement or fitness journeys.

• They approached promoting their services from a broad lens to attract both those who want to learn web design and those who need it done for them.

• The speaker recommends creating a promotion schedule that is balanced so that you aren't promoting all the time.

• It's important to review your promotion strategy every month, see what went right/wrong, self-reflect, and improve your system over time until you have something maintainable.

Solopreneur Sprints

In this section, the speaker promotes an upcoming event called Solopreneur Sprints where participants will build the base of their one-person business by creating their niche of one writing 20+ foundational pieces of content.

• Solopreneur Sprints starts on February 7th.

Choosing Your Niche

In this section, the speaker discusses how to choose a niche for your content creation.

Mapping Out Your Story

• Check out the last video called "The Most Profitable Niche is You" to map out your story.

• Create a book with chapters that you can fill in and write about in newsletters, posts, reels, tweets, Instagram posts etc.

Choosing Your Interests

• Choose 2 to 3 interests that you want to write about.

• Filter your interests through your ideal future goal.

• Incorporate interests that help you achieve your goals.

Broadening and Breaking Down Interests

• Broaden your interests into overarching markets they fit in.

• Deconstruct and break them down into submarkets or subtopics that you can write about over a long-term time span with your content.

Customer Levels of Awareness

• Understand customer levels of awareness which include stage one not aware, stage two problem aware, stage three aware of the problem, stage four aware that there is a solution and stage five aware of your product.

• Hit all these levels with your content.

• Educate and introduce them to problems associated with health then guide them into how specific niche interest can help them.

Personal Branding: The Topic Tree

In this section, the speaker discusses how to create a topic tree for personal branding and how it can help in content creation.

Breaking Down Your Interests

• Start with your niche of one and break it down into three different interests.

• Break those interests down into topics and subtopics.

• Examples of subtopics under health include nutrition, bodybuilding, lifestyle, best exercises, recipe ideas, training programs, intermittent fasting, daily routine sleep tips.

Top-Down Approach to Content Creation

• Preferably start with a long newsletter that can be turned into a YouTube video or broken down into medium form content like Instagram captions or LinkedIn posts.

• Breakdown the original newsletter further for tweets, Instagram posts/reels/tiktoks etc.

• This approach helps in creating an endless content flywheel.

Three Pillars of Social Leverage

• Growth, authenticity and authority are the three pillars of social leverage.

• Striking a balance between all three is important for building brand perception.

Iteration and Feedback

• Pivot if necessary based on feedback received after 6 to 12 months of writing content.

• Post even if it sucks because bad posts are data points too.

Writing Content: Actionable Principles

In this section, the speaker discusses how to write actionable principles as part of marketing content.

Why Write Actionable Principles?

• They are perfect for fitting a 280 character persuasive message on Twitter or Instagram post that can be copy-pasted onto LinkedIn.

• Good ones can be turned into newsletter topics.

How to Write Actionable Principles

• Start with marketing as the topic.

• Write a list of principles or actionable steps.

How to Write Engaging Content

In this section, the speaker discusses how to write engaging content by hooking in the reader, agitating their problem, relating to their problem and giving them a valuable solution.

Writing Engaging Content

• Your content should have a conclusion that is more fleshed out than a 280 character tweet.

• Hook in the reader by agitating their problem and relating to it.

• Use clear language instead of being clever.

• The structure of your content should include a hook at the top, followed by a body with actionable steps or principles related to marketing and then conclude with a summary of the big idea you are trying to convey.

Illustrating Importance

In this section, the speaker talks about illustrating importance as an effective way of making your interests interesting to other people.

Illustrating Importance

• Continually illustrate the importance or why something matters because it changes human behavior.

• Introduce people to the importance of your topic so they can get interested in it.

• Throwing in curveballs makes people rethink and puts things on their radar.

Common Mistakes or Problems

In this section, the speaker discusses how calling out common mistakes or problems helps establish authority in your interest.

Common Mistakes or Problems

• Calling out common mistakes or problems helps establish authority in your interest and shows that you know what you're talking about.

• Make your writing relatable by focusing on common problems and talking about topics from a high level.

• Don't expect to grow if only a few people share your content.

Getting the Most Out of Your Content

In this section, the speaker discusses how beginners struggle with content creation and emphasizes the importance of self-awareness in creating content that resonates with your audience.

Importance of Self-Awareness

• Self-awareness is crucial for success in business and content creation.

• To create content that resonates with your audience, read it from their perspective and ask yourself if you would share it.

• Identify gaps in your content and close them to improve its quality.

Balancing Specificity and Broad Appeal

• Strive for a balance between specificity and broad appeal when creating top-of-funnel social media content.

• Consider the platform you are using when deciding how specific or broad to make your content.

• Newsletters are a good place to be more specific, as they are often used to nurture an audience towards a more advanced level.

Study Best Content Structures

• Use tools like Tweet Hunter or Timex on Twitter to study the best content structures.

• Look at tweets from people you admire or aspire to write like, and study their top tweets.

The Skill of Capturing Attention

In this section, the speaker discusses how capturing attention is a crucial skill in the 21st century and how to make the most of your content by repurposing it.

Importance of Capturing Attention

• Capturing attention is a crucial skill in the 21st century.

• Repurpose content to make the most out of it.

Repurposing Content

• Turn bullet point tweets into threads or Instagram captions/carousels.

• Use multiple list-style content pieces to establish authority in your main interest.

• Study the best content structures and use them as training wheels.

Tips for Content Creation

In this section, the speaker provides tips for creating content that incorporates your interests and helps you become an expert in a field faster.

Incorporating Interests

• Incorporate your interests to make your brand authentic.

Becoming an Expert

• Create a topic tree that you can master in 6 to 12 months through writing.

• Teaching and writing go hand-in-hand. You have to teach what you learn in order to identify knowledge gaps and truly become an expert.

• Teaching is a modality that the internet has presented for individuals to become experts at a faster rate.

Establishing Authority

• Use multiple list-style content pieces to establish authority in your main interest.

• Broaden your writing. If you don't think it will be shared, study the best content structures.

Building Leverage

In this section, the speaker discusses how to build leverage by learning marketing, sales, advertising, promotions and creating a product.

Building Leverage

• Pair content creation with learning marketing, sales, advertising, promotions and creating a product.

• Learning these skills can help you build leverage and potentially create your life's work.

Additional Resources

In this section, the speaker provides additional resources for those interested in content creation.

Solopreneur Sprint

• The Solopreneur Sprint is a program that helps individuals get started with content creation.

Digital Economics Master's Program

• Joining the Digital Economics Master's Program gives access to all solopreneur sprints for life.

Free Tools

• The Power Planner is a free tool that can help with content ideation.

• Seven Days to Creative Genius Ideas is another free tool that can help generate original ideas.