Are your posts too high level?

One of my clients asked me “are my posts too high level?”

It’s a solid question.

Because if your content is too high level you:

• Risk posting into a void where no one cares enough
• Risk not being specific enough to the problem you’re solving
• Risk appearing too novice to potentially higher intelligence clients

But, if it’s not high level enough…

And it’s too granular and too specific and too niche, you:

• Risk getting very low engagement on your content
• Risk alienating a huge portion of people who just don’t understand
• Risk skipping the awareness + consideration stage of customer journey

Believe me, I’ve got this wrong in the past on my own content.

But this is part of why we test content online and:

• Never be scared of failing
• Never be afraid to post + iterate
• Never be worried about low engagement

Because we have to find what works in alignment to our goals. And our content strategy.

What is the ideal content strategy?

I believe a balanced strategy is best, which does 3 things:

1. Grows interest in your personality
2. Builds trust in your skill
3. Sells your service

This is the same balanced strategy I’ve used to grow my own personal brand to 100k+ followers.

As well as over 50,000 followers and $2,000,000+ in revenue for CEOs and Founders of 7 figure agencies.

Let’s dive into all 3 parts of that strategy:

1. Grow interest in your personality

People absolutely hate talking about themselves.

Well, most people do. Unless you’re an egotistical maniac who lives off being in the limelight. But for me and most the people I write for and work with…

They hate it.

But here’s the kicker:

You gotta put yourself out there to attract people that feel something towards you.

Why is your personality important?

Because people remember stories.

People connect with people better than any logo, brand name or colour scheme.

And people connecting with you and your story is the easiest way to claw someone into your ecosystem.

Once they’re in your ecosystem? You can start building trust (we’ll get to that next).

But how do you write stories? And how do you communicate your personality?

Try these 3 post formats:

1. Stories
2. Opinions
3. Observations

Inspiration is literally all around you.

One thing I love to do is flick back through my camera roll. Pick a...pic. And just get writing about what was happening in that moment in relation to my own business journey.

E.g. I wrote this post about moving from London to Cyprus.

(Tip: wrap these around your niche to make sure you attract people interested in both you + what you do.)

If I'm posting 5-7 times per week, I like to post one of these between 1-2 times per week.

2. Build trust in your skill

Why the hell should a stranger trust you?

Imagine you were walking down the street.

A randomer starts spouting '10 tips how to improve your paid ads'.

You’re probably gonna blissfully ignore them and say "sorry I've got a train to catch!" (knowing full well you are planning to nip into Pret a Manger for a meatball wrap & and a cheeky podcast ep) so couldn’t possibly stop to listen.

But if it was someone you knew…

Different story.

This is why for anyone who is starting out writing online, you must take a balanced content approach.

Weave in stories. Entertain people. Educate too.

But don’t over rely on educating. Because there is no reason for someone to trust you unless they know you.

You need to build up the reputation to be able to educate.

It’s why people like Alex Hormozi can start on LinkedIn and grow to 100,000s of followers within months. Because people already trust what he has to say.

But it’s taken him years of building to gain that trust.

Build trust by demonstrating your skill overtime.

Try these 3 content formats:

1. How to guides
2. Step by step guides
3. Analysis comparisons

Talk about the things you’ve done and educate your audience with how you did it.

E.g. I wrote this post about hook writing advice.

(Tip: when you sit down to write these, think about problems you solved/advice you recently gave a client)

If I'm posting 5-7 times per week, I like to post one of these between 4-5 times per week.

3. Sell your service

Why the hell would a stranger BUY from you?

Well my friend, this is why we take a balanced approach to writing online.

The 2 parts we’ve touched on above (personality, showing skill), all play towards your customers buying journey. A small, 3 step journey.

Your customers buying journey is made up of 3 steps:

1. Awareness
2. Consideration
3. Decision

If you ignore all or 1 of these steps, your strategy is misaligned.

You never truly know where someone is at in their buying journey. So you have to post content that applies across the whole journey.

That way, you are constantly nudging and pushing people further down your funnel.

Let me explain how that buying journey COULD play out.

Wrong way:

You post a story about how you became an agency owner and the journey.

Someone likes it. They follow you. They fit your ICP to a tee.

But then you post another story. And another story. And another story. And you never really demonstrate your skill, just your personality.

Suddenly, you’re pitching your audience to work with you.

Sure it feels like your audience know you well. But they have no clue if you actually know your shit or not.

Now lets try this again…

Right way:

Start with a story post.

Then post a how to guide. Then a helpful checklist. Then a step by step process.

THEN…you pitch. That same person has received 5 pieces of content from you.

They know you as a person.

They know you’re skillful.

And now they know how you can help them solve their problem as a vendor.

Will they buy from you? Maybe. Maybe not.

But if you keep repeating this, that person will only continue to trust you more. Until one day they ARE ready to buy from you.

Strategy doesn't work overnight, you HAVE to give it time.

Try these 3 post formats to sell your service:

1. Client results
2. Testimonials
3. How we/I achieved X result

Results are king when it comes to bottom funnel content online.

For a B2B service biz, they’re very effective.

E.g. I wrote this post about my agency CEO client's ROI.

If I'm posting 5-7 times per week, I like to post one of these 1 time per week.

(Remember: it's still social media. People don't like to be sold to. So think of this as a reminder to your ICP.)

TL;DR:

Your content isn’t too high level, you just need the right strategy.

One piece of content will be high level, that’s fine. But your next piece might be more skillful and niche. Then your next one might be super niche and only for your ICP.

Respect each content slot as part of your overall strategy to:

1. Grow interest in your personality
2. Build trust in your skill
3. Sell your service

Strategy as a whole > individual pieces of content.