[Step 6] 🗣️ Create Your Personal Brand on Social Media

You’ve gotten this far, that’s amazing! After this email, there’s just one more to go tomorrow.

Today, we’re going to talk about how to share content on social media, and why.

Why Share Content on Social Media?

As a software outsourcing company, your social network of choice should be LinkedIn. LinkedIn is the prime B2B channel, and it’s where your prospects are hanging out.

And yes, I know. Everybody shares content on social media. Your feed is saturated with content.

But why do it?

LinkedIn is the top discovery channel for B2B companies. Its algorithms are primed to get you noticed by your ideal target market (your ICP – ideal customer profile).

In addition to using search engine optimization to get your site’s content discovered on Google, LinkedIn should be your top discovery channel.

Your Social Content Goals

But as with anything in business, you need to set clear objectives.

Your number one goal is to drive traffic from LinkedIn to your website (and direct website traffic to your newsletter).

That’s it!

Sure, you want to establish thought leadership, gain more followers, and show prospects that you’re a legitimate company.

But those are secondary to driving traffic to your website.

But how are you going to stand out?

You stand out by sharing your unique stories the way only YOU know how to share it.

The Content Tilt

In his book “​Content, Inc.,​” Joe Pulizzi talks about your Content Tilt.

  • Your Content Tilt is your content differentiator.
  • It’s your content’s Unique Selling Proposition (USP).
  • It’s the reason why people will read your content and not somebody else’s content.

How do you create your Content Tilt?

Here are the three steps to creating your Content Tilt:

  1. Identify your target audience.
  2. Decide on a topic you’ll talk about to your audience.
  3. Find a unique angle or way to talk about your topic.

Identify Your Target Audience

We talked about this before when we discussed how to design your new category. You want to become very specific about your target audience.

  • Instead of doctors, target surgeons.
  • Instead of surgeons, target plastic surgeons.
  • Instead of plastic surgeons, target plastic surgeons who perform nose jobs.

You can take this approach with any industry.

Another example:

  • Instead of retailers, focus on grocery stores
  • Instead of grocery stores, focus on health food-oriented grocery stores

Identify Your Topic

What topic are you most qualified to talk about? What knowledge do you possess? What are you passionate about?

Talk about a topic that you’re qualified to talk about or that motivates you, and that’s relevant for your target audience.

For example, you can talk about new minimally invasive surgical techniques plastic surgeons can use to reduce patient recovery time.

Or you could talk about new, AI-driven inventory management techniques for retailers.

Your Content Tilt

Finally, how are you going to differentiate your content?

There are probably dozens of other people on social media sharing the same content for your target audience. How can you make yours different?

You can add a special twist to your content that makes you stand apart.

If you’re writing about how financial services companies can use AI to detect fraud, you could write a series of before and after case studies, and dissect each case study by discussing how AI could have helped them.

Or if you’re writing about analytics for online education companies, you could end each post by summarizing the “lessons learned” from the post in 3-4 easy-to-read bullet points.

How to Write Effective Social Media Posts

Now I’m going to share with you an easy to follow process for sharing content on LinkedIn to drive subscribers to your newsletter.

The process is called the ​Atomic Essay,​ and it was invented by Nicolas Cole and Dickie Bush of Ship30for30.

What is an Atomic Essay?

An atomic essay is a concise, focused piece of writing that typically spans about 250 words.

It’s designed to express a single idea or concept in a clear, compact format.

This type of essay emphasizes clarity and brevity, allowing the writer to distill their thoughts and communicate them effectively.

Atomic essays are particularly useful for refining ideas, engaging audiences quickly, and receiving prompt feedback.

How to Write an Atomic Essay

To write an atomic essay, you should follow these steps:

  1. Choose a specific topic.
  2. Define your audience.
  3. Craft an engaging headline.
  4. Outline the key points you want to cover.
  5. Expand on each point succinctly.
  6. Edit for clarity and brevity.
  7. Publish the essay for feedback and improvement.

Remember, the goal is to express a single idea clearly and concisely within approximately 250 words.

Writing an atomic essay is like writing an outline of an article instead of the full article.

Consistency is Key

To effectively write on social media to create awareness about your company, establish thought leadership, and drive subscribers to your newsletter, you need to write consistently for at least 6 months.

Nicolas Cole, in his book “The Art and Business of Online Writing,” said:

“The writers who become successful aren’t necessarily the most talented writers.

The writers who become successful are the most consistent writers.”

Next Steps

I have now armed you with what you need to write thought leadership content that drives subscribers to your newsletter and visitors to your website.

And the good thing is, it’s easier than you thought. Just write an atomic essay everyday on a topic that is of interest to your target market.

In tomorrow’s lesson, the last lesson in this mini-course, we’ll talk about how to do advertising the smart way.