How you post and share content matters

If you listen to me long enough and you’ll know I am more focused on social networking and being engaged than creating content. I’ll keep saying it too….

Your content is designed to play a supporting role.

People do business with people. They build relationships. They act on those relationships. When they choose to act is when your content matters. It is at that point they will read (or read again). It is at that point they will decide if, aside from having that relationship with you, they trust you are the right person or business to hire.

Content isn’t the most important thing…. but what you post and more importantly, HOW you write, post or share content IS critical.

Your content MUST have a purpose

Your content must help build relationships. Your content must be authoritative. Your content must drive action.

Not every post needs to do all of it, but the best content will hit multiple points. If your content doesn’t hit on at least one of those points, you’re wasting your time posting it. PERIOD.

I adore Rhonda from Fat Dog Creatives. She’s an amazing graphic designer and her process is incredible. She’s also a big proponent of me (yes, I have an ego).

She shared one of my Facebook posts about the value of engagement recently to her business page. I immediately thanked her (as Tactical Social Media) but almost as quickly, I scolded her. Love that she shared it but hate that while it was good for me, it did nothing for her!

She already decided to share my content. She gave me something, so why not leverage it to really nurture the relationship, to establish her own authority, drive some action and share a little bit of herself? She should use it further help herself.

Blindly posting or sharing content provides little value to YOU. Make what you post count for you AND your audience.

How you create your post matters

How the share first appeared…..

Here’s the edited version…..

The difference?

She leveraged my content to help build her authority. She continues to nurture our relationship (more than just sharing my content, she acknowledges she is learning from me – that ego thing again) and she is making it personal and herself more relatable to her clients.

The bonus… Rhonda will get some HUGE additional visibility:

  • She tagged me (with permission – do not ever tag a person in a business post without permission. It is rude and a relationship killer) placing her post on my timeline. Her brand was promoted to my personal network.And since I was tagged personally, I responded personally. That adds further reach.
  • She has real content that could be found later when someone uses Facebook’s search function (and trust me, they do!).

I will continue to preach that content is less important than social engagement but there is not doubt it is vital. It’s not about how much content you post, how often or when. It is about WHAT you post and HOW you post and share content that matters.

Think your content is up to par? Not sure? Drop me a line and we’ll set up a quick review.