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We were discussing the schedule for organic social media posts to promote our upcoming events.

There were many events happening that month and we wanted to ensure that each event got its share of promotion.

Comment from a team member:

“We need to be careful here, as we don’t want to overburden our followers with so many event promotions.”

I made the case that we should decide on the right number of posts for each event, then roll 🎲 with it.

LinkedIn posts

In another project, we were helping an executive with organic posts to his LinkedIn profile.

The proposal:

Define an overarching theme for the year. Each month, he’d publish an article-style post on that topic.

I made the case that we craft a captivating post on a different topic each month.

Common elements

What do these two stories have in common?

The thoughts were conceptually and academically correct, but not relevant ❌ for the particular context.

Let me explain 👇

Around the Corner
(Cont'd)

Organic social media

Most of your followers never see your organic posts to begin with!

You’re asking, “So why were you bothering with organic posts to promote your events in the first place?”

Actually, some followers will see your posts.

In fact, your biggest fans will see them, since they clicked on or engaged with your posts in the past and the algorithms look for that.

It’s also why organic social should be complemented with paid social.

Back to the point.

If followers actually saw every one of your posts, then it’s proper to consider whether you’re overburdening them.

They don’t see all of your posts, however, so there’s no need to fret over this.

LinkedIn posts

If we were creating a special issue of a magazine, then deciding on a theme is appropriate.

A food magazine might create a special holiday edition that’s full of holiday recipes.

An executive’s LinkedIn profile is not a self-contained magazine.

A magazine is read from beginning to end.

A series of LinkedIn posts, on the other hand, are consumed one by one, at different times of the month, if they’re even seen it all.

If the exec did use a theme, people wouldn’t notice.

Bringing it home

The lesson?

When making decisions like this, think less about how content should be organized and think more about how your audience will experience it.

Cheers,
-Dennis.
Next Meetup
The Content Fuel Framework: How to Generate Unlimited Story Ideas

Presenter: Melanie Deziel, Speaker & Author of "The Content Fuel Framework: How to Generate Unlimited Story Ideas"

Using the simple and repeatable system found in the book "The Content Fuel Framework: How to Generate Unlimited Story Ideas," this session will get your creative juices flowing and help you generate a seemingly endless number of unique content ideas for your brand.

Even better, the systems you'll learn here can be brought back to your team and replicated time and again, whenever you need more content ideas to feed the machine.

Takeaways:
  • A repeatable process for generating hundreds of content ideas
  • A reliable idea-generation system you can share with your team
  • A simple tool for turning one content idea into several
  • A newfound confidence in your own creative power
Note: Five attendees will receive a free copy of Melanie's book "The Content Fuel Framework: How to Generate Unlimited Story Ideas."

Date:
May 5, 2022, 12 to 1pm PT

RSVP:
https://www.meetup.com/Bay-Area-Content-Marketing/events/284541789/

Note: Thanks to our sponsors, Hushly, TalendToTheWeb and Treasure Data.
Twitter Corner
In each newsletter, I recommend a Twitter user to follow.
 
This week, I recommend Melanie Deziel (@mdeziel).



Melanie is Co-Founder & VP of Marketing at The Convoy, a company that helps small business owners save thousands of dollars on everyday tools and services. 

Melanie is also an author, speaker, content marketer, female founder and mom of a toddler.

Melanie is author of the book "The Content Fuel Framework: How to Generate Unlimited Story Ideas."

She's giving a talk about this framework in May! (see "Next Meetup").

I met Melanie at Content Marketing World 2021 in Cleveland. Her keynote talk was excellent 👏
Reader Corner
In the last issue, I wrote how tools like Microsoft Teams can be invasive.

Reader Ashley G replied, sharing an article from Basecamp CEO Jason Fried.



In "The Presence Prison," Jason writes:

"As a general rule, nobody at Basecamp really knows where anyone else is at any given moment. Are they working? Dunno. Are they taking a break? Dunno. Are they at lunch? Dunno. Are they picking up their kid from school? Dunno. Don’t care.

The vast majority of the time, it just doesn’t matter."

Two thumbs up for this.

And thanks for sharing, Ashley!
What Marketers Get Wrong Corner
Why do people perform certain actions?

Don't ask a marketer, because they'll get it wrong! 😜

Marketers think users perform actions for one reason, but when you ask users, they say it's for a different reason.

Read this post from Orbit Media:

[New Research] Social Media Psychology: Why do we follow? Why do we share? Here are 5 Things Marketers Miss
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