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THE 4P CONTENT PLANNING FRAMEWORK

by Content Marketing0 comments

Created to make your social [media] life a little less tiresome, think of this 4P Content Planning Framework as guidelines for all the good, juicy stuff you create for the internet!

Designed to help you better position yourself as the expert you are, build a community, make meaningful connections with the right people, and increase conversions.

This is your recipe for social content perfection – 4 simple ingredients and you’re set!

Positioning Content (The Water)

Just as it says, positioning content is there to position you as an expert in your field. Doing a lot of heavy lifting for you as a brand, this type of content is where you share your expertise, knowledge and skills.

Maybe you’ll share some helpful tips for your audience, maybe you’ll share a raving review. Perhaps you’ll discuss a case study, or share results from a recent project! Either way, this type of content is jam-packed full of value to your audience, and they’ll love you for it.

The great thing about positioning content is that with a few tweaks, it can easily be turned into – or repurposed as – other types of content. Add a little call to action (CTA) to turn your value-bomb into a promotional post. Shake it up a little with a real-life story and you’ve got some personability content. Did that testimonial come from a client with a common problem? Elaborate a little, and you’ve now got some problem-solving content!

Your audience will begin to trust you and you’ll soon become the go-to for all things related to your niche. Like the trusty coffee shop with the good croissants on the way to work, they’ll keep coming back, and they’ll start bringing their friends, too.

Problem-Solving Content (The Arabica Beans)

Everyone in business is facing some kind of problem, no matter how minor. It’s just human nature. And, naturally, we’re always looking for a solution – a way to make life easier.

Your problem-solving content shares how you are, or have, the solution your audience is looking for.

This content will have your potential clients thinking “hey, I need that!” and is a great conversation starter.

Identify the problem, and offer a solution. It’s simple, it’s a strategy used regularly in all kinds of business (got feet? You need shoes – Nike have a solution. Tired? Tried caffeine? Starbucks are here to save the day! You get the picture!) and it works.

Researching your audience and digging deep in to what they are really searching for will help you stand out from the crowds with this one – balance that out with your other types of content and you’ll soon become a name they remember!

Personability Content (The Delicious, Frothed Milk)

Here’s a not so secret, secret. Social media is…social.

And as the face behind your brand, it’s not a perfectly curated Instagram feed or consistent font that are going to make you stand out. It’s you.

Your audience are connecting with you for more than the value you share – they’re there for your personality. And should they become clients or customers, they’ve chosen you for that very reason!

Humanising your brand is super important, and it turns sterile or generic content into relatable, easily digestible goodness.

Don’t be afraid to share some of the fails or hard lessons learned in business. Share your favourite pizza, or a story from your childhood. Real life conversations bring a layer of authenticity to your content, and your business. If you’re relatable, you’re memorable.

Even if it feels a little uncomfortable to share the real amongst the business-talk, it will do wonders for building trust and relationships with your audience, and it’s definitely worth it in the long run!

An added bonus is the Zoom calls will feel less awkward, as the client has already resonated and connected with you on a personal level. Win!

Promotional Content (The Sprinkles on Top)

It’s important that we don’t overdo it with this type of content. Think of it as the sprinkles on top of your perfectly poured latte – nobody likes cinnamon up their nose, right?

Promotional content is important, but too much can feel a bit spammy.

What you want to do is encourage people to take action – read the blog, download the PDF, join the course, buy the t-shirt.

It’s an imperative addition to your content strategy – without clear direction, your audience won’t know what’s expected of them, or how to progress in your sales funnel. And without instructions, action won’t be taken.

Highlighting the benefit with an added CTA will help.

CTA’s should be crystal clear – click here to register, comment below, save the date, swipe right, add an extra shot please.

Use promotional content to keep your audience engaged, too – promote live videos or upcoming posts!

The biggest key to promotional content: don’t be afraid. You need to sell in order to grow!

ROBYNS TOP TIPS FOR PERCOLATED PERFECTION

  • Personalise your messaging – use words like “you” instead of “guys/team”, it helps your audience feel like they’re being spoken to directly
  • Try to avoid passive words like “might, may, will, could” where possible. Be assertive – you have what they need, and they need it now!
  •  Be brave and show your face. If you’re not ready for video, a captioned photo or two can go a long way for authenticity and personability
  • Bring the same energy to your online presence as you would love to have back from your clients or customers!

Ready to dive into a simple strategy that works AND have 6 months of social media content prompts and editable Canva templates?  You need my 4P Content Kit!

Designed to help you better position yourself as the expert you are, build a community, make meaningful connections with the right people, and increase conversions, these are the foundations behind the easy to implement…4P Content PLanning Framework inside the 4P Content Kit.

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