Create a Social Media Content Calendar That Works

Welcome back to my weekly blog!

I have been gone, but I haven't stopped marketing my business. This brings us to today's topic—creating a social media content calendar that actually works. While my website was being re-envisioned, my social media content was my only networking source (other than word of mouth). Without my structured and detailed content planner, I would have never been able to reach, talk with, and sign dream clients. So, what is this magical content calendar?

If you want to reach your target audience without sacrificing hours of your time a day, you will want to get super clear on your messaging and become way more organized. The truth is, if you are looking for consistent results from social media, you will have to prioritize creating, scheduling, and planning your content. Often, private practice owners come to me looking for a one-size-fits-all strategy that will work immediately. This is not a realistic expectation. If you want to succeed in social media marketing, you must drop the idea of quick fixes and following other people's strategies.

Social Media Marketing Takes Commitment

Before you can create a month's worth of content like a pro, you need to clarify your messaging. It is taking you hours on end to make one post because you are unsure who your content is for and unclear on its purpose. Each piece of content should have a clear goal in mind. Which is why posting day-by-day is getting you nowhere. When you post on a whim, you are not showing up as an authority in your field. That is utterly clear to your target audience- if your content doesn't speak to them personally, they will not follow you. Let alone work with you. Posting like this is messy, confusing, and gives your viewers the wrong idea.

Instead, you should speak to your audience through your content. So, when dream clients run across your post, they feel like you are talking directly to them. Like you read pages from their diary and copied and pasted them to your Instagram caption; THAT personal. You may be thinking, "How the F$%* do I do that?!" This is where the commitment and marketing strategy come into play. You keep hearing me talk about aligning your message with your brand and how important it is to speak to your audience... but how do you do that?

Strategy Takes Planning

Yes, making content takes strategic planning.

The first thing I do when working with a new client is look at what they are already doing. I can see what is doing well, what could use enhancements, and where you are losing your audience. Usually, at first glance, I can get a good idea of where we should focus. Often, my clients come to me with a good foundation, which makes the next step quite simple—looking at their ideal clients. If a trauma therapist tells me they work with first-generation immigrant women, I should see that they are followed by individuals who meet that criteria. I should see content on generational trauma and shared case studies on the impact on eldest daughters when starting families. Oddly, I will not see this, as they are probably not attracting the right people. So, they have a niche and know who they want to work with, but this is not aligned with what's being portrayed on their page. My job is to connect the dots between who they want to attract and actually attracting them.

Understanding your target audience starts with market research. The best way to know what your target audience is struggling with or needs help with is to ask them. People respond best when you speak their language. How else will they understand? Market research lets you know how your audience speaks, learns, and even some of their familiar mannerisms. This is helpful because it will enable you to reach your target audience literally and metaphorically. In other words, using keywords helps the algorithm know who your content is for in order to reach them, and it uses words your audience relates to.

The Content Planner

It all leads up to the main event: the content calendar. I know you've bought into the fad of done-for-you content calendars. A 30-day list of what exactly to post. Spoiler: They are BIG BS! These over-used, generic calendars are marketed as a one-size-fits-all marketing dream. I am here to burst the de-lulu dream bubble and tell you the truth. We have already established there is no one-size-fits-all strategy, and the same goes for these plug-and-play content ideas. You must have a personalized game plan if you want to gain the trust of your audience. Ultimately, that is what it all comes down to: building an authentic and valuable connection with your potential clients.

A connection that can't be duplicated with copy-and-paste hooks every other therapist uses.

Besides blending into an endless sea of other therapists trying to market their private practice, content calendars use a mainstream (and super basic) "strategy" that isn't tailored for YOUR audience. There is nothing authentic or original going on there. Instead, you need a personalized content strategy fit to speak directly to your target audience. Content that takes your audience through a journey provides transformation and implements personal touches only YOU can bring.

Each of my clients is given a unique vision. My content planner breaks down your content into individualized content pillars, sub-topics, and the buyer's journey. The Buyer's Journey is the transformation your audience goes through, from making them problem-aware to sharing your own experiences through personal branding. Pre-made content calendars will not work for you because they don't incorporate your experiences, your knowledge, or the ways you are the only solution to your target audience's problems.

Until you can establish the why and who of your content, you will continue to struggle to create it, luckily, you have me—a marketing girlie who can create and help you implement a personalized strategy that will provide tangible results.

The sooner you start creating content with purpose, the sooner you'll reach your marketing goals.

If you resonate with this week's blog and want to transform your marketing game, comment below. As always (ugh I've missed this) thank you for being a part in my journey, and I hope to be a part of your marketing journey soon.