- The Creator Blueprint by Ish Verduzco
- Posts
- How to Produce Content That Compounds Over Time
In case you missed last week’s edition, you can check it out below.
Alright, let’s dive into this week’s post.
I recently shared this tweet and got a handful of people who messaged me asking me if I could elaborate.
Content compounds over time when done right.
Most people understand the value of compounding but if you don’t here’s a visual on how compounding works.
Now how does this relate to social media and content creation?
In short, the more consistent you are with your content output on social, the more you will see the benefits (if done right).
Benefits = Brand Recognition, Reach, Engagement, Following
Anyone can create 100 pieces of crappy content that don’t provide a real ROI on their efforts, but if you want to do this right, then here are a few guidelines that have worked for me throughout my career.
How to Produce Content That Compounds Over Time
1) Niche = Unique Value Proposition
What value are you providing?
Who are your aiming to reach?
Why should people care?
Creating content about being a founder, aimed at inspiring 1st time founders?
Want to produce educational content on a specific topic like social media, aimed at helping startup marketers?
Looking to entertain sales professionals by creating a meme page that laughs at their struggles or day-to-day responsibilities?
For every post that you create, take a second think about how it plays into your long term goals and if it will resonate with your intended target audience.
2) Consistency = Getting Your Reps in
Post every day for 30 days of in order to figure out what sticks, your preferred content style is, and your voice/tone.
You should also spend this time to gather data and get a ton of feedback from your audience.
Ask people who liked your post what they enjoyed about it, what they’d like to see more of, and how you can provide more value to them.
Open up your analytics.
Review top performing posts, bottom performing posts, and try to identify any trends or outliers.
Then after 30 days you can adjust your cadence (up or down) to meet demand.
Demand can be determined by weekly content output.
If you’re posting 10x a week and getting solid engagement, then you can probably increase your output.
If you’re posting 10x a week and getting weak (or zero) engagement then you either need to space out your posts or refine the content itself (this is where your data and feedback will become super helpful).
Create more content like your best performing posts.
Expand on topics that were outliers.
Look at your DMs/replies and find trends in questions, then produce content around those topics.
3) Scheduling = Sustainability
I love scheduling my personal content bc it allows me to always have 2-3 weeks of content queued up.
One of the common mistakes I see is people get fired up for a month and post daily but then fall off because they realize how much work it is.
Scheduling allows you to use gaps of time in your schedule to build out a bank of content.
This step is especially important if you’re doing this on the side (you work a 9-5, you’re a founder, or you only have a few hours a week to dedicate to social).
Create and schedule content in bulk.
4) Daily Community Management = Growth Loop
Once you have a bank of content scheduled then you can shift your daily efforts to focus on community management.
Engage with other creators in the feed, reply to questions, engage with your comments, and thank people for sharing your posts.
This will act as a growth loop because every time you reply, some (new) people will see your original post bubble up in the feed.
You can imagine how this compounds when you've got dozens of posts over the past couple of weeks/months that people are liking, sharing, and commenting on -- plus, your replies.
Don’t skip this step.
Add a recurring 20-30 minute block to your calendar.
Do this every morning or evening.
5) Do this for 6-12 months
Most motivated individuals will be able to do steps 1-4 for a month or two.
Very few will be able to keep up the consistency for 6-12 months. And a tiny percentage will keep it up for a year or longer.
All of the biggest returns from compounding come at the end.
Keep it up longer than 95% of others in your niche and you will see the ROI on your time and energy.
Here’s how this will play out:
> You’ve been posting regularly for 3 months
> Most of your content it aimed at a specific audience or niche
> Someone see’s one of your posts in their feed
> They go to your profile and dig through your older posts
> They re-share a post from 6 weeks ago with their 9,000 followers
> A portion of their followers discover you through this post & visit your profile
> The ones who like your content will follow you
> Some of them will keep binging your old content and share or comment
> You take the time to thank people for sharing and reply to comments
> They respond back to you which pushes the original post back to the feed
> New people discover you (or re-discover you) in the feed
> And the loop continues
Each post has the potential of playing out like above.
Once you’ve been consistent for a while, you’ll have dozens of posts out there working for you, you increase your chances of compounding.
If you’re finding value in this newsletter, I’d really appreciate a share on social!
It goes a long way for me.
Thank you!
Ish
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