Ruthie Sterrett (00:01.048)
Welcome back to the delegation download. I'm so glad you're here. I know that you are longing to get social media off of your to-do list. And today, in this episode, we're going to talk about the fourth C in the 5C framework and what is probably the most important. I mean, they're all important, but this is the one that like, this is really why you're here. And that C is content. Content, my friend, is the water and the fertilizer that you need.
to grow your relationship with your audience. And so the more you give it, the faster you grow. And creating content though can feel like a full-time job. And for most CEOs, it's not really the job that you want to be doing. It's not the one that you signed up for. But you know how important content is. And so you're struggling because you feel like guilty that you're not posting often enough.
Or you feel overwhelmed because you're spending time creating content and not spending time on other things and your creativity is just like tapped out and social media has started to become really draining. Or you might be in the space where a lot of my clients have been where they're like, I don't mind creating content. I just don't have time to do it consistently. Or I know what I want to say, but turning it into reels and posts and care cells, like that's where I get stuck.
because they feel like they create the content and then it doesn't go anywhere. It doesn't do anything. And so they feel like often like, what is the point? But here's the thing. Content is not fluff and there is a point and there are strategies and best practices in creating social media content and the market, the landscape changes and evolves. What worked in 2023 doesn't work today. It has evolved.
And you may not have the bandwidth to pay attention and stay up to date with the trends and the algorithms. And we're going to talk about trends here in a minute because I don't want you to be like, Ruthie, stop talking about trends. I don't want to be dancing on TikTok. That's not what I'm talking about. But I am talking about creating content in a way so that it resonates and connects with your ideal audience and works with the platforms because the people are on the platforms. So content creation
Ruthie Sterrett (02:20.682)
Our content creation process is actually designed to align with your business goals, your voice, and the bigger picture of your customer journey. We're not trying to go viral for viral sake. We're here to build visibility that actually converts. We're here to build awareness, create trust, drive conversions, and do it well and with intention. So how this actually works is a result of collaboration.
your expertise, your point of view, your tone and voice and thoughts and visions for your ideal clients, for your world, for your brand, that combined with a team who knows how to turn those ideas and voice and visuals into consistent on-brand high converting content, that's what we do inside the corner office. We nail the strategy.
We create a workflow to make sure we're capturing your voice and your thoughts and business updates and all the things that need to be said in your content. And then we get to work creating it so you don't have to. And now what that collaboration often looks like is you sharing with us photos, whether that's from professional brand photo shoots or iPhone photos. And we can provide
Lists of shots we could use, we can provide lists of B-roll that would be really helpful in your content because we've already worked through your brand, right? We've already worked through the campaign calendar. So we know exactly what we need in terms of content instead of just like random photos of you pouring a cup of coffee or whatever it is. So here's what this looks like. When we're building the Cornerstone content kit and we are mapping out your content calendar.
we give you a sample month of here's a sample month of content ideas. And we're not saying that this is going to be our month one of content. At first, this is more just to get you and us all on the same page of do we like this type of content? Does it feel good? And at first, you're looking at it in a Google Doc, but it's written out for you as here's the point of this post.
Ruthie Sterrett (04:38.69)
Here's what the caption is gonna be. Here's what the visuals would look like. Here's the onscreen hook. And you can see that over the course of an entire month and understand kind of how that roadmap will play out. Once we align and we all feel good about that particular content strategy, we get more granular in actually writing the content calendar and putting specifically the
Goal of the post, again, what is the onscreen hook? What's the words on the screen? What's the intent and the idea behind the post? And when I say the goal, is this an awareness-based post? Is this nurture? Is this launch promotion? There's a lot of different goals that our content can have, right? And that's one of the reasons that we actually don't book packages with a specific amount of content upfront. Because here's the thing.
asking social media to be in charge or to be responsible for awareness, nurture, and conversion. I hate to tell you, friend, but you probably need more than two posts a week. But until we understand those business goals and do a competitive analysis when we audit both your account and look at your competitors, we don't know how much volume you need. So as part of the Cornerstone Content Kit, we do this audit and we do this content, this...
analysis so that we can recommend a package for the retainer that is in alignment with your business goals and your budget. Because often we are in a place where we love to book a package that has us posting five, six, seven times a week because we know that that volume and that intensity can help move us towards our business goals faster, but we don't always have the budget to make that happen. And that's okay. We're willing to work together to
come up with a strategy that maximizes your budget and meets you where you are and still moves the needle towards your business goals based upon what we're seeing in the competitive landscape and what we've mapped out in terms of your content strategy. So how much content do you really need? Like I said, it depends on your business goals, your growth pace, the competitive landscape. And we don't offer cookie cutter post counts. We don't say like, well,
Ruthie Sterrett (07:05.069)
three posts a week costs this, four posts a week costs this, five posts a week costs this. Because it's also not just about posts, it's about platforms. How many platforms are we going to be on? Is it Instagram and LinkedIn? Are we also repurposing to threads? What about Facebook? What about Pinterest? What about TikTok? What about YouTube Shorts? Those are all things that we are gonna determine and prioritize by doing that audit for both your business and your competitors.
So another question, like I just said about platforms, what platforms do we cover? Well, the consistency corner focuses on Instagram and LinkedIn as primary platforms, but we are happy to adapt and repurpose content for TikTok, Facebook, and we're starting to see some success for some of our clients on threads. And threads is actually a really nice kind of low lift platform. So often we can add that in as an incremental platform for not a ton of budget.
And then depending upon what your business looks like, YouTube might make sense. YouTube shorts, Pinterest might make sense. But we're going to discuss all of those things as we do your Cornerstone content kit. When it comes to content, you might ask, well, do we boost posts or do we run ads? Our agency focuses on organic content. But with that being said, we can support boosted content.
or collaborate with you or a paid ad team to make everything feel more cohesive. We truly believe that before you run ads, we need to make sure that we've nailed the messaging. We need to make sure that the content is doing its job. And once we've proved that, sure, absolutely, let's talk about pouring fuel on the fire with ad spend, but the content has to be right first. And so that's why we focus on organic content and getting that right first and discuss
layering in boosting or ads down the road. And depending upon your business, what you've been doing so far, that might look like additional scope with our team for boosting. That might look like us working in partnership with an ads team you already work with, or us bringing in a strategic partner and trusted collaborator in the ad space to manage your ad account. So you heard me say that we create a content calendar
Ruthie Sterrett (09:26.86)
At the beginning, we create like a sample calendar. And then, usually mid-month, we kind of map out the next month's content, loose ideas. And we'll typically batch one to two weeks at a time. So you always have about two weeks of content already to go, ready to post at any given time. So you might think like, well, what if something comes up that's time sensitive? What if we have like a flash sale or a new offer or a must share story?
We build flexibility into the process so that we've got room to pivot, we've got room to support you. Now, we're not going to do, hey, can you post this every single day, last minute, because that's not good for you and it's not good for our team. And we're trying to build sustainable content strategies and systems here. But we absolutely can be flexible. We absolutely can help with timely updates and making sure that we're, whether it's hopping on trends, sharing an important update in your business.
we are getting in there and getting the content out as it's relevant. Now, if you've got more questions, don't hesitate to send me a DM, send me an email and ask because I want to make sure that you feel really good about what the content process looks like. And I don't want this podcast to be super long, so I'm not going to go into every single detail right here. But you let me know what your questions are. Either book a call and we can really talk through it. The link to book a call is in the show notes.
Grab our service guide for more details on some sample packages. And just know that we are already in your corner cheering you on. If your brand is serving moms, we know how important the work you're doing is. And we want to amplify that mission. We want to help create content that shares your message with the world and helps you serve the moms that you were meant to serve.
But the truth is that you have to have the right team and system in place for content to stop feeling overwhelming and start feeling like it's working for you. So let us be that team. Book a call to explore the corner office, and we'd love to be in your corner because we are already cheering you on. And in the next episode of the delegation download, we will be talking about consistency and how we use data-driven strategies to make decisions and ensure you're getting an ROI on your social media marketing.
