One of our core audiences here at Buffer is small business owners, many of whom don't have large teams or the ability to invest in a robust social media presence. What advice would you give to these small business owners, as well as individual creators who may not be financially driven but are looking to delve into social media? What would you suggest for those who are just beginning to see audience growth and are considering expanding into other areas, like offering courses or starting a newsletter?
First off, I'd recommend they lean into their own curiosities and interests, especially in their particular field. Even if your business might seem mundane, like extermination services, there could be elements that intrigue you and could be fascinating to others. Often, what's normal to you in your line of work may be new and interesting to others.
Secondly, don't shy away from repurposing content. Many people feel they constantly need to produce original material, but remember, not everyone sees or retains everything you put out. You can reuse content, maybe by changing the wording a bit or switching up the medium. Everyone interacts with different platforms for varied reasons, so don't be too concerned about repetition. In fact, repeating a message can emphasize its importance.
Lastly, if you struggle with generating fresh content or fear repetition, start by engaging with others on these platforms. Social media is, above all, a community. View it as an opportunity to participate in conversations, reply to other posts, and interact with your audience. Don't just use it as a platform to broadcast your message. Engage with people, build connections, and foster relationships.
This act of engaging can also help kickstart content ideas. As you reply to others, you might realize you have more to say on a topic. You could then rephrase or expand upon this in a post on your own platform. Essentially, use engagement as fuel for your content creation. Think of it as an 'AI prompt' - it's usually easier to respond to a prompt than to create content from scratch.
So, to sum up, focus on your curiosities, don't fear repurposing content, and engage with your audience. These are the keys to growing and maintaining a meaningful presence on social media.
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