Black Women, How to Turn Your Decade of Knowledge into Viral Content in 5 Simple Steps
Devon Brown
Brand Strategist & Consultant | Authentic strategies to elevate your brand & build reputation | Ft. in Essence Magazine | FOLLOW to find out more
Frustrated from seeing unqualified influencers go viral on social even though you’re the one who spent a decade+ mastering the craft and solving real problems?
There’s no reason they should be doing better than you on social media. 95% percent of our clients go viral. I'm going to share our simple process with you.
Check out our client Dr. Kim's results below.
Step 1: Establish Your Content Pillars
What is a content pillar?
The core subjects you address on social media. Three is an ideal number.
Bad Example: Self care
Why is it bad?
Because anyone can talk about self-care. Your content pillars need to be specific to you, your niche, and the audience you’re speaking to.
Good Example: Self-care at your desk
Why is it good?
This content pillar comes from our client Dr. Samara Toussaint. It's great because her ideal audience member is a school psychologist who can’t leave her desk. She still needs to replenish herself throughout the day, so "self-care at your desk" is highly relevant and specific to her.
Take Action Now:
Think about your own content pillars. What are the specific areas you can own in your niche?
Time-saving tip: Select something you can speak about without research. You have a lot of knowledge in your head. Use it!
Step 2: Select Your Ideal Audience Member
What is an Ideal Audience Member?
The specific person you are talking to when creating content.
Why Is this important?
When you address your content to this person, everyone who relates will feel you are speaking directly to them. They will follow you, buy your book, and attend your retreats.
Pro Tip: Knowing your ideal audience member also helps you refine your content pillars. For example, if your ideal person struggles with skincare because they’re too busy, you might create a pillar like "skincare in 2 minutes or less."
Take Action Now:
Choose a real person that you know who represents the type of audience you want to have.
Step 3: Define Your Social Media Goals
What is a good social media goal?
The real-life achievement you want social media to help you accomplish.
Why do I need to define this?
With unlimited tactics and trends available on social media understanding your goal helps you prioritize and prevents the emotional fatigue.
Bad Social Media Goal Example: 10K Followers
Why is this a bad goal?
Because the followers aren’t what you really want. We want what we think they’ll give us. Make what you really want your goal. You'll get it faster.
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Good Social Media Goal Examples:
Speaking Engagements
Book Sales
Higher paying clients
T.V. expert spots
Take Action Now: Ask yourself: What do I expect to get from my social media effort beyond growing my audience?
Step 4: Worship Consistency
What is consistency on social media?
Posting at a regular cadence, with messaging that speaks to a specific audience with some level of design so people can identify you.
Why is this important?
It established your expertise, reliability and authority. Remember people need to see things at least 11 times before it sinks in on social media.
Consistent Posting Cadence Example:
Posting Days: 3x per week
Motivation Monday
Wednesday Work Solutions
Finance Friday
Pro Tip:?Consistency doesn’t mean you have to be present all the time. With a solid strategy, you can appear consistent even when you’re busy with other responsibilities, like changing diapers or seeing patients. The key is to have a plan that allows you to maintain a steady presence on social media.
Take Action Now:
Decide what a realistic number of posts you could commit to week after week and pair them with your content pillars.
Step 5: Share Your Story on Video Story
This is my favorite part! No need for a production house, you can use your phone.
Share your honest and true story, including the things that made you feel ashamed, the hurdles you overcame, and the journey that got you to where you are on video. Lean into the camera and talk like you’re at the kitchen table with a friend.
Why do I have to do this?
Your face and your story will connect with people on a deeper level. It's what makes good content.
Yes, it can be hard, especially if you’ve spent years masking your true self to succeed in your career. But in the world of social media, authenticity is what wins.
Example: Check Out How Dr. Samara did hers. This video has over 15K views
Pro Tip: Use the direct address in your videos. This means calling out your audience specifically, like "Hey, black women therapists!" This makes your content feel personal and more engaging.
Take Action Now Activity:
Pull out your phone, put it in selfie-mode, record and publish. 90% of the people that see this post will NEVER execute.
Why not?
Because the biggest challenge I see for myself and my clients aren’t tactical, they’re emotional. This is the reason I can tell you a process people pay me thousands for. The most successful people recognize the value of having a guide when doing hard things. If you’re ready to stop trying and failing alone. Click below for a free consult.