What Content to Create as a Personal Brand? ??

Are you wondering what kind of stuff to post on your social media for your personal brand?

Well, it's important to be smart about it.

Till now ??

• You've selected your platform.
• You've defined your vision, mission, and tone.
• You've sorted out brand colors and other elements.
• You've also optimized your profile.

Now, let's talk about content. Some folks make mistakes here.

• Random Content: Some people just post random things without a plan.
• Copycats: Others just copy whatever their competitors or industry buddies are posting.
• AI Relying: And some even let AI create their content.

What's wrong with these approaches?

• Your real self and your credibility get lost.
• You won't reach your goals.
• You won't build an audience.

Content is super important for personal branding. You need a strategy.

Here are a few examples:

???CEO Building Authority: If you're the CEO of a big e-commerce company and you want to look like a thought leader on LinkedIn, your content should be well-researched, with your personal opinions and goals of getting lots of comments or direct messages (DMs).

???Startup Owner Generating Leads: But if you're a startup owner and your main goal is to get more clients through personal branding, your content should be a mix of well-researched thought leadership, your company's success stories, and other posts about the results you've achieved. Add in some personal experiences to make it relatable.

Got the idea? Your content should align with your goals.

Plan your posts for the week. Use a content funnel:

• TOFU (Top of Funnel): Make content for spreading the word about what you're up to.
• MOFU (Middle of Funnel): Engage your audience.
• BOFU (Bottom of Funnel): These are conversion posts, where you want people to take action, like booking a call with you.

Write down the topics you're an expert in, set your weekly goals, and start making content based on those goals.

For example, if you're a freelancer offering consulting for new freelancers, and your two-week goal is to get more clients for your service:

• TOFU content raises awareness about your consulting.
• MOFU content engages your audience by answering questions.
• BOFU content asks for action, with a "book a call" link.

Make sure that only 20% of your content is BOFU, and keep the rest divided between TOFU and MOFU. A 40-40-20 ratio works well for me.

Now you've got the idea of content pillars, a content funnel, content strategy, and overall content approach.

Let's dive into some examples with content categories to make your brand shine:

TOFU Content Examples:

1. Authentic Storytelling

Storytelling is a potent and authentic method to connect with your audience. Sharing your personal and professional journey can make you relatable and memorable. Use your social media platforms to narrate stories that highlight your challenges, successes, and valuable life lessons. When crafting your stories, keep these key principles in mind:

• Vulnerability: Don't shy away from sharing your failures or setbacks. People appreciate authenticity and are more likely to engage with content that reflects real-life experiences.
• Resonance: Ensure your stories align with your personal brand's message and values. Every story you tell should contribute to the overall narrative you're building.
• Consistency: Regularly post stories to keep your audience engaged. Over time, your stories will form a timeline that reflects your growth and development.

Content Funnel Classification:

• TOFU (Top of the Funnel): Authentic storytelling serves as awareness content to draw your audience in. It introduces them to your personal brand and establishes a connection.

2. Visual Content

Visual content is incredibly engaging and can leave a lasting impression on your audience. Ensure your personal brand stands out by creating and sharing visually appealing content:

• Professional Photos: Invest in high-quality professional photos for your social media profiles. A polished and consistent image is essential for a strong personal brand.
• Infographics: Summarize complex ideas or data into visually appealing infographics. They are highly shareable and easily digestible.
• Video Content: Videos are a dynamic way to connect with your audience. Consider creating video series, live streams, or webinars to demonstrate your expertise.

Content Funnel Classification:

• TOFU (Top of the Funnel): Visual content, such as professional photos and infographics, serves as awareness content, drawing your audience's attention with compelling visuals.

3. Authentic Behind-the-Scenes Content

Showing your audience what happens behind the scenes is a fantastic way to humanize your personal brand. It gives your followers a glimpse of your daily life and work processes:

• Day-in-the-Life Posts: Share your daily routines, workspaces, and the challenges you face. Authenticity is key in these posts.
• Project Highlights: Showcase projects you're working on, including your thought processes and how you tackle obstacles.
• Team and Collaboration Content: If applicable, introduce your team members or collaborators. Highlighting their contributions humanizes your brand and demonstrates your leadership.

Content Funnel Classification:

• TOFU (Top of the Funnel): Behind-the-scenes content introduces your audience to your daily life and work processes, helping them relate to your personal brand.

4. Motivational and Inspirational Content

Use your personal brand to motivate and inspire your audience. Share your own journey, highlighting the obstacles you've overcome, and offer guidance for others:

• Quotes and Affirmations: Post motivational quotes and affirmations that have resonated with you. Encourage your audience to embrace positivity and personal growth.
• Success Stories: Share stories of individuals who've achieved success against the odds. Offer your insights on their journey and what others can learn from it.
• Personal Mantras: Share your own personal mantras and philosophies that guide your life and career. Explain how they've influenced your personal brand.

Content Funnel Classification:

• TOFU (Top of the Funnel): Motivational and inspirational content aims to create awareness by inspiring and motivating your audience.

5. Content Repurposing and Diversification

Diversify your content across various formats and platforms. Repurpose your content to reach a wider audience:

• Blog Posts: Share more in-depth articles on platforms like LinkedIn or Medium.
• Podcasts: Convert your blog posts or insights into podcast episodes. The audio format can reach a different audience.
• Ebooks and Whitepapers: Create downloadable ebooks or whitepapers to offer in-depth resources to your audience. This is especially valuable in B2B settings.
• Ephemeral Content: Leverage stories on platforms like Instagram and Facebook for short-lived, yet engaging content. Share behind-the-scenes moments, quick tips, and announcements.

Content Funnel Classification:

• TOFU (Top of the Funnel): Diversified and repurposed content serves as awareness content to introduce your brand to a broader audience.

MOFU Content Examples:

1. Thought Leadership Content

Establishing yourself as a thought leader in your industry or area of expertise is a powerful way to elevate your personal brand. Share valuable insights, opinions, and expertise on topics that matter to your audience. Here's how to do it effectively:

• Educational Content: Create informative and educational posts, articles, or videos that provide practical advice, tips, and solutions to your audience's pain points.
• Opinion Pieces: Don't shy away from sharing your unique perspectives. Controversial or thought-provoking opinions can spark meaningful discussions and establish you as a critical thinker.
• Guest Contributions: Collaborate with industry publications, blogs, or other influencers in your field to reach a wider audience and gain credibility as a thought leader.

Content Funnel Classification:

• MOFU (Middle of the Funnel): Thought leadership content is designed to engage your audience further. It provides valuable insights and encourages discussions, making it ideal for engagement.

2. Engage Your Audience

Social media is a two-way street. Engaging with your audience fosters a sense of community and builds trust. Use these content strategies:

• Ask Questions: Encourage your followers to share their opinions or experiences related to your industry or field. It promotes dialogue and interaction.
• Run Polls or Surveys: Polls and surveys are excellent tools to gather data, understand your audience's preferences, and tailor your content accordingly.
• User-Generated Content: Share content created by your followers that relates to your personal brand. It's a way of showing appreciation and fostering a sense of belonging.

Content Funnel Classification:

• MOFU (Middle of the Funnel): Engagement content encourages interaction and strengthens the connection between you and your audience.

BOFU Content Examples:

1. Personal Achievements and Milestones

Sharing your achievements and milestones can motivate and inspire your audience. Celebrate your successes, both big and small:

• Career Milestones: Highlight promotions, certifications, awards, or any significant career accomplishments. This reinforces your expertise and dedication.
• Personal Milestones: Don't hesitate to share personal achievements like completing a marathon, writing a book, or volunteering. It adds depth to your personal brand.

Content Funnel Classification:

• BOFU (Bottom of the Funnel): Sharing personal achievements and milestones serves as conversion content, building trust and credibility with your audience.

2. Community and Philanthropic Efforts

Show that you're more than just your profession. Use your platform to promote community engagement and philanthropic activities:

• Social Causes: Share your involvement in social or environmental causes you're passionate about. This aligns your personal brand with values beyond your profession.
• Volunteer Work: Document your volunteer experiences and encourage your audience to participate in community service or philanthropic efforts.

Content Funnel Classification:

• BOFU (Bottom of the Funnel): Sharing your involvement in social causes aligns your personal brand with your values, contributing to the conversion phase.

3. Expertise Demonstrations

One of the most effective ways to build credibility is by showcasing your expertise in your field. Here's how to do it:

• Tutorials and How-Tos: Create content that educates your audience. This could be anything from 'how-to' videos, guides, or step-by-step tutorials.
• Case Studies: Present real-life case studies of challenges you've solved for your clients or your organization. This demonstrates your practical knowledge and problem-solving skills.
• Webinars and Live Q&A Sessions: Engage with your audience through live sessions where you answer questions and share your expertise in real-time.

Content Funnel Classification:

• BOFU (Bottom of the Funnel): Expertise demonstrations serve as conversion content by showcasing your practical knowledge and skills.

4. Content Planning and Scheduling

A consistent posting schedule is crucial to maintain your audience's interest. Use content calendars and scheduling tools to plan and manage your posts:

• Content Calendar: Create a content calendar outlining when and what you'll post. This helps maintain consistency and ensures your content aligns with your personal brand strategy.
• Scheduling Tools: Utilize scheduling tools like Buffer, Hootsuite, or Later to plan posts in advance. This saves time and ensures regular content updates.

Content Funnel Classification:

• BOFU (Bottom of the Funnel): Content planning and scheduling contribute to the conversion phase by maintaining a consistent and engaging presence.

Creating the right content for your personal brand on social media requires a combination of strategy, authenticity, and consistency.

By using these content types and strategies, you can establish a strong and memorable personal brand that resonates with your target audience.

Remember that personal branding is an ongoing journey. Your personal brand will evolve as you grow personally and professionally. Continuously assess the impact of your content and make adjustments to stay aligned with your goals.

Found useful? Let me know in the comments below. ????

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