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Core Concept: 9/10

Content Engine

escape velocity

Escape velocity is when an object must reach a certain speed to escape the gravitational pull of the earth without falling back down. A rocket needs to maintain it’s thrust to reach orbit to stay in the air and to travel further it must maintain it’s speed to escape the earths atmosphere. This anology works well to be successful in almost any endevour but illustrates social media success especially well.

Let me explain, your business needs to create and share content on social media at a fast rate and at a good quality in order to be shown outside of your audience and be shared. Think of your social media posts like rocket fuel you need to keep fueling your rocket wtih quality fuel for long enough that you reach escape velocity. If you don’t you will simply crash back to earth only to then start over again. The key is to do it well enough and for long enough which is the reason why most small businesses fail to build any meaningful social media following.

But it’s it about quality not quantity? While it’s true that high quality content published spradically is better then posting shit every day this is still bad advice and here’s why. Producing and publishing at a high quantity actually equals higher quality and this is because every time you post you can quickly measure if it’s resonates with people so the more you post the faster you learn what works and therefore leads to higher quality.

Let’s look at what the pros do and you will clearly see why your organic social content isn’t working:

Step 1.

Post 3 times per day mon – fri using the H.O.L.D framework. This gives you 15 test posts per week. Post about things you are doing in your business, things you have learned or your customers successes.

Step 2.

Out of those 15 posts 1-3 will stand out with higher engagement, views etc. Use these 1-3 posts and expand into a weekly newsletter as you know people are interested in these topics.

Step 3.

Combine the best posts into an email newsletter and send at the end of the week. Use this a the basis for a script and record this in a talking head style video.

Step 4.

Separate the audio for use as a podcast

Step 5.

Cut up the video into several 30 second clips of the key points to use as reels and shorts.

Step 6.

The following week post the reels each day across multiple platforms to see which of these gets the most engagement.

Step 6:

The reels with the most engagement will give you the basis for your title for the full length long form video and podcast as you know this is a popular moment.

Step 7.

Post the long form video on your Youtube channel and the audio on your podcast at the end of the week. You can also link to these in the email newsetter for that week.

Step 8.

Rinse and repeat by constantly experimenting and iterating on what works. Try different hooks for your tweets, different thumbnails for your Youtube videos and so on. Each time you publish something is an opportunity to learn and iterate going forward.

The real pros will speed up this experimental phase by running hundreds of small Facebook ad experiments to test different hooks, copy and creative so that when it comes to publishing the main organic content they already know what works.

Obviously, this requires a lot of work and skill to do but this is the most efficient and quickest way to to build a following. If you are serious about social media and if you run a business then you definitely should be then at some point you need to reach escape velocity. This is a fact whether you like it or not so you might as well do right and get there otherwise you will just keep come crashing back to earth.


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