This week I was asked by a local business to give some tips on how to create great ‘real world’ social media strategies. In fact this is something I get asked a great deal.

The inquiry went something like this:

‘There is so much information out there on digital marketing, social media and online strategies; it’s just all too much. I cannot tell what is useful or not, you know, what is really working and practical and what is just theory. I’m not interested in the text book stuff that nobody has even tested, I need some ‘real world’ help.’

So, as this is something I am frequently asked, this blog will share some of my thoughts on what makes good content marketing, the type that generates leads for your business.

I have read, what feels like all the books and blogs and been to all the courses.

A gazillion hours of research and an equal amount of practice in posting blogs across several social media platforms for my own business and clients, distilled into a few words – and it’s easy to remember too:

The 3 P’s – personal, promotional and purposeful.


There needs to be a sense of purpose in what you are writing, blogging or posting.
You need to provide value to your audience.

To help guide your content in a meaningful direction start your content marketing process by brainstorming your purpose for writing.

The following list may help you decide on your purpose:

• To help me and our company stay current in our industry
• To create more information leading to exposure/promotion
• To help our client understand what we do
• To communicate our mission & vision
• To demonstrate our professional work process

Some ideas include industry tips and tricks. Answer the burning questions, offer opinion, share news and quotes related to your industry and area of expertise.


Get personal – by being personal you can really connect with your audience.

Share your story and inject your personality into everything you do.

In order to be heard, style your communication as though you were speaking ‘person to person.’

Resist the temptation to ‘market,’ and give your audience something to believe in instead.

Start by showing off your employees, your customers, your office dog. Give your followers a peek into your daily routine – you get the picture!


So this is why we are here right. At the end of the day we need to promote our product or service – otherwise we starve!

Follow the one-in-seven rule.

This rule is where only one of every seven posts overtly promotes your business.

The remaining six should be focused on sharing valuable content.

This doesn’t mean you can’t promote your business in those other posts; just be sure you pair it with great content.

Even when you are promoting, make sure to add your personality – Don’t just write ‘Buy Now.’

So, whenever you post, blog, write or comment in the digital space – run it through the ‘3P’ checker before you hit ok.

Your first priority should be on building relationships with people, not just pitching your service or product.

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