What should a business owner post about?
Almost nobody has a content problem. They have a noticing problem. The material is already in your week, you have just stopped seeing it because it is ordinary to you.
Say the thing you say every week without thinking
Post what you explain to clients repeatedly, the mistakes you watch people make, and the opinions you hold that others in your industry would argue with. That is the whole list. The rest is production.
Obvious to you means expert. It does not mean boring. It means you have said it so many times you stopped hearing how useful it is.
Four sources that never run dry
Questions clients ask
If three people asked it, three hundred are wondering. Write the question down verbatim, because the way they phrase it is usually the better hook.
Mistakes you keep correcting
Every time you fix something on a job, that is a post. It is specific, it is useful, and it quietly demonstrates that you know what you are doing.
Objections from sales calls
Handling an objection publicly means handling it once instead of forty times. It also filters out the people who were never going to buy.
Opinions others would dispute
The riskiest category and the one that makes you memorable. If nobody could disagree with a post, it was not worth anyone's attention.
Keep a running note. Add to it during the week rather than trying to remember on filming day. The list refills faster than anyone can publish from it.
The posts that quietly do nothing
- →Generic advice that could have been posted by anyone in your industry.
- →Announcements nobody outside the business cares about, unless there is a reason for them to.
- →Personal detail with no connection to the work. The test is whether a client understands you better afterwards.
- →Anything written by a machine in a voice that is not yours. People do not remember information, they remember someone.
Pick three things and stay on them
Being known for something requires repetition, and repetition requires narrowing. Three subjects is usually enough to avoid boredom and narrow enough that people can describe what you do without you being in the room.
If your last twenty posts covered fifteen different topics, nobody is going to remember you for any of them. That is the most common problem I see, and it is a positioning problem rather than a content problem. There is more on that in what an agency actually does.
Say it more than once
Owners worry about repeating themselves long before their audience notices. Almost nobody sees everything you publish, and the people who do are the ones already convinced. Repeating your best point is how it becomes the thing you are known for.
This also takes longer than people expect, which is covered in how long building a personal brand takes.
Want help working out your three?
Book a content audit. We go through what you already know, what your market is publishing, and what you should be the obvious answer to.