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Module 2, Lesson 1
Content Strategy - How to Create Yours

Hey guys, welcome back to another lesson. In this lesson, I'm going to be teaching you, how to
come up with your content strategy, when it comes to posting awesome content on Instagram,
and how you're gonna grow your Instagram account. Now, I know this might be a little bit
intimidating, you might be thinking, ooh, yes, I'm excited, I wanna grow an Instagram account,
but I'm a little bit overwhelmed around the kind of content that I should post and all sorts of other
things.

So in this lesson, we're gonna really debunk, and give you like a framework and strategy to
follow, when it comes to like working out the kind of content to post. So it's really important that
you pay attention to this lesson, because this particular lesson forms the overarching blueprint
for all the things that you're going to execute on, when it comes to growing an Instagram
account, and having a solid Instagram content strategy.

So the reason that this lesson is really important, is it's not just about creating content for
content sake. All of your content that you create, needs to have a purpose. How is it going to
drive sales? How is it going to drive traffic? How is it going to drive value? How is it going to
build a relationship? How is it going to get more followers? How is it going to get more likes,
comments, engagement?

How's it gonna help you build a relationship with your audience? And how is it going to educate
them, and serve the market that you wanna serve? So the first thing I wanna go through with
you, when it comes to your content strategy for Instagram, is your goal. You have to define the
goal. Like, what are the goals? Like, why do you wanna grow your Instagram account? Like,
what is the goal of your content?

Is it to get more followers, and build your authority in your marketplace? Is it to get more
applications, for your, you know, your coaching programme? Is it to get more people walking
through the door, for your hairdressing salon? Is it to sell more physical products? Like I have
no idea, but this is the first thing that you need to look at, when it comes to your content
strategy. What is the goal? So once you've worked out the goal, the next thing you need to look
at, is your avatar.

Like who is this content for? And I talk about this often throughout the course, like who you
serve? That's very, very important to know who you're serving, because that's gonna help you
work out, who the influencers are you wanna work with. It's gonna help you work out the content
you wanna create.
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It's gonna help you work out penitential competitors, or people or brands that you wanna
collaborate with. It's gonna help you find your like ultimate customer avatar. So, that's the next
thing. Who you creating content for? As an example for healtish, we are producing content for
people that wanna live a healthy lifestyle, but they're not like strictly religious on their health.
They're like in the middle.

That's why the company is called health-ish. And we wanna find people that are, you know,
fitness focused, and they are health conscious. So they're the kind of people we wanna look for.
And we also wanna specifically look for females, in the age range from around you know, 21 to
45. And ideally, they are working in an office job of some sort, because we know with the
healthish bottle, a lot of people are sitting at their desk working, so they forget to drink enough
water, for that particular product.

So, I hope we get give you like a really good understanding of how we think about, you know,
our customer avatar for that particular business. The next thing you need to focus on is your
U.V.P. What is your Unique Value Proposition when it comes to the content you're creating? So,
a great example of this, is when I was looking to start the foundr Instagram account, like one
trend that I noticed was, you know, four or five years ago, a lot of people were creating quotes.

And a lot of these fan pages, were creating quotes, which I talked about in another lesson, what
is a fan page. And effectively, what I found, was like all of these companies, like Forbes,
Success Magazine, Fast Company that were creating quotes, and all of these fan pages that
were creating quotes, were quite motivational, like, you know, stuff that was kind of fluffy. Like,
you know, perhaps maybe a quote from the Dalai Lama or something like that.

So what we focused on for foundr, was purely strictly entrepreneurial quotes, and business and
startup quotes. And it was really, we tried to give as much, how to and really teach people
something through that quote, or give people a lesson. So that's how we were able to
differentiate ourselves and also you use the magazine covers as a way to differentiate our
content as well. Now the next thing that you need to be focused on, when it comes to your
content strategies, are the opportunities.

Now when it comes to opportunities, like as an example for foundr, you know, one opportunity
we have, is we're already creating YouTube interviews, right? YouTube video interviews. So we
can take that piece of content, and then turn it into a main video for Instagram. What are some
other opportunities, where you already are putting out content? You're already creating things,
where you can do two, tree, four, maybe even five birds with one stone, when it comes to your
content strategy. So we're very, very big fans of repurposing content at foundr.
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I really urge you to ask yourself the question, when it comes to your content strategy, what are
the opportunities for you to repurpose content? Are customers creating content for you? Do you
have like a ambassador programme in place right now? Do you have partners right now, that
you're currently already working with, where they can give you shout outs? Which we talk about
in another lesson. Like, you know, as an example for us at foundr, we're already interviewing all
the successful foundrs.

Maybe every time we do an interview with a foundr, we can give them a quote, and an image
that we create that quote from, and they can post that quote, and tag us on Instagram, once
their episode or interview is released. Another thing to think about is, do you right now get
before and after transformation photos? Like let's just say you have a company that helps
people lose weight.

Maybe you could do before and afters, you're already doing those. You could use that content
on your Instagram page. You could get people to run a challenge on your Instagram. Are you
running challenges? So these are all the things that you can do, to really capitalise on anything
you might be doing right now within your business, to grow your Instagram account, from a
content strategy standpoint.

So now that you've worked out your goal, your content avatar, who you're speaking to, what
makes you different, and the opportunities you have. Now you need to be thinking about the
content buckets. Like, how can you create Instagram stories? How can you create Instagram
videos? How can you create photos or images to put on your feed? How can you create
Instagram TV videos? I break down all of this throughout the course, and all the crazy growth
hacks, to like rapidly grow your account.

But that's something else you wanna be thinking about as well. And the final thing you need to
be thinking about, is how are you going to drive sales, with your product or your service right
now on Instagram, using the content you're going to create? So as an example, right now, what
are the sales mechanisms you have? For an example, we know as a like, for foundr, we know
that one of the ways that we sell our courses is using master classes. So that's a sales
mechanism for us. So it's like a free training.

So, we have to think about, well, what are the things that we can do, to get more people to the
free training? Maybe we need to create a swipe up story. Maybe you have a physical product.
Maybe you have people giving reviews of that product. How can you use those photos or those
videos of that review, to post on your feed? These are the kinds of things I want you to think
about, when it comes to driving sales for your Instagram account as well.
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Because when you drive traffic from your Instagram page, it has to be intentional. You have to
intentionally wanna create content, that is gonna drive sales. So, if you have an eCommerce
business, how do you post more photos of the product? How do you pose UGC? Which I talk
about all this throughout the course. How do you get more people coming through to your local
store? How do you get more people signing up for a consultation call, if you have a service
based business?

What are the things? What is the content you can create, to be able to facilitate that next step.
So, the next thing you need to be thinking about in your content strategy is your content
calendar. Now, what that is, is effectively the cadence. Now, I've mentioned in another lesson,
like and I, I'll say it again, like I cannot stress enough, the way that you grow an Instagram
account, is with consistency, right?

So you have to post at least once a day. If you're just starting out, just start with posting once a
day. But like, how do you manage that? Like, how do you get on top of that? Well, I suggest you
start something called Social Media Mondays. And what you do every single Monday now, is
you map out the content that you're going to post for the week. And you go and create that
content or you make sure you've got it, or you're repurposing it.

And then you follow along through this whole strategy, for the Instagram domination framework,
but at least you've got your content sorted. So we will provide you a content calendar, so you
can map out how you can post at least once a day. And you can map it out for like two weeks in
advance if you want, and then you can stay on top of it. But your content calendar is very, very
important to make sure you stay on top of that consistency, 'cause that is the number one thing,
that allows you to grow your Instagram account, and make sure that it never dies, is
consistency.

I cannot stress that enough. And the way that you solve that is with a content calendar. So, the
action item for this lesson, is go ahead, download the content calendar that we put in the
resources for you, and start doing Social Media Mondays. Fill out your content calendar for at
least the next week, and two as a bonus, and then you know, you've got your content sorted for
the week. Alright guys, I hope you enjoyed this lesson, and I'll see you in the next one.