Why Posting More Is The Answer To Most Brand Issues

Based on the title of this article, you might be able to guess where my point is heading. However, we need to break this down in a way that makes it simple to understand in order for the execution of it to take place and feel good about doing so because lets be real… its going to be a bit more work.

To start lets set aside the obvious, by nature of you posting more you will have more exposure and by posting more on as many platforms as possible you will have more reach to people who haven’t consumed your work before. That’s just a fact. Now lets dig into some of the common misunderstandings around this, number 1: “I want my brand to have that exclusive feel, and I don’t want my followers to think my content is drowning them out, I want them to anticipate when my next post will be!” Okay, this is off in several instances, so lets break it down.

The first main point to understand is you need to have a brand first in order to leverage it, meaning that mindset is only 1% valid if your brand is already big enough that your lack of volume is made up by genuine recognition. The issue is 99.999999% of brands are not at that stage and they are modeling a tactic that is taking place in 2 completely different worlds. You must have built a brand first to have the ability to strive for tactics such as the one described above, and the way you continuously build a brand is through quality and quantity in perfect balance. Post more, don’t let the volume take the backseat because you have romanticized quality, its a losing formula and at its core backwards.

The second point to grasp is that we live in a world of short attention, so if something isn’t always there to be on top of mind there is a hefty chance that you’ll just forget about it and move on to the next thing. Do you want to know why this is so evident? Well lets take a look at the millions upon millions of dollars budgeted for ad spend where one of the major facets of the marketing is retargeting. Meaning, lets continue to push volume on a consumer who is leaning into our marketing thereby staying on top of mind by way of more quantity, and yet most brands fall into the trap of “I don’t have millions of dollars to spend on marketing so this isn’t for me…” Well of course, most companies and brands don’t have that budget, so you fight with the weapons you have at your disposal and grow, what does that mean? It means posting more to in some way represent the same outcome as larger brands are doing but doing so with what resources you have available even if that means purely organically with zero marketing budget.

The most revered brands in the world are that for a reason… audit and model what they are doing and begin to ponder a strategy that can work for you while viewing the playbook that has worked for them. Its much easier to not post more and take these risks because as I’ve mentioned 99.999999% of brands aren’t using strategy like this, which means it’s actually easier and more convenient to not model because then we can validate our decisions with the people and brands around us. Im not sure if that sounds at all like a losing formula as well, but to me it does.

The best ideas, brands, products, services all became amazing because they challenged the status quo in some way and embodied uniqueness, they didn’t mind that everyone else around them in the industry was doing it “one” way, it couldn’t of mattered less. The main difference is that they weren’t afraid to fail and pivot swiftly by taking a much larger risk that their surrounding competitors weren’t keen to make because they all validated each others behavior that it was the right thing to do or even more frightening… the norm.

Hopefully you’re seeing just a little bit how the plight of not posting more because of whatever reason you’ve been taught or heard of is unraveling quite fast. Its not the right strategy, its just the easier decision to make, and once you fully lean into the fact that the right thing to do is very rarely ever the easiest thing to do, this will all make more sense in your execution of it.

Another common issue that comes from brands when posting more is that “it takes simply too much time to create, therefore I can’t” Okay, this one must take a bit different of an approach, because time absolutely is a finite resource and you can only fit so much into the day as you can so it does have some merit at the end of the day, but there is absolutely some key points to break this down.

The first is to understand that, yes we all have 24 hours in a day but we all don’t use them the same way, we all also don’t spread and delegate time the same way so its worth looking into to see if some changes can be made. So, lets assume we’re on the extreme side of things to try and limit as much as possible any impossibility. Lets paint the scene of you have zero marketing budget, zero money to be able to hire anyone to help, your day is packed and you can only really dedicate an hour or so every few days for your branding efforts and content creation in general. Here’s what I would do and what I consult countless companies to do as well.

Take that hour and start a branch of content that is long form, something that either you can speak on camera for a longer time period such as a podcast or a show would be ideal or if you aren’t the in front of the camera type and you feel more comfortable not on camera, then something long form in the written sense such as a blog or an article such as this or something equivalent, then once you have that figured out, and remember you have no money to work with on the editing side, so if its a podcast or a show you can use a free zoom membership and just hit the record button, or if its a blog or article you can use LinkedIn or pay a very small amount for the domain of a website to give you the platform to write consistently.

From there, you use that as your pillar piece of content that you post as is where you contextually can, and then here’s where the magic happens, you clip, copy, and paste certain shorter segments of your long form content to be able to post on all other platforms all in one shot with no extra time off your plate. Let me draw out a simple example out here so you can see it all from a birds eye view.

Long form content = 1 hour long podcast per week = post to YouTube, Spotify, Apple Podcasts all for free

• Take 3 different spans of time of about 30 secs to 2 minutes where you felt confident in the message delivered and post on Instagram, Facebook, and LinkedIn.
• Take 8 different spans of time of about 10 seconds to 1 minute to post on TikTok with some music in the background and transitions if you’re feeling crazy.
• Then listen back over the podcast and throw the audio file into a website that transcribes it all into written word which you can google and find for free… then take some small quotes you liked and post them to twitter as tweets once a day.
• Then take the overall written form and turn it into a blog or article to post on LinkedIn articles and/or your blog on your website if you have one.

In this one example of utilizing 1 hour per week we’ve been able to produce 20 pieces of content throughout the week with no extra work other than the quick clipping of some video and a transcriber on google for free. Its possible. Obviously that should be your floor ambition, meaning from there you want to feel comfortable doing that to the point where you can incrementally improve in quality and quantity as you get better and better at your craft, like anything else.

Please don’t accept the norm of not posting more, its not the right answer if your ambition is to build a large and recognizable brand. Honesty is so important in the branding process. Protect your claims with your actions and with consistency and patience good things will come from it.

Oh, and one last thing… please be contextual and thoughtful to which platform you are posting to, even so much as just acknowledging in your caption or voice when you post such as “hey instagram here’s a snippet from…..” or “Thank you so much for watching YouTube means the world!” Letting consumers know they are there for a reason is important for retention and then you wash, rinse, repeat.

Obviously this was a simplified example and of course everything is nuanced and unique to your business and brand. If you’d like to talk further on a way that you can maximize your brand and creative specific to you feel free to contact me on any of the social media channels i’ll attach below.

Instagram @anthonysabatinoaspf

LinkedIn @Anthony Sabatino

YouTube @Anthony Sabatino

Podcast @The Anthony Sabatino Show

Website: www.aspfsolutions.com

Email: [email protected]