Creating great social media content doesn't have to be difficult. With this step-by-step guide, get helpful tips on how to easily integrate content creation into your workflow. Learn about selecting content, developing content ideas, and creating a social media calendar in this comprehensive guide.
I constantly receive feedback from bakers around the topic of social media. They say things like “I don't have time to post on social media. I’m running a business.” I get it! However, I truly believe that if you develop a system to integrate content creation into your normal workflow, managing social media will become second nature. So in today’s post I’m going to share a step-by-step plan to help take the anxiety out of creating social media content. First let’s start with picking content.
What to post?
Studies have shown that social media users use their favorite social apps for a handful of reasons including one, to keep up with friends, family & brands; two, to be inspired; and three, to be entertained. If you can create content that meets any of these needs, not only will viewers engage with your content, but they will also follow your page because you’re serving up valuable, enjoyable information.
For example, if you’re looking for wedding clients, then you should share content that is of interest to couples who are planning a wedding. This could be a post on “Preparing for Your first Wedding Cake Tasting” or “Tips on Incorporating Your Color Scheme Into Your Cake Design.” Other items that could add value to your customers are party planning tips, cutting guides and party inspirations. Whether you post helpful educational tips or images that inspire, make sure to encourage them to follow you to continue receiving the information that prompted them to stop scrolling.
Video: Set up your space
Half the battle when it comes to creating video content is not having a space that is designated for creating your content. If you don’t create a permanent place or create a rig that is easy to set up and tear down, you will find yourself less motivated to create content when you know you should be creating content. It may take some creativity if you live or work in a small space, but it can be done if you think outside of the box.
Check out Pinterest for inspiration when it comes to cake studios or creative design spaces. Cameras can be mounted on walls. Marks can be made on the floor or on equipment to help make setup run quickly and efficiently. Once you’ve organized a space or created a semi-permanent setup then you won’t have to stress as much about whether your lighting was right or you captured the perfect angle. The heavy lifting is setting up the space. Now, all you have to do is create the content.
Static: Create Your Template
Not all of your content is going to be video. Sometimes it might be easier to share a still image or an infographic. In those cases, it might be best to create a template to help you with writing your captions or creating your posts. Use these as a springboard so that you don’t always have to come up with posts entirely from scratch. Again, once you’ve taken the time to set yourself up for success when it comes to templates, all you have to do is create the content.
Repurpose the Content
Once you create whatever content you’re going to share online, make sure that you share it in more than just one online platform. Become familiar with repurposing or reposting your content. If you share a 30 second Reel on Instagram, that content could easily be shared to TikTok, Facebook, YouTube or Pinterest. Each platform has its own audience who comes to each app for a specific reason, and if you’re going to spend time creating content you might as well share it to as many potential customers as possible.
In addition to sharing content on other platforms, you should keep in mind that you will always have new followers. That means that anything you post after they first connect with your page will be brand new content to them. This is a hard thing for cake artists and other creatives to come to terms with because we always want to share “something new” that we’ve worked on. However, a picture that is old to you is new to someone who just connected with you. So, save yourself some time and repost/repurpose content whenever you can.
Final Thoughts
I’m sure you noted that I didn't go into depth when it comes to the “Create the Content” step. Well, that was intentional. Once you figure out what you’re going to post based on what can help your audience and you set up your space or a template to save you time, it’s really only a matter of creating and we all create differently. You can be in front of the camera, behind the camera or simply share written text. It is up to you. My only recommendation is that you find a strategy that works for you and that fits in with your process. Isn’t that the entire point? Also, keep in mind that YOU may not have to be the person who creates the content. Use your resources. You could include your staff in the content creation process or you could use some of that client submitted content. Think outside the box.
Conclusion
Creating content doesn’t have to rest solely on your shoulders. Just make sure to focus on adding value to your audience, to set yourself up for success with templates and designated content creation spaces, to share on more than one platform, and to reshare to save yourself more time.
Cyd N. Mitchell
Business Blogger, Retail Bakers of America
Cydni N. Mitchell (aka Cyd) is a Bakery Consultant and the Sweet Business Coach behind Sweet Fest®. Based in Atlanta, GA, Sweet Fest® is an online company that supports the business needs of the Sweet Community in the areas of professional development, marketing, branding and web design.
By trade, Cyd is an accountant & financial analyst with a Masters from the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. She is the Founder of the Sugar Coin Academy, an online business academy for business owners in the baking and sweets industry, and she is also the organizer of The Ultimate Sugar Show, Georgia’s Largest Annual Baking and Sweets Expo in Atlanta. She is also the Business Blogger for the Retail Bakers of America.
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