Most professionals who struggle with social media are not short on expertise. They are short on a system.
The finance and property professionals who never run out of topics have done the groundwork.
Before you publish anything, identify three to five core themes that cover what your business stands for, what your audience cares about and what drives enquiries. Every post you create slots into one of those content pillars.
Having a framework removes the guesswork entirely. You aren’t staring at a blank screen, wondering what content to create. You’re working from a structure that already exists.
A mortgage broker, for example, could build their content around pillars that include the buying process, myth-busting, client results and market updates.
Ideas don’t arrive on schedule. Social media inspiration comes when you’re least expecting it – during client meetings, while walking the dog, while correcting a particular misconception for the third time that week.
Capture every idea the moment it appears – either by typing a note in your phone, adding it to a shared document or recording a quick voice memo.
Every question a client asks you is a question someone else is typing into a search engine. When you answer those questions clearly and specifically on social media, you attract followers who are already looking for what you offer.
Debt collection agencies encounter different challenges every week – such as disputed invoices, unresponsive debtors and businesses that have left payment too late – all of which are ready-made topics for social media.
You don’t need a stream of new ideas to succeed on social media.
A single insight can be broken into multiple posts exploring different angles or reformatted across platforms as a LinkedIn post, an Instagram caption, a short video script and a poll.
A real estate agent who publishes a post on how to choose between auction and private treaty can follow it with a post on the risks of each method, a third on what questions to ask your agent and a fourth inviting followers to share their own experience.
Every profession has an annual calendar. Tax season, interest rate decisions, end of financial year, market reports and regulatory changes happen on a predictable cycle. At the start of each year, map out the important dates in your industry. When those moments arrive, you already know what you’re posting.
A commercial finance broker who maps out a 12-month calendar knows they can create content around the eight RBA cash rate decisions, the monthly data on inflation, unemployment and household spending released by the Australian Bureau of Statistics, the end of the financial year in June and new year goals in December. News that breaks throughout the year can then be used to fill the gaps.
A recurring series, like a weekly tip or a monthly myth-busting post, solves the planning problem at its root. You only have to invent the format once. You are not generating new ideas each time. You are filling an existing structure with material that your work produces naturally.
A builder running a monthly series on budget blowouts doesn’t need to brainstorm. The work itself inspires the topics.
Polls, questions and open prompts are a research tool. When an accountant asks their followers what they find most confusing about the end-of-financial-year process, the responses can easily be turned into content for the following month. Good content marketing is as much about listening as it is about publishing.
If you know what you want to say but do not have the time or the writing skills to say it consistently, Hunter & Scribe can help. Our team specialises in social media content creation and copywriting for property and finance professionals.
If you need full content strategies built around your business, contact Hunter & Scribe.
If producing content consistently is pulling you away from client work or if the quality of what you are publishing does not reflect the standard of your service, working with a social media content agency is worth considering. The cost is offset by the time you recover and the credibility you build.
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