You've heard it a million times: the key to a successful business is consistent communication with your audience.
In the words of Being Boss's Emily Thompson, "Consistency breeds legitimacy." If you are reaching out to your audience on a regular basis and providing them with super quality content that helps them succeed like hell in whatever it is they're doing, then you're on the right track. This is, of course, a work in progress. No one is perfect (I'm not perfect. My life has recently been turned upside down, and I missed sending my newsletter last week. Maybe I'll share more later, maybe I won't. Maybe I should have prepared my newsletter further in advance to prevent that, which, yes, I do recommend doing).
It takes time— a lot of time— to write good content consistently. A lot of the time, it's not our favourite part of our business. Sometimes I struggle getting what I mean into writing— I much prefer the visual communication of branding and web design (which is why it's my job!).
But it doesn't need to make you miserable, and it doesn't need to take you a bajillion hours a week.
Here is a simple way to connect with your readers without driving yourself over the edge:
1. THE NEWSLETTER
For me, this is where it all begins. The people on your newsletter list are your BFFs. These are the people who should be getting the best content, first. Sometimes people offer an 'opt-in' incentive, such as a worksheet or a planner in order to get their audience to sign up for their newsletter list. Others simply promising a bangin' newsletter packing with actionable info (like Paul Jarvis). Whichever method you choose, the fact remains that the people on your list are VIP and they deserve that little extra something.
When you're writing up content, start with the newsletter (as I'm doing right now). This is where I write long-form content (i.e.: longer than Instagram or a Facebook post), but not too long, because most people don't have time to read the world's longest newsletter anyhow. Make sure it's broken up into sections so your audience can skim!
This should be helpful content that is directly applicable to your audience, and instantly actionable.
It's a good idea to aim to release a newsletter to your audience once a week. The more often you're writing, the shorter they get— ain't no one got time to read 3000 word newsletters every day, am I right?
2. THE SOCIAL MEDIA
Yeah, I said The Social Media. Where you head next depends on where your audience hangs out. For me, that means I'm repurposing content on Instagram and occasionally Facebook.
Social media is where you're attracting potential new readers to your blog and newsletter with bite-sized content. While I release my newsletters on Monday mornings, I share that bit of newsletter related content a couple days before, usually on Friday. I'll share a snippet of the newsletter that acts as a hook, but remains useful and thought provoking to someone scrolling by, then let the reader know that I'll be discussing the topic more in my newsletter on Monday, and direct them to the link in my bio where they can sign up.
Ditto for Facebook!
3. THE BLOG
Google loves new content— and having frequently updated blog content is a great way to build trust with new readers (plus, you can pin each blog post on Pinterest with a nice vertically-oriented graphic and attract new audience members that way). A few weeks after an article goes out to my readers on the newsletter list, I'll put that content on my blog for anyone to read and put to use.
This way, I get to use the same piece of content at least three times without having to do three times the work. And the possibilities here are really endless. You could also take single newsletter and share it in a Facebook group, you could turn it into an Instagram story, or a live Facebook video.
You might be wondering: won't people get sick of seeing the same content over and over again?
The answer is: most likely, no.
Most people will not see all of your content except those absolute biggest fans (in which case, they won't mind). Think of some business you like to follow: do you see everything they share? It's very unlikely that you come across every Facebook post, Instagram post, Facebook live, and webinar in addition to reading every blog post and newsletter. You'd probably explode.
Get creative! With a little bit of careful organizing, you can make a single piece of content go an extraordinary way.