7 Steps to Super Efficient Content Creation as a Nutrition Entrepreneur
Hey RD entrepreneur! You need clients to find you, right? Follow these 7 steps to creating a consistent content plan for an effective and efficient content marketing strategy without adding a billion hours to your work day.
As dietitian entrepreneurs, no matter what kind of nutrition business we have, we all have one thing in common: we need customers and clients to buy from us! But how do we find them?
There’s a basic path potential customers follow before buying from us. If we trace it backwards from the sale (bought something from you, booked an appointment or package, etc.) we get all the way back to them becoming aware that we exist. This might mean someone introduced us to them or referred them to us, it might mean they came across a post on social media, it might mean they heard you on a podcast, or it might mean they Googled a question they had and bam – you popped up there in their results.
What do those last 3 examples have in common? They found us through our content. Whether your content is an article or blog post, a caption on a social media platform, an interview on a podcast, a video on YouTube, or an ad of some kind, that’s how they became aware that you existed in the first place. (I mean, they can’t buy from you if they don’t know you exist, right?!)
When people talk about “content marketing”, this is what they’re talking about – strategically using content as a marketing tool. You do this effectively by having a content plan (not just winging it on the fly).
And after they’ve been “introduced” to you, that content is how they get to know you before making the ultimate decision to work with you or buy from you. (It’s all about building that KLT relationship – they need to know you, like you, and trust you. And how they do that is through your CONTENT.)
Now knowing you need content and actually creating that content are 2 different things. And creating that content repeatedly and consistently is a whole other thing. That’s what we’re going to talk about here. You know you need it, you know how to create it, now how are you going to make sure you actually do it (again and again) without losing your mind? (I mean, you have nutrition clients to help after all!)
In order for your content marketing to be a success for your nutrition business, you need an effective, efficient content creation strategy.
Don’t worry – a content creation strategy isn’t as hard as you think, especially when you employ some very specific strategies including content batching and content repurposing to build out your content plan.
Now, what do you think of when you hear “content batching and re-purposing?” I’ll admit, I used to think I had to create brand new content for every platform and that was comletely overwhelming. So overwhelming in fact that I just didn’t create any content at all, let alone have a solid content plan.
But now? Batching + re-purposing content (i.e., efficient content creation) are basically two of my business survival strategies. They’re essentially my work-from-home-with-kids-lifeline.
But it doesn’t mean I just throw the same old thing up there over and over again on all my content channels, and it shouldn’t for you either.
Here’s how to make content planning a practical, you-can-do-this too strategy as a nutrition entrepreneur on a mission:
STEP ONE: Macro Content Creation
To start building your content plan, identify your core content pillars: What represents your business? What are your values? What are you trying to teach? Now these are NOT topics. They need to be overarching categories that encompass allllll of the topics you talk about and things you teach. This your macro content. Think of your macro content as the center of a big web of your content plan. I suggest starting with FOUR core content areas.
STEP TWO: Identify Key Topics
This is where we can get into the nitty gritty of actual topics. Look at each core content pillar: what specific topics fit into these areas? What things does your audience need to know before they’re ready to work with you or buy from you? What kinds of things do they Google and ask in Facebook groups or ask you in sessions? You can create as many “layers” of topics as you want, as coming up with one topic will likely cause a deep-dive casecade of ideas as you get further and further into each topic, getting more specific as you go. Think about it this way: someone asks you a question and you direct them to your content for the answer – what related topics are going to keep them sticking around, diving further and further into your content? (aka getting to know and trust you better!)
STEP THREE: Monthly Themes
Next, create monthly themes. Still talking broad here. An easy starting place is holidays and seasons that apply to your ideal clients. For example: if you’re planning for January, working your content into a New Year’s resolution theme is going to be timely for your clients. When do you want clients to buy from you? If you have specific launch dates (i.e. cart open and close, like in a course or group coaching program) make sure the content you’re providing leading up to those dates relates.
From there, you can take some of your core content and topics to create a theme for the remaining months, which will help you decide what content to post when. How do your core categories fit into these themes? Make a list of topics that correlates with each month. ⠀⠀
STEP FOUR: Write, write, and write some more
Pick a channel to start with that has long-form content (i.e. an email or blog post or really super wordy IG caption). This is sometimes known as “legacy” content. Think of it this way – if you could ONLY produce content for one platform, which would it be?
Now write write write write. In this stage, focus on writing drafts, not polished works of art. (I know, probably goes against your nature.)
Then, edit when you have a whole bunch written (and edit them all at once). Store your drafts somewhere that you can edit, copy and paste and much as possible, like Google Docs or notes instead of directly in the platform – you’ll need this content later elsewhere.⠀
Batching your work in this manner is so much more time efficient than going through the whole process one at a time, over and over again. Your brain works more efficiently when you focus on one task at a time rather than task-switching or multi-tasking. And saving time is always a win, right?
STEP FIVE: Micro Content
Now, take each one of those big, long-form pieces of content and break it up into a bunch of little pieces to flesh out your content plan. (See why we started with a longer piece – it’s easier to break it down then add to it or piece a bunch together.) Plug these little pieces of content into things like Facebook, Instagram, and Twitter. (See how you write one thing then re-purpose into lots of things? Golden.) Keep in mind the tone and feel of each platform and tweak each piece of content to make sure it fits – we’re not just copying and pasting the same exact thing into every platform we can think of.
These smaller chunks of content are called your micro content. The micro content pieces are the legs of your content web, with your macro content in the middle.
STEP SIX: Images in bulk
Once you have the content written, make a list of all the images you need. Think about what kind and size of image you’ll need for different platforms, such as square for Instagram, rectangular for Facebook, large and long for Pinterest. Even thought you’re repurposing your “core” content, you’ll want it to match the native feel of wherever you’re publishing it. Find them or take photos or create graphics all at once. Use all your tools available–stock photo sites, Canva, or Photoshop, but be sure to stick to your branding and overall brand feel. Batching your images will help keep your brand on track instead of just popping in any last minute image you can find in the moment. ⠀⠀
STEP SEVEN: Scheduling
The final step in creating your content plan is to get it all scheduled for publishing and sharing: schedule all of your content – both longform and shorter chunks – on their appropriate platforms or an automatic scheduler. If it’s important to stick with your theme or a specific timing, you can publish to different platforms at the same general time (within a few days or week, etc.) but you can also think bigger and schedule this content throughout the year while you have it handy. Remember that people don’t see everything you share, and even if they do, they need to see it multiple times before it sinks in.
I like to start with a goal of one long-form piece per month and 1-5 short-form pieces per week, all focusing on my theme for the month. How much micro content (or short form pieces) depends on how many platforms you’re using and how frequently you post.
If I have more content than my main goal, I simply schedule it more frequently. I prefer to know I have at least one long-form piece consistently throughout the year rather than a couple some months and then nothing for awhile. (Then if I have something I want to add on the fly beyond what I’ve pre-planned I squeeze it in or bump something else back.
Better to have a plan and not need it than to have a whole bunch of nothing!)
To make scheduling easier, use tools! I love Later for Instagram and the native Facebook app for FB. Here are a bunch more tools that I love and use in my nutrition business on the daily.
Batching and re-purposing your content not only saves you time through using your best material, but it also ramps up your efficiency. Working on one project or task at a time has been proven to help accuracy and management of said tasks.
Initially this content creation session will take you longer than writing a single post, but ultimately you’ll end up with a whole SLEW of content that you can then share consistently, which is what matters – constantly showing up and providing resources so potential clients can discover you and get to know you – then purchase your services or offers.
Now go get started becoming an efficient content creation authority as a nutrition entrepreneur through these simple batching and re-purposing tips.
How GOOD is it going to feel when you have all that content created AND scheduled, ready to go? Amazing.