• Why cycling your content ‘philosophy’ can help you to grow

    Why cycling your content ‘philosophy’ can help you to grow

    Keep your audiences guessing — and your business growing — by cycling your content.

    My time working in bodybuilding media made me see many parallels between the pursuit of a more muscular physique and many aspects of life, media and business. Many are obvious, such as consistency, focus and planning, but there’s one that has really stuck with me that I see as being of increasing relevance as we move to a more digital future, for marketers, story tellers and communications professionals.

    It’s the idea of cycling, or periodising your training.

    Bodybuilders and fitness junkies talk a lot about ‘keeping your body guessing’. What that means is, from a training standpoint, mix it up. Maybe your strategy right now is to use low rep ranges — like maxing out at four reps — and subsequently lifting higher weights. Then after about six weeks, you flip it. You lower the weight, increase the reps in your working sets to maybe 12 or 15, and also the number of sets you do. Then, a couple of months down the road, flip it again. Maybe this time you train multiple body parts per session, so that each body part is getting attacked multiple times each week.

    What this does is prevent your body from getting comfortable with a certain type of stimulus. Once your body is comfortable with what you’re doing to it, it no longer has a reason to change.

    People don’t want to change

    What I noticed however is that despite this approach being well-known and scientifically backed, people are very resistant to the idea of changing your training approach continually.

    People will continue to ask: do you train for strength or hypertrophy? Do you train heavy or do you train high-rep? Deep down they know that they should probably be doing all of these things but people want to marry themselves to one philosophy. They want to wear a badge that says, ‘I do things this way’. People want to have that ‘aha’ moment, like they’ve worked it all out, and then they can just execute that forever and keep watching the results roll in.

    The same is true in the digital marketing space.

    We know that sticking to one philosophy is suicide in 2018 because what works in the digital space changes constantly.

    But more than that, it’s because for the same reason that your muscles won’t grow, if you keep giving your audience the same stimuli, the same content, the same old stories, they won’t grow either.

    By dishing out the same stuff, your followers will get comfortable with the knowledge that they’ve seen all your tricks before and they’re not expecting anything new.

    So the next post they see from you, they’ll just assume it’s another motivational video, or it’s another reason why I should use certain hashtags, or it’s a another promise of a six figure passive income per month, and they’ll just ignore it.

    Periodised content

    So what’s the solution? Well, like bodybuilding, the answer is NOT to have a random, haphazard approach either.

    Just because you change up your program, doesn’t mean that each strategy is without rules or concepts. In the marketing and comms space, you have plenty of variables to play with.

    What are the different aspects of your business? Maybe focus on producing content about one aspect this month and then switch it to another.

    Maybe it’s about emphasising your blog for a while and then shifting gears and putting out some great audio content. Then maybe it’s video. Maybe for the next few weeks it’s instructional, then it’s more philosophical.

    Plan your content strategy like you would plan your workouts. Pick a method, attack it for a while — and then flip it. A good way to know when to flip it and whether a particular strategy is working? Adopt another bodybuilding principle: measure everything. The numbers will tell you whether the current approach is working or not.

    But remember, when the growth and the engagement is starting to plateau, the time to switch it up was yesterday. Beat the curve, surprise people and keep putting out great content.

    If you need help creating great content, don’t hesitate to get in touch.

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  • Walking the walk: How (not) to be taken seriously on social media

    Walking the walk: How (not) to be taken seriously on social media

    How are you coming across on social media?

    In my previous career as a magazine editor, I would often come across a strange phenomenon. Contacting athletes for a feature or interview, I was often struck by how many did not match what they put out through their social media channels.

    I’m not talking about Photoshopped images and Instagram filters. This was more about how they would choose to interact with the world. Athletes who preach focus, consistency and dedication barely put in the effort to use proper punctuation in message. Posts that castigated others for being lazy came from people who couldn’t be bothered to fill out a Q&A. Those who spoke of respect and ‘getting it done’ every day took weeks to reply to an email.

    And often those who tried to motivate people with platitudes like ‘if you want something, you just have to hustle’ would lose their motivation when our media outlet would try to engage with these athletes, be it setting up a meeting, asking for some content, an image or anything that might help their brand out — suddenly they weren’t very motivated. So much for hustle.

    Obviously in the fitness industry these kinds of posts mostly refer to fitness. Still, it struck me that these athletes who presumably wanted exposure and potential business would not apply their successful philosophies in one area (fitness) to how they dealt with the rest of the world (media, business, etc.).

    (Indeed, it’s no coincidence that those who manage to apply one discipline to another are often very successful.)

    Helpful hints

    However, it is possible that some people do not realise that this is how they are coming across. In fact, I’m sure most of the people I’m thinking of would be horrified to know. In that spirit, here are a few helpful hints to being taken seriously outside of the social media world (aka the real world):

    • Don’t preach consistency and attention to detail when there are spelling errors all through your social posts.

    • Don’t bang on about hard work when you can’t be bothered getting back to people in a timely manner.

    • Check each post before it goes out and evaluate it for what you’re actually communicating. Is it something that fits with how you genuinely see the world or have you jumped on a bandwagon?

    • Don’t go on about staying humble and having respect in your social posts when you’re rude to people who want to contact you.

    • Understand that when somebody gets in touch, they are a potential client, customer or contact. If you are truly too busy, send a quick reply acknowledging that you received their message and you’ll endeavor to get back to them when you can.

    These obviously don’t only apply for those in the fitness industry. Anyone who uses social media to engage with clients, customers or fans should be aware of how their non-social media behaviour can impact their perception and reputation.

    Takeaway message

    If you’re a social media personality trying to inspire your followers to do ANYTHING — buy your product, become your client, follow your page, whatever it might be — don’t go against what you’re saying in your posts in your dealings with your fans, the media and, by extension, the world in general.

    Sure, we all have personas online. Our social media presence does not equal the sum of our value as a person. That said, if you’ve decided to have a social media presence, what you put out there better be at least somewhat representative of you as a person.

    And who knows? Maybe you’ll even become more successful as a result.

    If you’re an athlete or business that needs help with their social media strategy, get in touch with us at Hook Media.

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