Cramming in 30 mins to write a post every day, but it turns into 1 hour of staring blankly at your screen, with another 1 hour of painful writing.
We’ve all been there, it’s super common.
Writing content quickly doesn’t come naturally to most, particularly for newbie digital writers.
I had the same problem - I’d wake up each morning, open my LinkedIn app and stare blank at that white box waiting for inspiration to strike me.
But after spending weeks, months and years writing 1,000s of posts for myself and clients…
I can now create 7 days of content in 2-3 hours (or less) every Monday.
I’m going to show you step by step exactly how I breakdown and what I write in my ideal week of content for my LinkedIn audience, in 2-3 hours every Monday.
And I hope at the end of this, you’ll be able to start working towards writing quicker and more efficiently (and get better results aka more leads in your DMs).
Let’s do this:
1. Ideal Content Schedule
If you’re blindly writing content based on what comes to your mind, I don’t like this approach.
It has been extremely counter productive for me in the past. I wasted time, I got bad results and I wasn’t happy.
So keeping a lean and flexible ideal content schedule solves a number of problems:
- Knowing what to write
- Generating ideas
- Guessing
If you want to get results on purpose, create a simple content schedule that aligns with your ultimate end goal for writing content online (e.g. drive more inbound leads).
2. Client Results
I want to show prospects that I get results.
My prospects want to see I know my stuff. I never know who’s watching me, keeping tabs on me and waiting for the right time to reach out to work with me.
Without showing some results of what I do, I’m preaching.
Even if I don’t drive leads direct from the post…I know it’s warming someone up more every time.
I post 1 every week as a reminder (and to make an “ask” if I have space for new clients).
3. Client Problem
I want to talk about real (recent) problems I solve for clients.
Because I can assume that if my current client has this problem, 1,000s others do too. Which will potentially attract 1,000s of potential clients whose problem I already actively solve. Win.
This is the way we use content as a magnet to attract more business.
Best way I’ve found to do this is to look back at the last week of client interactions - Slack messages, LinkedIn DMs, emails - and find an interesting question you answered.
For my 1:1 clients, I regularly give feedback on their content.
So I’ll simply take a bit of feedback I gave as an idea for a post.
4. Repurpose
I write more than my “week’s” content every week without even realising.
I leave comments on other creator’s posts. I post short tweets every day. I send a weekly email newsletter. I have multiple lead magnets. I have a 2 hour digital copywriting course.
This is tons of already existing content I can simply copy and paste and post over on LinkedIn and see how it performs.
This way I’m saving so much time writing and getting more ROI on the content I already write.
e.g. I posted this on Twitter:
Then posted in on LinkedIn, too:
My audience is much bigger on LinkedIn than Twitter, so I instantly get 100x ROI on that piece of content.
5. Newsletter promo
Every Saturday I send an email newsletter.
Sometimes I like to promote that on my socials to A) drive new subscribers and B) build hype with current subscribers (who I’ve gained from LinkedIn) that a newsletter is dropping tomorrow.
I class this as bottom funnel activity, because I’m making an “ask” to sign up.
This will drive anywhere between 25-50 email sign ups.
6. Customer testimonial
What’s better than you telling people about your customer’s results?
Your customers telling people about your customer’s results.
This is ‘social proof’. A very powerful marketing technique. Humans follow other humans, so showing that real humans are enjoying my product or service. And they get results.
I’ve not found a better way to drive sales for a digital product or drive inbound leads for a service on socials than posting testimonials.
They build trust, authority and drive conversions.
Here's a testimonial I shared for The Digital Copywriter:
7. Stories
Personal content is quite cringy, I get it.
So instead of telling people about what I ate for lunch or what holiday I just went on or the coffee I just walked 5 miles to get and what I learned about myself along the way…
Instead, tell a story about your business journey.
When you wrap my stories around recent lessons/wins/mistakes from building your business, you know it’s always relevant to you and your business.
It’s never off topic or pointless content.
Writing content online doesn't have to be painful or time consuming.
But it takes practice to write efficiently.
There's no shortcut or secret hack.
I can tell you this, though:
Creating a schedule of content (loosely) that aligns with your goals. And then writing content to that every week without fail.
That is how you will build confidence, speed and get results.
Cheers,
Matt
