How to post online (1 of 3)

2 weeks ago, I took a day and totally revamped my entire social media strategy.

Created a huge Google Doc that outlined everything including ideal daily schedule, strategy, key messages, ideal client profile, call to actions… everything.

And, I'm going to share it all with you.

This week’s email series has been laying the ground work and over the next 3 days I’ll lay it out in detail.

So, let’s get into it.

Here’s the what, where, why, and how of all the different posts you should be making:

(Just as a reminder, when posting any of these content types, always pass everything through your BIG filter)

Long form writing

Why: You should use long form pieces to establish authority and trust. This is the conduit for all of your lessons learned and the stories behind them. I like long form posts for idea-type formats as well.

Typically, long forms get less engagement, but that’s ok. You write these to establish a deeper connection with the right people (and to practice writing).

How: I use this format for my long forms…

Where: Email is my primary outlet for long form posts. Then, I will repurpose into a long form post on X. LinkedIn is also a good outlet for long form posts if you format slightly differently and tie into your offer.

Short form writing

Why: short, 1-4 line posts are great for conveying ideas in a short punchy way. They also have the highest probability of going viral. I also use them as a way to journal thoughts as they hit me. They are a great way to convey value to your audience very quickly and succinctly.

How: 1 sentence punchy ideas or statements work well by themselves. I also like the “What, Why, How” framework from Dakota Robertson for 3-4 line tweets.

Where: X is the best place for this. Shorter posts don’t typically do well on LinkedIn.

Threads

Why: Threads are great for teaching concepts and going viral. They work especially well for “How-to” technical content that showcases your authority. I like them for the Growth pillar content. As Alex Hormozi say, branding is just creating connections between yourself and other stuff/people that you want to associate with in your audience’s mind. Threads are the best way to do this.

How: Use a hook that grabs attention, an eye-catching image, and a trending idea or public figure people are interested in.

Where: X is the best place for this, bar none. LinkedIn doesn’t work well with this format in my experience, even though a Carousel is the equivalent over there.

Long form videos

Why: Long form videos serve the same purpose as long form, written posts: establish authority and trust. They also give you a voice and creates a more of a connection with your audience. This is a format that I haven’t fully integrated with, but working on.

How: take your long-form written posts and convert to a video script. Animations and relevant visuals are great. You should take your time with these as your primary channel is YouTube. And quality wins there. So, make sure videos are polished, valuable, and will stand the test of time.

Where: YouTube.

Short form videos

Why: Short form video is a combo of long form video and short form writing. You are looking for a valuable, punchy, less than 1 minute video that catches attention and provides tactical or entertaining content to your audience.

How: take your long-form posts, or longer short-form posts and convert to a video script. Also, talking head video while showing something you’re doing on the screen works well. @shwinnabegobrand does this really well on IG.

Where: X, LinkedIn, Instagram, TikTok, and YouTube.

Live events

Why: Live events (LinkedIn Live and X Spaces) are a different beast. They are probably the best way to connect with your audience. You get real-time feedback on ideas, productive conversations, and they are a great way to both provide immediate value and pitch your product/service.

How: Schedule these in advance, promote a ton, consider using a co-host, use an appealing visual in your promotion posts, have a well-defined structure for the event, and have a plan for keeping the Q/A and conversation segments under control.

Example: My friend Cristina does these really well:

Where: X and LinkedIn.

And that’s it!

Hope this was helpful and useful.

Talk tomorrow,

Swanagan