Chapter 1: The Pitfall of Self-Centered Content

It's frustrating, isn't it? There's a recurring theme in social media posts, especially from businesses, where the focus is predominantly on "I." This pervasive self-reference can quickly become tiresome.

When crafting social media content, the spotlight should shine on the customer, their challenges, and the solutions you offer. It's crucial to shift the narrative away from yourself.

We've all encountered those posts that start with "I." Whether it's on Facebook, Instagram, or LinkedIn, you may have connections who are entrepreneurs or small business owners. Even if they are affluent, their self-centered content likely misses the mark for most audiences.

There are also instances where the author still makes it about themselves without realizing it. Phrases like "I love it when clients succeed" or "I enjoy empowering clients" come across as self-serving. The emphasis should be on the customers' transformations rather than the marketer's achievements.

Marketing should inherently be about offering solutions. Unless your brand is already well-known, the focus should be on the customer, not your accolades.

Chapter 2: Demonstrating Value to the Customer

What is it that you can do to resolve your customer’s issues?

Customers want to see how your services or products can make a difference in their lives. In today’s digital landscape, where alternatives are just a click away, it's imperative to convey how you can benefit them swiftly.

A customer-centric approach to marketing content can significantly increase audience engagement. As Brian Rutledge noted in Forbes, "Focus on product benefits over features. Use 'you' over 'we.'"

The first video titled The BIGGEST content pillar mistake out there… explores common missteps in content strategy and emphasizes the importance of a customer-first approach.

Chapter 3: Striking the Right Balance

While it's essential to avoid overwhelming your audience with sales pitches, finding a balance is key. You can still promote your products or services, but do so in a way that highlights how they serve the customer’s needs.

For instance, consider a scenario where you express joy over a client’s award nomination. Instead of centering the narrative around yourself, you could reframe it to showcase the client's achievements, thereby making them the focal point.

For example:

"Today, I felt immense pride as one of my clients was nominated for an award. Their success is a testament to their hard work since we began collaborating."

This subtle shift emphasizes the client’s journey rather than your involvement.

The second video titled The Social First Video Marketing Strategy 2022 | Social Media AND Youtube Content Creation discusses how to effectively create engaging content across platforms while prioritizing customer needs.

Conclusion

In this discussion, I've articulated the importance of steering clear of self-centered social media content. Instead of focusing on the brand or individual, the emphasis should be on the solutions you provide to your audience's common challenges.

While starting with "I" isn't always off-limits, it's essential to prioritize the customer narrative most of the time.

Thank you for reading! If you found this insightful, you may also enjoy exploring the evolution of the marketing mix: the 10 Ps. Dive into as many Medium articles as you wish!