How to create content structure: but still have flexibility to “go with the flow”
Creating content requires some form of structure to ensure it flows and is understood by the audience. BUT what if you like to go with the flow?
As Entrepreneurs, the reason we created our business was to live life on OUR terms, right? To “go with the flow” and to live spontaneously. So how are you meant to have some complex content structure if you want to live life in the moment?
Stress no more, I have some tips for you! These tips will ensure you have a structure that allows many of things, including:
More hours in your day to NOT spend creating content
Content that flows for your audience and leaves them feeling inspired and informed rather than overwhelmed and confused
The feeling of being organised each week with what content will go out when
BUT will also give you the flexibility to change it up when you want to
How does all of that sound?
Listen below!
Content Calendars
Ooooo yeah not sure about this one? I know, I didn’t have any form of calendar when I started either. I tried the excel sheets, didn’t work. I tried winging it and thinking about what to post on the day of, that DEFINITELY didn’t work.
Then what I did is I just used good old fashion Google Calendar!
What I did is, make a social media calendar in the platform and added the days I post (giving a rough time) and colour coded each social platform. Then I used the notes of the calendar appointment to write the copy for the caption!
That way I have a content structure that reminds me (with the notification feature) AND I can always move around the different posting days easily.
Having a content calendar looks different for everyone, but personally, it helps keep everything in one place AND holds me accountable to post.
You can also use platforms like Trello, BUT it is all about finding a platform and structure that works for you, otherwise, you will hate it right? So, trial a few before you decide what works for you!
See my calendar below!
Flexible posting days
If you want more flexibility in your content structure, have days during the week where you have nothing planned. This will give you the freedom to post whatever you want, so you won’t be tied down to a post every single day!
You can even just give yourself a queue on what you might want to post and then on the day, change it if it feels good for you! Usually, for me, Saturdays and Sundays are my free days!
Flexible platforms - leave one for fun
Or why not have a whole platform that can be left for whatever you want to post? It could be a YouTube channel you make to post videos or TikTok where you post whatever you feel like?
Not everything has to have a complete strategy if you are using it to just create brand awareness. Having a platform for fun will allow you the flexibility and freedom in your content structure that you need!
You can even use Instagram stories to do that!
Instagram Stories
To me, Instagram Stories is just a whole separate platform to Instagram, well to a degree. So usually what I will do is, have certain things I want to post to Instagram Stories, and then the rest is just in the moment, go with the flow!
If I want to post nothing that is fine, but if I want to share something, I have full flexibility in my structure to do that too!!
It is all about knowing what works best for you!
To schedule or not?
Do you want to schedule your posts?
Really this is a personal preference. You can use platforms like Hootsuite, Buffer or Planoly to do this, read more about what platforms to use for scheduling here.
OR you can just post in the moment when you want to post, have your content ready and post directly to the platform.
What about semi schedule? WHAT?!
So what I do is, create my captions and content in Google Calendar, I’ll have all my hashtags ready and then what I do is, use the Instagram platform to add my picture and caption, but I don’t post. I will have it in my drafts ready to go!
That way on the day, I just have to hit post! You can do this in scheduling apps and get the platform to remind you to post too!
With Facebook, I usually schedule using the Facebook platform and for LinkedIn, I will post organically in the platform.
To batch or not?
What about batching? If you don’t know what this means, it is using a dedicated amount of time to create a bulk amount of content for the future.
Some people will create a month’s worth of content in a few days while others will just create content on the day of posting. Of course, you need to do what works for you, but it is all about the stress levels and what you enjoy doing.
What about semi batching?
So, what I do is, I will choose a Monday to create a week’s worth of content in advance. I don’t do a month’s worth or anything extreme, but this way I feel a lot more organised!
The disadvantage of creating too far in advance is that your opinion could change in that time! Also, with the weeks’ worth of content, I have more flexibility to change it when it works for me!
What would work better for you?
Finding the accountability
Now, accountability does depend on what four tendency personality trait you are (please click here to do this).
But if you are an Obliger, you might want to set some outer accountability for yourself to get more content out! Even if you aren’t an Obliger, this can still work.
Some of these include:
Google calendar reminder to post (this is more inner accountability)
Tell people you will be posting (over IG story or something, tell people what they can expect)
Future you accountability (you can use your future self to hold yourself accountable to post, tell yourself "future me will be happy when people know about XYZ”)
It is all about setting a formula that will work for you! For me, I do all of the above.
P.s. in case you did the test, I am a Questioner! What were you?
Repurpose content
Of course, the best way to have a structure and still feel free and flexible is to repurpose your content! This is GUARANTEED to make you feel less stressed!
This could look like:
Having a key theme, you talk about each week (repurpose the idea)
Legit, copy and pasting content you have created
Repurposing is a game-changer and means you don’t have to spend hours and hours creating new content!! If you want to learn more about how to repurpose your content, please see my blog and podcast here!
Test and trial - always
Now when it comes to creating a content structure for YOU, it is all about testing and trialling. Implement some of the things I have spoken about here and alter what does and what doesn't work.
There is no right or wrong way to create a content structure. The objective just is to create content consistently without feeling overwhelmed or a sense of absolute dislike for the content creating process.
Not everyone loves it, but you want to at least have some joy out of doing it! After all, it is a tool used to educate your audience!
If it doesn’t work, doesn’t mean it won’t
To continue on from the test and trial phase is, just because things like content calendars or batching hasn't worked for you in the past, doesn't mean it will never work for you!
Go back and try again, you never know. Most of the time it is a mindset. When you feel overwhelmed with something and it doesn't work, it will scar you! So, remember, go back and see how you feel about it with an open mind.
Even if you LOVE flexibility so much that structure is impossible, having a content structure (to a degree) WILL help you feel less stressed and will give you the consistency you need for a sustainable business.
Always remember
What you always need to remember when it comes to content creation is:
Consistency is KEY: if you aren’t being consistent, you have to set a system in place that will allow you to be. Content is the main way to develop an audience and create awareness of your business in the online world
Be adaptive, things change: just because you have a structure in place now, doesn’t mean it is working for you! Adapt and change to suit you and your business! Platforms get better and things change.
Final thoughts
What do you think? Do you reckon you can have a content structure with the flexibility to suit your “go with the flow” nature?
It can be easy, you just need to trial what works for you and your business. But what I want you to take away from this is, the content structure will allow you to be consistent. If you are consistent, you will open your business up to be visible by a whole new audience (and your current audience will get the education from you that will allow you to stand out).
Content marketing is a game-changer for your online business. It is how you get recognised, it is how you develop a relationship with your audience.
Don’t take it for granted! You need it for your online business! You need it to show up on social media, to build your website and to be seen!!
