Going Dark on Social Media

Why it happens and how to prevent it

I tell clients all the time, “You’ll get busy, things will come up, and you need to have a plan to keep your content consistent when that happens.” However, I seemed to believe I was the exception to that rule. I could write blogs all day. I had a million ideas. “As soon as I get something done, I should publish it so everyone knows! Right?” Then I had several projects come up at once. I had a friend’s wedding and a trip out of town. Of course, I started falling behind on my content. First, it was a week with only two posts, then one, until suddenly it had been months and I hadn’t posted anything. 

I had to step back and assess my own content strategy as I would a client’s. Sure, I was busy and didn’t feel the urgency to drum up more work right then. But I had to remind myself to practice what I preach. The following are four reasons I fell behind and four strategies for moving forward with content, as well as one extra piece of advice.

What went wrong:

1. I got busy 

Between my ongoing contracts, project work, and personal life (which shouldn’t be third, but that’s a whole other blog), I didn’t have the time to sit down for three to five hours to write, edit, and create images every week. I didn’t choose to stop posting content, as much as I’d love to say I did. Instead, another week would end and I’d realize I had nothing to post for the next week. It’s a key reason I try to stay ahead of the curve, having at least a week’s worth of content scheduled ahead of time.

2. I had plenty of work

One of the main reasons I was busy? I already had plenty of work. I didn’t need any more projects right away, so why rush out any more content? Plus, the idea of having to tell a client, “I know I said you need to do this, but I can’t help for a month,” didn’t sound great. While it’s great when someone reads my blog and thinks, “Wow, I could use Lillian’s help; she’s amazing,” the real way things play out isn’t so simple. The truth is, I know my sales cycle well enough to know that the content I’m posting today will ultimately allow me to line up the projects for the coming month, quarter, and year.

3. No one pays you to write your own content 

While many of my sales are closely tied my content, no one writes me a check for the time I spend on this blog. When I look at my to-do list, filled with client work, my own marketing is rarely the top priority. I know there is value to writing it, but no one is sitting on the other end of an email waiting for it, pushing a deadline. So when the list gets long, my content doesn’t get done. 

4. I wanted to do it right 

This was one of the hardest things for me to overcome as a content marketer, but I have talked to enough clients to know that it’s not unique to writers and creatives. I wanted to make sure the content was perfect. I wanted topics that I knew my audience would like. I wanted to provide value for my customers, establish myself as an expert, and casually mention some of my services, so people reached out for my help. 

It turns out I didn’t need to do all that. You learn more by posting something that’s only ok than by waiting for something to be right. Perfection is impossible, and you learn nothing about the impact of your content when you’re not posting anything. Finding the right mix and message requires experimentation and following what works. Waiting for the right content is never going to get you there. 

How to fix the problem:

1. Lighten Your Social Calendar - Post Less Often

I know, a content marketer telling you to post less often seems contradictory to everything we stand for. Every time you google “how often should I be posting on social media,” you will get results back that boil down to “more.” Certainly not bad advice, but if you are struggling to keep up the quality and quantity you’re aiming for, try cutting back. Making consistent posts once a week, or even once a month is better than not posting at all. 

Your own frequency and content mix should depend on which platforms you use and who your audience is. Professional audiences on LinkedIn don’t need to see new content from you every day. Find what’s reasonable for you and build from there. When you get started, estimate how many posts you can make in a given time frame--then cut that number in half. It’s always better to find out you have too much time than to struggle with unrealistic goals and, ultimately, run out of content.

2. Create a Library of Evergreen Content

Once you’ve thinned out your content calendar, use the extra time to create bonus posts or research additional articles. Most of the things you have to say aren’t time-sensitive. Sure, your article on Holiday Shopping or Closing the Year Strong should be posted around specific dates, but your general insights on how Sustainability Trends Are Affecting Online Shopping can wait to fit your own timeline.

On weeks that you have more time, write two blogs instead of one. You could write a few thoughts about articles you found exciting and keep them in a word document for later. The next time you have a busy week or just don’t have any good ideas, you can pull for your evergreen library and keep up your content frequency.

3. Change Up Your Content Mix 

Not all of your content has to be a 2,000-word blog. Social media content is anything you post on your page. While authoring original content is critical in your mix, you don’t have to post new thought leadership every day or even every week. If you only have the time to post one article a month, fill the rest of the time with news, pictures from events, or shared posts for your network. 

4. Use a Social Scheduler 

Instead of taking 10-20 minutes at the exact time of day you want to post, try using a social scheduler like Buffer or Hootsuite. These services allow you to schedule a week or sometimes even a month of content at once, then not have to think about it again. You can put a meeting on your calendar and then pull from your evergreen content when you don’t have the resources to create something new. 

One more thing you can do -- Hire help! 

The obvious pitch here: I can help you. There are lots of things you can check off your list by handing them to someone else. It could be having someone like me support your marketing efforts (and I would love to talk to you more about how I can help with a 1:1 appointment), or it could be in other ways too.

Look at your to-do list and figure out what can be done by someone else. If you love creating your content, then great, do that! If you don’t have the time, maybe get a bookkeeper to take some of your accounting work off your plate, subcontract out parts of your contracts that turn into busy work, or even hire someone to clean your house.

Whatever takes up too much time on your list, find a way to free up the time you need to get your content plan in order. It all adds up to marketing support. I would love to chat with you about how I can help.