The client wishes to remain anonymous and is referred to as "Jill" in this case study.

Jill is a content creator within the cloud computing niche. She has a notable following on YouTube (200k+), and around 10,000 newsletter subscribers.

Overview

Business Challenge

When we first started working together, Jill had 65,114 followers on her page. Even though this following is notable, Jill struggled with consistency and content ideas that would help her stay top of mind. Jill's goal was to increase engagement and be seen as a thought leader so she could establish more trust with her audience.

Previously, Jill had been posting about 3-4 times a week, and sometimes less frequently, which is what I've found to be the case with personal pages as founders get busy and have other stuff to take care of in their business.

"Right now, my posting schedule is very inconsistent. I am happy to experiment with new formats and posting up to 7 days a week", noted Jill when we were first approached.

Our Approach

One of the first things that we did was figure out what was already working. For this, we held an initial call with Jill. In this call, I usually ask the formats, the topics, the themes that work well within the client's niche.

This allows me to get a sense of the client's preferences. After understanding the formats and the preferences, we got to work. The very first thing that we did was create a content calendar that contained content ideas for the first 7 days. These included some big insights that Jill had not experimented with before:

1) The document post format
2) Stories that are personal to Jill (experience in big tech and her non-traditional background)
3) Educational content in a format that is digestible.
4) Playing the longer game, rather than immediate sales pushes.

"I have had people comment in the past that some of my content might be too promotional.", said Jill on our initial call.

Execution

To execute the above 4 points, the first thing that I did was repurpose a lot of the content that Jill already had on her blog in forms of social media content on her personal page. This is a strategic move because blog content leads with value first, but has a low chance of being seen if never shown on social media.

1) It is super quick and highly valuable
2) The content has already proven to work, so why re-invent the wheel?

One big thing to note is that credibility of personal pages (and even company pages) goes down if they are constantly used for hard sales pushes. The fact is that audience hate being constantly sold to.

This is not to say selling is bad. Of course it is necessary. However, there needs to be a split. My recommendation is an 80 / 20 split. 80% value driven content and 20% sales pushes. People buy from those that they trust. It's much easier to convert someone who has already engaged with your content.

The document posts were immediately a hit, it was a format that had not been tried before and offered a digestible format that the audience absolutely loved. This quickly became a big cornerstone for the success of Jill's personal page.

It's important to note that the format has little to do with the success. What's more important here is the way it is executed. Some of the most notable topics that performed excellent and helped establish Jill as an authority within her niche:

1) The 4 Step AWS Cloud Interview Process
2) Top 5 Intermediate AWS Cloud Projects
3) 25 Must Know Cloud Computing Terms

The above saw numbers that haven't been seen before for Jill, with number 2 drawing upwards of 300 followers in a single day.

The next big thing that made a difference was leaning into Jill's personal story. To do this, I had Jill share with me a document from an interview she did, showcasing all of her journey.

"I don't really share much personal stuff on my personal page. It's mostly educational, opportunities, free resources.", noted Jill.

This was Jill's hidden super power which we needed to lean into. We crafted 10 personal posts that leaned into Jill's personal experiences, while giving advice. Initially, Jill hesitated as she wasn't sure whether the posts would perform, but after the first post performed exceptionally well, we doubled down on it.

Personal stories work exceptionally well on personal pages because they show the human side of your brand.

The End Result

The end result was an increase in the number of comments that shared the exact same sentiment as Jill, which also led to an increased level of authority within her brand.

See some of the results of her work with Jill below.

Real Comments, Real Results

Get in touch today to start growing your brand → bezierlabsinc@gmail.com