Streamlined Content Strategy: Leading from Awareness to Authentic Engagement. A Conversation with Katie Brinkley. (Epi. # 182)

In this episode, Katie dives into the art of streamlining social media strategies for entrepreneurs through a four-part posting strategy. She emphasizes the importance of maintaining authenticity and mental health in a digital age dominated by the pressure to be everywhere at once. Katie elaborates on creating meaningful connections, avoiding the pitfalls of social media overuse, and balancing personal and professional life as a busy mom and business owner. Key takeaways include focusing on posting with purpose, understanding human psychology in content creation, and practical tips for integrating meditation and time-management systems like tracking time with tools such as Toggle.

Bio:

Katie Brinkley is the creative owner of a successful boutique social media marketing agency with a focus on trending social media platforms and how to leverage them to grow your business. A trained media professional, Katie quickly found her passion for social media with the advent of MySpace and is now the leading Clubhouse coach in the fast-paced, ever-changing space of digital marketing. Next Step Social Communications provides a variety of services from training and coaching entrepreneurs on the finer points of social media, to full-blown, done-for-you social media management. Her expertise is highly regarded and sought-after.

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Transcript

[00:00:00] Shilpa Lewis (2): Welcome, Katie. Thank you so much for having me. I'm so happy to have you here. And I was just chatting with you moments before we hit record that I really believe you're aligned with the topic that I'm covering about streamlining with systems, being an entrepreneur in a space and still maintaining some authenticity in our community because it can get overwhelming.

[00:00:30] Katie Brinkly: It can, and especially in a world with more, more, more, more, um, it, it feels like we need to be everywhere doing everything. And if we're not seeing success come from doing all the things, well, then it's, it's our fault. We're not doing enough. And I really strongly believe that it couldn't be further from the truth.

[00:00:53] Shilpa Lewis (2): Absolutely. And, you know, not all of my listeners are social media savvy, but [00:01:00] just so that they are aware, the topic that I'm delving into with you is about streamlining. And one of the strategies that you teach is a four part posting strategy. 

[00:01:12] Katie Brinkly: Yes. 

[00:01:14] Shilpa Lewis (2): It has been like a game changer for me because while I have been always strategic, sometimes having somebody create a path for you and proven that it does work takes away from the guessing like, well, what do I post today?

[00:01:32] Shilpa Lewis (2): And then if you, you know, then you get into this rut, like, am I posting for the sake of posting? 

[00:01:37] Katie Brinkly: Yeah, and I feel like during COVID, I know it seems like it was so long ago now, but we had nothing better to do other than posting on social media and creating content. And now that the world has opened up, life is pretty much back to normal.

[00:01:55] Katie Brinkly: You know, I don't, I don't know about you, but I don't have time to be on social media all day, [00:02:00] every day. Like, I have a business to run. My business is a social media agency, but at the same time, I have a business to run. I'm, I'm not an, I'm not an influencer. And that's a very different way of showing up on social media than, Showing up as a business owner, you know, influencer, business owner, two different ways of creating content, two different ways of growing.

[00:02:20] Shilpa Lewis (2): Absolutely. And I consider myself more of a strategic creator versus an influencer. I wouldn't want to be in an influencer, right? I mean, either, um, again, because of like balance work life balance and wanting to focus your energy on what really matters to you. Your why, you know, I want to. Um, ask you a few very detailed questions I believe that align with your values.

[00:02:50] Shilpa Lewis (2): So, the first one is, in a digital age where social media often feels like it's replacing genuine human interactions, how do we [00:03:00] recognize if we're truly deepening our connection or merely collecting followers? 

[00:03:06] Katie Brinkly: Oh, man, it's so hard because the more people that follow you, it's like, yay, people like me, it's like high school all over again.

[00:03:14] Katie Brinkly: Um, but really it matters if the right people are following you. And recent FTC updates and regulations have made it so that buying followers is, it's never, it's always been frowned upon, but now it is illegal to buy any sort of followers or engagement. So if you were thinking about doing that just to give yourself a little bump and, you know, uh, getting kickstarted on your brand, don't do it.

[00:03:41] Katie Brinkly: It's illegal and it's frowned upon anyways. I would rather have five people raise their hand for my offer instead of 500 people. Just seeing my content and they're the wrong people. So we have to shift our mindset away from being a part [00:04:00] of Okay, I need to have more more more more followers more engagement more things to the right things So again, I'm so glad that you you know about the four post strategy.

[00:04:11] Katie Brinkly: I the awareness to action strategy It's designed so that you are posting Less on social media, kind of reverse engineering from what is the end goal that I want people to take and Reverse engineering to, okay, how can I make people problem aware? And if you have, like I said, just five people saying me, um, well, that's, that's great.

[00:04:34] Katie Brinkly: That's five, five of the right people saying I'm ready for your offer. Instead of just hoping that the people that see you on Instagram or LinkedIn might buy from you someday. 

[00:04:45] Shilpa Lewis (2): And for those who are not aware that. The four part strategy. To me, it's brilliant. It really goes deeper into the human psychology of how we go about, maybe innately, making purchase [00:05:00] decisions.

[00:05:00] Shilpa Lewis (2): So, first we become aware of something, and then we may start building trust if we hear something that helps us, like an instant win, like a tip. Yep. And along the way, you may start feeling you're going to win.

[00:05:25] Shilpa Lewis (2): Oh, did I get it right? 

[00:05:27] Katie Brinkly: No, you broke up. I'm sorry. You broke up, so I, um, I didn't hear what your question was. 

[00:05:33] Shilpa Lewis (2): Oh, no. Okay, so I can edit this part. So, as you take someone from the awareness to the action, as I mentioned, there is this trust building phase. Yes. So they first know you, right? First they get to know you, then they maybe trust and like you, and then And then next time when you're ready to start making a choice, like, Oh, she's saying that she has this class she's [00:06:00] offering or 

[00:06:01] Katie Brinkly: something.

[00:06:02] Katie Brinkly: Oh man, you got it. You have the four post strategy down. I love it so much. And it's so true. Like if you're, if you're just posting all the time and selling, nobody wants to be sold to all the time. I don't know about you, but I do not do that. Turn into the home shopping channel just for fun. Like I hate Sunday mornings before, uh, the football comes on because it's like all infomercials and I'm like, Oh, this is the worst.

[00:06:26] Katie Brinkly: You don't want your social media to be the boring infomercial. How can you generate the right people raising their hand saying that's my person. And Oh, now she has something that will help me. I'm raising my hand. I'm ready to buy. And it's exactly like what you said. So making people. Problem aware, building out on that problem.

[00:06:49] Katie Brinkly: So the elaboration or the tip post, the community post. So how have you overcome this? How have you helped a client overcome this? Uh, you know, great time for [00:07:00] client testimonials. And then the fourth post is asking people to take action. I don't know about you, but I don't go to Instagram to listen to a podcast.

[00:07:09] Katie Brinkly: I open up Spotify. That's where I go to listen to podcasts. So if you're only telling people, Hey, listen to my podcast, new episode, dah, dah, dah, dah, well, people are good. It's going to become white noise and they're going to start scrolling right past you. But if you give value, build that know, like, and trust factor and show them how you can help them.

[00:07:28] Katie Brinkly: them with their problems and say, Hey, by the way, I actually have a podcast episode all about this. If you want to listen to it, comment podcast below and I'll send you the link. Okay. I mean, now you have the right people raising their hand saying, yeah, this is, this is something I want to know more about.

[00:07:46] Shilpa Lewis (2): And building on a strategy gives you a roadmap, so to speak, because I'm, I've listened to one of your podcasts. Um, where you talked about not using [00:08:00] Instagram solely for promoting your podcast. And I was, unfortunately, one of those people because I didn't know better. I started a podcast and one of my friends who also started, that's, that was her strategy.

[00:08:16] Shilpa Lewis (2): And not knowing better, I thought, I wasn't into heavy social media, like I did a little bit of Facebook, Instagram was more for picture of my son and fun stuff, right? And so I did it. I started listening to you and I also started to follow other strategies. And now when I post, it'll be leading up to the podcast.

[00:08:41] Shilpa Lewis (2): They'll be like, are you aware? I mean, I don't come out and say that, but yeah, yeah. There's a psychology behind it, but you know it. I also think it was from you or someone else in this marketing space that said the way we did. Marketing in the turn of this industrial, uh, industrial [00:09:00] age back maybe 30, 40, 50 years ago, it's not what we do now.

[00:09:06] Shilpa Lewis (2): And also the Britain mortar stores are no longer truly where we go and touch and feel and access content. 

[00:09:15] Katie Brinkly: Yeah, it, it, it's, it's funny. I actually was just talking to one of my daughters. Friends, dads, and he was doing a job interview, and he went to the mall to buy a tie. And he was like, there was only like four ties to choose from in the entire mall.

[00:09:31] Katie Brinkly: Like I went to Macy's, I went to Dillard's, I went to all the different stores, like four different ties. People don't go to stores anymore like they used to. And so how can you get the right people showing up and buying from you? Well, it's you. It's you. It's you and no matter what your business is, whether it's a digital product, whether you're a coach, a consultant, or realtor, whether you do have a brick and mortar store, you [00:10:00] have to have either you or somebody from your business that's willing to be the face, the person, the spokesperson for your company, because people want to buy from people now.

[00:10:09] Katie Brinkly: And it doesn't matter if it's a tie or if it's a. 10, 000 coaching service. They want to know you and be like, Oh, they can help me. I know them. I like them. I trust them. I'm ready to give that person just really that business, my money.

[00:10:32] Shilpa Lewis (2): And along those lines, what you mentioned also is the community aspect that when you're taking them from the journey, unconsciously, perhaps for them of making them aware, know, like, trust you, you, you are also building. A micro network, I believe, of people who can raise their hand at some point say, say me, yes, and 

[00:10:59] Katie Brinkly: they know their friends [00:11:00] about you.

[00:11:01] Shilpa Lewis (2): Exactly, exactly, and nurturing that community I find is no easy feat. 

[00:11:08] Katie Brinkly: Yeah, it's, 

[00:11:09] Shilpa Lewis (2): it's, it's. 

[00:11:11] Katie Brinkly: It's true. Um, I wanted to elaborate on it, but it that's really what it is. It's not easy to nurture a community and without going down too much of a rabbit hole. The internet is always changing. Social media is always updating.

[00:11:27] Katie Brinkly: I mean, there's different platforms out there. There's different ways of creating content. There's like, you know, web three platforms with all of it. It can feel overwhelming and like, it's hard to keep up. But if you go into social media with intention and with a strategy and say, I know exactly who it is that I am talking to on this platform and the problems that they have, and here's how I can help them.

[00:11:54] Katie Brinkly: It doesn't matter how much you post because if people come to your your [00:12:00] Instagram page and you still have content on it that can help them and can answer their questions, can solve their problems, well, it's going to be evergreen content that that's going to have them say, that's my person. I want to sign up.

[00:12:13] Katie Brinkly: So I really, yes, the more you show up in front of people, they will feel like they, they They know you more. I think stories is a great place to do it, but I, I really want us to, as a society to get, and I know it sounds crazy cause I have a social media agency, but I want us to get off of social media from being on it so much.

[00:12:37] Katie Brinkly: How can you take the posts that you do on social media to transform your in person relationships? And it's by showing up with. Purpose and knowing who you're talking to so that every time you post your community is there to see your post to help you and to support you. [00:13:00] 

[00:13:00] Shilpa Lewis (2): So it sounds like Katie, you're saying we need to take responsibility for our role.

[00:13:06] Shilpa Lewis (2): in how we utilize social media. And what are the signs though you would say that entrepreneurs should look for to ensure that their online presence aligns with what I call meaningful energy driven relationships. Because this overarching topic that I'm really passionate about is energy awareness. 

[00:13:32] Katie Brinkly: Ooh.

[00:13:33] Katie Brinkly: Yeah. Yeah. I think, well, it can be so, I mean, right. It can be so draining to be on social media because we see our competition, our people in our industry, like, Oh, they've done all this. I should be there. I should have gotten this, this far by now. And you know, nobody's, everyone's showing the highlight reels.

[00:13:54] Katie Brinkly: Nobody really shows like. You know, Oh, I applied to 50 speaking [00:14:00] gigs this year and I got accepted to six or whatever, you know, well, I got shut down 44 times or whatever it is. You only are seeing other people's highlight reels and it can be extremely draining. Uh, so I think that when you're showing up to cultivate community on social media and being your authentic self.

[00:14:20] Katie Brinkly: You're going to have people that are your biggest cheerleaders as well. 

[00:14:26] Shilpa Lewis (2): Absolutely. In, in the world of trying to be perfect. And I mean, again, I'm not trying to be perfect, but often if there's this impression that we put out that my life is so incredible, but that's, it's true that, you know, that analogy that I'm sure you've seen the iceberg, that And the yes percent.

[00:14:48] Shilpa Lewis (2): That's the effort. That's the hard work and labor that's going on for the little pyramid that you see, perhaps as a possibly poking up above the water. 

[00:14:56] Katie Brinkly: Yes, that is. Yeah. So for anyone that [00:15:00] hasn't seen it, go Google that image or maybe. You know, we can pop up that image here on YouTube, but it is so true with, with social media and with business.

[00:15:09] Katie Brinkly: You're only seeing just the tip of the iceberg on social media. There is a whole Berg underneath the water of trying different things, bailing at different things. You know, it's, it's insane. And I think that the more authentic, the more real we are, if you know what, I didn't feel like I haven't posted on Instagram in like, Two months.

[00:15:33] Katie Brinkly: I just haven't had the energy to do it. And, which sounds crazy, because I'm posting on Facebook and LinkedIn. I have the energy for that Instagram. I just don't have the energy for, so I'm not doing it. Does it suck that that's where the majority of my community and my audience is? Yeah, but you know what?

[00:15:50] Katie Brinkly: I'm not able to produce the quality of content over there that I know that they want to see. So I'm just taking a break and I'm being honest with myself. So don't, if you don't [00:16:00] feel like doing something, if you're not being served and you're not being fulfilled with social media, Take a step back and focus in on where you are getting fulfillment.

[00:16:09] Katie Brinkly: Maybe it's not creating a ton of content. Maybe it's engaging with other people's. Maybe it's stories. Maybe it's YouTube. Maybe it's podcasting. Maybe you take a break and just do email campaigns for a bit. Focus in on what it is that's fulfilling you because as business owners, like that's, that's why we started our own businesses, right?

[00:16:28] Katie Brinkly: Is so that we could have a life that we get more fulfillment from.

[00:16:37] Shilpa Lewis (2): Absolutely. And Katie, um, speaking of fulfillment, I am sure as a busy, um, mom, you have a daughter, right? And I don't know exactly how many children you have, but I have two daughters and you're a mom, two daughters. Okay. Yeah. Good. I, I want to understand as a [00:17:00] busy mom and entrepreneur with your agency, um, you probably face challenges of balancing, balancing, Like you were just describing, and maintaining visibility, but also your sanity.

[00:17:12] Shilpa Lewis (2): How do you maintain energy and authenticity across your roles? And what tip would you share with, Um, solopreneurs and particularly female solopreneurs who are moms, busy moms, right? And I can attest that I'm always feeling a little bit overwhelmed. That's why the strategies help. But how do you, how do you maintain your authentic brand voice while balancing those demands of real life?

[00:17:40] Katie Brinkly: Yeah. And I, I definitely over commit myself. Um, so I grew up playing all the sports. I did all the sports year round. I, I mean, I, you name it and I was in that sport. So I grew up being very busy and that's just how I'm used to things. And so. Sadly for my [00:18:00] children, they are going through the same thing.

[00:18:02] Katie Brinkly: Like once, once sports is over, now we're doing, you know, gymnastics. And after gymnastics is over, then we're going to do basketball. So, I mean, we're always doing something and I get it. It can feel, sometimes I'm like, why did I do this? Why did I overcommit myself? And it's, it's understanding certain aspects of your personality in different ways that.

[00:18:24] Katie Brinkly: made you who you, who you are. Um, I think that showing up and still consistently creating my brand voice was just realizing I'm not going to have the real fancy video setup. I'm never going to be really good at doing like rehearsed scripts, like reading things. For those that are watching this on YouTube, I make weird faces.

[00:18:49] Katie Brinkly: I talk with my hands a lot. And, you know, I was like, well, I don't know. I'm not going to edit all this out and like, be more professional. This is who I am. And the people, like, I even had one guy send me a message one time, he's like, I [00:19:00] found the quality of your content great, I just couldn't get past how much you move your hands when you talk.

[00:19:06] Katie Brinkly: And I'm like, okay, so just listen to me turn off your screen next time, you know, shut your eyes. But But I mean, you're gonna find people that aren't going to like you, they're not going to resonate with you. And you know what, that's fine. Just showing up and being you and stop. Worrying about the perfection that's going to help the right people come into your sphere And I mean, I you know, you you know, I had a couple kids and I mean that's it's because I show up in stories and I say, Oh, well, I just went to kid's bop with my daughters and we're doing this now.

[00:19:37] Katie Brinkly: Showing again, it's back to what you said before, showing the highlights, showing the low lights, showing what you're working on, what failed, what worked, what didn't. I'm. All of that is how it's going to help shape your brand voice and bring in the right audience to your community.

[00:19:57] Shilpa Lewis (2): And it is a discipline [00:20:00] that also requires, you know, being your own cheerleader. I talk about being accountable to myself, but also being accountable to my family, because that ties back to being authentic. I can't just be on social all the time. 

[00:20:16] Katie Brinkly: Yeah. Yeah. Like, well, who can, like, really, what kind of life do you have?

[00:20:21] Katie Brinkly: That's the thing. Like that really, honestly, that is what created the four post strategy. What caused me to want to create this was because I was with my daughters, we were at the park, it was a beautiful day. And I saw a group of like, I don't know, 14, 13, 14 year olds. They're all sitting in a circle on a beautiful day.

[00:20:40] Katie Brinkly: Staring down at their phones like this and no one was talking to each other and it made me really sad because it's like here they are outside and they're all hunched over spending time with their digital friends instead of the friends that they're with in real life, and our time is so precious. It's it goes by so fast.[00:21:00] 

[00:21:00] Katie Brinkly: How could you get in and be effective so that you can enjoy the away? Time with people that you're with in real life, even more. How can you find ways to use social media for, or growth without just having to be on it all the time. And that's what again, caused me to really think about a strategy of going in on certain platforms, posting the ways that the platforms want you to creating the content that builds the best audience that raises their hand.

[00:21:32] Katie Brinkly: And Before Poststrategy was born. And hopefully people are getting off of social media and, and nurturing their real life relationships, uh, based off of, you know, the friends that they make online. 

[00:21:46] Shilpa Lewis (2): Yes. And I see that even for myself at different points in my journey of becoming an entrepreneur, being at my phone, just sticking to it, going, okay, well, I'm supposed to post.

[00:21:58] Shilpa Lewis (2): I've been told all the [00:22:00] time. And what do I post and why? And. There needs to be some level of strategic thinking around it. One of the things I appreciate about what you've put together is that, um, I think of it as trust the process. You've created this process, then you can sit back and trust it. It's, I think of it as like, meditation techniques or different modalities that I practice, you can't overthink about, okay, well, is it working?

[00:22:27] Shilpa Lewis (2): Is it working? Sometimes you, you just do the breath work and know that your, your system is responding to it. 

[00:22:35] Katie Brinkly: Yeah. Yeah. And I think that, I love that you. So, I'm going to talk about doing the breath work and taking a break back. Meditation was really important for, for me and taking that step back. Um, I started my business, uh, you know, working in between nap times and on after my kids went to bed.

[00:22:55] Katie Brinkly: So, once my kids went to school. I was [00:23:00] still working really, really hard, but I had more time. I had gotten into a terrible routine of like, okay, when I go to work, I'm gonna work really, really hard so I can, you know, when I get out of that, blah, blah, blah, yeah, that was, I was doing all the things and I almost felt guilty if I had, I felt, I felt guilty if I like, okay, I have a little bit of a break.

[00:23:18] Katie Brinkly: I'm going to go to the bathroom. Like I was, it was getting that bad and it wasn't until I started putting in some. Meditation, starting to do the breath work and stop worrying about getting doing all the shoulds. You know, I was shooting all over myself. And so I think that once I incorporated that into my daily routine, I was happier.

[00:23:42] Katie Brinkly: I was getting the right things done and they were being done better. My business started growing and it all started with. Re centering and focusing on, on me and what's important for me in my life. 

[00:23:55] Shilpa Lewis (2): Absolutely. And it sounds like you very consciously understood what was [00:24:00] happening to you, became aware of Yeah.

[00:24:03] Shilpa Lewis (2): Because I, I've gone through that level of awareness and ironically, I have a background in meditation. I have all these modalities, but the road and the path of becoming an entrepreneur while being a mom. is a tough one because of the guilt factor and the fact that there's so much work that goes into the initial years.

[00:24:22] Katie Brinkly: Mm hmm. Yeah, it's so true. It's the guilt factor. It and I don't, I don't know what the answer is. I mean, like my probably listen to this podcast more because I'm sure you share some great tips on that. But I mean, it's so true, like having to like simplify and refocus. As moms, we, we give up so much of our, of our lives and we're, we're living for our kids.

[00:24:47] Katie Brinkly: And then if you have a business, you're living for the business, you want that to scale. And something as simple as breathwork and meditation, just for 10 minutes a day. That's, that's your you time [00:25:00] and that's the time that you can give back to yourself. That's all for you. And you can focus on making your life better, not kids running around, not, you know, trying to close that next sale.

[00:25:14] Katie Brinkly: It's just you being present with who you are and in the moment.

[00:25:21] Shilpa Lewis (2): I lost you there, Katie. Oh, you did. Oh, shoot. Oh, you had last finished with, I'm not losing that last sale. Oh, 

[00:25:29] Katie Brinkly: not losing that last sail, um, and you know, if you're incorporate five to 10 minutes of meditation into your day, that is 100 percent you time where you can be present with just yourself in that moment.

[00:25:46] Shilpa Lewis (2): That's perfect. And Katie, just to wrap up, because the theme specifically in November is streamlining with systems. And I know you're aware of the strategies, but also systems. What [00:26:00] three systems? Would you recommend to a female solo solopreneur, and it could it could be one of those that you mentioned like 10 minutes of meditation, but what else would you include as a mechanism for streamlining.

[00:26:15] Katie Brinkly: Yeah, well I think, I think that if you don't have time for meditation just doing the breath work, set aside that time, every day, whether it's Start of your day. It's at the end of your day. I would definitely recommend doing that because that's 100 percent you time. I think that doing the four pose strategy is a great way of streamlining things.

[00:26:35] Katie Brinkly: It's less time on social media is more intentional time and you're going to get better results. Um, and then. Honestly, track your time. This might sound crazy, but there's free tool like toggle. Um, I love the tool toggle cause I had no idea how much time I was spending on certain tasks. Track your time for like two weeks on how long it takes you to do everything.

[00:26:59] Katie Brinkly: Even going to the [00:27:00] bathroom, whatever. You'll be shocked to see how much, like. time you spend on certain rabbit holes. And I think that when you, when you see that and you realize it, it'll allow you to be more intentional with each of your tasks. I read the book, Atomic Habits by James Clear. It's talking about getting 1 percent better every day.

[00:27:22] Katie Brinkly: And it's little things like that, where if you realize. I have, all I was supposed to be doing was answering one email for this client and now I've been in my inbox for three hours. I still haven't sent that email. How can you adjust where your workflow so that you're, you are more streamlined, track your hours and see how long each task takes, takes you and stuff that you might not realize takes you so long.

[00:27:50] Katie Brinkly: It could be eating up a good chunk of your day. 

[00:27:54] Shilpa Lewis (2): Getting 1 percent better every day is like my passion and I love Atomic Habit as well. [00:28:00] That's book has been something I now refer to almost every day, little quotes, key anecdotes. Well, Katie, thank you so much. Um, I hope in the future after I've gone even deeper into the four part strategy, cause I do apply it daily now for my content, um, I can have you back and maybe we can, you know, Do a reflection on what I can do better.

[00:28:23] Katie Brinkly: Yeah. I love that. Um, yeah. Always happy to talk about posting less on social media and, um, yeah, thanks. Thanks so much for having me today. 

[00:28:34] Shilpa Lewis (2): Of course, Katie. It was an honor. Thank you so much. Bye.