Creating Content On Social Media The Smart Way with Shaina Weisinger and Tommy Mello

Only a small slice of your audience is ready to buy today; roughly two-thirds aren't in-market yet, so content should nurture the whole pyramid, not just chase the hot buyers.

You don't need to pay five figures for a polished video that sits on YouTube doing nothing; a clean iPhone video with good content beats an expensive one that never gets seen.

Facebook works like a billboard for name recognition, so treat it as a brand-awareness channel rather than expecting it to drive direct broker-style conversions.

Showing your face and personality on camera humanizes your brand because people want to do business with real humans who occasionally mess up.

Organic reach is brutal: Facebook natively shows a post to about 7% or less of the people who liked your page, so boosting and targeted local ads are essential.

A content calendar is the foundation of consistency; decide how many times you need to post to which platforms and fill in the blanks deliberately.

A smart content hack is to build blogs and videos around defunct brands or outdated interfaces people still search for, capturing that lingering search demand.