The Simplest Solopreneur Content Strategy (That Can Drive 7 Figures/Year)

Posting random content? Read this.

I worked in marketing for 10 years before I became a solopreneur.

(do people really use that word “solopreneur”? I feel like it’s kind of stupid but it’s the easiest way to identify myself as a one person business owner. Let me know what you think.)

But I always had a love/hate for social media.

The content I’d find online would make me laugh and educate me but I’d also be cringed the F out by the boasting, aspirational rah rah content by influencers.

Going from employed marketer to solopreneur though, the most natural way for me to try find clients was to write content on social. I chose LinkedIn as my platform of choice because it's the most business orientated.

From the get go I was never the guy who was gonna post random stuff on a whim hoping it got good engagement.

I needed an approach that was going to actually get me clients and quickly, because I couldn't wait another 3 months earning 7x less than my monthly rent payments.

But the problem with social is that it's social.

And if you sell your brand to people over and over and over again they get turned off. So I had to create a way to turn my audience on without turning them off.

Balance.

I didn't nail this instantly but after practicing on myself and then on clients since January 2022, I can safely say this social content strategy has driven over $2,000,000 in total between me and my clients (probably a lot more than that in reality).

The strategy is based on 3 simple pillars.

Personality, skill and sales.

Here's how it works:

Pillar 1. Create interest in my personality

Like I said earlier, social media is social so you do have to be semi social. As a pretty introverted guy being even semi social is too social for me. But creating interest in your personality is a crazy important part of this content strategy.

The reason: people need to connect with you BEFORE they trust what you have to say.

This is where a lot of people go wrong who have been creating content on social for several months hoping for clients to come flooding in but then, they don't. It's usually because nobody actually feels anything towards you emotionally, so they don't trust you.

Easy way to do this is share simple, conversational stories.

Here's some examples of stories that I've shared:

​Example 1
​​Example 2​
​Example 3​

You'll see these are broad and transparent posts.

But the key is to always tie in your business at some point (notice how I drop in how I'm "growing my biz" or "running a one person writing business") so if anyone discovers you for the first time off this post, they immediately get a little sneak peek into what you do for a living.

Pillar 2. Build trust in my skill

Being likeable isn't enough.

I've grown my own follower count to 150,000+ on LinkedIn and I can assure you that just being popular doesn't randomly get you clients or grow revenue overnight. It helps. And it's part of the balanced content strategy that I implement. But it's not enough.

Once someone has discovered you, you need to show them what you're good at and what your expert knowledge is in, aka the thing that you know more about than the average person and the skill that you use to get your clients results.

For example, my skill is social copywriting.

I use my expert knowledge in social copywriting to get my clients results.

So I share educational content that demonstrates that and builds my credibility online.

Here's some examples of educational content I've shared:

​Example 1​
​Example 2​
​Example 3​

In all of these posts I'm sharing a way/process/system/approach of mine relating to social copywriting.

The best way to educate I find is by sharing your own first person insights (think 'how I/we' not 'how to' point of view) that will help your target audience solve a specific problem they have. Give them an 'a-ha' moment.

Pillar 3. Sell my products without hard selling

Everything else outside of this pillar of content is to warm your target audience up to these posts.

I call them Sales Posts but people absolutely hate the phrase because they associate it with selling on social, but when you read the Sales Posts I and my clients put out you won't feel sold to.

And that is the whole idea - sell without hard selling.

So instead of directly pitching the internet, take a recent client result or a testimonial and commentate on how that result happened. I think about the transformation:

Life before >> obstacle in their way >> life after you helped them.

Here's some examples of Sales Posts I've shared:

​Example 1​
​Example 2​
​Example 3​

At no point am I saying "please buy my stuff!" or "hey look at how good I am, pay me!".

It's really just a story about the work I am doing with my clients and how it helped them. Simple as that.

TL;DR:

Pillar 1. Grow interest in my personality
Pillar 2. Build trust in my skill
Pillar 3. Sell without hard selling

Execute this consistently for at least one year and see what happens.

I've worked with solopreneurs who were posting random stuff for months/years and after changing to this balanced strategy leads came pouring in, meetings got booked and $100,000s in client deals got closed.

The right social content strategy can become the only "salesperson" a solopreneur needs.

Stop posting randomly and start posting intentionally.

Cheers,

Matt Barker

Want To Work With Me? Here Are 3 Ways I Can Help You:

1. Write your social posts in 15 minutes: Every Monday and Thursday, you’ll get VIP access to a new, proven social post template. Plus, a live example of how I used the same template. And a breakdown of exactly why the post worked, so you learn while you save time writing.

2. Learn my 7 Figure Social Copywriting System: A 2 hour video course that shows you my exact Social Copywriting System that has driven over $2,000,000 in sales for myself and my clients since January 2022. Join 400+ business owners who went from chasing their next client to attracting consistent, inbound leads every week on social - in just 2 hours.

3. Hire me as your social copy consultant: I’ll help you grow your business by helping you write social content that attracts more ICP clients, so you grow your revenue without spending $100,000s on ads, cold outreach or SDRs. This is for serious entrepreneurs and business owners only.