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The Burch Branding © ACES Strategy
Every solopreneur on Instagram has to figure out how to create content that truly resonates and drives results. When a client comes to me, most often their first question is “What kind of content should I post?” It’s easy to feel lost if you don’t have a clear strategy. The good news is, there’s a proven framework to help you create a balanced and effective content strategy: the Burch Branding © ACES Strategy. In this post, I’ll walk you through the four essential content types you need for 2024 to increase your visibility, foster engagement, and drive conversions on Instagram.
What is the Perfect Content Mix for Instagram?
The ACES Strategy focuses on four key types of content: Awareness, Conversion, Educational, and Sharable. Each type serves a unique purpose, helping you build a comprehensive Instagram strategy that aligns with your business goals. Here’s how each type works:
Awareness Content
Definition: Awareness content is designed to make your brand known, establish what sets you apart, and increase your Instagram visibility. These posts are about getting noticed and defining your unique value in the market.
Why It’s Crucial: The goal of awareness content is to attract attention and increase brand recognition. New creators often struggle with getting noticed on Instagram, and without strong awareness content, it’s hard to stand out in a crowded feed.
Common Struggle: Many personal brands create content without a clear strategy, leading to inconsistent messaging and lackluster engagement. Awareness content bridges that gap by focusing on establishing a strong, recognizable identity.
How to Implement: Start by sharing posts that highlight your personal brand’s unique qualities—whether it’s your story, behind-the-scenes insights, or posts that showcase your mission. The goal is to create content that sparks conversation and encourages comments, inviting your audience to really connect with you.
Conversion Content
Definition: Conversion content is focused on driving actions that lead to sales, sign-ups, or your other business goals. This is where you talk about your offers and encourage your audience to take the next step, such as clicking a link or making a purchase.
Why It’s Crucial: The purpose of conversion content is to turn followers into customers. Many solopreneurs are gaining followers or have fantastic engagement but struggle to turn that into tangible results. Conversion content strategically guides your audience toward your offers.
Common Struggle: Without a clear call-to-action, your content might generate likes but not lead to meaningful business outcomes. The key is creating content that not only highlights your products or services but also clearly communicates their value.
How to Implement: Use posts that directly address your audience’s pain points, deepest desires and showcase how your offers provide a solution. Include compelling CTAs and emphasize the unique benefits of your products or services. These posts should focus on driving clicks, sign-ups, or purchases.
Educational Content
Definition: Educational content provides value by solving problems, sharing insights, and establishing you as an expert in your field. This includes offering quick actionable tips, advice, and resources that resonate with and serve your audience.
Why It’s Crucial: Educational content builds trust and fosters deeper connections with your followers. By positioning yourself as a knowledgeable resource, you become the go-to for advice in your niche.
Common Struggle: Creators often overwhelm their audience with too much information or content that feels too technical. The goal is to break down complex ideas into easy-to-digest content that encourages saves.
How to Implement: Create posts like step-by-step guides, quick tips, or how-to videos that provide immediate value. Educational content should be clear, concise, and designed to be referenced again—think infographics, carousel posts, or video tutorials.
Sharable Content
Definition: Sharable content are posts that your audience feels compelled to share, whether it’s because they’re funny, relatable, or inspiring. This content type is less branded and more focused on broad appeal.
Why It’s Crucial: Sharable content increases your reach by encouraging followers to share your post via direct message or to their stories. This type of content can significantly boost your visibility beyond your existing audience.
Common Struggle: Many personal brands miss the mark by making sharable content too branded or too niche. Sharable posts should feel universal—something your audience can see themselves in.
How to Implement: Think of content that resonates on a personal level, like inspirational content, motivational quotes, memes, or highly relatable moments. The goal is to create content that evokes emotion and is easy for followers to repost or share.
Putting it All Together
The Perfect Instagram Content Mix for 2024
There you have it—the Burch Branding © ACES Strategy for the perfect Instagram content mix in 2024: Awareness, Conversion, Educational, and Sharable. This approach helps you connect with your audience on multiple levels, driving engagement, building trust, and ultimately converting followers into customers.
What’s Next?
Ready to implement the ACES Strategy for your brand? Join our free community, Burch Branding Collective, on the Kollab app, where you can connect with like-minded entrepreneurs. To make implementation easier, explore my ACES Strategy GPT bot stack, available as an add-on in my digital shop. This stack creates your content strategy, provides personalized content ideas for each content type, and writes hooks and captions in your unique brand voice. It’s everything you need to create your Instagram strategy and plan a month’s worth of content in just 2 hours!
I designed these bots with you in mind—to support your business in embracing the cozy content strategy. As your cozy marketing mentor, I want marketing to feel as natural as chatting with a friend, not another stressor on your list. These bots are like having a supportive personalized guide, helping you find ease and simplicity in showing up consistently. Together, we’ll create sustainable strategies that align with your values and make marketing feel cozy, intentional, and beautifully aligned with your vision.
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