How to use social media without checking it all day

A social media workflow should leave room to create useful material and respond to people without checking the apps all day. This is the framework we use at Propane.

What organic social does for a coaching business

Organic social is not a reliable way to drive sales this week. It works over a longer period and depends on what each platform chooses to show. In the video, the comparison used is Joe Rogan's line that it is like building a mountain with paint.

Where organic earns its place is trust-building over time. Someone sees your ad and does not buy. Weeks later they watch several of your videos or listen to your podcast episodes. Now they trust you, and now they buy.

The goal is not virality. The goal is an asset that keeps working. A podcast or video library made in the past can still bring in listeners with no new input, while a short feed post from last week has usually stopped being seen.

The eight-step framework

1. Use a scheduling app

Do not open Instagram several times a day to post manually. Each time you open the app you are exposed to the feed, and the platforms are designed to hold creators as much as consumers.

In the video, the tools we describe using are Pallyy for multi-platform scheduling and Hypefury for Twitter, with a long queue of posts scheduled in advance. Any scheduler that lets you separate creating content from posting it will do the job.

2. Understand feed-based and search-based content

Feed-based content on Instagram, TikTok and Twitter gets a spike of reach when posted and then drops off within a day or two.

Search-based content on YouTube, podcasts and blogs builds slowly and keeps being found. It takes longer to gain traction, but once it does it brings in traffic without ongoing input.

Ideally run one of each. If you have to pick one, choose search-based for the longer-term return.

3. Pick a medium that matches your temperament

• If you like talking to camera, YouTube suits you.
• If you write well, Twitter threads and blogging suit you. Threads are short blogging and extend naturally into longer written pieces.
• If you are visual and comfortable in photos, Instagram makes sense.

Choose the format that helps you communicate clearly. Another creator's results do not prove that copying their format will fit your audience.

4. Use micro-content to test ideas

Before investing time in long-form content, test ideas in short form. Post short tweets, quick clips and single ideas, then watch what gets a response. Build long-form content around the hooks that land.

Gary Vaynerchuk makes the point that strong creators can say the same thing many different ways. The micro-content phase is how you find which version of your message resonates.

5. Stop worrying about repetition

Only a fraction of your followers see any given post. Your audience is not watching everything you produce.

Russell Brunson makes the point that you will tire of your own message long before it feels repetitive to your audience. If you are not yet tired of saying it, your message may still be too vague. Specificity and repetition help.

6. Build everything from one core sentence

All of your content, every idea, module and piece of free value, should come from one sentence: I help [A] achieve [B] via [C].

Use that niche statement to organise real audience questions, objections and examples, and review those sources when choosing topics.

7. Rotate three content types

Writer Dan Koe describes three types of content:

• Authority content demonstrates expertise. It converts sales but rarely spreads far.
• Authenticity content shows the person behind the brand. It builds loyalty.
• Growth content is made for reach and sharing. It grows followers but does not always convert.

Authority combined with growth tends to produce sales. Authority combined with authenticity builds loyalty. A piece that does all three has the widest effect. Rotate between them so your overall body of work covers each.

8. Repurpose

One client question becomes an email to your list. The email becomes a thread. The thread becomes a podcast episode, the episode becomes a video, and the video is cut into clips for TikTok and Instagram. One input produces many pieces across several platforms, much of it scheduled.

Gary Vaynerchuk popularised this as pillar content: record one substantial long-form piece, then break it down into shorter formats for each platform.

A short clip introduces an idea to people who did not see the original, so make each clip understandable on its own.

The bigger picture

Stop trading one hour of effort for one unit of output. Build a manageable publishing and response routine with a clear route to the next step for people who want it.

Organic social is not the main event in a healthy coaching business. Lead generation, your email sequence and your offer are. Organic is the background engine that makes those work better over time.

Related guide: How organic content supports an online coaching sales process.