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Small Business Guide to Posting Content to Social Media

Your business is a brick-and-mortar, real honest to good physical place or you provide real physical service – a lawyer or accountant or cleaner.  You know that you need to have an online presence in order to be found in today’s world but all this posting of content is overwhelming at times.  This is for you!


First, think of each piece of content as the bits of materials in a kaleidoscope.  Did you have a kaleidoscope as a kid?  You turned the end of the tube and the pattern you were viewing changed and changed again and again.  There seemed to be endless patterns that could emerge from one tube, one set of colored glass and one set reflectors.

While you may not get ENDLESS patterns from one piece of content, you can get a lot!  So plan to re-purpose each piece of content so that you can use it in different platforms effectively.

Editorial Calendar

Yes, I know it sounds very formal and not like something your business would need.  But you do and because publishing is NOT your main business, it is even more important!

You want to make sure that you are getting content out regularly.  You want to make sure you are getting content to different platforms regularly.  You want to make sure that it is timely and you are not posting about Easter bunnies in December! And finally it is just easier to spend a little time mapping out a route for yourself so that you don’t fret each day about what to post where!

A plan is a wonderful stress reducer.  Say you write a new piece of content on Monday for your blog.  Can you do a podcast of it on Tuesday?  A YouTube video on Wednesday? A Tweet every day? A Linked-In article on Thursday?  An email coupon related to it on Friday?  You see what I mean?  Find a way to look differently at the same material and present it differently and just keep turning that kaleidoscope!

Before you set up your calendar, you want to take a look at which content works  best on each social medial platform.  Each of the top social media platforms has certain preferences when it comes to content.  This guide can help you save time and effort as you create exactly the type of content required.

The top social media platforms are:

* Facebook
* Twitter
* Google+
* Tumblr
* LinkedIn
* Pinterest
* Instagram
* YouTube


Facebook will allow any form of content. However, they are leaning heavily towards memes and video. In fact, the CEO has stated that he believes Facebook will be mainly video by 2020.

High-quality images should form the basis of posts and memes. Short videos should be posted often.

Facebook is also heavily pushing their Facebook Live video feature. You can record on the go. Once the broadcast is over, the video will be archived at your account so that those who missed it can also watch.  This could simply be talking about what you posted on your blog or telling people about something that will be going on in your store!  It does not have to be a full-blown teaching webinar!

Note that every time you post something new at your FB account, your content will get pushed down further and further, so you might want to make certain posts sticky for a time in order to give them more visibility.  Or save them and republish them so that as your account grows, more and more people will get to see your best content. 

Create A Buzz


Twitter allows tweets up to 280 characters, images, and short videos. They also offer live video. Twitter is perfect for news items and updates related to your business.


Google+ was supposed to be a rival to Facebook, but it has never had the popularity. However, for some niches like photography and cooking, it is extremely popular and can get you good visibility. You will need high-quality images and something interesting to say, with a clear call to action to get your target audience to do what you wish – such as subscribe, share, and so on.

Google Hangouts is its most popular feature.  You can invite people to engage with you live, and the recording will be saved afterwards.


Tumblr is a general site like Facebook and calls itself a microblog, where you can publish content of any length and in any format, such as posts, videos, audio files, images and more. The audience is around 60% from US, and 40% from overseas, so if you are looking for more global customers, this site might be worth your attention.


LinkedIn allows written posts, images and video. It also allows you to post your PowerPoint presentations at their sister site and link them to your profile.

It addition, it offers the opportunity to write articles, which it then promotes and links to your profile. A high-quality article can give you a lot exposure both short- and long term.


Pinterest requires high-quality images and accepts video as well.

It also accepts content which has been put into the Schema/Rich Snippets format.  The schema is like a template for your data to help both search engines and people find what they are looking for. There are various templates, including video, recipes, products, and more.

The Pinterest audience is about 90% women, of whom at least 50% have purchased something online as a result of what they saw at the site. A product written up in the product schema would include an image, price, product description and more, making your pin stand out almost like an ad.

Remember you wouldn’t be posting a picture of every item in your store.  You would be focusing on a choice picture that would bring people back to your FB sticky post, blog, website and into your store where you have lots and lots of stuff they would like even more than that pic!


Instagram images should be high quality and 520 x 520 pixels. Use keywords and hashtags to make them discoverable and join in the conversation.


YouTube is the largest video-sharing site in the world. It is also a social network in its own right, with users able to like, share, subscribe to your channel, and engage with each other and with your content. If you are not already using video marketing and YouTube Live, it’s time to start planning how to integrate these into your marketing mix.

There you have it.  I hope you use this information to plan out your content calendar to  ensure that your content reaches as many people as possible in your niche.




Patt Timlin is a marketing expert set on sharing her expertise with other online marketers to help them achieve the dream of working online. She is secretly pleased with the surge in content marketing as revenge of the English majors! Entrepreneur, blogger, guide, helper – Patt loves the online world and loves to share it!

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About the Author Patt Timlin

Patt Timlin is a marketing expert set on sharing her expertise with other online marketers to help them achieve the dream of working online. She is secretly pleased with the surge in content marketing as revenge of the English majors! Entrepreneur, blogger, guide, helper - Patt loves the online world and love to share it!