Introduction to Content Creation

1.
and Systems Thinking

Understanding Your Target Audience

2.
Planning Your Content Strategy
Contents

Creating Engaging Content 3. 4.

Promoting and Measuring Your Content's

5.

Success

Conclusion
6.

1.
Introduction to
Content Creation
and Systems
Thinking
Who's this EBook for?
This EBook is for the brave creator
who has been consistently working
hard to pursue his/her passions and
just need an extra boost when it
comes to understanding the complex
landscape of social media, and how
to effectively leverage it to promote
your products and increase your
brand equity.
What to expect?
If I'm being honest...
DO NOT expect a foolproof guide to
an exponential rise of following on
your social media. If you’re looking for
that, go somewhere else 🤭
A strong understanding
of developing your
content strategy
EX
Sustainable systems for
long-term content PE
creation and growth
Tips, best practices & CT
growth experiments to
test on your audience
Analyzing and
measuring the success
of your content
"You’ve decided to take a
leap of faith and start
selling your digital products!
Great! Now what?"
1.
1a.
The significance of
content creation in
today’s world
Why do you need
content?
Content creation helps you to
establish an online presence,
attract and retain customers,
improve search engine rankings,
build credibility, and increase
social media engagement.
If you’re intending to sell products
online, establishing an online
presence is crucial. Content creation
is how you get your message out to
the world and create buzz about your
brand.
In other words, if you’re not creating
content, then you’re behind the curve.
The 3Rs Framework
To create captivating content
for your audience, your
content will need to involve 3
things:
R Reach
R Resonance
R Relevance
These 3 factors will be talked about
heavily throughout the next few
chapters.
So, in order to be a successful content
creator, you will need to know more
than taking photos, writing blog posts,
or capturing videos.
It’s knowing how to keep up with
trends and developing a sustainable
system for content creation will be
how you stand out amongst other
content creators.
2.
1b.
Systems thinking &
its relevance to
content creation

What makes you a Systems Thinker?

Taking a wider
perspective

Looking at the Looking for root

big picture causes &
improvements

Challenging our
paradigms

Peeling back the

Examining how layers of the
things relate onion

A simple analogy of why systems

thinking is important:
A group of blind men was asked to describe an
elephant, but each one only feels a different part
of it and thus describes it differently. Without
systems thinking, we are limited by our
perspective and understanding of our problems.

3.
Systems thinking and
content creation
As a content creator, it’s crucial
to view the process of creating
content as a system. By doing
that, creators can take a holistic
approach to their work and
better understand how different
elements of their content relate
to each other and their overall
goals.
A content creator can use
systems thinking to analyze
how their social media
campaign fits into the larger
context of their brand's
content strategy.
They can identify how
different pieces of
content interact with each
other and with their
audience, and adjust their
approach accordingly.
Systems thinking can help
content creators develop
a more cohesive and
effective content strategy,
while also improving their
ability to analyze and
troubleshoot any issues
that arise.
4.
1c.
Tools of systems
thinking & application
to content creation

Tools of a Systems Thinker?

Disconnection Interconnectedness Linear Circular Silos Emergence

Parts Wholes Analysis Synthesis Isolation Relationships

Applying systems thinking to content creation

Audience Analysis
Systems thinking helps you to better understand your audience
and how different pieces of content can be tailored to meet their
needs.

By analyzing the various components of your audience, such as

demographics, interests, and behaviors, creators can develop
more targeted and effective content. 5.
Workflow Optimization

Systems thinking can analyze the various processes involved in

creating content, from ideation to publication.

This helps you identify areas for improvement and optimization -

streamlining your workflow, reducing inefficiencies, and producing
content more efficiently.

Content Optimization

Systems thinking can analyze various elements of a piece of

content, such as the headline, structure, and imagery.

This helps you ensure that content is engaging, informative and

aligned with your brand's overall goals.

Systems thinking provides a useful framework for content creators to approach

their work from a more strategic and holistic perspective. By analyzing the
various interconnected components of content creation, creators can develop
more effective strategies, produce better content, and achieve their goals more
efficiently.

6.
 Importance of knowing

2. your target audience

Knowing your target audience
Understanding will help you tailor your
Your Target content to their interests,
needs, and preferences. This,
Audience in turn, helps to ensure that
your content is relevant,

2a. engaging, and effective in

achieving your goals.

The importance of Benefits

knowing your target
Relevance
audience when
Create content that’s relevant to
creating content their interests & needs.

Have you heard the phrase...

“If you’re marketing to
everyone, you’re marketing to
no one.”
I’m here to tell you that it’s true.
This makes them more likely to
engage with your content & share
it with others.
Conversion
Helps you to improve conversion
rates (more leads, sales, etc)

7.
 Engagement

Increase the likelihood that they will spend time reading, watching, or listening
to your content, which can lead to higher levels of engagement, such as likes,
comments, and shares

Personalization

Helps you to personalize your content to your audience preferences. This will
make them feel understood which helps to build loyalty over time.

Overall, knowing your target audience is essential for creating content that is
effective, engaging, and achieves your goals. By taking the time to understand
your audience's interests, needs, and preferences, you can create content that
resonates with them and helps to build a deeper connection over time.

8.
2b. Here’s a step-by-step guide in
connecting with your target
How to find your audience:

target audience?
1. Understand target audience

There’s a difference between finding 2. Segmenting your target audience

your target market vs target audience
vs target personas, we will delve into 3. Engaging with your target
all of them in this chapter. But to audience
summarize, here’s generally the
differences you need to know about A. Understand the target
them. audience
Target Target Target Start with what you know
Market Audience Personas
Note that you don’t have to do this
alone! There are tons of public data-
driven insights you can leverage on
that’s found on the net. To begin
A broad Scientific Ideal identifying your target audience, start
group of groups of people to with what you know. Who have you
people people connect been engaging with on social media?
who may who are with How old are they? What are their
be most likely based on interests? Based on who they follow
interested to buy your and their social media feed.
in your your target
product or product or audience
service service

9.
Analyze competitors Case Study
You can learn A LOT just by looking at
your competitors. Competitors are
those that are selling or offering
similar products or services.

Dior primarily targets the so-called

B. Segmenting your target “Chardonnay Girls” target market
audience which consists of confident,
Market segmentation lets you analyze optimistic, fashion-conscious women
and reach your target audience by in the 18-32 age bracket.
diving homogenous markets into
clearly identifiable segments. They
can be categorized based on similar
traits that lead them towards having
the same wants/needs regarding the
products or services you offer.

You can segment them based on:

Demographics such as age and
gender (e g. millennials).
Education level or occupation
type.
Geography determines where
they live within a country.
Psychographic goals &
motivations tapped through
surveys conducted collaboratively.
10.
Persona building
Personas are invented characters representing groups of people with similar
interests, goals, and desires. They can help you figure out how to reach your
audience more personally.

To build personas, it’s essential to focus on the personalities and stories of your
audience. You can start building it with the template below:

Using systems thinking you have the ability to understand that certain traits that
did not seem connected could be a gateway to understanding your target
audience’s needs.
10.
Even if you already started selling your
digital products, this exercise can be
used to:
Identify opportunities to
reach new customer
segments
Improve the customer
journey
Brainstorm strategies to
increase your customer
base
Increase sales, product
engagement, and
customer retention
2c.
Creating content that
resonates with your
audience
Now that you have a holistic
understanding of who your target
audience are, the next important step
is to question: Why would this person
want to buy my product/ service? How
will what I’m selling fulfil their jobs to
be done?
To conclude this chapter, let me
introduce to you the Value Proposition
Canvas. This framework helps to
ensure that what you are selling is
positioned around what the customer
values and needs. When you find that
sweet spot, creating content with that
framing can easily resonate with your
audience.
11.
 Value Proposition Canvas

Value Proposition Customer Segment

Gain Creators
Gains

Jobs to
be done

Products/
Services Pains

Pain Relievers

12.
 3. Build brand awareness
By developing a consistent
brand voice & messaging, a
Planning Your content strategy will help

Content Strategy establish a strong brand

presence and increase
awareness

3a. Improves audience

engagement
Why do you need a
Help to create relevant
content strategy?
content that resonates with
Think of your content strategy as a the target audience and
building’s blueprint. This blueprint keeps them coming back for
highlights the purpose, goals, target more
audience, and methods for delivering
content that aligns with your branding Increase conversions
goals.
Help to drive more traffic to
your website and improve
A content strategy is essential for
conversion rates, resulting in
several reasons:
increased revenue for the
business
Provides direction
Ensures that the content you
produce aligns with your goals
& objectives
13.
3b.
Aligning your content
with your brand

What's a brand?
A brand allows you to distinguish who you
are from your competitors. It’s more than
just a logo, name, or tagline - It’s the sum
of all the experiences, perceptions, and
interactions that people have with you.

A strong brand creates a strong emotional

connection with its target audience. It can
help to build trust, establish credibility,
and increase loyalty. This can be
communicated through your content.

A successful brand is built through a

combination of consistent messaging,
visual identity, and customer experience.
By developing a clear and consistent
brand strategy that aligns with the needs
and desires of the target audience, you
can create a strong brand that resonates
with your customers.

14.
14.
If you don't think you’ve built a strong foundation for your brand. Here are some
tools to help you get started:

Message house
A message house will help you develop and organize key messages for your brand.
It’s designed to help you identify and articulate a clear and compelling story that
aligns with your goals and resonate with your target audience.

A message house includes:

1. Umbrella Statement 2. Core Messages 3. Proof Points

The overarching Key points that support The evidence and
message that the umbrella statement examples that
encapsulates the key demonstrate the
value proposition of the credibility and validity
brand of the key message

15.
Brand voice
Brand voice is a consistent way of conveying your brand message to your
audience. Words are an important part of your brand identity and when used
effectively, they can shape the way your brand is perceived.

Case Study

The Mailchimp brand voice is clear,

genuine, and with a bit of dry humor.
MailChimp strips away all that jargon &
values clarity above all
A genuine voice helps relate to small
businesses and their challenges 16.
3c. Determine your content pillars around
your objectives and what resonates
with your target audience’s interests
Designing your and needs.
content calendar
Typically, your pillars will fall under this
A. Content Pillars 4 range:

What are content pillars?

They are the main themes that your
content revolves around. They are the
foundation of your content marketing
Promotional Entertainment
strategy and help you produce quality
content that aligns with your goals and
resonates with your target audience.

Educational Conversational

Examples of content pillars in the

productivity space

Time Management: Tips on managing your

time effectively including productivity hacks
or time-blocking techniques
Productivity tools: Reviews of productivity
tools or project management software
Personal development: Advice on personal
growth and development, including tips on
building positive habits, improving mindset
17.
B. Frequency & timing of
content releases
Now that you have decided on the content pillars for your content calendar, it’s
time to decide how frequently you would like to post on individual platforms as
well as the timing of the releases.

Here’s a rough guide you may follow when it comes to the frequency of posting
and what social media platforms you should leverage.

18.
 4.
You won’t build a lasting r/s
with your audience
When targeting a mass audience, you

Creating can easily miss your targeted

audience.
Engaging Content
Social media is being social;

4a.
going viral is only about you
When you focus on virality, you lose
focus on creating value for your
Techniques for specific audience.

creating engaging
content

If you have been on social media creating

content long enough, you realize that
going viral is a hit or miss. I’m here to tell
you that “Going viral” is a BAD strategy.

Why?

Going viral is not the destination

Building r/s on social media is the
same as anywhere else - it takes time,
persistence, and consistency.

19.
Here’s what you can do instead
A. Leverage individual platforms’ purpose
In the previous chapter, I talked about the purpose of individual social media
platforms. To truly understand what type of content is most engaging on these
platforms, we must look at the Social Media Iceberg.

Superego Network
Represents some part of users’ ideal selves. What they
aspire to be.

Content that:
Speaks to their ideal selves
Satisfies their need for social approval & acceptance
Reduces their anxiety as they compare themselves to others

20.
 Ego Network
Content that is defining our current selves & worth our
friends seeing. (bookmarkable content).

Content that:
Sparks conversation between people (eg. Life hacks & recipes)

Id Network
Id platforms are where users are their most
transparent, genuine selves. So, they expect brands to
be more genuine and transparent too.

Content that:
Strokes users’ curiosity, appetite for exploration, and genuine expression.

You should focus on content that is bookmarkable and shareable.

B. Use of storytelling
Storytelling is a powerful tool and we should never underestimate its powers:

Memorable Behavioral Change Virality

Information is up to Because stories elicit We are storytelling

20x more memorable strong emotions, it creatures and love to
when delivered as a can alter behaviors & share great stories.
story. attitudes.

21.
 What makes a good story?

An identifiable protagonist.

An ultimate goal that the

protagonist is in search of.

Forces that stop the

protagonist from attaining
the desired goal (conflict).

Events that shows how the

protagonist overcomes the
conflict to achieve his/her
goal (plot).

Not every content needs to be a story,

but they are sure effective. Stories
don’t have to be long-form to
captivate emotions. Here’s proof:

Case Study Stone Maidens Promo on TikTok

In this story, the author is the protagonist
whose ultimate goal is to get his book
read by readers around the world. He
shares his struggles which took him 14
years to complete his book but with
tenacity, he did it.
Why’s it effective?
The 15 second video provided a
compelling story about the author
9.7 Million favorited, 688.1k Invoked emotions which used the
bookmarked, 45.7k shares &
40.3k comments right song and supporting caption 22.
4b.
Content ideas for
FAQ How-to
Guides
GIF or
Meme

different social media

platforms Video Behind-the-
scenes
GIF or
Shoutout

Types of content consumers

like to engage with
Infographics Poll Free
Resource

68% 50%
Images Video
Fun Fact Inspirational Ask a
Quotes Question

22% 17%
Live Video GIFs
Contest or "Day in the "In case you
Giveaway life'" Video missed it"
Post

30% 26%
Text-based posts Stories
Lesson Link to
learnt recent blog
post

16%
URLs/ Links to 11%
brand content Q&As

26% 10%
Polls UGC
23.

B. ChatGPT Prompts
Write better ChatGPT prompts
Specify exactly what you want the
1. AI tool to write about.
Give sufficient context about the
topic of your post, as well as your
2. tone of voice, target audience, and
desired result.
Define any restrictions, such as
3. content length, tone, style, or topic
you want the AI to avoid.
Prompts for types of social media post
Reference: Social Bee
Strong call to action (CTA)
1. Write a call to action for a [product] that
gets the reader to [action]
2. Write a CTA for a [product/service]
3. Write a CTA for the content above
4. Write a [adjective] CTA promoting a
[product/service] for [customer type]
5. Persuade my audience to purchase
[product/service] and include the CTA:
[your CTA]
6. Provide X powerful calls to action about
[product/service]
Promotional
1. Make promotional social media post for
a [product/service]
2. Write a social media post that generates
leads for [product/service]
3. Generate a post to create a sense of
urgency for buying our product [product
name]
4. Create a social media post that
compares our product [product name]
with a similar product on the market
5. Write a PAS for the content above.
(Problem, Agitate, Solve)
6. Write an AIDA for the content above.
(Attention, Interest, Desire, Action)
7. Write a BAB about the content above.
(Before, After, Bridge)
8. Generate a post announcing the launch
of our new product [product name].
9. Write a social media post about
[product/service] and include [client
pain points].
10. Write X engaging hooks ideas for a
social media post about [topic].
24.
 5. Write a riddle about [topic]
Educational
6. Create a social media challenge to
1. Write a how-to social media post about encourage people to [activity]
[topic] 7.Come up with witty puns about [topic]
2. Explain [topic] to a kid 8. Create a social media post recommending
3. Write a social media post based on the [books, movies, podcasts, products, services,
statistic/information mentioned above etc.]
4. Create a short social media post
answering: [question]? Interacting
5. Mention a little-known fact about
1. Start a social media debate about
[topic].
[topic]
6. Write a tips and tricks social media post
2. Write a social media post asking a
about [topic].
question about [topic]
7. Write a social media post discussing a
3. Create a social media post asking for
myth about [topic].
[movies, books, podcasts, etc.]
8. Make a social media post about [topic]
recommendations
tips/benefits.
4. List x social media contest ideas
9. Explain in a social media post how X
5. Create a social media giveaway post for
works.
[product/service]
10. Write a social media post explaining the
6. Create a social media poll/quiz about
importance of [topic].
[topic]
7. Create a social media post announcing
Educational
a live Q&A session
1. Write a funny joke to post on social 8. Create X poll options for a quiz about
media about [topic] [topic]
2. Mention a fun fact about [topic] and
create a social media post about it
3. Write an analogy to explain [topic] and
create a social media post about it
4. Write a funny social media post about
[topic]
25.

Prompts for different social media platforms
TikTok
1. Write X TikTok Captions for a video about
[topic]
2. Write a TikTok video script about [topic]
3. Give me X TikTok challenge ideas.
Facebook
1. Write an engaging Facebook post about
the company described above
2. Produce a Facebook status about the
benefits of [topic]
3. Write a Facebook post about [topic]
4. Give me an interesting question to post
on my Facebook Group about [topic]
5. Rephrase the content above as a catchy
Facebook post
6. Generate question ideas for a Facebook
poll/quiz about [topic]
Instagram
1. Write a witty Instagram caption about
[topic]
2. Give me Instagram photo captions for a
picture of/about [topic]
3. Generate 10 viral Instagram Reel ideas
about [topic]
YouTube
1. Generate some YouTube video titles
about [topic]
2. Write a script outline for a Youtube video
titled [title]
3. Create an engaging intro for a YouTube
video titled [title]
4. Write a hook for a Youtube video about
[topic]
5. Craft a short description for the video
script above
Twitter
1. Write a Twitter thread about [topic]
2. Generate a funny tweet about [topic]
3. What are 10 tweets to post about
[topic]?
4. Produce 10 tweets based on the
information above
5. Rewrite the content above as a tweet
6. Write a tweet about [topic] in a
[adjective] tone
26.
Verbs for AI Prompts

Verbs for AI Prompts

Analyze Generate
Answer Illustrate
Argue Include
Brainstorm List
Change Make
Combine Narrow your focus
Compare Predict
Compile Produce
Craft Provide
Create Recommend
Criticize Rephrase
Critique Reword
Defend Rewrite
Define Sum up
Describe Summarize
Discuss Translate
Expand Write
Explain

Tone of Voice Ideas for AI Prompts

Tone of Voice Ideas for AI Prompts
Approachable Engaging Poetic
Assertive Enthusiastic Positive
Bold Excited Powerful
Candid Formal Professional
Caring Friendly Quirky
Casual Funny Reassuring
Cheerful Gently Reflective
Clear Helpful Respectful
Commanding Hopeful Romantic
Comprehensive Humorous Sarcastic
Confident Informal Scientific
Conversational Informative Serious
Curious Inspirational Technical
Detailed Lively Thought-provoking
Educational Motivational Thoughtful
Eloquent Nostalgic Uplifting
Emotional Offbeat Vibrant
Empathetic Passionate Witty
Empowering Persuasive Zealous
27.
Encouraging Playful
4c.
Best practices for
Best Practices
creating high-quality
content
Best Practices
Clear and concise writing style:
Use simple & straightforward
language to make your content easy
to read and understand.
Use visuals: Including visuals such as
images, infographics, or videos can
make your content more engaging
and easier to understand.
Optimize for SEO: Use relevant
keywords in your content to improve
its visibility and rank higher in search
engine results.
Edit and proofread: Edit your
content to ensure that it is free of
errors, and proofread it to catch any
spelling, grammar, or punctuation
mistakes.
Be consistent: Consistency is key to
building a loyal audience. Create a
schedule and stick to it to build a
consistent readership.
Canva Education: A web-based
graphic design platform that allows
users to create beautiful visual
content
Grammarly: An online writing
assistant that helps users improve
their writing by detecting &
correcting grammar, spelling,
punctuation, & other common writing
mistakes.
ChatGPT: A large language model
that can understand and respond to
human language, and is designed to
provide information and engage in
conversation with users.
NotionAI: A writing assistant that
can help you write, brainstorm, edit,
summarize, and more.
Figma: A cloud-based design and
prototyping tool that enables teams
to collaborate on designing user
interfaces, graphics, and other visual
design elements in real-time from
anywhere.
28.
4d.
Utilizing a systems
thinking approach to
optimize the impact
Repurposing Strategy
of your content
What does repurposing content
mean?
Social media ecosystem It involves taking existing content
The reality of selling your digital products and adapting it for use in different
is that we will need to leverage more formats or on different platforms.
than 1 social media platform when The goal of repurposing content is to
promoting our products/ services. But as increase its reach and effectiveness
an independent owner or a small by making it more accessible and
business, we may not have the capacity appealing to different audiences.
to create unique content for each
Repurposing DOES NOT EQUATE to
individual platform. If we do, we’ll most
duplicating.
likely get burnout within a month.
Here are some examples:

Think of every content you create as a

stepping stone towards your objectives, Repurpose a research report into
a blog post
and how they are a piece to your puzzle
Highlight key takeaways from the
supporting an ecosystem. The social
white paper & repackage them as a
media ecosystem I created below for a blog post
biotechnology start-up shows how
different social media platforms have
different objectives and how they are
interconnected.
29.
Turn a blog post into a Twitter thread
Take the sub-headings from your
original post, add some context under
each, and share as a Twitter thread.

Resize blog graphics as visuals for

social media

Design infographics from blog content

Highlight steps or takeaways from your
blog post and convert them into an
infographic. Share them on sites like
Pinterest (Bookmarkable content)

Create video content from your written

content
This could be a video sharing key findings
from your research report or a video
discussing the topic you covered in your
blog post.

Turn similar topic blog posts into an

ebook

30.
 Utilizing multiple channels

5.
Promoting and
Measuring Your
Content's
Success My initial content ecosystem

2a. What worked:

I found Gumroad intuitive to use,
Best practices for Lemon8 supporting my localized

promoting your effort and Twitter a supportive

community
content on various
platforms What didn’t work: Pinterest was
tricky to navigate without any
I always have this rule that you should followers, and Reddit had many
always repurpose your original content rules & regulations. It requires you
to search for the right groups
twice. Why?
It helps you reach a wider audience
and increase engagement with your
brand
Your effort will not go to waste

31.
Starting from scratch is always the hardest thing. How does your content
reach others when you have 0 followers? How do you gain credibility when
you’re a ‘nobody’?

Categorizing platforms for their objectives

In the beginning, find an e-commerce platform you will be selling your products
1. on; a platform for educational & bookmarkable content; and a community-
centric platform

Optimize your content for each platform

Each social media platform has its own best practices and guidelines for
2. posting content. Make sure you tailor your content to fit the requirements of
each platform, including image and video sizes, character limits, and hashtags.

Consistency
3. Plan a regular schedule for promoting your content and stick to it. This will help
you build a loyal following and increase engagement with your brand over time.

Measure & Optimize

4. Track the performance of your content on each platform and adjust your
promotional strategy as needed. This can help you identify what's working and
what's not, and optimize your efforts for the best results.

32.
 Content Ecosystem

Localised effort.
Reach & engagement is
high even without large
follower base
Lemon8 [15 posts/ month]

Bookmarkable
content
Reach & engagement is
high even without large
Ability to lean on other follower base
creators for support [Daily]
Slack
Community
Notion
Ability to lean on other
Templates
creators for support
[Daily] TikTok

Twitter Gumroad Bookmarkable

content
Community &
Relatable content

33.
Optimize your content for each platform
Similar to how search engine optimization (SEO) works, social media optimization
involves various techniques, methods, and recommended approaches that are
aimed at achieving optimal reach and interaction with your intended audience.
The primary objectives of social media optimization include, but are not limited
to:

Show up in platform search results Send traffic to your website

Rank higher in your followers’ feeds Maintain brand consistency

Improve social signals for SEO Establish thought leadership

Get quality engagement on your

posts

Social Media Cheatsheet

Profile Photo 200 x 200 320 x 320 400 x 400 170 x 170

Banner NA NA 1500 x 500 851 x 315

Landscape 1920 x 1080 1080 x 566 1024 x 512 1200 x 630

Portrait 1080 x 1920 1080 x 1350 NA 630 x 1200

Stories 1080 x 1920 1080 x 1920 NA 1080 x 1920

34.
Twitter
Free Optimization Tools
Followerwonk to refine your
following/followers and gather data
Tweetdeck for real-time tracking,
monitoring, and engaging
Twinsta to share your tweets on
Instagram
Facebook
Free Optimization Tools
Facebook Ads Performance Grader
to audit and optimize your paid ads
iconosquare instant Facebook Business
Page audit
DrumUp to help you curate and share
content fit for your audience
Comment Picker to pick your Facebook
contest winners at random.
Optimization Tips
Reply back to all comments: Brands
using Twitter for customer service see a
19% lift in customer satisfaction. It
doesn’t hurt to stay in touch with your
customers
Hashtags: Stay between the 8-14
range
Include a trackable link: This can be a
call to action or a featured product you
want to have your users go to
Optimization Tips
Upload videos directly: You will
actually see more engagement if you
upload your Facebook videos directly
instead of linking to YouTube
Be cognizant of promotion: Your
Facebook ads can highlight your
products and services as much as
possible, but organically, you will want
to do this every third or fourth post
Engage with transparency: When
there are not-so-nice comments, you
don’t need to hide or delete them all
35.
TikTok
Free Optimization Tools
HypeAuditor for influencer marketing
workflows and analytics
BlueArcher’s TikTok marketing strategy
checklist
Pentos for TikTok analytics
Instagram
Free Optimization Tools
Phlanx to calculate your engagement
Later to schedule your posts
Repost to easily repost
iconosquare’s instant Instagram audit
Quick Insta checklist
Optimization Tips
Be casual: Short & concise. Let your
audience get to know you a little bit
more personally
Link to other social profiles:
Especially visual ones like Instagram and
YouTube
CTA in your bio: A call to action in your
bio is key to optimizing your TikTok
page.
Optimization Tips
Use all formats: use posts, videos,
Stories, Highlights, Reels, and Instagram
live to maximize your exposure and
engagement
Hashtags: Stay between the 8-14
range
Include alt text for your images: Add
those important keywords
36.
YouTube
Free Optimization Tools
TubeRanker for a channel audit
VidIQ to measure tags, watch time, and
share
TubeBuddy to manage your channel
Kparser for YouTube keyword research
Punchbug’s YouTube video
optimization checklist
Optimization Tips
Optimize for search: Add relevant
keywords to the title, description, and
filename
Select relevant category: Try to think
of where the video would be best,
which won’t always correlate with your
company’s industry
Customize the thumbnail image:
Make the image as captivating as
possible so you can grab the user’s
attention to get them to view the video
Add closed captions: 92% of users
view videos with the sound off on
mobile and 83% watch with sound off.
It’s a good idea to add those captions
37.
 2b.
Measuring the
success of your
content

Platform KPIs

Total play time Engagements

Video views Hashtag Performance

Reach/ Impressions Likes Video views

Link Clicks Comments/ Shares

Reach/ Impressions
Video Plays Post Interactions

Impressions Engagements
Link Clicks Profile Visits

Total Watch Time

Video Views Engagements
Reference: SEMRUSH

38.
 6.
Think of Systems thinking like a puzzle.

It’s made up of many interconnected pieces that fit

together to form a bigger picture. Each piece is
important, but it’s only when all the pieces are put
Conclusion together in the right way that the puzzle can be
completed and the whole picture is seen.

Systems thinking is something that cannot be

In the same way, systems thinking involves looking at
developed overnight. It is the continuous
individual components of a system, their
application that expands our knowledge and
relationships, and their interactions with each other
allows us to apply it in every aspect of our lives.
to gain a holistic understanding. By understanding
This book scratches the surface by sharing with
the big picture, we will start identifying the root
you the powerful combination of systems
causes of problems and develop more effective
thinking and content creation.
solutions that address the system as a whole, rather
than treating its symptoms.
Overall, I hope the book provided you with a
practical guide to applying systems thinking
principles to the creative process, to create
content that is optimized for impact. By
considering all stakeholders involved in the
system, measuring impact more holistically, and
continually iterating and improving, content
creators can achieve their goals and make a
positive impact on the world.

39.
This is me

Notion
Creator & Hi! I am Sheri, aka
Notion Freak. I
Systems build systems that
help you reach
Thinker your goals
based in intentionally,
sustainably, and
Singapore consistently.

Click on Notion Freak for As someone constantly seeking to improve my

more of my works productivity, I understand the frustration of using
productivity tools like Notion. It's easy to get bogged
down in the multitude of features and functions,
which can lead to feelings of overwhelm and even
burnout.

That's why I've made it my mission to create

accessible, intentional, and sustainable systems. By
approaching productivity holistically and
thoughtfully, I believe we can achieve our goals
without sacrificing our mental health or well-being.
With my approach, productivity becomes less of a
chore and more of a fulfilling and rewarding
experience.
40.
Fin