One of your colleagues recently asked:
What should I say on social media when I have nothing to say, I’d love to get active on social media, but I have nothing to say when creating content.
Have you ever felt that way?
If so, you’re certainly not alone.
I remember watching from the sidelines for years wanting to get active on social media but feeling the same way.
Here’s how to ensure you ALWAYS know what to say.
As with most things in life, they start with the right mindset.
Creating great content is no different, and it requires that you shift your mindset away from you to them.
Ask yourself: What kind of content does my ideal client need?
When you focus on them, the rest becomes easy.
Where are they struggling?
What questions do they have?
Where can you be a guide for them?
Often people think they have nothing to say because they forget that what they know is not common sense; they devalue their knowledge and their experience.
For example, if you’ve been practicing as an accountant for some time now, what you do day-to-day may seem like common knowledge but it isn’t.
Don’t downplay your knowledge and your experience.
Find inspiration by looking at other content creators in your field.
Check what questions they are asked in their content, particularly in popular videos’ comments sections.
Additionally, keep an eye on news outlets to discover relevant topics for your audience. For example, look at what topics are trending on Accounting Today.
Consider collaborating with other industry experts to create content.
For instance, if you serve law firms, team up with a law firm growth coach for a series on growing a law firm. Co-creating content helps you reach new audiences and you’re held accountable when you co-create.
Why?
If you agreed to do a video series with Susie on Wednesday, you’re not going to let her down, but if that date is scheduled to create content JUST with you – it’s much easier to ignore.
One effective way to demonstrate your expertise is by recording a demo of your screen. For example, create a video of yourself creating a cash flow forecast ( using dummy data of course). This will allow your audience to truly get a taste of what it’s like to work together.
Not sure what your audience wants? Just ask! I’ve been doing this for a while now with Dear Katie. All of the questions I answer are submitted by my audience. This way, I’m always creating the content that they want – I’m never left guessing.
I believe Gary V is the one who initially said this (or at least that’s where I initially heard it from). Where can you document what you’re already doing and not have to re-create from scratch? Consider recording your client calls (after obtaining permission) and extract non-confidential nuggets of advice you provided. These insights can be used to create valuable content.
There are endless ways to create content and ALWAYS know what to say, but these 7 strategies have never let me down.
And, that’s a wrap on this Dear Katie question.
Now I want to hear from you. Do you have a question?
The key is to build a system that taps into client questions, team experiences, and industry updates. When content creation is tied to real conversations and insights, ideas become endless.
Content that educates, builds trust, and shows your firm’s personality is highly effective. This includes FAQs, client stories, common mistakes, industry trends, and behind-the-scenes posts.
Yes. Repetition is valuable—especially for new followers who haven’t seen earlier posts. Updating and resharing key messages ensures your audience stays informed and engaged.
Absolutely. Involving team members helps showcase firm culture and brings diverse perspectives. Encourage them to share insights, answer common client questions, or highlight wins.
Keep a running list of questions clients ask, feedback from your team, and industry changes. These everyday moments are rich with content opportunities that resonate with your audience.
Yes, a structured plan ensures consistency and alignment with your firm’s marketing goals. It helps you stay organized, delegate tasks, and maintain a steady flow of valuable content.