How To Create The Right Balance Of Social Media Content


June 5, 2023
Kirsten Quinn

Want to achieve the perfect balance of social media content on your preferred platform? Here’s our top strategy. 

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In order to create a powerful visual brand on social media, or any other platform for that matter, you need a good balance of content

That means you want some content that shows your professional side: educational posts about your industry, portraits of your office/workspace, your team photo, etc. 

But you’ll also want some personal stuff: photos of your family, videos of your pets, posts about your favorite vacation spots, and more. 

By showing the balance of work and life, the whole you, you’re giving people the chance to trust you as a professional and relate to you as a friend. You’re building a connection on multiple levels. Plus you’re showing people enough of you to keep them engaged and interested.

That’s how you build a visual brand, baby. 

But creating a well-balanced feed that shows the whole you isn’t something that happens by accident. 

Here’s how to curate an authentic, balanced social media presence that actually feels and looks like the real you

How To Create The Right Balance Of Social Media Content 

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Balance Your Topics

One of the great things about social media is the opportunity it gives us to reach people on a more personal, casual level. It shows potential clients a new side of you and allows you to connect with people in a new way. Maybe they’ll notice that you drink the same beer or share a love of French bulldogs. It’s the little things that make you relatable – and create your personal brand. And it’s those little things that can tip the scales in your favor.

Here’s how to layer in the personal with the professional to create the perfect balance of content. 

1. Personal Posts

Right Balance Of Social Media Content balance of social media content balanced social media content balanced social media social media post ideas social media strategy santa clarita social media post guide scv social media post guidePersonal posts can include fun or interesting tidbits about your personal life, or they can personalize your office and team. For example, you could write a post about your favorite sports team, or you can post about what flavor ice cream each team member likes best for National Ice Cream Day. It’s always fun to end these posts with a question for your audience, such as: Where are my fellow Giants fans?! Then ask them to comment with an emoji to participate in the conversation. 

Ultimately, the goal is to allow your audience to get to know you, your team, and your office while also engaging them with your content. 

2. Educational Posts

This is where you add professional value for your audience. With educational posts, you can share interesting information about your industry, which highlights your expertise and positions you as the local authority in your market. Educational posts can include your clients’ FAQs, as well as the things they don’t even know to ask about. Pay attention to what your clients and potential clients ask you about, then turn those common queries into post ideas!

3. Current Events

Right Balance Of Social Media Content balance of social media content balanced social media content balanced social media social media post ideas social media strategy santa clarita social media post guide scv social media post guideIn addition to educational posts, you can add more professional value by discussing current events in your industry. You can comment on the current state of your industry or forecast what the future might look like. Pay attention to topics in your industry that are trending, but we suggest staying away from anything too controversial or negative – save those conversations for in-person communications. 

4. Community Posts

To balance out your personal and professional content, we always recommend including some community-related posts – especially if you market to a local audience. Even if you don’t market to your local area, sharing the community locations, organizations or businesses that you love most helps show your audience a more personal side. It also shows your audience more about the kinds of causes you love to support, which can form a connection regardless of geography. 

5. Miscellaneous Posts

While these categories are extremely helpful for creating structure and balance, sometimes life just doesn’t fit neatly into categories. That’s where the miscellaneous category comes into play. This category allows you to be creative and flexible with your content, so that it feels unique to you. Take a look at your list of ideas, based on the categories above, and ask yourself what’s missing – what else do people need to see in order to know, like and trust you? 

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Balance Your Visuals

Now that you have the perfect balance of topics on your feed, the next question is: How do you achieve that balance in your visual brand? It all comes down to the type and quality of your visuals. Let’s break it down. Here are the main visual content types to attract clients … who become friends. 

1. In-Studio Headshots

Right Balance Of Social Media Content balance of social media content balanced social media content balanced social media social media post ideas social media strategy santa clarita social media post guide scv social media post guideTraditional studio headshots are like your bread and butter. They’re your foundation. These images will project the most professional version of you. Use them when you have big professional news: promotions, career changes, awards, board appointments, etc.

2. Outdoor Headshots

Outdoor headshots are the stylized personal images that you sprinkle into your feed like confetti. These images show a more casual side of you, and they also capture you in the community you serve. Use them for regular marketing: a call to book, industry information worth sharing, interesting facts, tips, regular updates, etc.

3. Business Marketing

Business marketing shots capture you, your team and your space. They might include gorgeous images of your building, offices and exterior signs, as well as shots of your team in the conference room or you working with a client in your office. Use these when you’re talking about your business brand: how you set yourself apart, your why, your team, etc.

4. Lifestyle Marketing

Right Balance Of Social Media Content balance of social media content balanced social media content balanced social media social media post ideas social media strategy santa clarita social media post guide scv social media post guideLifestyle marketing is the most casual form of professional visuals. It can be captured anywhere, indoor or outdoor, where you feel comfortable and at ease. These images will capture you smiling, laughing and doing whatever it is you do in your leisure time. Use them to show people what your daily life looks like: personal messages, motivational/inspirational posts, daily content, etc. These are also great for launch announcements because they capture a lot of joy.

5. Candids

Candid visuals are non-professional images. They may show you as you’re out in the community, involved in a networking event, or interacting with colleagues. Use them to complement your lifestyle marketing and show your daily activity: updates, check-ins, meet-ups, etc.

BONUS: Video

Video is the most wanted and watched content on social media. If you really want to strike the right balance of content, it needs to include video. We suggest starting with 3-5 foundational videos of professional quality. Ideally, these videos should tell your core brand stories and get to the heart of your messaging. Next, layer in some short-form video with reels and lives. Again, balance is everything with video.

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The SchlickArt Social Media Strategy

After years of practicing and refining this process, we’ve gathered our best ideas, prompts and processes into three tailor-made social media plans – one for Small Business Owners, one for Realtors, and one for Loan Officers. 

These SchlickArt 100 Posts Social Media Guides are actionable workbooks designed to get your social media strategy off the ground and streamlined for a year’s worth of easy yet engaging posts. 

The 100+ prompts are broken down into specific sections, such as personal posts or community-related posts, to help you create the perfect balance of content for a well-rounded personal brand. (Say goodbye to slapdash content creation.) 

Plus, each guide includes a worksheet to help you structure your social media strategy, starting with your marketing goals and ending with a consistent posting plan. 

To make sure you really get the most of your social media guide, we’ve also included a 30-minute instructional video that walks you through the entire process. 

We’ve done everything we can to take the guesswork and stress out of the social media process – so you can put your visual marketing content to use in the most effective way possible. 

And it’s all at your fingertips in one simple yet powerful workbook.

Visual Marketing Education 

At SchlickArt, we know your marketing visuals are only effective if you actually use them. That’s why we help you create powerful photography and video – and then we teach you how to share it. With each session, we’ll give you our best tips based on your specific marketing goals. We provide the education and resources you need to brand your content, integrate it into your marketing strategy, post it with intention, and maximize engagement along the way. 

If you want even more tips and resources, we have an educational blog, newsletter and video channel to help you dive deeper, as well as professional presentations, workshops, and coaching sessions if you’re ready to take action and level-up your marketing now

Marketing Photography in Santa Clarita

When it comes to marketing photography, our goal is simple: We want you to walk away feeling like you have the best headshots in Santa Clarita. That’s why we’ve designed a line of Marketing Photography Sessions that are custom-made to make you happy. How do we do that? Simple. We pay attention to you, your needs and your business. We take the time to create a photography experience – we don’t just point, shoot and send you on your way. We bring our visual marketing background to every session, to help you make smart choices in wardrobe, appearance, posing and expression.

About SchlickArt Photography and Video

SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt.

author avatar
Kirsten Quinn
A lover of strong coffee and yellowed pages, Kirsten Quinn-Smith is a professional content writer and owner of WordSmith Content Marketing here in Santa Clarita. She believes great content can forge a loyal, authentic and beneficial relationship between you and your audience – and grow your business. With each piece of writing, Kirsten's goal is to position you in the content spotlight through audience-centered, strategy-based writing that actually sounds like you. Why? Everyone has a story, and every story deserves to be heard.

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