What do you do when you need new social media post ideas?
What do you if you've run out of ways to reuse the content you have?
Go back to the basics. Maybe an "OG" idea can spark a new one. Maybe you're overcomplicating your posts and you could cut them back to an easier format.
We've got a 10x10 matrix that we refer to when we're stuck and we thought it might help you, too.
Enter the Matrix
When it comes to creativity, a matrix is about the unsexiest thing you can come up with. (A chart? Really?) But we think it's a great way to generate options and ideas.
We didn't come up with this idea - let's be clear. For the full story behind it, check out Melanie Deziel's book, The Content Fuel Framework: How to Generate Unlimited Story Ideas.
What we're talking about here is OUR VERSION of her matrix specific to social posts; how you can take any piece of content and generate new ideas about how to repurpose it.
In the words of Morpheus, "Let's begin."
(Bonus points if you know the characters we're quoting...)
"Focus , Neo"
Down the left side of the matrix are ideas for the FOCUS of your posts
People
Introduce yourself and your team. We suggest our clients do this every 6 months or so. New followers may not know your background. Older followers might like the reminder.
Basics
It's easy to assume that everyone knows what you know. Trust me, they don't. When you do the work every day, surrounded by people in the same role or industry, it's so easy to forget to explain what to you are basic concepts.
A year ago I started teaching piano again. I have a young beginner who has been a wonderful reminder to me about how hard a new concept can be. "If it's F#, why isn't the # AFTER the note?" "Why do stems go in different directions?" "Did I tell you about my hamster?" (Ok, maybe not the last one, but I get that question a lot in our lessons....)
Explain a basic concept. Give some definitions.
Details
This is the opposite of #2. Talk about a more complex thing. Get nerdy and go into detail. This is where you show your expertise.
History
Your personal history of how you got to where you are now. The history of your company. The history of your industry. There are lot of people out there who are fascinated by what you do. There are students and young graduates who could learn from your career path. If it fits your brand, share a mistake and what you learned from it. Honesty is welcome and being open about your struggles can really connect with viewers.
Process
Tell people HOW you do what you do. Don't give away your "secret sauce", but is there something unique about your methods? Your location? Your thought process? Explain the first step in your process - or maybe the first two. Give your audience an idea of what it's like to work with you.
3rd Party Content
This continues to be a big thing on social media - sharing relevant third party content. Of course you want people to know what YOU think (which you can cover in the other 9 areas) but this is where you share the things that YOU found interesting.
Maybe it was a new insight from a colleague, a study you came across or an industry news story. (For those of us in Canada, you can find a workaround. It's not elegant, but it can work...)
Share actual data. Share stats from a conference you attended or a survey you respect. Share a case study. Find ways to back up the things you say in your other posts.
Share a guest post or collaborate on a post. You'll extend your reach further that way.
Product
Talk about your products - physical or digital. Whether it's a widget or a white paper, an ad campaign or a coaching client's accomplishment, demonstrate what you do. Explain what they are and how they help your clients. This is where you can talk about features, warranties, class times, how to book appointments etc.
Show your stuff. Unbox your newest item. Show it being made - behind the scenes content is really popular. Show how your clients are using your new product or template. UGC (user generated content) is great here.
Opinion
Depending on your personal brand or company voice, say what you think. Is there a product you've fallen in love with? Something you can't live without? Share it!
Do you have a contrary opinion about something? Explain why! Just please stay away from political hot topics. The engagement you'll get on those posts won't be what you want.
Fun
Every once in a while, share something fun. You, in your favourite coffee shop (tag them and support a local business) or park. Show your pet's latest trick. Share a meme or cartoon you loved. Not EVERYTHING has to be about your brand.
Ask a Question
Create a poll. Ask your followers for their favourite shortcuts or hacks. Do some "soft research" with your audience and learn what they like.
"You Got The Gift, But It Looks Like You're Waiting For Something."
Right. The other axis of the matrix.
The top row shows different content formats. They're pretty self-explanatory, but let's chat about a couple of them.
Text only
This kind of post still performs very well on LinkedIn. In fact, it often beats posts WITH images. Use short paragraphs to make them easy to read.
This also works on Facebook and Instagram - with a caveat. For Instagram, write the main point from your post on a solid background, and put the full text in the caption.
Video formats (Video and Reels)
We look at these things as different types of content.
We consider video to be longer form content, either scheduled to or posted directly on the platform, or shared from YouTube. The question we get is "How long should it be?" Our answer is, "It depends on your audience." And you won't know that without testing. (Which is another blog altogether) Captions are a MUST - a Verizon study found that 92% of viewers watch videos without sound.
Reels are great for short-form content, behind-the-scenes, quick tips, promo messages etc. Here's where you can play with stickers, text, effects, music (or not) but again caption, caption, caption.
Another tip - anything that requires the "play" function counts as a video. GIFs, animated text on a Canva post, a logo that fades in.....they're all videos to the algorithm.
AI
If you're in a crunch, ask AI for a format. Tell ChatGPT or Proximity (our favourite) or Claude what your post is about and see what it thinks a good format might be. Heck, while you're there, ask it for a topic idea. (Why not?)
"Unfortunately, No One Can Be Told What The Matrix Is. You Have To See It For Yourself."
Now that you understand the axes (pronounced "ax-ees", the plural of "axis"...), here's the matrix in all its glory.
Choose any item from the left and any item from the top.... where they meet is the type of content you're going to create!
To see this in practice, let's use a podcast interview.
Don't have a podcast episode? Get a friend or colleague to "interview" you on Zoom, and use excerpts from the audio track.
For most posts, you can refer viewers back to the episode for more downloads.
History - Audio Clip: Use a clip where you provide your backstory. It could be an audiogram or, if you combine History - Audio Clip - Video/Images (getting fancy!) run the audio over a montage of pictures.
Opinion - Poll/Quiz: Take a statement you made and ask your audience if they agree.
Process - Download: What process did you discuss? Could you make a checklist? Or a matrix?
People - Video: Share the podcast itself, or a clip. Is there a trailer? Share that!
Basics - Image: Make a graphic with an important quote from the podcast.
You get the idea!
"I Show You How Deep The Rabbit-Hole Goes."
Now you get to have fun.
Technically, there are 100 options here for you. Will every piece of content fit all 100? No. But it will fit many of them.
You can keep going deeper and deeper if you replace, or add to, the left column with topics of your own. You can remove a focus or a format that you audience doesn't respond to.
Give it a try and let us know how it worked for you!
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