This article was provided by Allison Harpole, founder of Harp and Oaks. Allison helps entrepreneurs grow a targeted audience of raving fans and loyal customers with Facebook so they can become the CEO they envision. 

As an entrepreneur, you’re already wearing a dozen hats so when it comes time to update your audience on social media, you oftentimes find yourself stuck and thinking, “But what should I post about?”

Too often, entrepreneurs make one major mistake when it comes to social media — They only post about what they are selling. While social media can help market your business, products, and/or services, it should not solely be used to sell your offer.

When social media became a household staple in the 21st century, a new and modern way of marketing revolutionized how businesses market to their customers. This new platform created two-way communication between businesses and their customers in a way that has never been seen before. And with that comes incredible opportunity. Today, businesses have the ability to use social media for market research, to test new products or services, drive traffic to a website, sales funnel or email list, and to engage in conversation with fans and customers.

But how do use social media to its maximum capabilities for your business?

The key is creating posts that your audience will love and come back for time and time again. The secret to creating these posts is a method I call “The 3 E’s.” This is the exact content strategy I use to develop high-quality and diverse social media posts for my clients.

The 3 E’s are the three different topics that you should use as a guideline for every post. It’s ideal to include at least one topic in each post, but you can including two or three topics in a single post depending on the subject manner and your goal for the post.


Educational Posts

It’s important to give before you take in life and in business. Social media offers an ideal platform to give value to your audience. Think about ways that you can educate your audience about your business, products, and/or services. What does your audience want to know? What questions do they often ask? These types of posts are also ideal to educate your audience on what your business does and who it serves.

Examples of educational posts:

  • Give a tip
  • Customer testimonial
  • About your business
  • About a specific product or service (list the benefits to your customer)
  • Lead magnet
  • A behind-the-scenes look at your business


Engagement Posts

The intention of this type of post is to get your audience to talk and communicate with you through a like, comment or share on social media. To do this, ask questions or create a poll that is easy for your audience to respond to and encourages them to take action. Think about what your audience loves most about your business and the questions they ask most about your business and products and/or services.

Examples of engagement posts:

  • Question
  • Poll


Entertainment Posts

People use social media to connect with others and to find entertainment in their daily routine. Social media is often where people will retreat to after work hours and for recreation. Because of this, you want your social media feed to include posts that entertain your audience in a way that relates to your brand and offer.

Examples of entertainment posts:

  • Memes
  • Giphs
  • Comical videos


After you create your social media posts with “The 3 E’s,” you want to make sure you diversify your posts to give your audience variety. Once your posts are created and diversified, make sure you post on a consistent schedule.

This formula beats any effort to understanding the algorithm. Instead, simply get to know your audience and what posts they enjoy seeing from your business on social media. It’s a win-win for your business and your audience!

Want to learn more about how to create social media posts using “The 3 E’s?” Access my free training here!

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