At System Envy, we have a lot of clients who have 2 important things:

1. A business with a successful, popular, and profitable course or product offer.
2. A personal brand that they love just as much.

Chances are, you fit in that category, too. After all, you’re not just a businessperson — you’re A HUMAN! And, the way we see it… that personal brand matters just as much.

Here’s the thing, though: likely, your personal brand and your business brand are going to have different strategies when you’re planning for a launch — and approaching them both with different strategies is key to making an impact and staying sane… especially when it comes to content planning.

So, let’s break it down.

Courses vs. personal brands: How to plan content for each.

Course content planning: Business brand So, you’re prepping to launch your course — and you’re wondering how the heck to plan the content so it’s not the same as your personal brand? I got you.

First off, you need to have an understanding of your funnel (essentially the journey from freebie to offer to checkout). What does each step look like? What do you want each click/each engagement to turn into?

Then, since you’re running a business account, you need to focus — and focus heavily — on building engagement and rapport with cold audience members. Plan content that adds serious value (freebies, educational videos, small learnings, etc.), and create a schedule that pours into those who may not be too familiar with your brand yet. (Psst — any warm audience members are going to love this, too!)

For bonus points, get personal on your business account, too. Talk about why you created this course/offer, share testimonials, and give your audience insight into the results and wins YOU have achieved from it.

Course content planning: Personal brand When you’re prepping to launch your course as a personal brand, you want to approach the strategy a little differently. However, the overarching idea is the same — to encourage people to float through your funnel and, eventually, make that big-ticket purchase.

To do this, niche your content down to the people following your personal brand who are raving fans of yours (and will, in turn, buy from you). Focus on nurturing them, adding value to them, and simply being yourself. Feel free to share freebies and educational videos, but also take the time to invite them into your life through the lens of your course — and take the time to appeal to them through that personal connection you already have.

Sound simple? That’s because, my friend, it is. If you’ve been building an engaging personal brand, you definitely have people who want to support you on it — you just have to reach them in the right way.

Also, keep your audience in mind. This is of utmost importance when you’re balancing posting about your business, but also about your life around your business. In most cases, if you feel like you’re overdoing it, you’re probably right on the money. But do consider your audience and how well you’ve trained them to hear from you while launching. Our clients have done a phenomenal job of teaching followers that we WILL be emailing and posting about offers.

For example, if you’re currently launching a course, think about the phase of your launch, and how many posts you want to make for each phase

• Webinar
• Cart Open
• Cart Close

If you create 8-10 posts for each phase, your webinar phase is a week, and your cart period is a week, then you could have the following organic content plan:

• reel with long-form copy about the benefits and learnings from the webinar/course
• image with short copy about how to join
• reel with long-form copy about your personal expertise and the results from the webinar or course learnings
• image with long-form copy sharing a sneak peek of the strategy you’ll share in your webinar or course
• personal reel about your lifestyle, learnings lately, etc. with CTA to engage in the comments (for example: “Comment below if you agree” or “Tag that person in the comments”)
• carousel with testimonial images for the course or webinar takeaways
• personal image about your life and hobbies, more casual, storytelling
• reel with b-roll footage and a thought-provoking text on image, explain the text in the caption long-form and then invite people to the webinar/course
• reel sharing answers to any objections your audience might have about joining
• personal reel about how you created the course content or webinar

This is a pretty good mix of content for your audience to digest, and not feel like they’re being overwhelmed with your offer. Keep in mind, that you should be posting consistently with your previous posting schedule. If you rarely post and then turn it into high gear during a launch, and post 3x/day, your audience miiiight notice, and not take kindly to this strategy. Post what feels right for your regular routine!

— And, there you have it — our simple tips for creating course-friendly content, regardless of a business or a personal account! As usual, remember: the key lies in testing, engaging, and adding value to your audience. In all honesty, THAT is what matters.