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How To Build, Engage & Monetize Your Social Media Following In 2022



How To Build, Engage & Monetize Your Social Media Following In 2022

Social media marketing can be a massively useful tool for all businesses – big and small – to utilize for generating more income and growing their loyal fanbase of followers…

But if you want to really use social media marketing to your advantage, then it’s going to take a bit more strategizing than simply throwing up a few posts every now and then. 

In this article, I’m going to share my top tips & proven strategies for generating more likes, comments, leads, and sales from your social media content marketing. 

Now these tips will apply no matter what social media platform you prefer to use – and no, I’m not suggesting that you have to be active on them all. 

In fact, I’m suggesting the exact opposite! 

Pick the platform(s) you genuinely enjoy using the most, and stick to those ones only. In my experience, that’s guaranteed to give you the best results simply because you aren’t “forcing” yourself to show up on a platform that you don’t enjoy. 

Which makes showing up consistently much, much, much easier!

So whether your platform of choice is LinkedIn, Twitter, Facebook, Instagram, YouTube, or Tik Tok… utilizing the correct social media strategies in your business is a smart move to make. 

But not just because these platforms can build your brand awareness and grow your reach…

Also because, with literally billions of active daily users, social media is one of the best places to reach ALL of your business goals…

With social media you can:

  • Generate new leads
  • Drive more traffic to your website
  • Raise brand awareness 
  • Cash in on conversions & have bigger launches 

Which all sounds pretty epic, right?…

But what does “social media marketing” actually entail?

Well the short answer is – anything that drives audience engagement! 

Because here’s the thing… 

While there is absolutely no doubt that social media is a great place to generate new leads, build brand awareness, and cash in on serious conversions…

It’s not just as simple as haphazardly throwing up a post every now and then, cramming your caption with hashtags, or asking people to sign up for your email list or buy your products & services… 

You have to remember that #1 purpose of social media has always been, and will always be, to build relationships. 

So your social media strategy needs to be focused on relationship building first and foremost. 

That’s right – your primary focus should not be to make more sales… it should be to make more loyal fans. 

So to do that, you really want to be thinking of things like…

  • Engaging captions, images & videos
  • Reels
  • Tik-toks
  • Going LIVE with your audience
  • Posting polls & quizzes
  • Doing Q&As
  • And honestly the list goes on and on! 

And of course – paid advertising, promotional posts, sponsored content, and user generated content does play a big role in social media marketing… 

But those should all come into the picture after you’ve done the front work into building relationships and trust with your audience. 

So let’s break that all down a bit more… 

Engaging Content 

I know this might sound a bit obvious, but it’s a mistake that I see a lot of people making on social media. 

If every post you make is asking people to buy something from you or sign up for your email list, you’re definitely going to drive away A LOT of followers and massively hurt your engagement.

Aside from the fact that people on social media like to stay on social media (and not click out to other sites or links).

Social media platforms really like their users to stay put. Which means the algorithm doesn’t favor posts that drive engagement away from the platform.

By constantly including a CTA in your posts to click a link or visit a website (which means less likes and comments on the post itself), you’re inadvertently hurting your reach because platforms like Instagram only continue to show your posts to followers if people are actively engaging with it.

Yikes—bummer right?

So a good rule of thumb is to give your followers what they came for—inspiration, education, or entertainment. 

I like to make sure my posts always follow what I call the “Four Pillars” of social media content: Promotional, educational, personal, and engagement/relatability. 


  • Promotional Posts: You’re clearly promoting your product or service to your audience. This is what you might think of as more “traditional marketing”. 
  • Educational Posts: You’re delivering mad value in the form of free education or inspiration. 
  • Personal Posts: You’re building rapport with your audience. Letting them know more about you, your personal story, your quirks, likes, and all the things you might think are “irrelevant” to your business!
  • Engagement Posts: Your opportunity to engage with your audience, ask them questions, and uncover their needs, wants, & desires. 

I break down these four pillars in more detail—including examples AND swipe copy for you to use—in my free Cheatsheet for writing Click Worthy Captions & CTAs

Now a good rule of thumb is to keep these posts on a consistent cycle. So if you post 4 days/week, you would post a different pillar each day, rinse, and repeat!

This way, your audience won’t get tired of seeing the same promotional content over and over… and over again. 

And here’s another HOT TIP: Remember that you should be posting some of your most valuable content on social media—yes for free!

Especially if you’re in the beginning stages of building out your audience. 

You should be focused more on forming relationships, delivering value, building trust, and getting people really excited about following you!

Now, once you’ve done this very important front end work, you can start thinking about the second phase of social media marketing…


Paid Advertising & Promotional Posts

This is where your mad copywriter skills can really come in handy!

I mean sure, social media is “technically” content sharing, which means there is A LOT of content writing involved… 

But when you’re utilizing your social media platform(s) to generate leads and gain more conversions — copywriting principles are essential!

This means: 

  • Write compelling hooks
  • Make sure your captions and ads have good flow & are easy to read
  • Pay attention to formatting
  • And never skip a call to action (CTA). 

Every caption or ad you post on social media should follow the ABCs of copywriting basics – and yes, I like to write ALL my ads just like I would write a promotional caption:

1. Attention

First, they need to get ATTENTION, with a great graphic and compelling hook or headline.

On social media, your hook is the very first sentence of your caption. If your first sentence isn’t captivating, then the reader won’t tap “More”… and your amazing caption or CTA doesn’t matter.

2.  Big Promise

Second, they need to provide a BENEFIT or BIG PROMISE  in the form of education, entertainment or inspiration.

Once you have your readers’ attention, you need to keep it! This is done by implementing great storytelling, content or wisdom, and opening loops throughout your caption. 

Always make sure your caption delivers on the hook you opened with! Nobody got time for clickbait captions.

3. Close

And lastly, they need a strong CLOSE. 

They need to give people one clear and concise CALL-TO-ACTION.

Because – remember the #1 rule in copywriting (and all of marketing for that matter)…

If you want your audience to take action, you need to tell them exactly what you want them to do!

Remember that every single CTA is an opportunity for lead generation or conversion.  

And no, that doesn’t mean that every CTA should be “buy from me” or “download this” or “sign up here.”

The fun thing about social media is that you get to be super creative with your CTAs to increase engagement and have conversations!

For example…

At the end of a post explaining how to write better headlines, my CTA at the bottom might say something like “Do YOU want to learn how to write better headlines? Comment YES or NO below!”

Then a really simple, and effective way I could gain new leads on this CTA would be by simply following up with every person that comments “YES”. 

In this case, I have a free headline writing guide that I could send you. 

When the new lead downloads the guide, they’ll be added to my mailing list and just like that, I’ve got a new lead that may turn into a customer if they find value from my free content. 

Another way of utilizing this “back door” strategy for lead generation, is using the CTA to ask an engaging question.

For example…

In a post about starting your own copywriting business, my CTA might be “Tell me, what’s holding you back from STARTING?”

The comments here would likely have a big range of answers that you can directly reply to in the comments – or even better – if you have a free resource, video, or course that addresses their problem directly, this is a great opportunity to DM them the links directly.

Which can result in lead generation or conversion! 

But remember, while your #1 goal for utilizing social media might be to grow your revenue…

When it comes to social media marketing, you have to prioritize the #1 purpose of social media…

Which is to build relationships. 

So no matter what you’re putting out there – images, videos, or ads – they should always be focused on helping first and foremost, NOT selling & pitching. 

Do this and you’ll naturally find that your reach is growing, your audience is active, and your launches are selling out. 

It truly is a win, win! 

To see all these strategies in action, make sure to follow the Copy Posse on Instagram and YouTube (my social platforms of choice!) 

Thanks so much for reading. Until next time, I’m Alex – ciao for now!

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Alex Cattoni

Alex Cattoni is an industry-leading copywriter, marketing genius and founder of the Copy Posse. With over 10+ years of experience working with multi-million dollar brands, Alex is now sharing that knowledge with her students around the world. Since founding a boutique agency and online academy, she now has a global crew 100,000+ strong of authentic copywriters with the same passion for creating community, credibility, and conversions with nothing but powerful and precise wording.


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What Is AIO? The New Model Revolutionizing Content & Predictions About AI



What Is AIO? The New Model Revolutionizing Content & Predictions About AI

In 1936, the creator of Turing Machines predicted that a machine would one day be able to think like a human, if not even outperform the human. 

It’s 2023, and we’re officially here.

82% of marketers believe that AI will be the future of marketing—in fact, many of them already believe AI writes better than a human (Capterra study).

Well, with ChatGPT flying past 100 million users in just two months…we’re living in the future.

AI is revolutionizing the way we work, think, and create. 

I joined Content at Scale as the VP of Marketing this January in a bold move of ‘adapting or die’ for my career in content—one month in, what I’m seeing, learning, and facilitating for marketers and teams is blowing my mind. Let’s talk about it.

Reduce Content Overhead Costs and Frustrations by 5x-25x With the AIO Model

It’s now the Stone Age to sit at your computer and drum up 2,500 words for an SEO post from a blank slate.


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When you can generate long-form SEO content (2,500 words or more) that’s fully original and well-written inside of five minutes or less, you’ll never want to go back. 

On average, I’m seeing a 5-25x reduction in associated content creation costs (which is mind-boggling!), and a time savings of 5-10x. (My full-time writer at Content Hacker went from 7 hours per post to one hour per post after we adapted this model.)

Here’s the AIO model I’ve built out reflecting the difference of what you can do in your business and marketing by replacing the human blank-slate writing with AI blank-slate writing, based on hundreds upon hundreds of use cases from Content at Scale clients:

1679645854 917 What Is AIO The New Model Revolutionizing Content Predictions

“AIO”, Artificial Intelligence Optimization, is the term I’ve created to properly define the new way we’re seeing hundreds of marketers and teams create content:

  • Artificial Intelligence as the baseline writer (replacing the human writer and blank slate)
  • The human writer as an optimizer of the AI baseline content

And—it’s working.

With the time and money savings, it’s an absolute no-brainer to switch to AI as the baseline.

The Human Process Involved In AIO

While we see AI perfectly capable of writing an entire 2,500 word blog from scratch, with a single keyword and one-sentence prompt:

What Is AIO The New Model Revolutionizing Content Predictions

We also see the need for the human optimization process pre-publish more necessary than ever.

Without your unique story (or client case studies/testimonials) woven in, the human touch of adding statistics, double-checking facts and cutting the fluff; AI-written content simply won’t stand out. It won’t set you apart in the content sea; it won’t drive customers and loyal fans in droves to your email list. So, the human touch is necessary.

My C.R.A.F.T. framework within AIO defines the steps writers should take to make the AI content more human and personalized once you take it from AI and get it ready to publish (from AI to O):

1.     Cut the fluff

2.     Review, edit, optimize

3.     Add images, visuals, media

4.     Fact-check

5.     Trust-build with personal story, tone, links

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Humans are needed for the optimization side, and for that human touch that must be applied to the content AI generates. Content itself will never be a fully automated, 100% AI process; but AI can remove hours and hours of painstaking work from the content creation pipeline, which will save countless amounts of energy and dollars in the coming months and years when marketers adapt in full force.

 Predictions About the Future of Content & AI

This year, Capterra surveyed almost 200 marketers using AI in their marketing. 82% of them said that the content written by AI was just as good if not better than human-generated content.

One of the first Generative AI experts in the world, Nina Schick (founder of Tamang Ventures, and creator of Substack project ‘The Era of Generative AI’), has told Yahoo Finance Live that she believes ChatGPT will completely revamp how digital content is created, and by 2025, software built with ChatGPT will enable us to reach 90% of all online content now being generated by AI. She said: “ChatGPT has really captured the public imagination in an extremely compelling way, but I think in a few months’ time, ChatGPT is just going to be seen as another tool powered by this new form of AI, known as generative AI,” she said.

Google Trends shows a HUGE jump in interest and traffic around the term “ChatGPT:”

What Is AIO The New Model Revolutionizing Content Predictions.webp

Search traffic shows that the interest in AI is the highest it has ever been. The previous peak was in January 2012:

1679645855 976 What Is AIO The New Model Revolutionizing Content Predictions.webp

375 million jobs obsolete in the next ten years. In the next three years, it’s predicted that 120 million workers around the globe will need to be retrained and re-skilled for this new world.

Newer and better-paying jobs in AI will come on the scene, but they won’t replace the amount of jobs lost; so without retraining and reskilling, and learning how to adapt, average people will have difficulty finding new work.  

Are You Ready to Join the Future? 

I’m excited to see just how much AI will revolutionize human efficiency and optimization. 

We’re in new times.

Are you ready to join the future of marketing and learn about all things AI?

I know I am. 

See you on the other side!

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The New Digital World: Top 3 Key Takeaways from Opticon



The New Digital World: Top 3 Key Takeaways from Opticon

Each year, I look forward to Opticon, where our global community of customers, partners, industry experts, academia, media, and digital leaders come together to explore the latest in digital.


This year, we brought everyone together in San Diego, in person for the first time since 2019. Over  three dynamic days, we enjoyed countless conversations envisioning a future of digital where experiences are created and optimized at the same time. 


Plenty of valuable learnings were shared, but I’ve highlighted my top three takeaways below.


  1. Change has become uncertain; we must be adaptive.

The world is moving faster than ever, and change is constant and chaotic. Today’s digital leaders must navigate uncertainty on nearly every level: economic upheaval, rapid cultural change, ever-escalating customer expectations, and a tight talent market. Digital leaders face challenges that make it difficult for consumers and brands to react and connect. 


But another element of change has profoundly changed over the past three years: change has become unpredictable, dramatically increasing the difficulty of creating the end-user experience. To not only stay the course but to grow in this unpredictable environment, you must put your organization on “adaptive footing” to account for quick changes. 


That’s why Optimizely is increasing digital team agility through automation and AI and building simpler, reliable systems of records. Think customizable AI workflow for content creation and approval processes, automation to sync updates across all destinations, and approved templates that can be integrated seamlessly for marketers to speed up production while maintaining governance. 


Keeping pace with the digital elite requires frictionless collaboration across teams, and there is no time to waste on clunky, inefficient workflows.


  1. A great customer experience requires a great practitioner experience. ​

Simplifying “work about work” helps teams not only ride the wave of change but prioritize their well-being. 


So many marketers feel overwhelmed by complexity, which is a real problem for creativity. You wouldn’t want your sports team playing exhausted or demoralized before the big game; the same goes for your team at work. 


When we surveyed global marketers, the top creative roadblocks included employee burnout and high turnover. Our research also revealed that 92% of global marketers believe dispersed teams caused by remote or hybrid work impacted their ability to develop ideas and execute campaigns, and 93% say their creative ideas were better before the pandemic. 


If the practitioner experience is suffering, your can bet that the customer experience is also suffering. We must ensure our teams are up for the challenge of keeping pace. 


Teams need a platform where they can effectively collaborate and communicate across internal silos inclusively, and where workflows are purpose-built to the needs across the content lifecycle. With this reality in mind, we built Optimizely’s Ddigital Eexperience Pplatform (DXP) — because inclusive, well-orchestrated collaboration leads to better outcomes for all.


  1. Marketers, developers, and product leaders have become part of the same digital team. 

Today’s customers are digitally adept and confident, and their brand expectations — and the stakes of meeting those expectations — are rising faster than ever before. 


According to recent research on customer expectations, 80% of customers now consider the experience a company provides to be as important as its products and services, and 71% say they’ve made a purchase decision based on experience quality.


Being customer-centric is at the heart of any great digital experience. That’s why the digital team — comprised of marketers, developers, and product teams in our modern digital landscape — must work together to meet customer expectations and deliver optimized experiences. 


Consider marketers. With access to a slew of customer touchpoints and experimentation data, the marketing team is a critical resource for understanding customers’ wants and needs. Developers, product teams, and beyond should absolutely utilize this data to remove the guesswork and inform strategies, priorities, roadmaps, and decisions. 


By working together to inject data across silos, teams can have the insight needed to make the right decisions and create with confidence. 


Thank you to all who kindly shared their wisdom during this year’s Opticon. Stay tuned for information about next’s year Opticon, taking place October 10-12, 2023 back in San Diego!

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How Does Solar Panel Technology Work?



How Does Solar Panel Technology Work?

There is no way around it. It is a new age, and the time of fossil fuels is fading. New technologies have come to light that is environmentally sustainable and economical.

That being said, renewable energy is approached by many with a measure of skepticism. How can it derive energy from the sun, wind, or waves without adding expense to our lives?

The answer is that renewable energy has become a better option financially, environmentally, and economically. But still, for some, this ongoing question remains: how does solar panel technology work?

Renewable energy does indeed arrive at a cost premium. But it will quickly pay for itself in saved energy costs and lower carbon dioxide emissions.

To learn more about how solar panels work, continue reading.

The Basics of Solar Panel Science

Using photovoltaic cells, solar panel technology is an energy conversion system that turns sunlight into electricity. Photovoltaic cells are made from a semiconductor material, like silicon. This substance takes energy from the sun’s rays and turns it into electricity.

The electricity that is made is then used to power homes, businesses, and other buildings that are not connected to the traditional electric grid. In the past few years, solar panel technology has grown by leaps and bounds as people have become more aware of the need to stop using energy sources that aren’t sustainable.

Types of Solar Panels

Solar panel options are monocrystalline, polycrystalline, and thin film. Monocrystalline solar panels are constructed from cells cut from a single pure silicon crystal and are known for their black appearance.

Polycrystalline, or multi-crystalline, solar panels are created by melting various pieces of pure silicon. Their mottled blue hue distinguishes them.

Thin-film solar panels are made through vacuum deposition methods, where thin layers of photovoltaic material are put one at a time onto a substrate. This type of solar panel is known for its flexibility and typically has a brown or purple hue.

Components of Solar Panels and Their Purposes

Solar panels are composed of various parts that work together to generate electricity. These parts include:

Solar Cells

Solar Cells are made up of positive and negative layers of semi-conductive material, typically silicon, separated by a small gap. When the sun’s rays strike a solar cell, the electrons are freed from their atomic bonds and flow from the negative layer to the positive layer, creating an electric current.

The electricity a solar cell can generate is directly proportional to the sunlight hitting it, so the more sun a solar panel gets, the more energy it can produce. Solar cells will use sunlight for most of their life cycles. However, they rely on other materials, such as silver, to transport the electricity from the source to the final destination.


Encapsulant is an essential component of a solar panel. Its job is to keep water, dust, and other outside things from getting into the cells.

Encapsulant also helps to improve how well the panel works. It keeps the solar cells in place so that sunlight can be turned into electricity.

Encapsulants should be made of a solid material to protect the cells from moisture and physical shock. It must also be able to handle high and low temperatures. Because of this, high-grade ethylene vinyl acetate (EVA) is the most common material used in the industry for encapsulants.

Glass Cover

A glass cover is responsible for protecting the interior parts of the board, which are incredibly delicate. Made of tempered glass, the glass cover stands firm against the external environment and is shatterproof and weather resistant.

It also serves as a long-term insulation system that ensures the solar cells remain in top shape. Besides this, the glass cover is also strongly reflective and efficiently reflects any sunlight that comes in contact with it. As a result, it boosts the energy output of solar panels.


A frame is used to keep the solar cells from moving around. This structure also helps keep the whole structure stable and ensures it can handle mechanical loads.

In addition, the frame also makes it easy to put the edge in the right place. The shape and size of the frame are important because it needs to fit nicely on the top.

Most frames are made of aluminum or steel, but some have also been made of carbon fiber and fiberglass. The frame has many uses, but it is essential because it protects fragile solar cells and ensures the system works at its best.


A solar panel’s back sheet is another important part. It is the layer that is right behind the cells that turn sunlight into electricity.

If the solar panel didn’t have a back sheet, the cells would be exposed to the elements, which could cause corrosion, temperature changes, and other problems. The back sheet also acts as a barrier to electrical current so that it doesn’t flow across the solar panel and cause possible harm.

Back sheets are usually made of a thin PET and fluoropolymer film. They also have UV protectants to keep the cells from getting old or breaking down. Backsheets can sometimes be of different colors to protect the panel from lousy lighting.

Bus Bars

Bus bars help link the cells together. Most of the time, they are made of aluminum and move electricity from the solar cells to the inverters and other load centers.

Bus bars handle high voltages and currents, so they are insulated. Solid electrical connections are made by soldering and crimping the cells, bus bars, and inverters. The large, thick bars have a lot of surface area, which helps the connection points get rid of heat.

Junction Box

A junction box connects the solar panel, the inverter, and any other electrical systems. Junction boxes protect the solar panel system’s wiring and circuits by putting them in a waterproof and weatherproof box. This makes it less likely that water or other outside factors will cause short circuits or other problems.

They also make it easy to put together and keep up the solar panel system. The junction box also makes it easy to check on and change the output of the solar panel system. By putting sensors and metering units on the system, you can track how much energy it makes.


Inverters take the electricity made by solar panels and change it from direct current (DC) to alternating current (AC), the kind of electricity we use in our homes and businesses. This change makes it easier to store and use the electricity that comes from solar panels.

Without an inverter, we can’t use the DC electricity from solar panels. Instead, we’d have to use more expensive and complicated systems to convert it.

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The Benefits of Solar Panels

Solar panel technology offers many environmental and economic advantages.

Clean Energy

Clean energy is a source of electricity that is good for the environment and rarely runs out. It is mainly made from renewable sources like wind, sun, biomass, and geothermal energy. Solar panel technology has some benefits, and clean energy is one of them.

Solar energy is free, can be used repeatedly, doesn’t pollute or make harmful byproducts, and can be used even when other sources aren’t available. The light from the sun is turned into photovoltaic energy and then into electricity by solar panels.

This solar energy is very efficient, saves money, and doesn’t cause any pollution. As energy prices keep rising, clean energy from solar panels looks more and more appealing.

Reduced Energy Costs

Since solar energy is free and can be used repeatedly, using solar panels to make electricity helps lower energy costs. Solar energy can be used to power lights, appliances, and other electronic devices, among other things.

Replacing traditional power sources with solar panels can significantly reduce energy costs.

Improved Energy Independence

Solar panels are a reliable, renewable energy source. It gives you more energy and independence. Solar panels can make electricity in many places, even when there isn’t much light. This makes it easier for people to switch to this clean and cheap energy source.

Energy users can stop relying on traditional energy sources if they use solar energy. This makes energy independence a real possibility. As more and more people switch to solar energy, it becomes more and more possible to have better energy independence and more control over your power.

Increased Property Value

Homeowners who install solar panels benefit from increasing their property value. Solar energy is now seen as a valuable asset in real estate.

People who install solar panels on their property often find that their property value increases by about 4%. This is a great advantage for homeowners looking to sell their property, as it gives them more money to invest in other projects or investments.

Low Maintenance

Solar panel technology can use photovoltaic cells to turn the energy from the sun into an electric current. Solar panels are relatively inexpensive and don’t need much if any, maintenance once they’re set up.

Solar panel systems can provide reliable electricity for decades with little maintenance if they are set up and kept in good shape. Also, if parts need to be replaced, you can easily find them at most hardware stores.

How Does Solar Panel Technology Work

The Cost of Solar Panel Technology

Home solar panels allow you to harness natural solar energy and turn it into electricity, saving money on your electricity bills and reducing the carbon footprint of your home.

Unfortunately, installing home solar panels is costly, with the average installation costing between $15,000 and $40,000, depending on the size and power of the home solar panel system.

System Number and Size

Since solar panels come in different sizes and can hold different amounts of power, smaller systems usually cost less than larger ones. The size of the system determines how much energy it can have. Since more extensive systems make more power and cost more, they are more efficient.

In general, the more complicated the installation process is and the bigger the system, the more it costs. Lastly, the number of panels needed to make the design can also affect the installation cost. More panels will make the total cost go up.

Panel Efficiency

More efficient solar panels can make more energy from the same amount of sunlight, which will lower the overall price of home solar panels. Higher levels of efficiency also cut costs related to setting up the system, like the need for more panels and infrastructure.

Also, high-efficiency panels need less space to be installed, which cuts down on the cost of the area you would have otherwise required. The efficiency of solar panels is a critical factor in figuring out how much they cost, which directly affects how much the whole system costs.

Installation Costs

Installing a solar system for a home involves not only the equipment cost but also the labor cost to get the systems up and running. Professional solar installation companies can often provide an accurate price estimate for the installation costs.

Still, these estimates can vary widely depending on the location, climate, and other specific project details. If you want to go now and find the lowest costs of solar panel options in your area, click here.

Go Solar Today

Solar panel technology is revolutionizing the way we think about energy production. As more people become aware of the advantages of solar energy, its efficient and cost-effective capabilities make it a great alternative to traditional energy sources.

By making the switch, we can help reduce emissions and do our part to live sustainably. Join the movement for clean energy today. Invest in solar-powered energy solutions for your home or business.

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