Marketing Matters: What to Post When You Have Nothing to Say

Last month at a conference, an integrator approached me like we were old friends. David! I feel like I've known you forever!

We'd never met. He'd watched my videos. Seen my passion. Understood my values. He was pre-sold before we ever shook hands.

Here's the thing: I don't post every day. Sometimes it is a few times a week; sometimes a few times a month. The content isn't highly produced, mostly me, my phone, talking between appointments. But it is authentic, and authenticity builds trust faster than any polished corporate video ever could.

You don't need 30 different ideas for social posts; what you need to do is stop “creating content” and start documenting your expertise.

The Documentation Problem

Most security integrator executives face a brutal double-bind: What topic do I post; combined with I don't have time. They are juggling service calls, installations, vendor issues, staff management; meanwhile, every marketing advice article screams: Post three times daily!, Create a 90-day content calendar!, Batch content every Sunday!

Many try it and run out of ideas by day five. Then they feel guilty and quit entirely. They think: The nationals have full marketing teams cranking out generic content…I can't compete with that. The good news is you aren’t competing with that; your competition is silence.

Here's what every marketing expert won't tell you: You don't have a content problem. You have a documentation problem. You are creating remarkable content every single day tht is not being captured: Every service call? Content. Every customer question you answer? Content. Every installation you complete? Content.

Mrs. Johnson asked you this morning why her motion detector keeps false-alarming near the HVAC vent. A hundred other people are googling the same question right now. The nationals can't answer it like you can, with specifics about her exact system, her home layout, your local expertise. Raw is real, and it beats polished every time.

When it comes to social posting, less is more, but only if it is high-caliber. Three genuinely helpful posts per week are far superior to seven Happy Monday! posts.

Content Creation in Three Easy Steps

The integrator who approached me at that conference hired us before we discussed scope or pricing. Why? Because my inconsistent-but-authentic posts let him know, like, and trust me before we ever spoke.

Your expertise is already remarkable. Your installations are already content-worthy. Your answers to customer questions are already valuable. So stop creating and start documenting. Here’s how:

• Step 1 (tonight, 5 minutes): Download the free Meta Business Suite app, and set a reminder to capture content at 2 p.m. tomorrow.
• Step 2 (tomorrow during work, 5 minutes): Between service calls, use your phone’s selfie mode to record 30-60 seconds about what you just did, what the customer asked, or what you learned. Don't overthink it – raw is real.
• Step 3 (tomorrow evening, 15 minutes): Open Meta Business Suite and upload the video. Write a two- to three-sentence caption and post it on Facebook and Instagram simultaneously.

Next week? Do it again. Document a before-and-after installation. Share a customer testimonial. Answer the one question that three different customers asked you this week. You're not becoming a "content creator;" you're just documenting your expertise and becoming one in the process.