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What is the definitive guide to Paul Rogers's marketing strategies for social media?

Updated November 8, 20262 min read

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marketing strategiessocialmediamarketingmarketingtipsbrandjuicemarketing

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From Paul Rogers

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Hi, I’m Paul Rogers from That Creative CEO. Let’s make this simple and brutally useful.

Here’s the definitive guide to how I approach social media marketing:

  1. Ditch “post and pray”
    1. No random posting. Every post needs a job: attract, nurture, or convert.
    2. Before you post, ask: “What do I want someone to do or feel after this?”
  2. Know exactly who you’re talking to
    1. Not “women 25–45.” I mean: values, fears, beliefs, language, jokes, what annoys them.
    2. Your content should feel like you’re subtweeting their brain.
  3. Position yourself, don’t just “show up”
    1. You’re not just “a photographer,” “a coach,” or “a marketer.”
    2. Clarify: Who are you for, what problem do you solve, and what makes your angle different?

  1. Content mix: not just tips and trends
    Aim for a strategic blend:

    1. Authority: how-to, frameworks, breakdowns, hot takes on your industry
    2. Affinity: beliefs, personality, stories, “this is what we stand for”
    3. Proof: client results, processes, BTS, screenshots, specifics
    4. Conversion: clear offers, how to work with you, deadlines, next steps

  2. Stop cosplaying a business owner

    1. Hashtags, trending audios, and vibes are not a strategy.
    2. Track: saves, shares, replies, inquiries, and sales—not just views and followers.

  3. Make it unforgettable (and a little weird)

    1. Add a signature angle: recurring phrases, visuals, or concepts people associate only with you.
    2. If your content could be posted by 10 of your competitors, it is not a brand—it is wallpaper.

  4. Every platform, same spine

    1. Core message stays the same; format changes.
    2. TikTok/Reels: hooks and speed.
    3. Instagram: visuals, carousels, Stories intimacy.
    4. LinkedIn: narrative, authority, and clear opinions.

  5. Talk like a human, sell like a pro

    1. Drop corporate speak. Use the same words your audience uses.
    2. Make offers often and clearly: what it is, who it’s for, what it helps them do, how to get it.

If you want, tell me what you sell and where you’re most active, and I’ll turn this into a custom content plan for your brand.

What platform are you trying to win on first—Instagram, TikTok, or something else?

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