Put your hand up if you’re tired of creating content for your business only for it to coast by your audience with a handful of likes and not a comment insight? 

Put your hand up if you’re ready to start creating content that will help you get MORE in your business – more engagement, more conversations, more followers, more sales.

The truth is that you NEED to create content to run your business there’s no getting away from it. 

Content helps you reach new people, direct people to the information they need, build trust with your audience, enables you to share your knowledge and expertise and allows you to promote your services so you can make sales.

But it’s noisy out there; people are consuming A LOT of content, so you must know how to create content that gets seen, get’s read, and, more importantly, inspire action.

You might be thinking, “Yes, I know that Claire, but HOW?” Don’t worry; I’ve got your back!

I spent the first three years of my business creating content and content strategy for incredible female-led businesses worldwide – coaches, memberships, and educators- and it’s safe to say that I learned a lot!

Now I teach amazing ladies like you how to create fantastic content for your own business because I know how to create a content strategy that encourages engagement, starts conversations with your ideal clients and helps you make more sales.

That’s why today, I’m going to let you in on five of the biggest mistakes you need to avoid so you can improve your content and use it to build a thriving business you love.

content strategyMistake #1: Not Having a Content Strategy

You don’t need to have every single post mapped out for the next three months. But, if you want to start creating content that will help you build your business, you need to understand the basics of creating a content strategy.

It doesn’t have to be complicated; a content strategy can be as simple as thinking ahead to the goals you have for your business and then considering how you can create content that will help you reach those goals.  Is there a particular service you want to sell more of? Do you want to start attracting a different type of person to your account? You need to know your objectives before you can begin creating tailored content to help you meet them!

content marketing strategyMistake #2: Creating surface-level content

There are many people out there creating content and a lot of people out there talking about the same things as you. To make sure YOUR content is the content they double-tap and engage with, you need to create interesting content, say something differently, or connect on a deeper level.

For example, if you are posting about why using a CRM may be beneficial in helping your ideal client organise their business, don’t just stop there. 

  • Could you go deeper and perhaps do a post on CRMS you recommend and previous clients have used? 
  • Could you look at some of the pros and cons? 
  • Which type may be suitable for different people? 
  • Which particular features of a CRM are going to help them and why? 
  • What are the benefits going to be? 
  • Where should they start when looking for a CRM? 
  • What do they need to consider? 
  • What are YOUR favourite things about a CRM?
  • Could you share a case study of a client who has used a CRM and share the difference it made? 

All of this would provide added value, could be created across a range of different formats (think feed posts, live training, stories, blogs, carousels, reels, downloads…) and could be directly linked with strong CTAs to your own services and packages. Much better than one post listing out some bog-standard features they’ve seen a million times before, right? 

Mistake #3: Not incorporating any personality

Your content should be filled with YOUR personality so that it’s easily recognisable as yours and helps your reader get an insight into who you are.  There’s so much pressure and comparison in the online space that it can feel scary to start sharing more about yourself, but you will begin to forge real connections with people when you do.  Easy ways to add personality into your content are to think about how you speak to your friends and family – are there specific words or phrases you regularly use that you edit out of your content? What aspects of your life outside of your business do you share about, if any? Can you start sharing stories in your content that relate to your business in some way? You can start so simply, for example, rather than just sharing an inspirational quote you like, sharing it, and providing some context alongside – what does that quote mean to you? What feelings does it inspire? Where did you first see it or come across it? What message or emotion do you hope it will evoke in your reader?

content marketing strategyMistake #4: Trying to be everything to everyone

You cannot be everything to everyone, and if you are, you will find it very hard to create tailored content that’s going to connect. You need to know WHO your services are going to support the most, WHAT different those services will make to their lives (and you won’t know this until you know who they are!) and WHY you are the best solution (and this comes from understanding how your skills, personality and expertise are related to your who!).

When you start streamlining your services and offering them to, so many things will improve your business. Your content will improve, the quality of your clients will improve, the money you earn will improve and most importantly, YOU will feel so much more aligned, in control and in love with the business you are building.

Mistake #5: You aren’t selling enough

And by selling, I don’t mean the flaky CTA at the bottom of your post asking your reader to get in touch and book a discovery call; I mean REALLY selling. You should be directly selling around 20% of the time, and the rest of the time, you will be indirectly selling by building trust, providing value and helping your readers get to know you.  Selling in your content comes in many different forms – you are selling yourself, selling the transformation, selling the benefits of your services, selling your experience and expertise. 

So what do you think? I hope you will come back to these tips and really think about them in terms of your own content.

But this is just the tip of the iceberg in what I have to share with you!

Content strategy
If you are REALLY serious about learning how to create better content that will help you attract your ideal clients, help you establish yourself as an expert in your field and make more sales then I’d invite you to explore my 1:1 coaching packages and get in touch for a free 45 minute 1:1 session where we can map out three next steps for you to take aligned action that’s going to help you build a business you love.