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Mastering Content Strategy: Simple steps to help you get seen online.

Simplify your content creation process and turn your posts into powerful tools for business growth.


You know you need to create content for your business - it’s the shop window to your business, after all. But sometimes, it can feel like an overwhelming task. Coming up with ideas for what to post, finding the time to create them, creating graphics to accompany them, knowing where to post them and how frequently… the list goes on! Your feed feels more British Heart Foundation than Gucci.


You're lucky if you get a couple of posts out a week, let alone have a plan or strategy behind what you create. Even worse? All that work and the posts go by with only a few likes from your business besties.


The bad news is that if you want your content to work for you (and make your content creation time worthwhile!), posting sporadically across a handful of platforms just isn’t going to cut it.  If you want your content to start doing some of the heavy lifting in your business, you need to think more strategically about your content. You need a content strategy!


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Great content has the power to build trust with your audience, showcase your incredible expertise and skills and turn followers into paying clients. 


You might think that having a content strategy sounds difficult and like a lot of work, but it doesn’t have to be hard!  A content strategy can be as simple as having a plan for your content and using it to help you achieve your goals.


The good news is that if you want your content to start earning its keep, you’re in the right place! Below are my three top content strategy tips for beginners.


  1. Know your goals.


The whole point of creating content is to help you achieve your goals, but unfortunately, unless you know your goals and intentions, how can you create content that will help you get there?


So, the first and most crucial step when thinking about content strategy is knowing your goals. These could be your goals for the week, the month or quarter. The types of plans you might have include creating content that will help you:


⭐ Build your audience (audience growth and attraction)

⭐ Encourage more engagement (starting quality conversations to build relationships)

⭐ Sell a particular service or product (sales and launching)

⭐ Be recognised and build trust (brand identity)

⭐ To be more visible as an authority in your field because you want to secure collaborations and build your reputation (authority building)


You may be focusing on a couple of goals at once, and that's fine, but knowing your goal is important because it will influence the type of content you create. Each piece of content should have ONE focus. Different kinds of content will help you achieve different things.


For example: If you want to make sales, you should focus on sharing content that highlights your services' features and benefits, for example:

  • What's included?

  • How does it work?

  • Who is this service/product perfect for?

  • What problems does it solve?

  • What outcomes and transformation does it help achieve?

  • How many are available?

  • What are the payment plans?

You could also share content that includes:


  • Social proof of happy clients already using/having used this service

  • Behind the scenes of this service in action

  • Tangible results it's created (screenshots, numbers, increases, conversions)

  • Case studies

  • Content that addresses any objections people may have

If you want to grow your audience and build trust with them, you should focus on creating content that helps people to get to know you, for example:


  • Behind-the-scenes content

  • Regular introductions

  • Talking about your background, skills, values, passions and hobbies

  • Showcasing interactions with your current clients

  • Showing people what you are working on day-to-day

  • Sharing valuable content to showcase your knowledge and expertise (infographics, carousels, mini-training)

  • Going live or doing face-to-camera content on reels or stories

So, before you post ask yourself - What PURPOSE does this piece of content have? Who is it for? What do I want it to help me achieve?


  1. Plan out your content.


Remember, you don’t have to be on all the platforms all the time. Instead, it would be best if you focused your time and energy on the platforms where your ideal clients hang out. With this and your goals, you can start planning your content in advance.


When planning your content, consider the types we've discussed above, but also consider the format you will use to help engage your audience.


  • Photographs (ideally showing your face and building recognition)

  • Carousels (great for breaking down concepts or steps)

  • Infographics (people love to save these and they are a useful way to make complex, easier!

  • Stories (day-to-day conversations, behind the scenes and letting people in)

  • Reels (fantastic for face-to-camera, tips and text layered over broll)

  • Lives (mini trainings, q&As, workshops, trainings and interviews)

  • Blogs (great for long-form content, authority building and SEO for long term visibility)

  • Lead magnets, freebies and guides (a must for lead generation)


Using a variety of content will help break up your feed, make your content more exciting and interactive and make it more appealing to a broader range of people. 

Remember, everyone likes to consume content in different ways. For example, I love watching mini-training and infographics but don't necessarily enjoy reels. Some people love the fun of reels but don’t enjoy long-form content like blogs or long captions. 


Get to know your ideal clients and the type of content they consume. If you're unsure, do some market research and ask them! There's no point in spending time creating content that no one is going to consume.


Another thing to remember is that, on average, it takes 27 touchpoints for someone to go from first finding you to buying. You need to create varied content that moves them through this buying process ( awareness—nurture—conversion). When did you buy something the first time you heard about it? You and your brand are no different!


Finally, don’t aim to create content that converts—create content that starts conversations and builds trust. Remember that there is a difference between content that broadcasts (one-way) and content that creates conversations (two-way). This is the BEST way to create a long-term content strategy that creates results.


Top tip - When planning your content, you can use a scheduler to help you space it out and automate when it is posted. There are loads of schedulers available, including Planoly and Hootsuite, and even Canva now has a brilliant scheduler. If you use Canva to create your graphics, this is a huge time saver!


  1. Connect the dots and create a customer journey.


Now that you’ve planned all this fantastic content to help you reach your goals—intentional content designed to create multiple touchpoints in your business—there’s one final step: Make sure you connect the dots! By this, I mean always ensuring your reader has the next step.


For example, if you are directing your readers to a blog, where can they go from there?


  • Can you connect them to another blog they may find helpful to keep building trust? 

  • Could you include a content upgrade with a link to a freebie or lead magnet to help them find out more on the topic and get them onto your email list?

  • Perhaps you could invite them to book a discovery call to learn more?

  • Maybe you could showcase a product or service aligned with this topic if they need more support.


Another way to be strategic about your content is to leverage it for maximum impact and draw your audience to it. Remember that your content on social media platforms moves quickly, so you want to ensure you are getting it seen as widely as possible (across those multiple touchpoints we talked about!)


  • If you regularly blog, could you start a Pinterest account and direct people to it this way?

  • Could you offer to guest blog on someone else’s website to leverage their audience and include a link to your blog or download?

  • How can you repurpose your content across multiple platforms to get the most out of it and attract more attention?

  • How can you expand on the content you already have to create a customer journey and take them to the next stage?

  • How can you utilise your email content to reach more people?


Remember that content strategy is ever-evolving; it has no finishing point! You should continue to build on your content and create customer journeys over time.


The key thing to do is to start! Start by setting some simple goals and going from there. As your business builds, so can your strategy! See what works and learn from it. If it’s working, do more of it! If not, don’t continue with it; try something new. Content is about trial and error, so don’t get hung up on it.


Just have fun with it, be yourself, showcase your amazing skills and talents, and get your content out there and into the world. You can do it!


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Hey Lovely, thanks for stopping by!

I'm Claire, A coach & mentor that helps entrepreneurs build happy, profitable and sustainable businesses.

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