Content That Converts: A Behind-the-Scenes Look
 Behind-the-scenes look at the Bosscation Content That Converts strategic planning guide. This marketing planner helps you create content that leads to sales. Determine what to write or record, when to post it, and how to lead your audience to buy.

The benefits of content marketing far outweigh the burden of creating it. Content builds relationships and loyalty with your audience and develops your know, like and trust factor. It warms up your audience so they’re ready and excited to buy. It drives traffic and awareness, positioning you as an expert or an industry influencer. It ensures you’re driving the right traffic to your website and offers.

Even if your business runs off referrals, it’s important to keep producing content. That way you don’t get stuck in a feast or famine cycle once your current projects and referrals dry up, and you can book yourself out with a wait list! It’s great for SEO and keeping your business top-of-mind. It opens the opportunity to scale.

While I’ve already explained how to become faster with content creation, how to overcome your content blocks & setbacks, and what marketing mistakes to avoid, this post provides a behind-the-scenes look at the final piece towards ultimate content creation: our Content That Converts strategic planning guide.

Why Use a Strategic Planning Guide for Your Content?

  • It ensures your content leads to sales
  • It takes the guessing game out of what to talk about
  • It keeps your thoughts and ideas organized
  • It helps you streamline your process to avoid writer’s block
  • Using pen & paper opens your mind to stronger creativity and a better flow of ideas
  • Being physical rather than digital allows you to work without the distractions of your email, social media, notifications or client work
  • Take it with you anywhere so you can write where you feel inspired (my favorite spot is the hammock in my back yard)

What Makes the Content Planner Strategic?

Our planner doesn’t just provide space to outline your blog posts — anybody could do that with a pen and paper or even in their computer. It starts with your foundation to ensure you’re building out the right type of content for you and your business. If you absolutely hate recording videos, are you really going to produce one each week? Not likely… at least, not without hiring parts out or creating a better process. Determine what’s holding you back and how you can find a good workaround or solution.

Understanding your audience is critical for creating content. If the common thread that ties all of your clients together is that they’re super busy, then they may not be reading blog posts or watching videos. They may, however, be listening to podcasts and audiobooks, so providing audio options is key to getting your message heard. While we don’t dive as deep into your ideal clients in the Content planner, I still have a dedicated section for honing in on your audience.

From there, you determine the best goals for your content. If you’re selling a no-brainer, low-priced offer, you may just need traffic and awareness. You could run a few Facebook ads and social media campaigns to get the word out. If you tried those same tactics for a $3500 brand design package, you’ll just be throwing money at Zuckerberg with no ROI. High-ticket 1:1 services require more trust, education and relationship-building. Those goals are supported by blog posts, videos, case studies and testimonials. Knowing what goals to use for your content will shape the platforms and tactics you pursue, and the Content That Converts will walk you through that.

Whether you’re stuck on what topics to write about of if you struggle with having too many ideas for your content, our guide helps you create a story bank of ideas that support your offers. You’ll determine a monthly theme so you can narrow down what topics you’ll talk about and keep a nice flow between all of your various platforms. Everything you post that month should directly or indirectly lead towards the sale.

What if I Don’t Have Time to Take a Bosscation to Work on My Planner?

Wouldn’t it be nice to outline and plan your entire content for the quarter in just a few dedicated sessions? While that would be ideal, it’s not always realistic. I have personally found it easiest to plan my content a few weeks at a time. I carve out time on my calendar for content preparation. I take my Content That Converts planner with me to the pool or just chill on the couch as I map out my plan for the month. It makes it so much easier to write each blog post or record my Facebook live videos when I have an intentional goal and outline for each piece.

What’s Included in the Guide?

The Content That Converts strategy guide is 120+ pages filled with space to brainstorm, plan and create. Here are the various sections included in the book:

1. Content Foundation

Decide on the non-negotiables for your content creation, so you’re able to determine the best platforms for you. Break down your content tasks & calculate how much time you’re realistically able to spend on content so you know where to focus your efforts. Decide on a budget for a team or tech to help you streamline and post content with ease.

2. Audience Evaluation

Dive deep into your client profile to determine the best type of content to connect with your audience. Determine who your “parallel partners” are so you can collaborate and reach a broader audience. Evaluate your competition and the tactics they use to connect with their clients.

3. Goals & Tactics

Learn about the various marketing goals you should be focusing on to optimize your content for conversion. Use those goals to choose the best tactics and platforms for your content. Then determine your quarterly goals and tactics that you’ll be building your content around.

4. Monthly Overview

Decide on what type of unique vs. repurposed content you’ll be creating. Make a story bank of ideas that will help you easily create strategic content.

5. Monthly Planning (x3)

Three months’ worth of content planning pages. Decide what products or services you’ll be promoting that month, so you can create content that leads to sales. Plan out a monthly “campaign” such as a webinar or challenge. Determine the weekly topics for your blog posts, videos, email newsletters and social media. Outline each individual piece of content so you’re ready to write or record!

 

Ready to Create Content That Converts?!

Plan strategic content with ease using our Content That Converts strategy guide! 120+ pages of planning and strategizing. Take the guess work out of what to write and record! 

 
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9 Marketing Mistakes that Keep Your Content from Converting
 When writing blog posts, filming videos, sending newsletters or other content marketing, you need to ensure that your efforts are converting! Whether that's sales, more followers, an engaged email list, etc, avoiding these 9 mistakes will help your content be more effective. Make sure you're speaking to the right audience, not teaching your craft (unless you're an infopreneur), tracking your analytics, setting correct goals making relationships, etc.

You poured your heart and soul into your latest blog post. You conducted thorough research to ensure you'd strike every chord with your clients. You designed Pinterest-perfect graphics. After hours of work, you heard crickets...

When you take the time to create blog posts, videos, social media, email newsletters or podcasts, it’s important to ensure they're actually being effective! Ultimately, your content should lead to sales, but it can be a long-term strategy. Content marketing is about establishing relationships with your audience, educating your clients and developing your know, like and trust factor. It's about providing value before asking for the sale. 

 

Therefore, it’s important to avoid making these 9 classic content mistakes!
 

1. You’re speaking to the wrong audience

Make sure you know your audience so you can speak directly to them! If they’re new to your industry, they’ll need much different content than those with years of experience. You may have thousands of readers/viewers each month, but if they’re not your ideal clients, you’re missing the mark!

Pro tip: Be careful when seeking content topics by asking in Facebook groups, “What is your biggest struggle with ____” or “What would you like to know about _____.” These are great questions to ask, but to your own audience!
 

2. You’re speaking to too broad of an audience

To go along with #1, if you’re speaking to a very broad audience — trying to reach everyone — you won’t have any one particular audience thinking, “She’s talking straight to ME!” or “This is exactly what I need.” You’ll just end up watering down your messaging, or leaving your audience wondering whether or not you can really meet their needs.
 

3. You’re teaching your craft to your buyers

Out of a lack of knowing what content to create, people often try to teach their craft to their audience. Unless you’re an infopreneur or in the training space, teaching your audience how to do what you do will only lead them away from a sale (or you'll be attracting the wrong people)! If you create custom logos, don’t write posts on how to design your own logo… share the importance of a custom brand so they’ll leave the designing to you!


4. You’re not tracking your analytics or conversions

Make sure to track your analytics and conversions so you know what type of content is actually working! Use Google Analytics, social media analytics, unique URLs, etc. so you can ensure that the content you’re creating is getting through to your audience and leading to sales. If your clients are too busy to read blog posts or they rarely watch videos, then creating that type of content is pointless.

Pro tip: Ask your current & past clients and customers what type of content they consume and what platforms they hang out on!


5. You’re not setting goals (or the right goals)

Obviously, your end goal is always sales, but there are other goals you should be setting for your content depending on the results you need/desire. High-priced 1:1 services require a lot more trust and connection with the business owner, so their content goals would look different than someone who is looking to sell thousands of $5 digital downloads. Think about what you really need to make sales... followers, authority status, awareness, trust? Then build your content plan accordingly.
 

6.  You’re speaking at your audience instead of with your audience

Content marketing is all about building relationships with your audience. If you’re just talking at your clients, and not listening, replying and engaging with them, you’re missing out on key relationship-building.

Case Study: The first time Kendra and Kleniece of Humble & Whole attempted Twitter, they only posted promos for their content and services… and they didn’t see any results. It wasn’t until they started to engage with their audience and join Twitter chats that it started to be effective for them.
 

7. Your content has grammar and spelling mistakes

While some grammar and spelling mistakes may slip through here or there, having well-written content makes you sound professional. Spelling and grammar mistakes are a huge turn-off and position you as one who doesn’t care or pay attention to detail. Put your best foot forward, even if that means hiring an editor or asking friends to look over your content before publishing.

Pro tip: This applies to more than just your blogs & social content, it goes for your entire website! I was once seeking to hire a virtual assistant and only 1 of about 15 websites I visited had well-written and nicely edited copy… she was the only one I reached out to!
 

8. You don’t cross-promote your content

What’s the point in spending time writing blog posts or creating videos if no one sees them? I’ve heard that when it comes to content, you should spend just 20% of your time creating it and 80% promoting it. Pull quotes from your blog to post on social media. Dive deeper into a topic from your video in your email newsletter. Post a personal story related to your last podcast episode on your Facebook page. Make sure you’re leading people back to your content from multiple places!
 

9. You Don't Have any calls-to-action (or You Have too many)

Every piece of content should encourage your audience to do something: comment, share, subscribe, “like,” follow, read more, watch next, etc. You’re leaving lots of subscribers — and money — on the table by not asking people to take action. But just present ONE option for them so they’re more inclined to do it. Too many choices could lead to no action at all — hellooooo analysis paralysis!
 

BONUS: Your content isn’t intentionally leading towards sales

Having a plan for your content will ensure you’re directing your audience towards buying. Start with what you want to promote for the month/season, and create content that leads up to that. This will also help your content flow, rather than posting about different topics or themes every day/week. But remember to provide value first, then ask for the sale!
 

Ready to create more strategic and streamlined content?

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Maximize Your Marketing Impact with Minimal Input

Let’s face it, the content struggle is real! Writing blog posts, crafting the perfect Instagram captions and recording videos can take up a huge chunk of your week. And while content supports your business in so many ways — boosts your SEO, helps grow your list and audience, gains you credibility, etc — it’s not so important that it should take up all of your time!

What are you to do?


Pssst! Is creating content your business nemesis? Join me and Cami Williams of VAology for a free webinar on April 5th called “Stop Living Blog Post to Blog Post: How to Create Strategic and Streamlined Content.”Learn more here.


Here are some tips for maximizing your content impact while minimizing your input.

 Marketing content is so important for your small business growth! But writing blogs, recording videos, editing podcasts and posting to social media can be super time-consuming! Use these tips to make your content creation process faster, easier and more efficient so you're not wasting hours of every week on your marketing. Read how to maximize your marketing impact with minimal input on the Bosscation blog: www.bosscation.com/blog

1. Determine Your Most Impactful Platforms

Check your analytics and conversions to see where you’re getting your best engagement, traction and paying customers. Take a look at your followers to ensure they’re your ideal clients. If you find that a certain platform isn’t performing for you or isn’t attracting the right people (and you’ve tested it for enough time), then you may want to nix that platform.

Example: A photographer whose Instagram is only attracting other photographers either needs to change their captions & hashtags, or find another platform… there’s no sense in building a following filled with more competitors than clients!
 

2. Make Use of Your Strengths

if you’re super slow with one type of content, it might be time to switch things up. Kathryn of Modern Planner discovered that she could record and edit videos much faster than she could write blog posts, and she saved a ton of time after switching to video content. Some people find that recording their voice into an app to write their blog posts is easier typing. Or maybe you’re fast at writing but spend hours trying to “wing it” on camera, so any videos you record need a script and a teleprompter. Try out a few different types of content creation to determine your strengths.
 

3. Repurpose, Repost & Reword!

No need to reinvent the wheel for every platform! Did you write an awesome email blast? Pull quotes from it for your Instagram and Twitter! Did you write a powerful blog post? Dive deeper into that topic on a Facebook live. Have your videos transcribed and turned into an email blast or blog post! You can also repost older content with your audience on #throwbackthursday! Not everyone is going to see every piece of content you create, so it’s OK to repurpose, repost and reword!
 

4. Schedule and Batch Your Content

You wouldn’t miss a scheduled call with a client, because it’s on your calendar and you’ve prioritized it. You should also schedule the time that you’ll be working on your content… even better if you can batch create and get into a good flow. By blocking out time on your calendar for your content, you’ll make sure you’re not spending countless hours creating, but you also won’t neglect it until the last minute.
 

5. Hire a Team

So going back to #2, you need to look at your strengths. If there’s something you struggle with, or it takes you forever, you may want to consider hiring it out. Now, the tasks you hire out don’t have to relate to content. If you’d prefer to write, record, edit and post everything yourself, then hire out other tasks in your business like client onboarding, customer service, sales, email management, etc. Delegate the things that others can do better or faster than you!


6. Set Up Systems

Create templates, outlines, schedules, etc. for making your content creation easier. I used to spend 8 hours writing blog posts because I'd change my topic/focus a million times as I wrote. Once I started outlining my content first, I cut my writing time by about 80% (and my content has a plan & purpose)! **Psst… steal my content planning structure here** Some people set up workflows in Asana or Trello that walk them through all of the steps they need to take; others have software and apps that help them streamline (I looooove, Later.com for scheduling my Instagram & Facebook posts… they will auto-post for me)!


Time to Take Action with your Content!

Plan strategic content with ease using our Content That Converts strategy guide! 120+ pages of planning and strategizing. Take the guess work out of what to write and record! 

 
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Content Creation Roundup — 11 Entrepreneurs Share Their Content Secrets
 11 entrepreneurs share their content tips to keep you from being overwhelmed when creating blog posts, videos, social media, and email newsletters. See what they feel is the most important factor when it comes to content creation, what programs and software they use for scheduling and storing ideas, and what their secrets are for easier content creation.

Content almost killed my first business. No, I didn't write something controversial that ruined my reputation or record an embarrassing Facebook live that sent clients running.

I saw how Think Creative Collective was blogging 5 days a week, Jessica Stansberry was dishing out weekly videos and podcasts like a champ, and my competitors were rocking it 3x a day on Instagram… and I thought I needed to keep up.

The problem was, I spent more time creating and promoting content than actually doing client work, setting systems in place to keep my business running smooth, or other important tasks.

And I burned myself out!

So yes, while my blog posts and social media interactions were driving traffic and sales, it came at the expense of my sanity.

This time around, I now have systems in place for easier content creation, strategies to ensure I'm creating effective content, and give myself grace when I don't have the energy to create #allthethings.


Pssst! Is creating content your business nemesis? Join me and Cami Williams of VAology for a free webinar on April 5th called “Stop Living Blog Post to Blog Post: How to Create Strategic and Streamlined Content.” Learn more here.


So, to save you from letting content creation drive you insane, I’ve brought in 10 entrepreneurs to share their best content tips and tricks... and I threw in a few of my own as well. Check out these 6 questions:

 

1. What do you feel is the most important factor to consider when it comes to content creation?

“Process. Content marketing is a long game — creating and distributing content, each week, every week, for *years.* How do you do that in a way where everything is on time and on point, over the long term without messing up or burning out all the time? With a great creation process.” Brittany Berger

 Content Creation Blog Roundup: 11 Entrepreneurs Share Their Content Secrets. "Define your niche — your content creation will come more naturally if you are speaking to the people you are passionate about, on topics you are passionate about." – Heather Heinrich of My VA Heather   #Content #SmallBusinessBlogging #Blogging #EntrepreneurBlog

“I absolutely believe it’s vital to know who you are writing for, even over why you are writing it. Ultimately, if you can’t make one person or one group of people feel like saying “Hey, that’s me!” (so you’re resonating with them and often evoking an emotion), then your content or copy will not encourage engagement, returning readers/viewers/listeners or eventually sales/bookings.” – Rebecca Viner

“Determining your content goals! Are you looking to educate your audience on your process, brand, products or services? Do you need to build trust or authority? Are you striving to grow your email list or drive sales? Is all you need awareness about a new offer? Your goals will shape the type of content you’re creating and the platforms you’re posting to.” – Lauren Black

“Stop trying so hard to say something that sells. Instead try to focus on saying something you believe in and whole heartedly do! It's so much easier to rave than it is to sell.”  – Kellie Daab

 

 Content Creation Blog Roundup: 11 Entrepreneurs Share Their Content Secrets. "Write a killer outline. Most writing struggles and unclear content come from jumping in without enough of a plan. Editorial calendars are great for planning out overall topics, but aren't enough to ensure each individual piece of content is thought-out and crystal clear on your message!" – Brittany Berger   #Content #SmallBusinessBlogging #Blogging #EntrepreneurBlog

2. What's one tip for making content creation easier?

“Batch! Everything is easier when you can get in the flow.” – Kathryn Hofer

“Write a killer outline. Most writing struggles and unclear content come from jumping in without enough of a plan. Editorial calendars are great for planning out overall topics, but aren't enough to ensure each individual piece of content is thought-out and crystal clear on your message!” Brittany Berger

“Define your niche — your content creation will come more naturally if you are speaking to the people you are passionate about, on topics you are passionate about.” Heather Heinrichs

“Ask your clients or tribe what their single biggest challenge/struggle is. You’ll have content ideas for months and know exactly how to help your tribe.” — Kate Boyd

“Generally speaking, we feel like there are four parts to content - strategy, idea creation (coming up with topics, main points, etc.), content creation (the actual writing of the content), and execution (sending/posting/scheduling.).  We often find the entrepreneurs get stuck at one or more of those parts.  We like to help client identify where they’re getting stuck and then find a way to take those parts off of their plate.” – Cami Williams

 

3. How do you typically come up with ideas for what to post?

 Content Creation Blog Roundup: 11 Entrepreneurs Share Their Content Secrets. "Ask your clients or tribe what their single biggest challenge/struggle is. You'll have content for months and know exactly how to help your tribe" – Kate Boyd  #Content #SmallBusinessBlogging #Blogging #EntrepreneurBlog
 What type of content do most entrepreneurs create — social media, blogs, podcast, publications, email marketing? Content can be overwhelming if you don't have processes in place or clear goals for each platform. Read about how 11 entrepreneurs strategize their content, come up with ideas of what to write about or record, and how they make content creation easier to manage. Click to read more! 

“I am moving toward creating content that supports upcoming launches, free training and teases the topics that are next in my group program. This gives me focus!” – Kathryn Hofer

“I ask my tribe and I decide what I’m selling, then I find the places that overlap.” — Kate Boyd

“I keep a list of types of posts and then spend a set amount of time coming up with headlines or thinking about what questions people have asked me.” — Sophie Newman

“I begin with a monthly focus and use that to support all of that month’s social media, blogging, opt-in, and email content. It's marketing magic.” – Kellie Daab

“I look at what my audience is talking about on social or I pull topics from conversations I have with my clients.” – Michelle Vroom

“I look at my various offers — signature products, lower-priced offers, and freebies — then work backwards to create a story bank of ideas. I think about what my clients need to know before making the purchase or downloading the freebie, what the stepping stones are before and after that offer, what case studies or examples I could provide, what pain points I could solve, etc.” – Lauren Black

 

4. How has content creation impacted your business?

“My background is as a professional blogger where my blog itself was the business. Content creation has enabled me to leave my 9-5 job by establishing my own personal brand online, creating opportunities for me to work with amazing clients and really demonstrate my knowledge to build the know/like/trust factor with my audience.” – Rebecca Viner

“Content creation has impacted my business immensely. Almost all of my clients have been followers of mine long before they were even clients of mine. They were drawn to my social media content.” Heather Heinrichs

“It has been everything. I get clients from connections and content. So it’s been integral in every business I’ve had or worked with.” — Kate Boyd

“It's helped small businesses understand what they receive by working with me, increased my web traffic, and helped build my list.” — Sophie Newman

 Content Creation Blog Roundup: 11 Entrepreneurs Share Their Content Secrets. "Content creation has helped small businesses understand what they receive by working with me, increased my web traffic and helped build my list" – Sophie Newman   #Content #SmallBusinessBlogging #Blogging #EntrepreneurBlog

“It has generated interest in my services and built trust/loyalty in me as an expert.” – Michelle Vroom

“Content has Increased my SEO ranking & visibility.” – Amy Snyder

"One of my clients had been given a handful of referrals for her rebrand, but chose me because she resonated with my blog content, liked my Instagram feed, and basically felt that she knew me before we even met." – Lauren Black

 

5. What are your favorite programs or software for scheduling and planning your content?

“I currently use E-clincher for managing all of the feeds on all my platforms (it includes Pinterest, LinkedIn and auto-generates content so it's perfect for me right now).” – Kathryn Hofer

“I LOVE CoSchedule and have used it for my own business as well as with employers and clients for years. It's one of the only tools within a small business owner or solopreneur's price range that gives you both a great bird's eye view of your marketing calendar and a tool to actually implement it. I love that you can plan, create, publish, and promote a piece of content in the same spot. I also love Evernote for capturing quick ideas and outlines before diving into Google Docs to write long-form pieces. Plus, it integrates with CoSchedule.” Brittany Berger

 Content Creation Blog Roundup: 11 Entrepreneurs Share Their Content Secrets. "I promote my content via social media several times a week. I also ask people in my network to share it with their audiences." – Michelle Vroom of Vroom Communications  #Content #SmallBusinessBlogging #Blogging #EntrepreneurBlog

“I use ContentCal as I’m able to plan out all of my social media, PR features, blog posts, emails etc in one place for myself AND my clients. Where possible I recommend using partner tools of social media platforms as these have insider information and first access to new features (such as now being able to schedule to Instagram via Hootsuite without having to be notified and manually publish). But there are times where tools like ContentCal hugely streamline the process.” – Rebecca Viner

“I plan my content in my old school planner. But I do schedule for social media with the Facebook scheduler and Later.” — Sophie Newman

“I like the interface of Smarterqueue. If you're a heavy blogger I always suggest CoSchedule. But I'm an even huger fan of creating live actionable content based on what's currently happening in the industry. This allows you to have a focus but captivate current conversation for conversion.” – Kellie Daab

“Buffer” – Michelle Vroom

“I love Google Drive for planning and scheduling! I also use researching tools like ahrefs.com & BuzzSumo.” – Amy Snyder

 

6. How and where do you promote your content to your audience?

 Content Creation Blog Roundup: 11 Entrepreneurs Share Their Content Secrets. "Generally speaking, we feel like there are four parts to content - strategy, idea creation (coming up with topics, main points, etc.), content creation (the actual writing of the content), and execution (sending/posting/scheduling.).  We often find the entrepreneurs get stuck at one or more of those parts.  We like to help client identify where they’re getting stuck and then find a way to take those parts off of their plate." – Cami Williams of VAology  #Content #SmallBusinessBlogging #Blogging #EntrepreneurBlog

“When I have a new piece of content, these days I'm focusing on distributing it via email, my Facebook group, Twitter, LinkedIn, Pinterest, and individual outreach to a few people in my network.” Brittany Berger

“I believe in doing a few platforms really well and have others as supporting channels, but I also believe in not putting all of your eggs in one basket. In 2018, your email list still remains really important as it’s yours and isn’t impacted by an algorithm like social media. So I personally focus on email and Facebook as my core content channels but I have over 5 years‘ experience as a Pinterest “expert” and know there is huge potential there for leveraging it for traffic with little effort. Essentially, it’s all about finding what works for your business and where your audience is most active.” – Rebecca Viner

“I promote my content to my audience with Facebook Groups. I will leave a blog post in a thread as an answer to their question.” — Sophie Newman

“I focus my efforts on Facebook and Instagram. I blog, guest post, and employ email marketing for content conversions.” – Kellie Daab

“I promote my content via social media several times a week. I also ask people in my network to share it with their audiences.” – Michelle Vroom

“We support clients in promoting their content on social media channels, podcasts, websites, email, webinars, etc”. – Cami Williams

“Facebook & newsletters.” – Amy Snyder

 

Overall, your content creation needs to be your content creation! Figure out what works best for you rather than trying to keep up with the Joneses. Learn to repurpose and create spin-offs, so you're not struggling to create something new all the time. 

 

Ready to take back your content with a strategic process and easy-to-implement steps?

Plan strategic content with ease using our Content That Converts strategy guide! 120+ pages of planning and strategizing. Take the guess work out of what to write and record! 

 
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From Writers Block to Idea Overload: Stop Wasting Time on These Six Content Setbacks
 Writers block? Idea overload? What content setbacks are keeping you from creating blogs, video, social media posts and email newsletters? Learn how to determine your marketing setbacks so you can write or film more efficiently and faster! 

You know you should be creating content as a small business owner — blog posts, videos, email newsletters, social media posts — but phew, it can be overwhelming to keep up with! Creating all that content could easily take up half of your work week, leaving you little time to be productive with your client priorities and building your business.

I’m embarrassed to admit this, but it used to take me 8 hours to write a blog post… and I tried to blog at least once a week. That’s ONE-FIFTH of my work week, people! (Ok, more like 1/8th… I was working WAY more than 40 hours a week back then).  I blamed my slow writing skills on perfectionism and figured there was nothing I could do to change that. It’s just who I am… I can’t get myself to put out half-baked work.

When I dug a little deeper, I discovered my actual blogging bottleneck stemmed from writing without a plan or an outline. I was slow because I didn’t know what to write and would restart my blog over and over again. I’d wait until the end to decide on a title for my post, which meant I didn’t have a clear direction as I wrote. Now that I’ve learned to start with a “promise” in my headline and then outline how I’ll deliver on that promise, I can write a blog post in under an hour!

Want to produce higher quality content in a shorter amount of time? Ready to actually enjoy writing or creating videos?

It’s time to break down your content setbacks… and they might not be what you think they are!

You may think you dread recording videos because you don’t like how you look on camera, when in reality, you may just need higher quality lighting and video equipment.

You may think your writer’s block stems from not knowing what to say, but perhaps you really suffer from imposter syndrome and fear coming across as a fraud.

The trick to discovering your true content setbacks is to dig one step deeper than what’s on the surface.

My 3-year-old nephew is the king of asking, why… why… why? Ask yourself, “What’s holding me back or slowing me down with my content creation.” Then ask, “why” and “why” again! Sounds so simple, but it’ll help you get to the root of your content woes so you can work faster, more efficiently, and enjoy it along the way.

Here are some of the biggest setbacks I see with content creation, and some solutions you can try.

1. Perfectionism

You won’t post anything live until it’s perfect… every Instagram image needs to flow, every blog post needs to be impactful, every video needs an awesome intro and outro animation. Tweaking things until they meet your high standards can be a huge waste of time. While I’m not encouraging you to post sloppy work or veer off-brand just for the sake of posting, you need to stop wasting time trying to be perfect. Here are some suggestions:

  • Set a timer for yourself so you don’t spend hours creating and tweaking
  • Hire a professional to handle the things you’re not as good at or that take you too long
  • Remember that done is better than perfect, and your audience might not even notice the little changes you’re looking to implement

 

2. Imposter syndrome

While you’re supposed to be the “expert,” you instead feel like a fraud and it keeps you from creating content. Either you spend far too much time researching, to make sure you don’t sound like a fool, or you freeze up on what to say at all. You fear the judgement, which keeps you from posting what you’d like to put out.

  • Remember that there are always people who know less than you, have less experience than you or do things different than you
  • Your followers follow you for a reason… because you’re at least one step ahead of them
  • What may come easy to you and seem like basic knowledge may be foreign to your audience
  • The more you post content and put yourself out there, the more confidence you’ll get
  • Never stop learning and growing, but set a limit for yourself so you don’t spend more time researching than taking action

 

3. You don’t know what to say

Writer’s block… Lack of inspiration… there are lots of reasons why you may not know what to say or post. Perhaps you feel you’ve already talked about everything there is to know about your topic. Or maybe your current content hasn’t been reaching people so you aren’t sure what changes you need to make. Then there are those who aren’t sure how to use your content to drive sales without sounding like a used car salesman.

  • Survey your audience to get to know their needs, questions and desires
  • Do a brain dump of everything you could talk about on your topic
  • Write down what you DO know and what makes your offer/brand unique
  • Brainstorm personal stories and experiences that you could share with your audience

Download our free story bank workbook to help you with ideas

 

4. You have too much to say

Do you suffer from idea overload for your blog, videos and social media posts? Perhaps you have a huge story bank, but just don’t know what will make the biggest impact and actually drive sales.

  • Survey your audience to see which of your content ideas align with your clients’ needs, questions and desires
  • Pick one offer to promote per month and choose topics that relate to that offer
  • Work backwards from your freebies, tripwires and main offers to choose topics that will support those

This tends to be one of the most common setbacks for my clients, so I did a Facebook Live about how to overcome idea overload! Watch here!

 

5. Fear of judgement

Similar to imposter syndrome, the fear of judgement is a mental battle that we often face. You might not like your writing style, brand “voice,” or actual voice on camera. Perhaps you’re afraid of friends and family viewing your content and not understanding your business.

  • Learn to ignore the trolls and negative sources in your life… haters gonna hate, so don’t let it get to you
  • Focus on your clients and the value you can provide
  • Start with one platform to build your confidence and slowly add others

 

6. Not enough time

So you feel like there’s just not enough time in the day to create the content you’d like to produce, right? Your to-do list is a mile long and you have other priorities besides just writing blogs, making videos and posting to social media.

  • Hire a professional to handle the things you’re not as good at or that take you too long
  • Batch create your content to save time
  • Set systems in place to help you work faster
  • Block out time on your calendar specifically for content creation

Creating blogs, videos and social media is a great way to connect with your audience, gain their trust and draw traffic to your website. However, if you’re spending too much time on content creation, you’re missing out on critical business-building priorities. Learning to be more efficient with your content creation is critical!

READY TO CREATE MORE STRATEGIC AND STREAMLINED CONTENT?

Ready to overcome your content setbacks and start creating content that converts?  Plan strategic content with ease using our Content That Converts strategy guide! 120+ pages of planning and strategizing. Take the guess work out of what to write and record! 

 
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