In the online space, there’s a whole lot of gurus telling you that the best way to create content is…[insert their chosen preference here].
There’s a LOT of noise and conflicting information so I can’t say I’m surprised if you feel a little (or a lot) overwhelmed and confused.
And because creating content will always be required if you want to attract Beyonce-level clients on repeat – you want to know what will actually work.
So, in this episode of the How I Do Content Podcast, I give it to you straight and let you know what’s actually working in content right now.
I want to preface this by saying if you’re looking for tips and hacks to go viral or 10x your business overnight – this is NOT the podcast for you and I’m definitely NOT the wizard for you.
But if you want proven content strategies that actually work – this episode is for you.
The effectiveness of your content will always come back to how well you know your ideal clients.
This will ALWAYS be the first place I start when I’m creating any kinda content – because you want your content to resonate with your audience and convert into paying clients.
Otherwise, what’s the point?!
To do this, you need to know your audience, and more specifically your ideal client, like they’re your bestie.
So if your ideal client isn’t interacting with your content and you’re not making consistent sales – take this as a sign to do a bit of a check-in with them to see where they’re at and how you can help them.
That’s the starting point for all engaging and highly converting content.
Now, onto the types of content that are working well right now…
1. Storytelling Content
This isn’t anything groundbreaking or new at all, BUT with the onslaught of AI generated content I feel like storytelling has become a bit of a lost artform.
But, THANK DOG, I actually feel like it’s making a comeback because people are craving a bit more depth and substance to their content – thanks to the onslaught of AI-generated content.
I’ve always prioritised storytelling content, so I’ve also always had good engagement and consistent cash flow in my business.
If you’ve been in my world for a while, you know I’m not about chasing trends or creating content for the sake of it. Give me good stuff every day of the week!
If you think about the content that resonates with you the most – I bet it’s deep, hearty stories. And it’s these stories that humanise your brand and create emotional connections with your audience – it engages them on a deeper level.
To tell effective stories you need to focus on doing 2 very important things:
- Capture your audience’s attention, and get them to lean in and listen
- Keep their attention by being a good storyteller
The reality is that platforms such as Instagram and TikTok favouring short-form “quickie” content does mean the competition for people’s attention is FIERCE. If you can’t capture their attention immediately – they’ll likely keep on scrolling by.
So I want you to think about – what gets you to stop and pay attention?
For me it’s dogs (obviously) and a hook that’s a little bit click-baity, or something that’s a little bit different from all the other “3 reasons why you need a VA” or “Signs it’s time to hire a business coach” kinda vibe. This messaging is still important, BUT to stop the scroll and get people to listen, you’ve got to do it differently!
If you want your audience to pay attention – GIVE THEM A REASON TO! People want to know what’s in it for them, so you need to give it to them straight up.
And if you want to KEEP their attention you gotta be a good storyteller.
The age-old rules of storytelling apply:
- Every good story needs a beginning, middle, and end
- There needs to be challenges, triumphs, heroes, and villains
- There should be a takeaway that resonates with your audience
On the flip side, you want to avoid making storytelling mistakes such as:
- Trying to fit every single detail into the one piece of content. Editing your content to make it appealing to your audience is a MUST. If you’re the kinda person who writes Instagram captions that continue into the comments – I’m looking at you!
- Not staying ON story. For me there’s nothing worse than a whole heap of filler, fluff, and a million different tangents. It’s the exact reason I script this podcast to make sure it’s 15 minutes of only the good stuff.
- Not relating it back to your audience – you don’t want them to feel like you’re just talking AT them with little thought into their experiences and aspirations. The hero of your story should always be your ideal client – not you.
Examples of storytelling content in action include:
- A viral TikTok series called “Who the fuck did I marry” – where Reesa Teesa explained how she says she exposed her ex-husband for his lies. It was a 50-part series that had people HOOKED – so don’t listen to anyone who say people don’t have attention spans anymore!
- I also did a 5-part ‘5 years in business’ series on Instagram. Over 5 posts, I broke down my 5 years in business and shared my biggest reflections and lessons from each year in business. It was definitely my highest engaged content on the platform this year
2. Behind the Scenes Content
I don’t know about you, but this is ALWAYS my favourite kinda content. People are curious slash nosey – so it’s not surprising that it ALWAYS performs well for myself and my clients.
It’s also a way to build transparency and trust, because in an online space where everything is often heavily curated and on brand – these glimpses behind the scenes draw people in and make them feel as if they’re part of the process.
This is the exact reason why this type of content is performing so well right now. People are tired of everything being polished and perfect 100% of the time. There’s obviously a time and place for curation, aesthetics, and being on brand – but it’s the brands that incorporate these authentic human elements into their content that audiences gravitate towards.
So I want you to think about – what behind-the-scenes content do you love to see from businesses and brands?
For me it’s dogs (obviously) and any kind of processes that happen behind the scenes to get them to what you see on the front end.
People love to know how you do things. And even though I always joke I’m the most boring person on the planet – I can’t deny my behind-the-scenes content always performs well, and I get a whole lot of great feedback from it.
So if you’re not using behind-the-scenes content – what are you doing with your life?
And I say this knowing it’s often a fear of being judged or seen as not perfect – but no one is perfect (except Ned). The benefits of sharing far outweigh the negatives, and you could be missing out on genuine connections with dream clients by hiding behind polished perfection 24/7.
Of course, this doesn’t mean you have to share every single detail of your life. I’d also recommend NOT using your content as your unfiltered, unscripted, in-the-moment diary of all your problems.
Your behind-the-scenes content should be relevant and relatable to your ideal client, and an opportunity to build a connection point with them. I told you – it always comes back to your ideal client!
Examples of behind-the-scenes content in action include:
- A day in the life style content – on last week’s podcast episode I shared “Behind the Scenes: A Week in the Life of a Biz Wizard”
- I’m also creating a new offer called The Micro Messaging Manifesto where I take you behind the scenes of the July Launch of my program Micro Messaging. You get an insight into the micro-messaging across the different stages of the launch, the launch results, and the reasoning behind my strategies. It’s coming very soon – so stay tuned.
3. Thought Leadership Content
The reality in the online space is that Google + ChatGPT can make anyone appear to be a Dumbledore-level expert. There’s a whole lot of same same same content out there because of it.
This leaves a real opportunity for you to establish yourself as the go-to authority in your industry – if you’re willing to do things a little differently.
A thought leader isn’t someone who blindly follows trends or tries to hack their way to the top. A thought leader is someone who shares the unique insights, strategies, or opinions that differentiate them from every other muggle.
They’re clear on their unique blend of the magic, and they confidently share it with their community.
When I look at all the content being shared in the online space, there really is a great opportunity for you to stand out while everyone else is posting the same AI generated shit.
Thought leadership content builds trust and credibility in YOU, and makes you be seen as that witch for the magic you create.
This attracts high-quality humans into your community who are genuinely interested in your unique blend of magic.
People who are more likely to trust your brand and go through your sales funnel more smoothly because they already see you as an expert.
So instead of sharing the same tips and tricks any muggle could Google or ask ChatGPT for – your community wants (and needs) to hear YOUR thoughts and perspectives.
What do you really think about the hot topics in your industry?
What’s your perspective on these hot topics – what different POV could you add to the discussion?
You probably already know this – but I guarantee you’re holding back.
And I get it – putting yourself out there, sharing a different POV to what others are sharing, can feel scary. But I also know the times I’ve shared something a little different or against the norm, it really resonates with my community and I have people messaging me saying “THANK YOU for sharing that”!
Examples of thought leader content in action:
- On the podcast recently I shared an episode about income claim messaging in the online space and how it’s gone a little over the top
- I shared a post on the Things I don’t do – and my business is still successful – including waking up early in the morning, because it seems every Harry, Ron & Hermione preaches that one of the habits of successful people is that they wake up early.
These were my hot takes on the messaging you see EVERYWHERE in the online space.
Remember, it’s NOT about coming up with content you’ve never seen before – it’s all about a shift in perspective.
A shift in perspective that helps you establish yourself as the go-to authority in your industry. Someone who knows their shit and isn’t a copy-and-paste version of everyone else.
So there you have it – 3 types of content that are actually working right now.
This is the type of content I regularly create for myself and my clients, and it always performs well.
The most important thing to remember when creating any kinda content is to always create FOR your ideal client.
- Storytelling content makes them feel seen, heard and understood
- Behind the scenes content is an opportunity to connect with your ideal client and bring them along for the journey
- Thought leadership content differentiates you from all the muggles and shows your ideal client why you’re the wizard for them
Because when you focus on your ideal client first and foremost – your content will ALWAYS perform well.
Want More?
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