When it comes to content creation, I find that most of the people I work with fall into one of three categories:
- They love it! As long as they have the time and space to sit down and create it, they can easily generate ideas. In fact, they typically have more content ideas than time to execute them in.
- They are okay with creating it but it seems to come in ebbs and flows. Sometimes they have ideas pouring out of them and other times they feel as if there is nothing left in them. This typically leads to a few weeks of being on fire, followed by long spurts of silence.
- They feel as though the only consistency they have when it comes to creating content is that it always feels like an uphill climb. Content creation isn’t their strong suit and they are constantly looking for a way to simplify it.
What we’re going to talk about today covers all three categories as content creation is not only something that is vital for your business in today’s market, but can turn into busy work vs. revenue generating, if you don’t have the right strategy in place.
So let’s go ahead and simplify it!
Understanding the Two Types of Content that Buyers Look For
There are two types of content we teach inside Clients to Courses®, expertise content and connection content.
Expertise content is the content that showcases what you know while connection content showcases who you are.
And having BOTH matters.
If you are only creating expertise content, you’ll find that people know you “know a lot about a lot” but wind up working with someone else because they don’t feel like you understand them and their specific lifestyle, situation, personality and/or needs.
If you are creating only connection content, people love to follow you and connect with you but purchase from someone else because they simply see you as a friend. They aren’t aware that you are also an expert in your space.
The magic comes when you are able to effectively showcase both so that people are able to see your expertise at play (expertise content) but also can see themselves in you (connection content).
Generating Ideas for Content Creation that Leverages Both Types
Both expertise and connection content involve more than just randomly sharing about you and your business.
They’re intentional and specific to your audience.
How do you make it intentional and specific?
When planning your Expertise Content, you will want to think of the following categories:
- The Limiting Beliefs: What limiting beliefs are keeping your audience back from what they want? What do they need to know instead?
Example: My audience tends to think they need a “bigger audience” before creating a course. This blog, “How to Leverage a Small Audience in Your Business” was created as a way to expose that.
- The Common Mistakes: What are the most common mistakes your audience is making, that keeps them from results? Why is it a mistake and what do they need to do instead?
Example: We all go through pivots in our businesses. However, I find that the same mistakes are made over and over. This blog, How to Successfully Navigate a Pivot in Your Business, was created to help people avoid those mistakes.
- The Case Studies and Results: Who have you helped to achieve the results your audience wants? List each person along with the limiting belief and/or mistake that they had to overcome in order to achieve that result.
Example: Here is an example of one of my previous clients here and here on Instagram.
When planning your Connection Content, you will want to think of the following categories:
- The Fears: What are the common fears your audience is experienced? When have you experienced a similar fear and what did you learn?
Example: My fear of how people would view me if they knew about my anxiety and that I need to be medicated for it talked about on this Instagram post.
- The Obstacles: What struggle is your audience dealing with right now? When have you experienced a similar struggle, what choice did you have to make and how did it work out?
Example: Feelings of overwhelm and misalignment and sharing how I overcame it on this Instagram post.
The Aspirational: Who does your audience aspire to be? What do they aspire to have? In what ways are you this person/have what they want and what have you learned in the process of getting there?
Example: The story of when I learned all the money in the world didn’t matter if I wasn’t living the life I loved in the process and how it unfolded on this Instagram post.
Inside Clients to Courses®, we work through all of these categories deeper in order to have our students both get these answers from their audience and also complete a customized content bank and plan that is specific to their audience and offers. However, the thing I love about this way of content creation is that it doesn’t just work for courses, it works for selling any online offer that is being sold by a personal brand.
What to Plan, in Advance, for Consistent Content Creation that Converts to Sales
As the saying goes, “failing to plan is planning to fail.”
The same goes for your content creation, especially if it’s something you’ve struggled with staying consistent with in the past.
What to plan for expertise content:
- The day of the week you will release your expertise content.
- What type of expertise content you will create. (This can be in the form of a live or pre-recorded video, blog, podcast and will use any topic from the lists you’ve created above.)
- 2-3 ways you can share that expertise content on social media.
This blog is my expertise content and is released once a week, on Tuesdays. I also share about it on social media on Tuesdays and Thursdays to make sure you know it exists. My clients and those inside Clients to Courses® do the same.
What about your connection content?
This content goes in between your expertise content days!
As a general rule of thumb, if you’ve decided to do two days of expertise content on social, you’re also doing two days of connection content so that they are balanced out and pulling any of the topics you’ve already identified for this.
This makes it so you are covering both types and not leaning too heavily on one over the other, leading to more sales because people now know that 1) You are the expert in this area and 2) You’re the expert they connect with.
In other words, a win for all!