Ever feel like you hit the content jackpot with a killer post so you share it, and it only get a few likes from your old faithfuls (aka, your best friends)?
Yeah, that sux.
Content is a powerful tool that can spark emotion. It can build connection. It can inspire new ways of thinking and invite action. Content creation is an important part of a trust-building marketing strategy.
So why is it so hard to get your content to consistently engage people?
It usually comes down to some sneaky content mistakes that a lot of people don’t realise they’re making. ⠀
And it’s really hurting their brand. In a lot of ways, it’s having the opposite effect they want and actually putting people off.
If you don’t have an effective content strategy and you’re posting randomly, it can actually add to people’s overwhelm and confusion.
We want to speak directly to our dream, soul-connected clients and elegantly communicate our value to them.
There are people out there haaaaanging for the help you provide, but without a great content strategy, most of them currently can’t find you.
People, with problems you can solve, are wading through Facebook right now… and if you’re not jumping out to them with your content, it’s probably because your words aren’t crafted to be as compelling as they could be.
It’s not because you’re not awesome, it’s because your content isn’t grabbing and keeping their attention.
Your word choice has the ability to produce a flick of the finger or a pause and consume.
Tiny tweaks make big leaps.
If you want to attract new clients fast, learning how to create compelling content is a priority. If you’re using online events as a lead generation strategy, which is what I recommend for most coaches and experts, it’s really hard to get people to those events without compelling content that invites them to it.
Compelling content strategically grows your audience, it attracts your ideal clients and inspires the right people to buy from you and you can do it in a way that FEELS good to you.
So here are the 3 biggest mistakes that could be tripping you up.
1. You don’t have a well-thought-out content strategy
A lot of people are fumbling around in the dark, posting all sorts of things on social media without a content strategy. And it’s really hurting their brand and in a lot of ways, putting people off.
If you don’t have a strategy, it can actually add to people’s overwhelm and confusion. It can be a disservice to your followers. When you have a strategy, it’s like having a map that shows you the journey that people go on.
Here is an example.
Carl likes to go for a walk around his block every day. He does the exact same journey – turns left out of his block, then right until the next street, then left, etc. He remains safe and within close distance to his home.
Sally, on the other hand, is spontaneous. Sally loves stepping out of her house with no plan, no direction, and just follows her nose. She loves finding new places and often gets lost but, she loves the thrill of it.
Neither of these are right or wrong.
So, are you more of a Cautious Carl or Spontaneous Sally?
If you’re like Cautious Carl in your content, you’re probably staying safe and predictable. You probably aren’t ever rocking the boat. You’re probably not trying new things and are sticking to just one type of content… it could be becoming a bit boring and you’re probably blending in.
If you are a Carl type, the more you continuously walk around the block, the more you can become blind to the things around you. The walk can become monotonous and you’re no longer as bright-eyed and alert. Instead, it can become boring and repetitive.
If you’re a Sally type you may lack some structure. You want to discover new places but without any sense of direction, you might not reach your desired destination.
If you’re like Spontaneous Sally in your content, you’re probably trying different types of content and sharing lots of different topics. You might be using the latest trends eg. TikTok, reels, Clubhouse, or Instagram Stories.
You probably post when you’re inspired but have gaps in content consistency. You might be fun to watch but your audience can’t fully rely on you to deliver consistent and reliable value.
You don’t want your content marketing strategy to become monotonous (like Carl) and, if you have no strategy in place like Sally, you’ll probably be overwhelmed and frustrated without direction.
But what if Carl and Sally each used a map? A map allows you to see where you are, where you want to go, and the best way to get there.
A map allows you to see where you are, where you want to go, and the best way to get there.
And, that’s why you need a solid content strategy.
2. You’re Not Creating Enough Curiosity
I say this all the time because a lot of people miss it, and it will never stop being true…
The main job of your marketing content is to create curiosity. If you’re not creating a feeling of curiosity for your reader or viewer, they will scroll away.
Giving away valuable content for free is the name of the game, but you can’t “give away the farm” and leave nothing to be desired.
So what do we do instead? We need to give value, AND open a void – a door that shows them what else they need to know.
I call it the ‘Void-Value Dance’.
This is where you highlight a void – you tell them all about a problem they have, showing them that you understand that problem completely and intimately – because you used to have the same problem. Then you give them value to solve it.
But there’s a second important step. You then open up a NEW void.
Give value, open a void –-> Give value, open a void –-> Give value, open a void
It’s like opening a new door to a new problem. It’s also known as ‘tension-relief’.
Most people don’t know how to give value, but not give away too much. If you give people a false sense of their problem being solved, you’re actually doing them a disservice.
I give a lot of value away for free but there’s so much I DON’T share for free. There’s a whole roadmap people get when we work together.
People pay for a path.
People need to work closely with you in order to have a transformation. We very rarely transform just from information.
3. You’re Not Inspiring Action
A lot of people struggle to inspire their followers to take action.
I used to find this really hard too. I loved sharing helpful advice, but I rarely asked people to take the next step.
When I realised this was hurting my business, I got more strategic.
It’s not about selling, it’s about inviting people to take the next best action towards you. That’s how you can best help them solve their problem!
Maybe it’s sharing about a free resource or event, or inviting them to have a strategy session with you. Make sure you add the benefits of taking the action.
I call this being ‘elegantly influential’.
A lot of people don’t add the right kind of CTA – ‘Call To Action’.
The CTA is where the magic happens. However, your CTA’s won’t work if you don’t understand the right type and placement that’s needed, according to your client journey.
You need the right kind of CTA –
‘Call To Action’.
An effective CTA provides your reader or viewer with the next best logical step.
A lot of people try to rush the process from cold to hot (getting someone from a Facebook ad into a call with them) and they don’t think about where someone is in their client journey. They make a high-commitment ask and they haven’t developed enough trust yet.
You also want to avoid using the passive voice (e.g. “Let us know”, “If you want”) in your CTAs. Use verbs that compel people to take action — “Click here”, “Read now”, etc.
So let’s do a review.
If we did an audit on your business…
1. Do you have a well-thought-out content strategy that’s predictable and profitable?
2. Is your content creating enough curiosity?
3. Are you inspiring people to take action?
Without your content leading to action that involves taking the next step towards you, it’s very hard to build a profitable business that helps people.
Want to know the fastest way to attract clients online? Discover how at…
“How To Attract Clients With Compelling Content”
P.S. Whenever you’re ready… here are 3 other ways I can help you grow your coaching business:
1. Grab a free copy of my ‘Client Attraction Checklist‘
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2. Join the community and connect with Coaches who are also growing their business
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3. Work with me privately
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