Are you posting content and hoping it will generate more leads?
Checking back constantly, waiting to see results?
If your content isn’t bringing in consistent clients, it’s because most of us were never taught how to build a real client journey.
This leads your audience from one step (e.g, a social media post) to the next (e.g, giving their email address).
Without that journey, your posts can feel scattered and disconnected.
And it’s frustrating when you don’t get many responses, because you’re good at what you do.
And you know you could help so many people.
Here’s what I want you to really know: content that leads to clients is never random. It’s always intentional.
For someone to want to work with you, they need to:
- Trust you
- Feel a genuine connection with you
- See you as the logical solution to their problem
Without all three, people stay stuck in “lurker” mode… liking, watching, but never moving forward.
The cool thing is, it’s totally possible to create content that naturally and consistently builds these bridges.
It all starts by using a variety of content types that are intentionally planned.
This way, you can generate leads consistently, week after week.
There are 5 types of content that my clients and I use to consistently grow our audience with the right people. Each type has a different purpose.
Here are the 5 types I recommend:
1. Engage
The Core Purpose: To inspire interaction, facilitate connections, and get your audience actively involved in a conversation with you and each other. This is about breaking the “lurker” cycle and transforming passive viewers into active participants.
Why It Works: Engagement content fosters a sense of community around your brand. When people feel heard and connected, they begin to see you as more than just a content creator; you become a facilitator of valuable discussion and a relatable individual.
The more they interact, the more familiar and comfortable they become with you, laying the groundwork for trust.
This is all about sparking conversations and making connections with your audience.
Invite them to get involved by discussing a topic, answering a question, or sharing a favourite.
Whether it’s a quote, a book, or a podcast they love, it’s a great way to get people talking so you can get to know them.
Key Tip: Respond to every comment. This shows you value their input and reinforces the idea that you’re building a genuine connection.
The goal isn’t just getting comments; it’s about starting conversations.
2. Educate
The Core Purpose: To demonstrate your deep knowledge and expertise in your niche, building credibility and trust. This content answers your audience’s pressing questions, reframes their misconceptions, and provides tangible value.
Why It Works: People are looking for solutions to their problems, and educational content positions you as the expert who can provide those solutions.
By consistently delivering valuable insights and practical advice, you establish yourself as an authority and a go-to resource. This builds a strong foundation of trust, as your audience sees that you truly understand their struggles and know how to help.
Your audience wants to know: Can you really help me?
Education content is where you get to teach and share your knowledge, which builds trust.
This is where you can:
- Bust myths that are keeping them stuck
- Share valuable tips or tutorials about how to do something
- Answer common questions you hear from clients
Share based on your personal experiences (not just what you found on Google or AI), or answer frequently asked questions.
Key Tip: Don’t just regurgitate information. Share your unique perspective, insights, and experiences.
The “how-to” is important, but your “why” and personal spin make it truly yours.
3. Enlighten
The purpose: Show and demonstrate.
The Core Purpose: To reveal the human behind the brand, building rapport and deep personal connections. This content allows your audience to see you as a real person, not just a service provider, creating more empathy and likability.
Why It Works: In a crowded market, authenticity stands out. People connect with people, not just polished brands. By sharing glimpses into your personality, values, and even your vulnerabilities, you become more relatable.
This content type humanises your brand, making your audience feel like they truly know you, which is crucial for building trust and a genuine bond.
Here’s where you let your personality shine and build rapport.
Share behind-the-scenes moments, highlight a success story, or celebrate a win – whether it’s yours or someone else’s.
It’s all about creating personal connections and being relatable. This kind of content shows people you’re human like them, and builds a bridge of reliability.
Key Tip: Aim to be authentic, not perfect. People connect with realness. These insights don’t have to be long or deeply personal; even small glimpses can make a big difference.
4. Edutain
The purpose: To combine education with entertainment, capturing short attention spans and making your content more engaging, memorable, and shareable. This ensures your valuable insights don’t get lost in the scroll.
Why It Works: The digital landscape is saturated with information. Edutainment helps you cut through the noise by delivering educational value in an enjoyable and often surprising way. When content is fun, it’s more likely to be consumed, remembered, and shared, extending your reach and impact. It shows your creativity and personality while still delivering on your expertise.
People have short attention spans.
If your content is boring, they’ll scroll right past.
That’s why edutainment (education with a little entertainment) is magic. Like…
- Share a funny personal story that teaches a lesson
- Offer your opinion on a trending topic
- Make an unexpected analogy (like what baking a cake taught you about coaching!)
This makes your content more engaging and memorable, and helps build deeper connections with your audience.
Key Tip: Don’t sacrifice clarity for cleverness. The educational message should still be clear, even if delivered with a wink and a smile. The goal is to make learning enjoyable, not just to be funny for humour’s sake.
5. Exchange
The purpose: To provide a clear, valuable next step for your audience, guiding them from passive consumption to active engagement as a lead or client. This is where you make offers that lead to transformation.
Examples: Event, strategy session, join your group, direct offer into your program.
Why It Works: Without a clear call to action, all the trust and connection you’ve built can go nowhere. Exchange content builds on the relationship you’ve cultivated by presenting opportunities for deeper engagement.
When it’s framed as an invitation to transformation rather than just a sale, it empowers your audience to take the next logical step on their journey with you. It’s about serving them by showing them how they can get direct help.
Here’s where many coaches either overdo it (always pitching)… or completely shy away.
The key is finding a balance. Remember, making offers isn’t just about keeping your business going – it’s about helping people achieve real transformation.
Whether it’s joining your program, signing up for a strategy session, or attending an event, make sure you’re consistently offering value and a clear next step.
Key Tip: Always make your call to action clear, concise, and compelling.
Tell people exactly what you want them to do and what benefit they will receive.
Don’t be afraid to make offers consistently; your audience wants to know how you can help them more directly.
By integrating these 5 types of content into your content calendar, you’ll create a cohesive client journey that moves your audience from awareness to engagement, and finally, to becoming valued clients.
P.S. Whenever you’re ready… here are 4 other ways I can help you grow your business:
1. Work with me to get more clients
If you’d like to work directly with me to get more clients… send me a Message with the word “Clients”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details.
2. Join our community and connect with like-minded Women Biz owners
It’s our Facebook community where ambitious women coaches learn how to increase their income, influence, and impact.
3. Grab a FREE copy of my ‘Client Attraction Checklist’
This is a powerful roadmap to attracting leads, signing clients, and scaling your coaching business.
Grab the Client Attraction Checklist here
4. Check out my upcoming events and latest special offers here:
Find Kat’s latest events and offers here
Big love,
Kat xo
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