Hello, badass. I hope that this podcast episode finds you doing well and that you've been having a lot of exciting moments recently, visioning. Your future and your business and coming up with ideas around what it would look like for you to be that side hustler or be that coach or be that course creator that's going to create this whole new option for you in life and something that you can own and create and it's all yours.
I remember being in that phase myself. Of ideating, playing with concepts, designing out what packages I would offer and who I was going to speak to. And of course, what kind of content I was going to create.
[00:00:45] Content Strategy Overview
And I'm excited about this episode because it is very pragmatic, very action-focused. You will be able to take so much away from this episode and just get straight into execution mode.
And while I try to make. All of my episodes are nice and actionable this one is very tangible in terms of what we are literally. Working on your content strategy together today and content strategy is made up of multiple different facets of which. We've got to figure out the kind of content that you need to be creating the types of content.
And there are three major types of content you need to be creating that aren't just going to get the likes and the shares, but have you friend zoned AKA people like you, but they're not buying from you creating the kind of content that sells that lands clients. So it's an art and a science.
And we're going to be walking through that today. And it's just another aspect of your content strategy that you can think through. Build, create, redesign, and start thinking about how you're going to get it out there to the world and start helping people and transforming lives.
[00:01:55] The Marathon Approach to Content
Now, when it comes to content, my philosophy on this, if you have listened to my.
Episode around clocking the algorithm. If you've listened to my episode about how I create a huge amount of content, two months' worth of content in just two days if you have started understanding my approach to this world, which has enabled me to have this business five years in so predictable, so consistent, so financially solid.
It's because my approach to content is that it's a marathon, not a sprint, and I go back to the strong, firm principles of marketing psychology, behavioral psychology, and neuroscience to think about the kind of content that will you. Always resonate and always connect with people not trying to chase these hacks, these gimmicks, right?
And there are so many quote-unquote experts out there, Instagram growth experts and whatever it is who are spinning the same old tips, the same old hacks. Hey, Instagram hack, I bet you didn't know number 97. And then they walk you through this five-minute tutorial on creating this overly complicated.
Aesthetically pleasing Instagram story that isn't doing anything for your business. Okay. We're not in that world. That's not what we're playing for. And I can tell you there is no magic pill. No one's cracked the algorithm. The algorithm is smarter than us. We need to accept it. We're not here chasing the next thing.
It's not about the shiny object syndrome.
[00:03:31] Creating Content That Sells
We're creating a content strategy. That works because good content is good content and good content means it piques people's interest and curiosity and it keeps them watching or reading. Okay, so you hook them in and you keep them around. That's what it boils down to and that's what every algorithm will be chasing.
Good content is there to not get views and likes and have a superficial relationship with people where it's oh, cute, but then they move on. Good content is about connecting and building trust. It's about having them feel seen by you. It's about building relationships and having important conversations.
And of course, it's about converting your existing audience, to clients and attracting and aligned new followers that keep coming to you. Keep finding you in a positive, sustainable way. Okay. Again, a marathon, not a sprint. So that's my little disclaimer. When I'm talking about content that sells, it's content that sells this year, next year, the year after.
It's that kind of content. I'm not here to tell you something that's working right now for the next 30 days on Instagram and will be this fad that's just over by this time next week. Now, this relates to my whole philosophy around business, about the business that we are creating, and I've Tried lots of different kinds of ways of making money online and different business models and the business model that I believe to be the future, to be sustainable, to be predictable long term, to be far more of an asset for you to build.
Is this personal brand slash expertise-based business model, like Badass Careers, like Badass Empires, where essentially you create content on a topic that you love, you adore, you love learning about it, you love growing into that topic, it's very much related to your purpose, you build an audience around that topic, and then you create a scalable, keyword, offer, for your audience, it could be coaching, it could be courses, it Something that's going to allow them to make progress in the area that you are learning and teaching in and educating them in and good content is essential to this business model because you could have the best offer in the world.
You could be the best coach in the world and I know plenty of incredible coaches. But the no good on the marketing side. And if you don't have the content, if you aren't able to articulate your zones of genius Outwards and create that community and audience around it Then you're going to be lacking that visibility and that traffic just the amount of eyeballs that you need That could make or break the difference between you having a 50k per year business and a 500k per year business and beyond, of course.
Now, that's not to say that just posting content guarantees sales. This is not a volume game. It's not like the more you post, the more you sell. I have tested tweaked and tried all of these things before. It's about potent, good, strategic content that connects and resonates.
[00:06:46] The Three Types of Content
And that's why we're talking today about the different types, because there's not just one type of content that works, but a variety of types that you want to post that work together to position you as the expert, as the authority, as the person that your ideal person wants to work with, right?
You become this. Goals for them. I can't wait until I can work with that person. I'm saving up right now to work with this person. Once X Life Project is over, the first thing I'm going to do is sign up with that person because they know that you're the one for them. And again, there's a big difference between 100, 000 people liking this lighthearted, funny meme or relatable quote versus 10 people liking your original.
The gut punch of a carousel that was a little bit opinionated or a little bit polarizing and then five of them sliding into your DMs afterward to work with you and ask, Hey, how can we work together? And both of these content types that I just gave as an example, the meme or the gut punch carousel, they're both valid for different reasons, which we'll explore in this episode.
But you can't just have one of them. It has to be multiple different kinds of types of different reasons. So let's explore yet another facet of your content strategy. So in previous episodes, we have covered topics so far around content pillars, for example. Those are your topics. What are you speaking about?
For example, at Badass Careers, it was around clarity, branding, and landing, aka career vision and purpose, resumes, and cover letters, and LinkedIn, job interviews, and salary negotiation. Okay, so it's about what you talk about. Today, it's about the kind of content That you need to post that works together in the system that drives that community, that connection, that trust, and ultimately your sales.
And for each of these different content types, we're going to cover today what it is, the goal of this content, and why it's so important that you integrate it into your content strategy. I'm going to give you concrete examples as always. I'm going to share with you where you need to go to get inspired to create your own.
for tuning in. We'll talk about some of the major benefits of this kind of content. How you can leverage it and what kinds of results you can expect from it in your business. What you should be looking for in terms of, is this for audience growth. Is it for authority building? And then we'll also speak about the risks of this kind of content because you can have way too much of a good thing, and if you overdo it, and you focus too much on one type over another, for example, it can also have unintended effects, as I mentioned the friend zone earlier, where people like you, but they don't necessarily see you as a guide, a leader, a mentor, and want to work with you.
So there are different things at play. And we're going to be jumping into the framework that I have on this about your ideal content types and your content strategy, and it's called the three D's. three D's, you need to keep in mind three types of content, discoverable, deep, and driver. Those are the three types, discoverable, deep, and driver content.
They all play an important role in the content ecosystem. They're all valid and the ratio and the balance need to be well thought through. So I'm going to get into each of these. Let's go. I hope you learn something extremely exciting. Make notes. Think about how this relates to your business concept and the kind of content you want to create.
[00:10:23] Discoverable Content
And let's dive straight into the concept of discoverable content. So the first of the three D's is discoverable. What is it? Discoverable content is search-driven content. It gets you discovered. It gets you found because people are looking for it. So it typically looks like how-to, tips, advice, and educational.
It's practical. It's value-focused. It gives people solutions to problems. And it comes in response to people proactively seeking out a solution to their problem or information about whatever is on their mind right now. They are actively looking for content on a specific thought, idea, concept, or problem that they are facing right now.
So the goal of this content is to be found, to be discovered, via keywords, via hashtags. If we're talking about YouTube, it's about ranking on that first page of Google, on the first page of the YouTube search results. It's to be found on that explore page or home feed in response to keywords being put in the search bar because the algorithm can understand over time that you create content on this topic, you're an authority on this topic, and you hold expertise in that area.
And so they will show your stuff and what you create to the people that they know are actively seeking out information on this very topic. Okay. So concrete examples for you of discoverable content are things like how to cut your hair, baby sleep training, no jump workouts, morning routine inspiration, how to tie a tie, how to spot a narcissist, what's a stock, what's a dividend.
Okay. So it's people seeking out. Information, advice, tutorials, education, step-by-step, play by plays, you get it, right? And when people seek out this information, you want your content to pop up in response to it. So it's about using keywords and having your content to be optimised for search, of course.
Deeper than that, it's about knowing who your person is. What they are looking for, what do they need to know, and what are they seeking out? And so where you would go to get started for some inspiration, literally use the Google search bar, the YouTube search bar, and start putting in keywords about your world.
For example, if I put in the words resume LinkedIn or how, resume how to, resume tip or something like that. The prompts that come up underneath those searches pertain to what other people are searching for using that word. Okay, so all of those suggested searches that come up underneath what you start searching are based on behavior, based on data, based on what people have been searching.
And so if I put in my resume. or how to write a resume and other search results, like how to write a resume with no experience, how to write a resume using Microsoft Word, how to make a resume using Canva, how to write a standout resume, how to write a resume for a career changer, how to, et cetera, et cetera.
These are all content ideas, search-based content ideas that will allow me to position myself as an authority in resumes based on what people need, based on what they are looking for. There's also a website called Answer the Public, for example, and you can go onto Answer the Public and put your keywords in.
The keywords will come up with a variety of search terms and things that people have been looking for on the internet about that keyword as well. So that's a cool website to check out to get inspired. If you already have an existing audience, you can pop up a question box and ask them if they have any questions for you on specific topics again, ask me anything might be a bit broad, but I'm about to create something special for you on resumes.
Drop me your questions because if these people have questions, they're likely to represent. Groups of other people have those questions too. Okay. So this is the mentality we want to get into. It's putting yourself in the shoes of this person. What are they looking for? What do they need from me? What do they need to know?
Now, the benefit of using this kind of content is that it's of service. It's incredibly helpful, right? You hook them in with this. That value, like they look at your page and they think to themselves, this person is useful for me. This person is going to help me progress. This person is going to teach me something.
Okay. So you hook them in with that value before they know you before they like you before they trust you. At that moment, you're just another creator on the internet. They don't know your personality or your style yet. This is incredibly important because you need to be useful to people before they just enjoy your content and enjoy being in your presence. After all, they relate to you.
They know you, they've got a relationship with you, but first, you need to be useful to them. So this is that content. Of course, it helps you to establish yourself as that expert to show off your knowledge and for you as well it's enjoyable as a content creator at least I find it enjoyable because you endlessly get to learn you get to upskill you get to transform what you know into bite-sized learnings for them and I find that interesting because I love to grow.
It is also the kind of content that has a longer shelf life. It's more evergreen. For example, on YouTube, if I do a really good video on, three resume tips that are going to land you the job, and I optimize that for search well. That video could be ranked and could be found over and over again by people searching for resume tips for the next one, two, three, or five years.
Okay, so when people are looking for answers, even older content can be shown to them if it's high-quality content over time, giving you consistent traffic over many years. And it means that the views on this kind of content, are not necessarily going to be your Biggest blow-up videos in terms of views, but they'll be consistent and they'll be stable, which is nice.
They can even become a little bit predictable based on different topics that you've been doing. For example, I know that videos on cover letters always seem to have a few more views than videos on LinkedIn. It just allows you to understand more about the demand for your content. It also challenges you to clarify and articulate your thinking, which is great for an expertise-based business.
Okay. It's great for workshops. It's great for going live. It's great for creating even more content. It's great for creating training. And of course, it's fantastic for building out your course eventually. So becoming a sharp articulate thinker comes from, in my opinion, daily practice of challenging yourself to create content.
In this way and to be as succinct and clear as possible it allows you to build your confidence because you realise how many people don't know even the simplest things. About your topic, I spin the same tips about resume taglines for example over and over again and I still have DM's and comments and people saying this is so helpful because it's fresh eyeballs. After all, there are always going to be people who have never heard that tip before and fo,r me it's so obvious now.
For them, it's changed the game. And so that's a huge confidence boost as well as you realise how much you're able to help people with things that you inherently know. And of course, this kind of content is easy to repeat and repurpose in fresh new ways. So if I have a three resume tips video, real carousel that does well for me.
I can take that style and think of three more tips. And three more tips and it just makes content creation nice and easy. It's quite straightforward. However, educational content, tips-based content, and knowledge-based content come with big risks as well. It is inherently Googleable, right? Things like how to write a resume.
A lot of content out there on that. Good and bad content, but a lot of content out there. And educational content alone is getting harder and harder to stand out. Because when everyone is spinning the same old three tips you're just another one of those people spinning those three same tips. This is partly because competitors can easily lift and shift.
It gets boring for people. When I'm thinking about the topic of how to grow on Instagram, for example, all of these accounts and, more power to them, but all of these accounts, some of them have a hundred K followers. Some of them have a million followers. Some of them have 750 K followers. And that's like the same videos on repeat.
They're all doing the same stuff. Works well for them, good. But it's just at some point it's okay, that's just a little bit standard, a little bit boring, a little bit overcooked. And so you can tell there's almost like this cycle of someone who figured something out and then a thousand other people and creators just spin the same tip as well on their account.
So when it's just a tip, when it's just a piece of advice, You could be anyone and say the same thing. This kind of content comes with a lot of risks in that it's the most easily replaceable by artificial intelligence. Chat GPT can cannibalise a lot of this content in terms of it being simple enough To condense and teach you something.
So for example, if I say to chat GPT, can you please help me to create a 30-day content plan? It could. And so if that's what you're educating on, it's going to be tough over time for you to be able to compete with solutions like that. So all of this to say is that it's important and there are a lot of benefits to it, but it can't be the only content type that you are relying on.
Also, a big risk with tips and tricks and hacks and education is that a lot of people will friendzone you because you're so helpful to them if this is your only content type, that they feel that they can get results all by themselves, and they Aren't getting the mindset shifts or the challenges. They aren't learning about what don't know to an extent where they will take action and step up and have that burning platform that's hot enough to say, Hey, I need to change.
I need to work on this. I want to succeed in this area. So again, it's not a content type that we can inherently rely on a hundred percent. It is a big chunk of our content strategy. For so many reasons, but we don't want to get stuck here. We need to have more personality, more edge, more of us. We need to be able to stand out as a creator and a thought leader.
[00:22:05] Deep Content
And that's where the next type of content comes in, which is deep content. We've had discoverable and now we're going too deep. So what is deep content? Deep content is content that uses storytelling to build authentic connections, build relationships, ignite conversations, differentiate yourself from the noise out there, from the same, and establish your thought leadership.
And it boils down to using storytelling from your journey, your own experiences, like a pivotal moment, a milestone, a lesson learned, either from yourself or from your clients. And it works by appealing to human curiosity to get people to stop, watch, listen to your story, and engage with that story.
So you can still be teaching them something or imparting value or a lesson in some way. But it's about the delivery and it's about sharing your voice being polarising or opinionated and finding your people because of that. And it's brilliant content to create because it's only able to be created by you because it's anchored in your own experience.
So it's inherently unique and it stands out again, even if it's based on a simple tip that everyone is sharing at the moment, if you add your story to it and give context to it. Straight away, you sound different to everyone else. So the goal of this kind of content, of course, is to differentiate yourself.
It's to find your people and it's to get those raving fans. Okay, this feeling of loyalty, this club mentality, because your people in your audience, they see themselves in you for some reason. It gets them saying, this is the coach, the leader, the mentor for me. And it reminds me of my business coach and that I don't actually.
Get many tips or strategies from her I'm not following her content because she gives me a 90-day content plan or because she Tells me how to build a funnel. I know how to do those things. My business coach is for business owners who have hit multiple six figures. And seven figures and beyond, or trying to get to that seven-figure mark and beyond.
And so she shares a lot of stories about her journey and she has really strong convictions, like my business is not my baby. My babies are my baby and I will never have my business as number one. And therefore that means that I'm a better business owner because I'm more present and I'm able to work fewer hours per week, but more powerfully, like we keep business simple.
That's the content she's creating, this depth content. It moves me it challenges me and it shifts my mindset and that is what I'm talking about. It's not three tips to start your business. It's very different. So some concrete examples might be, in Badass Careers, for example, I would tell a story about how thanks to my career, I went from the poverty line growing up.
To work in Paris, this incredible Fortune 500 global career, et cetera, et cetera. So my career taking me from the poverty line to Paris, essentially, it could be a video or a podcast episode or a carousel entitled to something like how I stopped caring so much. It could be things like why it took eight attempts to leave my abusive relationship.
If you're a dating coach or how my client overcame her fear of failure and landed a 32K pay raise without going back to study. Or why I went ahead with my low-budget micro wedding, despite my loved ones telling me I'd regret it. It could be how I became a morning person. The one decision that finally healed my acne scars.
Five things I did with baby number two that I didn't dare to do with baby number one. How I spend my 90k salary in New York City as a financial advisor. Why I regret getting an MBA and other career advice for your 20s. Okay, it's anchored in your story. It's anchored in you.
It's still valuable. It's still inspiring. It makes them think. It can offer them a big mindset shift and help them to get these micro wins and transformations from a mental perspective because they relate to your story or they see themselves in your story, but it's often anchored in a story arc.
There's a starting point and an endpoint or a middle-of-the-journey kind of point that allows them to understand you and get to know you at that deeper level. Where do you get inspired to create this kind of content? Analysing your journey, analysing your own story, looking at those major challenges, those roadblocks, those turning points, those micro-moments of wake-up calls, of lessons, when the penny dropped, when you were like, oh, I can do this differently.
And the more bite-sized, the better it doesn't have to be this massive complex story, the tiniest moments, these bite-sized moments, these bite-sized lessons that you can impart as if you're creating content for past you, as if you're going back five years ago, two years ago, 10 years ago, whatever it is, when you were at the beginning of this journey, whatever journey you're on, whether you are wanting to coach or create in the health space or the finance space or the career space or whatever it is, It's about telling them those nuggets of wisdom through the storytelling and of course you can look at client wins as well if you're actively working with your clients in the space as well and loads of benefits to creating this kind of content you know straight up these kinds of content pieces usually have. lower views, lower likes. They're not the big viral content pieces, but they are high conversion. And that is a huge benefit. As I said, I'd rather have 10 people like my content and five of them want to work with me, than a hundred thousand likes and not one message.
Very high converting because you put yourself out there. You're different. And they see that and they, they feel seen by you through your sharing. They also get to know you without you needing to reveal your private life as such, right? You're revealing parts of you, sometimes convictions or values or aspects of your personality.
It's on your terms. It allows you to differentiate yourself as a thought leader and an expert from your own lived experience. And that's an experience that no one can replicate because it's yours. It allows you to show deep levels of empathy and understanding for your ideal client, because you can say, Hey, I get it.
I've been there. I know how that feels. I was right there. It's also a really important opportunity to get to speak to what they need to hear versus what they want to hear. So on Badass Careers, for example, my resume tips will always get more likes than my videos around self-awareness and personal branding.
They want a new resume. They want a quick, easy new resume. That's what they think is missing. That's what they think is going to get them the results. That's what they want. And so that's the content that they want to see. But if I hook them in with that content, I can give them what they need, which is, you can't write a good resume if you don't know yourself.
And if you haven't done the self-awareness work and the personal branding work, that will allow the content of your resume to shine. Most people aren't ready to hear that message yet, but some will hear you straight away and others will grow with you and you'll educate them on that topic until they're ready to hear it.
So you get to speak to what they need to hear. Of course, it can't be easily stolen or replicated because it's yours. It's coming from your voice, your story, your messaging. We also know from research and science that there's huge power in storytelling.
Sticky in the brain and I've had several people tell me, I don't necessarily remember all of your tips and tricks, but I remember when you told us that you came from a low socioeconomic context or I remember when you told us about how your career took you from New Zealand to Europe and you worked around the world and your career was the biggest lever in completely transforming your life.
Like they remember these things about you. It's also incredibly beneficial, to this kind of content because there's no research or upskilling required. It's in your brain already. You just need to articulate it. And it's also really good because you will put people off. And this is a good thing. You will make people decide whether or not they are Like your style.
They agree with your convictions. They see themselves in your values. And what that means is that if people want to leave, they can leave, which is such a good thing because it means the people who stay are your people and they're a really warm audience who will happily invest in the things that you create for them.
Now the risks, of course, are that people won't care about you and about what you've been through and your story until you give them a reason to. So this isn't the kind of content you can just lead with and do all the time because unless you've built up that value and that usefulness to someone that we were speaking about in the discoverable content, this kind of content just won't work.
You also still need to ultimately make it about them The risk is that you're talking about me and what I've been through in my story, but the art here is making your stories Resonate with the pain points are experiencing right now to Lived experiences that they're going through right now to feelings that they can relate to right now So really got to Make sure that it's not just about you.
It's about them. And that can be a fine line to strike. It's also hard in terms of content to make it snappy. There's a big risk of tangents and confusion and taking your story in a direction that has a little bit too much detail and that kind of thing. You need to make sure that still consumable in this era of a low attention span, and of course, it does give people a kind of access to you and you can experience kind of vulnerability hangovers, it can be a massive hurdle to overcome putting yourself out there in that way, it's easy to create content around, how to optimise your LinkedIn profile.
But what about, Hey, I grew up broke and I know that your career can change your life forever. It's a little bit more personal. a little bit more delicate. And it is, more advanced in terms of that mindset of putting yourself out there as a content creator. And again, the inherent risk is that no one is searching for this content.
So if you make your whole account biased towards deep content, no one's going to find you. You're going to have low followers and low views. You'll have deep things that resonate and that, the handful of people following you say, but you're not getting that fresh traffic, those fresh eyeballs. And it's just going to result in A handful of people who adore you, which is great, but at some point, you'll exhaust them and tap them out.
Like anyone who was going to buy has already bought kind of thing. You do need fresh eyes coming in all the time. So definitely this kind of content is a delicate ratio to strike in that it builds up over time. So you want to hook them in the majority with that discoverable content with that value and then start seeding in deep content as you go.
[00:33:31] Driver Content
Now the third content type is driver content. this is where I give you, let's say, permission with boundaries. To play with trends, hacks, gimmicks, and what's working right now on certain social platforms to view and go viral for you. When I say going viral for you, you get a lot more views and engagement than you typically would on your account.
It exceeds your average. That should be our goal. When I say going viral, your goal should be for you. We don't need to go viral and get 4 million views today. We need to chase a concept of virality. That means that we have certain content pieces from time to time that go so much harder than our typical rate, That's what driver content is about. It's about visibility, exposure, eyeballs. And it's a big gamble. There is no guarantee, and there's no magic pill, and You know that followers alone will never result in sales. It's not followers, it's not views that give you sales. It's the feeling you give people, the conversion, and the nurturing.
However, share volume could still result in healthy growth and exposure if you're able to make this driver content exceptionally relevant to your target audience. Even if 10, 000 people see this piece of content and only a hundred of them are ideal clients at least you've got a hundred more ideal clients in your world, right?
So that's the kind of game that we're playing. It's a bit of a gamble, but it can be worth it. And it's still a core part of my content strategy You can get this kind of virality through many different avenues. There are many different things to test and tweak depending on the platform you're going for.
Just a few examples might be something like trending audio. At the moment what trending over on Instagram would be like a looping video seven seconds long with some trending music that doesn't have too many uses or doing a kind of skit or trending voiceover kind of thing with again another kind of trending audio
Get more exposure reviews than you typically do. Other things are memes, jokes, and relatable kind of content drops. Using CapCut memes or those relatable one-liners that work time and time again. For example, in the career space, we've got like point of view, you applying for a job and they ask you to submit a cover letter.
And it's often associated with a voiceover Oh hell no. Or It makes you like close the laptop and just give up on the job application altogether. People hate cover letters. And so in terms of culture and society and that relatability, anything that's like dogging on cover letters. And then I like stitch in and I'm like, yeah, okay, cool.
But you still need to do it. So here's how you do it or whatever might work out well for me. You can also focus on certain features. So if platforms release a fresh new feature and jump on that quickly and early, for example, when Instagram released Instagram reels reach was huge for the early adopters.
I wasn't quick enough to get onto it within the first few months. However, I saw a lot of people jumping on that and benefiting from that. So also thinking about what's new, what's fresh, trying out new features. And then another way to jump on this is the concept of trending topics.
Okay. So for example, when Will Smith punched out Chris Rock at the Oscars, I saw a dating coach put up a YouTube video that's like dating coach analyses or reacts to the body language of Will and Jada Smith, right? Huge topic, a trending topic. Everyone's talking about it and leveraging that event To create content to get visibility and eyeballs and had millions of views on it where typically would get like 5k views.
Or when, a certain song blows up like Driver's License by Olivia Rodrigo, like when that had its moment in the sun, a lot of singing coaches. Jumped on that and they teach you how to sing that song or analyse her live performance of that song or whatever it is. When the Barbie movie was blowing up and just everywhere.
I could have used that for example, to create content, like what the Barbie movie can teach us about your career or whatever. And you can also use the concept of authority hacking. So using someone's already big name and doing something like, life coaches, honest opinion on the Tony Robbins retreat, Tony Robbins is this big, like life coach guru kind of figure.
That would be an example of authority hacking when you use the name of Tony Robbins to create content around it. So there's lots of different ways. I'd have to do a whole episode to go into all of them, but there are a lot of different ways to try to seek this kind of virality and where to get inspired.
Meme and humor accounts in your niche, Google Trends, what's trending right now on Instagram. X, previously Twitter your explore page, your homepage based on certain keywords, what's blowing up right now and why, literally just scrolling on social media and thinking to yourself, that's funny, that's being pushed to me, that's being pushed on the home feed from a variety of different niches and saying, what could I recreate for my world?
How could I take this concept and make it Mine and my space, doing a market analysis out there, going out and looking at competitors and looking at people in your niche and seeing which content is getting a lot more views and a lot more engagement than their typical content does? And not copying it, of course, but understanding why that might be and using that reason of why that might be to inspire your content creation and so on.
Big benefits around volume and exposure around reaching people who wouldn't necessarily have found you. Otherwise pushing the content out to them through the algorithm pushes out likable content to them. Okay. And yes. Okay. It's potentially a little bit superficial, but you can hook them in and then educate them on what's important.
So you can hook them in with the driver and then feed them the discoverable and deep content. I also quite like this kind of challenge of creating this content because it keeps things fresh. There's a freshness, a fun, a creative element to it. It keeps you sharp. It challenges you to see So I'm going on top of what's going on compared to the other two styles of content which are inherently more evergreen long term and work for the human condition long term essentially.
Now, the risks of this kind of content, look, it's a losing game. Whatever is working today may not work tomorrow. You cannot build your whole business around this. I have people who are building faceless Instagram accounts using seven-second looping videos and training audio. Their business will collapse eventually if they do not innovate.
Okay? And also bringing in those superficial likes and those shares, and that ah, haha, that was funny it can result in high turnover of your audience, lots of unfollows, it can result in low engagement, low conversion, of course, low sales, and it dates easily. What was cool yesterday won't be cool tomorrow.
It has a very low shelf life, so it will only work for you for so long. It's a risk. I'm not saying that necessarily will happen, but it is the risk of this kind of content is that it's creating quite a superficial relationship with your audience. If this is the only content you do. And that's why meme accounts can have 800, 000 followers, but they probably make 20 grand a year doing occasional brand deals.
Like they're not making big money. They do not have a strong business model behind them. Okay. The trends are much more opportunistic, this kind of driver content, may not form part of your core conversion sales content strategy. Think of it as bonus content, as views content, as traffic content, and it's going to make up a much smaller ratio of your content.
[00:41:32] Balancing Your Content Strategy
There we have it, the three D's to go out there and work into your strategy. And of course, when you start, the ratio will be very heavy with discoverable with some driver and a tiny little dash of the depth, but then that will start to transform over time and you'll have still a heavier focus on discoverable.
But then the next chunk will be depth as people get to know and like and trust you with a smaller sort of strategy around the driver content. So things will shift and evolve depending on where you're at in your journey. And it's all about building that authority, that audience so that you can start leaning into your thought leadership and produce much more depth content over time.
This just allows you to stand out and be the go-to person that people adore online in terms of your content, in terms of how much they trust you, and in terms of nurturing and the sales coming through. It's that's when you get to sell without selling, because they just want to work with you and they enjoy your presence, okay?
So I hope that you learned something really Rock solid today and that you're going to go out there and do your content differently. I would love for you to tag me in your stories on Instagram or send me a DM to share with me. What are you taking away from today's episode? And until next week, happy empire-building.
You've got this. I'm rooting for you and cannot wait to hear about all the magic you're making. See you badass.
