How to Create Content that Makes a Difference
Jan 07, 2025
Content creation is one of the most visible aspects of running a business, and it's easy to overthink it. Many entrepreneurs put immense pressure on their content, hoping it will single-handedly drive sales and establish authority. But here’s the truth: the most effective content doesn’t have to be perfect. It just needs to be real, intentional, and aligned with your audience’s needs.
Let’s break down actionable strategies to create content that connects with your audience and converts into sales—without burning yourself out.
1. Show Behind-the-Scenes Content
Behind-the-scenes content is incredibly powerful, especially if you are your own ideal client. Sharing what you’re doing in your business, your challenges, and your wins creates authenticity. It’s relatable and lets people see the possibilities of working with you.
For example, if you’re a minimalist coach, showing your decluttered spaces and sharing the journey from chaos to calm can inspire your audience. Similarly, if you’re a health coach, showcasing how you incorporate your teachings into your daily life can motivate your clients to take action.
Pro Tip: Reality TV is popular for a reason—people love seeing real-life moments. Let your audience in on your “real” moments, whether it’s your latest Target haul or your kids’ dance recital. It’s these personal touches that lower barriers and build trust.
2. Align Content with Your Goals
Intentionality is key when creating content that converts. Start by asking: What’s my goal this month? Are you launching a product, promoting a service, or driving traffic to your website?
Work backwards from your goal:
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Identify your audience’s pain points related to that goal.
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Share content that helps them recognize those challenges while offering a glimpse of the transformation you provide—but don’t solve the problem entirely in your free content.
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Keep your content focused and relevant.
For example, if you’re promoting a one-on-one strategy session, share snippets of the processes you’ve used to help clients refine their product suite or map out their goals. Show them what’s possible without giving away all the details.
3. Repurpose Content Strategically
Start with one core piece of content—a podcast episode, blog post, or video—and turn it into multiple pieces of content for different platforms. This approach not only saves time but ensures consistency across your messaging.
For instance, a single podcast episode can become:
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Instagram reels or stories
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Email newsletters
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Blog posts (like this one!)
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Snippets for LinkedIn or Twitter
By repurposing, you maximize your reach and keep your audience engaged without creating brand-new content for every channel.
4. Batch Your Content Creation
Batching content creation helps prevent burnout and keeps your strategy on track. Dedicate specific days to different types of tasks:
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Recording Days: Focus solely on recording podcasts or videos.
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Writing Days: Spend uninterrupted time crafting emails, blog posts, or social captions.
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Planning Days: Map out themes and topics for the coming weeks or months.
This separation allows your brain to focus on one type of work at a time, making the process more efficient and enjoyable.
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5. Make Social Media the Final Step
While social media is a great tool, it shouldn’t be the foundation of your content strategy. Instead, use it to repurpose and amplify content you’ve already created. Think of it as the cherry on top—a nice-to-have, not the main course.
Focus your energy on platforms with a higher ROI, like email funnels, podcasts, or evergreen content. Social posts can highlight these efforts, but don’t stress if your Instagram feed isn’t perfect.
6. Be a Real Human
At the core of every successful content strategy is authenticity. Your audience wants to connect with a real person—not a perfectly curated brand. Share your hobbies, quirks, and day-to-day life alongside your business insights. This balance creates a deeper connection and fosters trust.
Remember: the most powerful sales tool is showing that you’ve been where your audience is now. Share your journey and how you’ve overcome similar challenges. Sprinkle in relatable moments—like binge-watching reality TV or your obsession with a certain water bottle brand—to show you’re just like them.
Creating content that converts doesn’t have to be complicated. By focusing on authenticity, aligning your content with your goals, and using strategic systems, you can connect with your audience in meaningful ways. Start small, stay consistent, and remember that the best content is the kind that feels true to you.
What’s one piece of behind-the-scenes content you can share this week? Let your audience in, and watch the connections (and conversions) grow!
About the author
Holly Haynes is a business strategist who loves a good plan and flow chart. She is crazy passionate about teaching women like you how to build your dream job and scale to 6-figures without sacrificing your weekends or priorities.
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