You Don't Need More Content, You Need Content That Does Its Job Well

I know you know this feeling - the pressure to post more, show up more consistently, be everywhere at once. To be a full time content creator on top of your full time gig as a small business owner.

So you create content because you're told you should (and you know you have to), but it has stopped feeling like trying to make a connection & more like ticking off things off a never ending content to-do list.

Here's what I've noticed about my exhausting industry: most content advice is designed to solve the visibility problem but leaves out the part where that visibility needs to have clarity at its foundation.

The real question isn't "How do I post more?", it's "What job is my content actually doing?"

Because content has a job and when it's doing that job well, you need less of it.

The Problem With "More" Content

We are a society raised on “more is better” & man oh man, if that hasn’t fucked us up in a multitude of ways!

And when we use that philosophy in our content & marketing we’re shooting ourselves in the proverbial feet because…

More content = more time = more of your attention = less attention & time on your business & life = content resentment = less content because you’re ‘on a break’.

If that sounds at all familiar I want you to think of your content not as something you have to do, but as an employee that you’re training to do a specific task in your business. If you’re not putting your new employee through the right training, they won’t know how to do their job!

Give content a clear & specific job to do & they’ll be able to do it far better than if you simply threw endless tasks at them without any context, direction, or focus

The problem with more content is if it doesn’t know it’s job, it’s more effort, energy, & frustration than it is anything else.

What Content’s Job Actually Is

This is a conversation I’ve had many times with clients:

Me: “What do you want this piece of content to do?”

Them: “To help my business grow.”

Me: “Absolutely, how is it doing that?”

Them: “It’s telling people about my business.”

Me: “It is, but who is it speaking to & what is it telling them?”

This is usually where the digging really starts. It’s the most common thing I see - small business owners aren’t really sure what their content is supposed to be doing other than gathering eyeballs.

In Feminine Authority Content & Marketing, content has three distinct jobs:

1. Introduces you, your business, your values, & your mission to people who are brand new to you.

2. Builds connection, authority & trust with information, inspiration or impact.

3. Creates natural invitation points - which is a lovely way of selling points - to the people in your audience who are ready for them.

I call this The 333 Method - you can get the guide here - and it gives you a simple framework for planning content across these three categories, each with its own job.

So instead of creating content to just be out there, you’re creating content to do a specific job toward a specific goal.

And when content does its job well…

You end up creating less volume and more quality.

And also:

- You stop second guessing everything you create

- You build trust through consistent message & actually helpful information

- You connect with your most ideal people because your values, views, & mission are clear.

- Selling goes from being this pressured thing to a natural next step for people who are ready to take it.

When content does its job well, you get to do your job more.

What Does This Look Like?

So glad you asked.

Let’s take a look at a little case study from a former client of mine, we’ll call her Corrina.

Corrina is a 1:1 service provider and when she came to me she was in a decent place with her content & marketing! She knew her audience so well, she knew what she offered, how it helped her clients & why it was so valuable.

She had a decent content bank, lots of topics she can easily talk about & teach on, and in general her content did well. Her audience was growing, slowly but steadily, but she was struggling to book new clients and she couldn’t figure out why.

When we reviewed her content I quickly saw the issue - she was on value overload. She was constantly, and almost exclusively, teaching, sharing tips, explaining how-to and while this was getting engagement & people were following her she wasn’t giving them any other reason, or way, to get deeper into her world.

So this is what we did…

Before we met Corrina was:

• Posting 3-4x/week across Instagram and sending an email

• Content was super useful but rather impersonal

• Topics were good but scattered across different topics & buckets

• Occasional sales posts but they felt disconnected & “out of the blue”

• Growing audience, zero consult bookings in two months

After The 333 Method & a build out with the Feminine Authority framework, Corrina was:

• Creating nine very specific pieces over 2 weeks (about 4 pieces per week with 1 or 2 being something deep & long form, the rest were social posts based on those long form pieces)

• 3 pieces introduced her voice & values, her story, and what she actually believes about her work

• 3 pieces taught something valuable but with more of her perspective & particular methods woven in

• 3 pieces invited people into her offer with direct & calm CTAs.

The Outcome: Within the first 6 weeks of this consistent plan, Corrina booked 4 consults & built her email list by 75 people! At our check-in she told me that one of her new clients had been watching & following her for a while & booked a consult because she finally clearly understood how Corrina could help her.

Her content was finally doing its job.

Now it’s your turn…

It’s ok to slow down & jump off the hamster wheel of content creation, we’ve got a simpler way.

This is what you’re going to do:

1. Get The 333 Method for Simple Content Planning right here.

2. Go through it, look at what you’re currently doing & how you can downshift into The 333 Method.

3. Plan 2 weeks of content with The 333 Method & then do that again. Do 6 solid weeks with this method & see what changes, see what you stop doing & what starts happening when you let your content do its job.

And if you’re honestly ready to just do it with me & be done, shoot me a message or book a How Can I Help? call & we’ll see where I could be the most helpful to you.

I promise that when your content knows it’s job & you’ve set it up for success, alllll of this gestures wildly into the content marketing universe gets easier.