How to decide what content is best to create for your audience

Today I'm coaching Jen Butler who is an early parenting coach struggling to come up with content ideas after having been operating her business for some time. How can she create content that best suits her audience whilst standing out? And how can she ensure her content adds value whilst helping sell her membership when next she launches?

In this episode we chatted about:
– Creating content that resonates whilst addressing the education gap to overcome outdated myths in the parenting space
– Various strategies that identify powerful long-form content ideas as well as bite-sized content prices that can be repurposed across multiple platforms
– Nurturing your audience growth by drilling down on what your ideal customer needs to know to a) see value and b) be ready to buy
– How to evolve with your audience, providing add-ons that meet their ongoing needs

 

 

What is the biggest struggle that you have that you would love to workshop with me?

So my biggest struggle is cutting through the noise. I am at this real headway where there is content galore and for a very long time I was probably just contributing the same, I'm going to say boring, or just stock standard advice. And I just want to make more of an impact and not overwhelm everyone. 

So for me, it's about knowing what to post, and how to help parents. It's potentially a bust in a lot of myths because there are a lot of old wives' tales in the parenting space that have just stuck around forever more.

 

Well, first up I want to say, obviously what you've been doing has been working. You've had some successful launches, and you've built a successful business, but it is a lot more challenging these days than it used to be because we have so much content out there and we're competing against all of that noise.

You touched on myths for a second then. That was something I was actually gonna ask. Like, what are some of those big myths in your industry that you almost want to speak up and say, No, that's wrong? Even something that other people might be afraid to say, Hey, actually that's not right.

And with your content, you are sharing it mainly on your podcast and Instagram, right? And I think seasonal podcasts really do help with that consistency when you are juggling a lot of different priorities because you can batch and get that season done and then you don't have to worry about it for a while. I think it's gonna be really coming up with those long-form topics for those podcast episodes, and absolutely repurposing them in a way that feels really simple.

It's really important to step back, and I know you know this cause you've done Launch Magic, but really think about what they need to know to be ready to buy. What do they need to know to see value in what you're selling them?

Do any non-buyer surveys. That will be probably one of your biggest sources of content topics, especially for Launch content, because as soon as you find out why people didn't buy that tells you where that education gap is. 

There's a gap between what they know and what they need to know to be ready to buy.

And then I would actually also look at surveying people who are in your audience already, like whether it's your email list or Instagram, sending them to a survey where they can ask you a question and you'd say, Oh, what are three questions you would ask me about parenting? And straight away, that's three content pieces.

And then I think in terms of also showing people the value of that ongoing support, I think that's probably going to be the biggest hesitation, is that Ongo is showing them, Hey, this is why you need that ongoing support.

And really starting to show them what the value is because it's easy to sell to the people who understand the value, but there are those people who don't, and we rarely want to start to show them the value.

So maybe you're doing what I do when I record a podcast episode these days, I put my phone on a little tripod next to my computer and I just video myself and then I clip it down. So then, one Instagram reel becomes the feeding changes between four and eight months.

You've got the experience, you've worked with people, and you know what works and what doesn't work. And if that triggers somebody else or they're like, Oh, but that works for me, great. They're the exception. 

So before we wrap up, I want to make sure that you've got like 10 pieces of content that you can go away and add to your content calendar for the next season. Because I know that's what you really wanted to get out of this episode. 

Have that framework of the different things at each stage that where you can support or the types of support even that they need at different stages. Because we've got different developmental changes, but the different support at each stage could be another one. 

It's just breaking it down into education, like myth-busting, showing those mistakes that it's like there was just something missing in my brain to connect the dots. And then of course, like repurposing it all, and because if you've already got that content, you might as well repurpose it.

And doing that non-bias survey and a general survey of your audience just asking them, what questions do you have for me?