Content Strategy... #144

Make your Content Work for You!

I’ve noticed a common trend: content is either treated as a magic bullet or ignored altogether.

Most either give up on content because they’re not seeing instant results, or they over-invest in trying to “go viral,” thinking that popularity is the same as business growth. It’s not.

Let’s get real about what content actually does for your business, how to use it properly as part of a smart business strategy, and what to do when you feel like “nothing’s working.”

The Real Job of Content

Let's busy the myth. The general narrative is largely false. Content isn’t about being an influencer. It’s about building credibility, validating your offer, and helping potential clients trust that you’re real, reliable, and know what you're doing.

If someone lands on your LinkedIn profile or website and sees you haven’t posted in months, they’ll assume your business is inactive—even if you’re amazing at what you do.

This is especially important in service-based businesses where trust and visibility drive revenue. Even the best business consultant will struggle to generate leads without showing up consistently. So instead of chasing perfection, focus on showing up.

Whether you post once a week or every weekday, consistency builds a track record—and a track record builds trust.

Why Most Entrepreneurs Quit

Here’s the core issue: most entrepreneurs and early-stage founders expect content to deliver immediate results. But content isn’t a TV ad. It’s a long-term investment that builds awareness, educates your audience, and nurtures leads over time.

The first 30 posts might not move the needle. But post 31 could generate a referral. Post 42 might land a podcast invite. Post 60 could seal a client deal.

One of my clients, a solopreneur graphic designer, nearly gave up after posting for two months with zero inquiries. But she stuck with the plan we built together, kept refining her tone and calls to action, and by month four, she had two clients and a waitlist. That’s the power of persistence and the right business strategy.

What Kind of Content Actually Converts?

Not all content is created equal. Posting photos of your lunch won’t grow your business (unless you're a chef). If you’re a founder or entrepreneur offering a service, here’s what works best:

1. Talk to Your ICP, Not Your Peers

Your content should always speak to your Ideal Customer Profile (ICP)—the people you actually want to serve.

Use their language. Focus on their frustrations. Highlight outcomes they care about. This is a fundamental piece of any content-led business strategy.

“If your content sounds like it’s for everyone, it’ll resonate with no one.”

A solopreneur I coached (a leadership facilitator) transformed her engagement by switching from thought leadership for other coaches to real-life stories and takeaways for overwhelmed HR directors. That pivot unlocked a new audience and increased her discovery calls by 70% in 8 weeks.

2. Address Objections Head-On

Your prospects have mental blocks—“I’ve tried before and failed,” “I don’t have time,” “This won’t work for me.” These objections are sales barriers in disguise.

Smart content answers those doubts before the sales conversation.

As a business consultant, I coach clients to “diffuse the bomb” in public—before it explodes in private DMs. Use content to clarify myths, explain your process, and simplify the buying decision.

3. Use Social Proof Like a Pro

You don’t need celebrity endorsements. You need evidence.

If a past client sends you a thank-you message, ask to screenshot it. If someone mentions you in a comment, reshare it with context. If you've helped someone solve a problem, turn that into a story. Use social proof.

These examples build credibility—and credibility fuels business growth.

I once worked with a founder of a fractional COO agency. We baked client results into his LinkedIn content—screenshots of improved systems, SOP turnarounds, team wins. Within 3 months huge results.

4. Content Is Like a Booth at a Business Expo

Here’s a mindset shift that every entrepreneur needs to hear: Content is not your closer. It’s your opener.

Think of each post like an exhibition stand at a trade show. People might pause, grab a flyer, and leave. But if they see you at the next event—and the next—they’ll remember you when they’re ready to buy.

If you expect every post to land a client, you’ll burn out. But if you use content to stay top of mind, you’ll build a warm pipeline that eventually converts.

How to Build a Reliable Content Engine

Simplify and systemise your content creation process as part of a wider business strategy:

✅ Your Content Game Plan:

1. Capture ideas in real-time: Use voice notes, sticky notes, or a simple Google Doc to jot down problems your clients mention, lessons from calls, or trends you’re noticing.

   
   

2. Mine your calendar and past wins: What did you do last week that helped a client? Turn that into a post. Real examples are gold for content.

   
   

3. Use proven formats: lists, steps, stories: These are easy to write and even easier to read.

   
   

4. Repurpose with intention: One client win can become a carousel, a quote graphic, a blog post, and a short video.

   
   

5. Extract your frameworks: If you see patterns in how you help people, turn them into repeatable systems your audience can understand.

   
   

6. Be brave—don’t fear controversy: Share a bold opinion or industry truth that others are too afraid to say. But do it from a place of insight, not shock value.

   
   

7. Make it personal: Share the journey of being a solopreneur or founder. Vulnerability and lived experience create connection, especially in saturated markets.

   
   

This approach works across industries—from B2B consultants to creative freelancers—and forms the content foundation of most of my client business growth strategies.

Final Thoughts: Content That Supports Real Business Growth

You don’t need to be a social media star to win clients.

You need a strategy that reflects your voice, your value, and your ideal audience.

Content is not a trend—it’s a trust builder. If you can commit to staying visible, providing value, and using content to reflect real transformation, your business will grow.

Get in touch today and let’s get your content working as hard as you do.