220 | Brands With Consistent Client Inquiries Create Content Like This

When it comes to creating content, the "creation" part isn't actually your problem. You have the ideas, but you are also feeling pressure to constantly come up with content that feels new and exciting and will make your audience interested in engaging. 

So many people are stuck in a cycle of brainstorming content ideas, second-guessing every single post they create..and then ultimately ghosting their IG when they can't think of anything new to post. Which is why your content process feels exhausting (and honestly… unsustainable).

But the businesses that are consistently bringing in clients aren’t creating more content.

They’re repeating the right message (over and over and over again)...

When you have a clear brand message and you know what your dream clients need to hear (and you are sharing that message on repeat), content becomes easier to create, easier to repurpose, and way more effective at actually converting.

This episode will help you shift how you think about content so you can stop starting from scratch every week — and start creating content that builds trust, visibility, and consistent inquiries.

In this episode, we cover:

• Why constantly trying to create “new” content is actually hurting your consistency
 • The biggest mistake people make when trying to repurpose their content
 • Why repeating your message is what builds trust
 • How to shift your content so it speaks to what your clients actually care about (and makes them reach out)
 • A simple way to repurpose your content across multiple platforms

If you want to get off the content hamster wheel and start creating content that actually brings in clients (without feeling like you always have to be “on”) this episode is for you.

Ways we can work together: 

• <<Website Design>> Create a website so strong that clients are sold on working with you as soon as they find you!
• <<Brand Photography>> Is it time to elevate your business with new brand photos?

I'D LOVE TO CONNECT WITH YOU!

• Say hello on Instagram 👋
• Join the email community ✍🏻
• Leave a review on Apple Podcasts 🎙

Transcript

Welcome And Why This Matters

SPEAKER_00 0:00

Hello and welcome to Amplify Your Brand and Business, the podcast that helps you create a brand that sells out your offers 24-7 so you don't have to. I love coming onto the podcast and telling you about behind the scenes what's working really well for me because I feel like when I can talk to you in real time and share with you the things and the insights that I'm finding that are working really well in my business, I find that these episodes are the ones that I often get DMs about from people who are like, oh my gosh, Krista, I'm going through the exact same thing, or like I'm having the exact same struggles. And I find that like a lot of you inside of my community were kind of in this funny like sink. Like we have the same thoughts and feelings, and we have a lot of similarity in our goals and the things that we're working on. And so today I want to come on and talk to you about this huge insight and this strategy win that I've had when it comes to my content, because for a really long time I have struggled with content, like reusing my content. And it's the content creation is not the problem for me. I have the podcast episode, I can create Instagram posts, I can create emails, I can like create blog posts, like content creation and content generation and creativity is not my problem. And I know for so many of you, that's the same thing. It's not that you don't really know what to post, it's probably actually that you're overthinking what to post and what to say. But but the generation and the creativity is not the problem. But finding ways to reuse your content, finding ways to take the content that you've already created and then use it in different forms, talk about it in different ways, and actually like not feel like you're on this content hamster wheel 24-7 is something that I know so many of you struggle with. And it's what's keeping you from being as visible as you want to be online. Because let's be totally honest, you probably have a goal to start an email list this year. You probably have a goal to blog more, you probably have a goal to post on Instagram regularly regularly. Like you have these goals of visibility and wanting to show up, but the thing that's holding you back is it's not that you don't know what to say. It's not necessarily that you don't know how to create unique pieces of content. It's that you don't want to feel like you're literally trapped creating content 24-7. And so repurposing content has been something that has been a journey for me over the years. Some things worked for me for a season, and the things that are working for me now, like we'll see how it continues to move and grow. But the thing I will say is that what I am realizing now is so much more of a perspective shift. Like I think the way I've thought about repurposing my content uh has has shifted in a way that is now allowing me to actually repurpose in a way that feels sustainable. Because what I used to do when I would think about repurposing my content, and maybe you can relate to this, is I would sit down and try and create this like really complicated formula of like, okay, I'm gonna post this, and then this is gonna go here, and then this is gonna go here. And it would be this really strict, um, strategic, like laid-out formula. And then what would happen? Inevitably, life would happen. I'd forget to post this thing somewhere else, and then all of a sudden, this like perfectly strict system that I built breaks and it no longer works, and then I'm frustrated by it, and then I can't stick with it. And then there I go on the content hamster wheel again of trying to create content. And so what I realized lately, and the thing I want to talk about today, is so much it is strategy. It like it's actually the simplest strategy, which I'll tell you a little bit about how that's working for me. But the bigger thing behind it is realizing that the brands and the businesses that are winning, the ones that you see finding like major success, growing communities of raving people who are like constantly bringing others into the community who are constantly talking about the brand and the business and who just like rave about them, those businesses that are winning have a clear message that they're sharing over and over again. Because here's one thing I can almost guarantee if you have been struggling with content repurposing, you probably also struggle with the fact of thinking that you need to be posting new, like new types of content all the time. Essentially, it's like, okay, I've talked about this topic this week, and now next week I need to talk about something else. And then the next week I need to talk about something else. And there's this never-ending list of content that you need to continue coming up with because you've basically ingrained in your brain that you can't be repeating the same things over and over again. And from I mean, I've been in business now for 16 years, which is like wild to say out loud. But over those 16 years, especially as social media has continued to like adapt and grow, as I have followed the brands that are like truly winning, the ones that are truly succeeding, they are known for the same thing and they talk about it over and over again. And it's not because uh they don't have anything else to talk about, it's that is their strategy. And I think for so many service providers, there's a few ways in which this gets caught up for you. I think number one, I know a lot of my clients that come to me when we go to talk about um their brand, especially when we go to talk about their website. So when I'm helping them create a new website and they want to rebrand and they're like, Krista, like my I feel like I've outgrown my old brand and I want my new website to speak to the clients that I want to work with in the future. But when I ask them questions about like, okay, like what is your brand? Like, what do you stand for? Your offers and your services, like, yes, you provide X, Y, Z service, like that's the actual tangible deliverables, but what is the thing that you're actually providing outside of the deliverables? Like, what are you actually, what's the transformation? What's the bigger, deeper thing that your clients are going to experience when they work with you? And so many people struggle to answer that question. And because they struggle to answer that question, this is why content feels so hard. Because when you're not aware of the deeper transformation, the deeper thing that you provide to your clients, you're constantly every week thinking, like, how do I say the right things this week in my post to make people want to work with me? And so this week you're talking about client experience, and next week you're talking about um this like one particular part of your uh like your process, and you're going all in on explaining why that matters. And then the next week you're talking about your formula, and then the next week you're talking about like you're dipping into these specifics of your brand every week. And while that's technically not wrong, because it's great brand building, it's allowing people to get into your process, you're constantly having to like force your brain to create new content based on different topics. When in reality, if you truly understood the deeper thing that you provide your clients, the deeper transformation, you would be able to talk about that content over and over and over again in different ways. And so, what do I mean when I talk about this? I one of the things that I have realized over the last year, I'd say, a little over a year, since I've been helping clients with their website design and branding more intimately. I guess a little over a year now. Year and a half? Oh my gosh, it's been a year and a half, you guys. Okay, so what I've realized in the last year and a half is that I when I just only speak to the websites, when I only just speak to the deliverables, when I only just speak to the things that I'm actually, the actual tangible services that I'm providing, that type of content doesn't really get clients to move. And when clients don't move from my content, I get in my head, understandably so, because data speaks volumes. If the content I'm putting out isn't converting, I shouldn't keep putting out more content like that. But what I see a lot of people doing is they're putting out content thinking that it's talking about their deliverables, it's talking about their brand and that it's not converting. And so now they think of a different topic to talk about. And then that doesn't convert. So then they talk about a different topic. When in reality, if you just fully understood like what is the deeper thing that I provide, and you talked about that all the time in your content, it's gonna actually convert because people need to hear the same things over and over again. That's how you build trust with your audience, is by talking about the same things over and over again. And I know that goes against so many beliefs of people, of like, well, but I don't want to repeat myself. I don't want to feel like I'm saying the same thing. People need to hear the same thing over and over and over again. So the more that you are actually like honing in on the bigger thing that you help people with and saying that over and over again, you're actually building more trust. Your brand is building more stickiness, like people are going to think about you over other people because they hear you sharing the same message over and over and over and over again. I want you to think about if you were hiring someone for a specific service, and let's even think about photography. I'm gonna, I know I have a lot of photographers here that listen in. Let's say you were looking into somebody, family photography, you want to get family photos taken. If one week they're talking about one part of their process, and then the next week they're talking about the next part of their process, and then the next week they talk about the next part of their process, and it's all logistical, right? It's like you'll get this, these deliverables, this is how long your session is, this is how I think about posing, this is, you know, blah, blah, blah, whatever. Likely, this is what I see happen time and time again, they'll get burnt out, they'll talk about things, they'll realize they're not converting, and then they ghost their Instagram, right? Raise your hand if that's you. It's like things aren't converting, it's not working, and now I'm just gonna stop posting altogether. If I was someone looking for a faith for a family photographer, I'm not gonna feel super excited about hiring that person in reality, because family photography is something that is very stressful for moms, for parents, it's like you're you're very stressed about like, well, the last time I had family photos, my kids didn't cooperate, it was like all over the place. I felt like the photographer was frustrated, I didn't like any of the photos. Like, it's a very intimate thing that you are capturing for someone. And so if the photographer that you're looking at is only talking about logistics, is only talking about deliverables, and then more likely than not, ghosting their Instagram and not talking about anything at all, you're not gonna feel like this is someone that is gonna be like fully trusting, fully supportive, like really gonna understand what you need. But if you had a photographer who was constantly showing up and talking about, like as your family photographer, here are things that like do not like bother me about your session. I wouldn't ever say it like that. I wouldn't create a coke like that. But like if you were talking about the heart behind, like, hey, you know what? Like your kids are probably they might have a meltdown in the middle of the session, and like that's okay, they're kids, like we're still able to get great photos. Or I know that you, you know, you haven't really liked your photos from your last four or five family shoots, and that's understandable, likely because they felt rushed. The photographer like didn't give the kids time to actually warm up. Like, speak to the deeper things that your clients actually care about. And what happens is when you start creating that content, you talk about it over and over again. You share it to your email list, you share it to your Instagram, you share it as a blog post. Like, these are the things that are not only gonna be highly converting, but it makes content repurposing so much easier because you're not constantly trying to think of new topics that actually aren't gonna convert. You're not over here stressing about what do I say, what should I say this week that's different. You actually realize your strategy gets to be simple. You get to talk about the same things over and over again because these are the things your people actually care about. And so this is something that has been a huge game changer for me because as someone who doesn't struggle to create content, I actually found that my creativity sometimes was my blocker to repurposing content. Because sometimes I would sit down and I would think, well, uh, I don't feel like talking about the same thing today. So I'm gonna create this new thing and I'm gonna talk about this and I'm gonna talk about this. And I felt like I was leaning into my creativity. I felt like I was leaning into my inspiration, but what was actually happening behind the scenes is I was making my processes so much harder because I wasn't allowing myself to stick to the things that I had already created and just talk about those things more. And so what I've done now, I literally created the simplest spreadsheet and it's color-coded. It's like it's literally, it could not be any more simple. And on, I'm almost wondering, I'm like, maybe I'll share a screenshot. Like if this is interesting to you, if you're like, Chris, I want to see this spreadsheet, I'm telling you, it could not be any more simple. If you are interested in this, send me a damn on Instagram at hey Chris Debrie and just be like, Hey, can I see your content spreadsheet? Like, literally just ask me for the content spreadsheet and I will just send you a screenshot of it. Cause this is not worth me making an entire like page for right now. But like, if this is something you want, I will show you. But on the left hand side, in like the first two columns, it's my Instagram post for the week, the high-level topics, like what am I talking about today? Again, like the high-level things I know, the transformations, the things my clients care about, like what am I talking about? And I list them out. Like, here's the Monday post, the Tuesday post, the Wednesday, Wednesday post. And then on the right hand side, so like two columns over, I have a column for the podcast and I have a column for the email list. And I literally take one of those five Instagram posts and choose one of them to be on the podcast and choose one of those five to be in the email. And sometimes the one that I choose for the podcast, I'm like, you know what? I've already created this podcast episode. Let me just now write an email. And so one of my five topics from that week, I've already created the Instagram post. I already have the idea. I already know what I talked about. And then I can take that and repurpose it for the podcast and the email. And I don't have to sit here and create new things. Next week, I can create my new list of like five Instagram posts that I want to put out. I could even choose, was there something from last week that didn't go to the podcast or to the email list? Like I'm still giving myself the ability to feel inspired by my content. I'm not forcing myself to like, oh, it has to be from this week. It could be something from last week. But I'm not having to recreate the wheel every time. I'm pulling from content I've already created. I'm talking about the same things over and over and over again. I'm not trying to rack my brain to think about new content every single time. And so, truly, when you can think about this in this way, it's gonna free up so much more brain space for you to actually show up and be visible and like create content, connect with your people. It's gonna alleviate this pressure of needing to constantly be creative and constantly think about new things to say. And when you have that space to actually then just show up as the authentic version of you, you no longer have this pressure of like, I have to create content, I have to create content. I'm, you know, you're not spending all your time thinking about your content. Now I can show up on Instagram and I can create stories and I can create reels and I can like speak from my heart. I could talk about the things I know my people care about. I can share it from a genuine place because I'm not having this constant pressure of I need to come up with new topics. I need to have something new and interesting to say. Honestly, truly, this can change your business. This will change your marketing strategy. This will give you so much more space to just like be you and do the actual visibility work that matters. And so, as always, I'm so grateful you're here. Thank you for allowing me to be a part of your journey. If you want a it's just literally just gonna be a screenshot of my spreadsheet, just to show you the visual of it, send me a DM at Hey Krista Marie. But truly, I cannot wait for you to start repurposing your content and to free up so much more space and to actually like allow yourself to make your your content creation process feel so much easier. I love you. Thank you for being here. I hope you always remember you deserve to have a brand that does all of the selling for you. And I'll see you in the next episode.