How to Build a Content Creation Strategy That Drives Results

Ready to transform your content from random posts into a strategic revenue driver? Discover the fundamental elements that make content marketing work for your business rather than drain your time and energy.

Many entrepreneurs find themselves creating content that generates little engagement or results. The problem isn't your creativity or expertise—it's the lack of a cohesive strategy connecting your content to business outcomes. In this episode, I break down the critical components of effective content marketing that attracts your ideal audience and converts them into customers.

We explore how to define clear goals for your content, ensuring everything you create serves a specific purpose in your business. You'll learn why it's crucial to align your content with your opt-ins and offers, creating a natural pathway for audience members to transition from consumers to customers. I also share practical advice on platform selection, emphasizing why building on "owned" rather than "rented" digital property gives you greater control and sustainability.

The episode dives into content repurposing strategies that maximize your efforts, showing how one primary content piece can efficiently transform into multiple formats. You'll discover how to create an organized content calendar based on your core topic pillars, optimize for search engines, and use strategic interlinking to establish yourself as the comprehensive solution provider in your niche.

In the final sections, we tackle data analysis for continuous improvement and the controversial but powerful topic of AI assistance. Learn how to use artificial intelligence as a time-saving assistant that amplifies your voice rather than replacing it.

What content strategy element will you implement first? Share your plans in the comments and download our free Strategic Growth Plan to start creating content that consistently drives results.

Grab your Strategic Growth Plan.

Read more HERE.

Chapters

• 0:00 Introduction to Content Strategy
• 2:02 Defining Goals and Audience
• 4:42 Platform Selection and Content Repurposing
• 6:58 Creating a Content Calendar
• 7:50 SEO Optimization and Interlinking
• 9:33 Data Analysis and AI Leverage
• 12:30 Call to Action and Closing Thoughts

Transcript

Speaker 1: 0:09

This is the Influencer Entrepreneur's Podcast with Jenny Melrose, where I strategize with business owners on how to grow and scale their businesses to hit their income goals.

Speaker 1: 0:36

This is episode 440 of the Influencer Entrepreneurs Podcast with Jenny Melrose. Today, we're going to be diving into how to build a content creation strategy that drives results. Before we do so, though, I want to make sure that, if you haven't already grabbed our strategic growth plan, that you do so. It is going to help you better understand the content strategy that you need in order to drive income into your business, because you're attracting the right audience. If you're posting content and hearing crickets, it's not your fault. It's because you don't have a content strategy. I'm going to show you exactly how to build a strategy that drives the right audience and make sales in the process, in this video. Today. Content creation is one of the pieces of your business that you absolutely need to have. Content creation is going to attract the audience that you want. That is ideal for the problem that you solve. By creating a content creation strategy, you're making sure that you're not just throwing spaghetti against the wall. Instead, you're trying to attract the ideal audience in order to grow your email list and then be able to offer the services and products that you provide. The first piece of having a content strategy is going to be defining your goals. What is your content ideally looking to do? Are you looking to build brand awareness? Are you looking to get new leads? You have to understand this before you start to create your content. Otherwise, you again, you're just throwing spaghetti against the wall. So you need to define your goals for your content and make sure that, when you do so, it is aligned with what you were trying to do. So let's give an example. If I was creating a content strategy with the idea of building brand awareness, then I would most likely be using social media platforms to make sure that my face, my voice, my content is getting out in front of them. Now, building brand awareness is great, but it's not going to necessarily drive sales. So it's really important that, when you are also looking at your overall content strategy, that you are looking to build leads so that you can sell your products and services. So, in order to do this, you have to make sure that the content you are creating connects to your opt-in, the way in which you're going to get them onto your email list, so that, once they are on your list, you can continue to engage them and then also offer up the solution that you provide through your product or service. When you make sure that your content is aligned to your opt-in, which is then also, of course, aligned to your product or service, it's a no-brainer for people to want to buy your product or service that you offer in order for your revenue to continue to increase and for your audience to have the problem that they need solved.

Speaker 1: 3:44

One of the first things that you have to be able to do when it comes to really taking a look at your content strategy is to define your audience. You have to know who you are ideally looking to attract. Where are they? What platforms are they on? How do they consume content? Because, as we start to take a look at this, understanding your audience is going to make it simpler in order for you to create content where they are. Too often, I watch clients create content on platforms where their audience has no interest. They're not consuming content. That way, they're not going to take the action that they're looking for them to take, which is why, again, it's really important to start with defining your goals, so that you understand what you are trying to do with your content. Now, obviously, we just talked about defining your audience, but you also need to make sure that you are determining where they are, which is why you figured out your audience. What platforms are they using? Are they on social media? If they are, which platforms are they actually consuming your content and taking action from? This is key. I have a lot of clients that will create content on TikTok or Instagram, but, as we know, it's not a platform that pushes people out to actually take action. More, what it does is build that brand awareness. So if you're attempting to do that, then that's the right platform for that. If you're looking for them to take action, to download an opt-in, to get onto your email list, to actually buy a product or service that you offer, then you need to be creating content somewhere where it is yours. You cannot simply build your business on rented property, which is what social media is. So, in turn, you need to be having a website and you also need to make sure that on that website, you have your content.

Speaker 1: 5:39

Now, if you have been following along with us for a while, you probably have heard me talk about the controversial strategy of repurposing content. Well, this is really important because I believe you should have one main piece of content, youtube being video podcast or a blog post. Either way, if you are starting off with YouTube, it should get turned into a podcast, which then, in turn, should get turned into a podcast, which then, in turn, should get turned into a blog post. You need to repurpose your content and not look to reinvent the wheel, but you also, when they're taking a look at this again, it's important how does your audience consume content? We're seeing more and more people are starting to consume content on video. They need that extra boost of understanding who you are and feeling that connection with you. So, if you are just getting started, or if you are looking to revitalize your content, I would highly recommend looking at creating video content that you can then repurpose into a blog post and potentially even into a podcast episode.

Speaker 1: 6:43

The next piece of being able to take a content strategy and actually real world apply it is now that you know what platforms you are going to be creating content for and you've made sure that you have a content strategy that's in line with your goals. Now you need to make sure that you create a content calendar so that you can stay organized. One of the biggest things I hear from clients is often that they cannot utilize their time to the best of their ability, and this is often because they don't have a calendar in mind. And it all comes back to this strategy to think about the pillars of content that you offer, so that you can send people to the right pieces that are going to hit on the pain points that they have and then show them how you solve the problem, and this is then, in turn, going to get them onto your email list, which then will offer your products or services as a way to solve that full problem for them.

Speaker 1: 7:42

Now, one of the most important things when it comes to that content is making sure that it is high quality content, but also SEO optimized. It's important that, if you want to be found, that you are using the words that people are looking in order to find the solution. We call that keyword research, and when we are doing this, we're looking for the strings of words that people are using in order to find a solution to their problem. When you create content that hits on those keywords, you are more likely to get found when they are trying to find that solution to their problem. Creating content that's in line with this, that is going to attract that ideal person, is going to be key to your overall content strategy, because you're going to be able to interlink to other content that also continues to solve the problem.

Speaker 1: 8:35

You want to become that expert that has the solution to everything. You don't want them to be one and done with you. We want for you to start talking about content repurposing and for them to go oh, I want to learn more about that. So I'm going to click onto that video link below and make sure that I go and find out what she's talking about when she's talking about content repurposing. Or if she started talking about pillars of content and you're not quite sure what I meant by that, then you also may click on that video to go and find out what that means. I want to become that expert, as should you, so that it becomes a spider web of being that expert. You keep them there because you have the overall solution. You have the solution to everything they're looking for and it's all in one place. So this is going to be key when you are looking at SEO optimization, interlinking to other content and making sure that you're using the words that they are using in order to find the solution to their problem.

Speaker 1: 9:33

The next piece of what we want to talk about is actually leveraging making sure that we are looking at the data. Your data is so important. You're going to look at making sure that you refine what is working and fix what isn't. This way, you can make sure that you are really optimizing everything that you are doing. You're not just again throwing that spaghetti against the wall trying to see what's going to happen. If you put content out there, you want to be taking a look at it to see what is actually working and what might be falling on its face. Are they actually staying within the content? Are they clicking away? Where are they coming from? Which platform is keeping them on? Which platform is more likely to make them into an email subscriber and then a buyer? These are all important data points that you have to understand.

Speaker 1: 10:22

The last piece of what I want to talk to you about is leveraging AI. I know that this is controversial for a lot of people, and especially when you're talking about content creators. We get a little willy-nilly when it comes to this Kind of people, and especially when you're talking about content creators, we get a little willy-nilly when it comes to this Kind of like ooh, we're cheating. But here's the thing that I want you to understand about AI. Ai is not about replacing you. You're not using AI and just asking a random question every once in a while.

Speaker 1: 10:49

Ai needs to understand who you are and who you are trying to attract. In order to do this, you need to be providing AI with a lot of information. You want to give it actual examples of your work so it understands your voice. So, whether you're giving it a blog post, whether you're giving it an opt-in, or whether you're giving it an actual physical product like a book, it needs to understand who you are, your voice and the topics that you talk about, so that when you ask it questions like give me a hook for a YouTube video or write me a three-sentence email about whatever the topic might be, it understands your voice.

Speaker 1: 11:35

It is not replacing you. It is actually doubling you. You're cloning yourself by using AI, and it doesn't have to be a matter of writing a full blog post that it sounds nothing like you. That's not what we're doing. We are using AI to speed up the process.

Speaker 1: 11:55

I want you to think of AI as that assistant that's sitting next to you that you would say to them what do you think about this email? Or what do you think about this subject line, or what would be a good title for this product or course or video? That's how you want to look at AI. Ai is that assistant that if you had them in your life, they'd be saving you tons of time. I want to know in the comments what it is that you are going to put in place based on the strategies that I gave you here for building that content strategy. Some of you probably already have pieces of this, but I wanna know what it is that you are going to focus on to make sure that your content strategy is truly impacting your bottom line but, more importantly, of course, your audience, that you are out there continually creating content for.