Stop Chasing Trends: Creating Anchor Content That Actually Converts

Are you exhausted from chasing every viral trend and social media algorithm? Your marketing shouldn't feel like throwing spaghetti at the wall. 

Let's get real about why so many marketing efforts fail. The problem isn't lack of effort – it's scattered messaging. When you create random content just to chase trends, you might get eyes on your content, but they're the wrong eyes. Those dance moves and funny spouse videos might rack up views, but they have nothing to do with your products or services. That's why you see Instagram accounts with thousands of followers but dismal engagement rates.

The solution is refreshingly simple: focus on creating anchor content that directly connects to your offerings. Whether that's YouTube videos, podcast episodes, or blog posts, this content should address the specific problems your target audience faces. This evergreen content becomes the foundation of your marketing strategy, getting repurposed onto your website where it continues working for you long after posting. Unlike fleeting social media trends, anchor content builds a resource library that potential customers can discover at any time.

Ready to simplify your marketing and start seeing real results? Choose the right channels where your audience actually spends time, create consistent content that aligns with your products, and stop wasting energy on platforms that don't serve your business goals. Join us next month for our four-day challenge to learn exactly how to turn visibility into consistent sales – perfect timing for your Black Friday planning!

Chapters

• 0:00 Stop Throwing Spaghetti Marketing
• 1:00 Creating Effective Anchor Content
• 1:53 Focus on Consistent Messaging
• 3:38 Simplify Marketing and Choose Channels
• 4:30 Upcoming Sales Challenge Announcement

Transcript

Speaker 1: 0:00

Today, I want us to think about how we can start simplifying our marketing strategy. You've often probably heard me talk about this idea of stopping throwing the spaghetti against the wall. We have a tendency that in certain niches, we are going to chase viral trending topics and because of that, there's no true marketing strategy, because you're just chasing a trend in order to get eyes on your content and then you're hoping that they're magically going to see how you solve the problem with the product or service that you offer and you're going to magically get onto your email list. Here's the biggest issue. That's not going to work. You have to be able to create content that is within themes that are going to attract the people that have the problems for the solution that you offer. You need to make sure that, instead of trying to chase these viral trends on viral like social media outlets, that you instead create anchor content on consistent creation networks that work for you. So YouTube, podcast, blog post, so that it ends up on your website, ends up being evergreen and ends up being content that can be found and consumed over time, when you're always trying to chase these social media outlets and their algorithms and the trends that they need to be able to be seen, you're going to hit a wall of overwhelm it is just naturally going to happen and you're going to end up with scattered messaging because you're putting up content that has nothing to do with your product or service or where you're trying to take people. This is why, when you see Instagram pages or influencers that have thousands of followers but their engagement is awful, it is largely because they have created content that does not connect to their product or service that they are actually trying to offer. They did a dance move that was trending or they did a trend where they made fun of their husband, but it literally has nothing to do with the content they are creating. This is a huge problem and therefore, is why that their engagement is so awful and is also the reason that many people end up in that fear of overwhelm and just all over the place with everything they do. Fear of overwhelm and just all over the place with everything they do.

Speaker 1: 2:45

By creating this random content, it leads to inconsistent posting and, instead of focusing on anchor content, with one consistent piece of content coming out on either podcast, youtube or blog post, it then gets repurposed into a blog post so that it can be found on your website. With all of your other content. We instead end up inconsistent, burnt out, putting up reels trying to chase our tail and the latest shiny object, whether we're talking about Instagram, tiktok, the file thing I mean, there's so many different social media outlets that have come out that didn't even end up being anything. The flip book one flip board, I think, is what it's called. It's what I was trying to think of, so I don't want you wasting time on that.

Speaker 1: 3:38

I want you to make sure that you have a clear strategy for where you are trying to go by having that anchor content that is in line with the product or service and shows your people where you're looking to get them. You want to simplify your marketing messages and focus on the right channels that drive results. If your people aren't there, why are you wasting your time over there? Make sure that you choose that anchor content for your marketing.

Speaker 1: 4:03

Again, when I talk anchor content for your marketing, I'm talking about either YouTube, podcast or blog post, and when you do anchor content as YouTube or a podcast, it has to go into a blog post that ends up on your website, because we want people to go to your website from your email marketing and then find all the other things that you offer and do to keep them on your site so they get to know you, so that we improve upon. That like no trust factor and they are more likely to purchase. Now, next month, I'm hosting a four-day challenge that's going to teach you exactly how to turn your visibility into consistent sales without spinning your wheels. Definitely, keep an eye out for it. We will be linking to it shortly, once the sales page is totally finished and ready to go, but I am super excited about this because it is perfect timing. If you are starting to think about Black Friday, we want to make sure that we are very clear on our messaging so that we are more likely to make more sales.