What To Do About Your Love-Hate Relationship With Content #211

This podcast episode discusses the three types of content to include in your visibility plan to build trust with your audience and accelerate your business. You will learn how to create content that is essential for any marketing strategy. If you’re struggling to build a visibility plan, feeling frustrated with your marketing, or just want to understand the three types of content for marketing, this article is for you.

In this episode, you will learn the following:

  1. The three types of content to include in your visibility plan.
  2. Why people have a love-hate relationship with content.
  3. The BE SEEN method for marketing and content creation.

Highlights in this episode:

[00:01:18] – What a year it’s been.

[00:03:27] – If you have a good visibility plan, you don’t have to spend all your time executing it.

[00:06:33] – To get the most out of this episode we need to clear the air.

[00:07:16] – When all you put out is “how to” content you miss the boat on gaining clients.

[00:09:19] – There are three types of content for marketing.

Content, Schmontent

We’re going to be talking all about your love-hate relationship with content, or, more appropriately, what to do about that love-hate relationship. And how we go from love-hate to love-love-hate. 

We’ll also discuss the three kinds of content to include in your visibility plan. Yes, three! It is a simple thing. We don’t need to make this complex. We don’t need to make it scary. They are:

  • content that talks about what and why you do what you do
  • content that shifts beliefs and
  • content that builds connections

Why People Have a Love-Hate Relationship With Content

I know that hate is a strong word, but we’re going to go with it, right? It’s okay. Sometimes I even get annoyed at my content requirements or what I’m putting out there. I’m just not in love with it. It’s okay. We’re all there sometimes! Anyone who says otherwise is a liar. 

You feel like you have to create content all the time

I hear a resounding theme for why small business owners are feeling that way: content feels unending. Their days and weeks may already be a slog, and it’s yet another thing to add to the list. A lot of them feel like they don’t have a plan in place for them to show up consistently.

You know that I’m all about consistency, building your know, like, and trust factor. You can’t build that trust if people don’t know who you are. And then if you aren’t putting yourself out there enough for them to decide whether they like you… I mean, good luck with the rest, right?

Marketing is not your passion

Service businesses, coaching businesses, course creator businesses…they got into business to do X. And marketing is definitely not part of X, it’s Y, or Z or Triple C…or something, right? It’s not what they wanted to do is the point here.

So if content and marketing are not what you got into business to do, I have something you’re going to love to hear. And that is you don’t have to be doing it all the time. You don’t have to be on the hamster wheel of marketing. You don’t have to be on the never ending slog of content creation, just to get clients into your business. If you set up a good visibility plan, you don’t have to spend all of your time executing it.

You can do it in small little chunks when it feels good. Or if you’re a scheduler when you have it scheduled into the calendar. Whatever way you like working with it, you just need to have a way to implement it.

What is your content mindset?

When you do content creation in the way I advise, and in the way that I dive in deeply in the BE SEEN Method, it allows your clients and your audience to feel seen. And that is incredible. Not only does it get you and your work seen, it gives that seen feeling to your best clients.

I know anyone sitting here listening to this, whether you are driving, whether you are exercising, cooking dinner, whatever, I know that we’ve all had moments where you feel like nobody’s watching. No one’s acknowledging what you’re doing. You feel like you’re putting stuff out into the abyss, and then you get an email, or you get a DM reply and someone’s like, “Oh, my goodness, I would love to know exactly how you figured that out. Because that’s what I’ve been trying to do this whole time.” And “oh, my gosh, that message was perfect.” And you know what you did? You allowed that person to feel seen in such a powerful way that they couldn’t help but reach out to you. That is what we’re trying to do with visibility.

The Three Kinds Of Content That Fill Your Visibility Plan

For you to get the most out of this article, we need to clear the air and agree on a few things:

  1. you need to show up for people to see you
  2. you need to show up consistently for people to remember you
  3. you need to entertain for people to like you (yes, I’ll cover this)
  4. you need to be consistent and caring for people to trust you (they need to believe that YOU believe in them)

1. Content that talks about what and why you do what you do

What do you show up with? Well, the great content gurus of a few years past would insist that’s the “free value” content. I disagree.

When all you put out is how-to content, you miss the boat on gaining clients because there is a significant portion of your audience who’s only going to be there to ingest the free stuff, and they have no intention of ever investing with you.

Now you and I both know that you’re not actually giving all of your stuff away; they just think you are. You and I both know that the real transformation comes when they hire you, and you can get deeper, and you can really start accomplishing the goals. But if they don’t get that feeling, they’ll not invest with you.

When you put out content that focuses more on the what and why and not the how you get people in; you get them interested and intrigued enough to hire you.

2. Content that shifts beliefs

The next kind of content is belief shifting. What I mean by this is there are a lot of long-held beliefs that your audience has, there are a lot of things they hold very dear to them. You have to meet them where they’re at.

And one of the ways that you can do this is by putting out content that helps them shift those long-held beliefs into a place where they see the possibility of what you offer and see how it could really benefit their life or situation. But the only way for you to meet them where they’re at is to put out content that challenges those beliefs.

I love authority opinions; we’ve discussed them on the blog before. I’ve talked about how to craft them because authority opinions are a really great way to help shift your audience’s beliefs. They see that there is more potential and more possibility. And they see that to do that, they need to follow you longer or invest in you and start accomplishing those goals.

3. Content that builds connections

The third type of content is all about building connection. These are the kind of things that will tell them this is who I am and what I stand for. Sometimes it might just be personal stories, it might have nothing to do with business. Other times it’s going to be really deep reasons why you ended up offering the services you offer. Either way, it gives them insight into who you are as a person. And this is one of those ways that you can build that caring feeling, the trust.

Do they really care about me? Do they really believe in me and what I hold dear? Do they believe I can do it? Basically, whatever service you offer, whatever that service is, they want to believe that you actually think they can do it. That is what building the know, like, and trust factor up is all about. It’s leading them on a journey.


And that’s why there are really only these three kinds of content that you need to include in your content plan. Sometimes you’ll put out a piece that covers all three of them. Often, it’s just going to be one or two of those kinds. The point is creating content you can use again and again so you can remove yourself from the content creation hamster wheel.

When you have these pieces in place, it’s easy to multiply your efforts by repurposing this content down the road. You can move from that love-hate relationship to more of a confident-like kind of relationship. Even if marketing is not your favorite thing to do, this is possible. Your visibility plan does not have to be complex. It doesn’t have to involve pivot tables to accomplish that know, like, and trust factor.

If you need help building a visibility plan, I have fall openings for Visibility Accelerator. Apply now to ensure you get one of the openings!


Resources Mentioned

Stitcher | Google Play Podcasts | Podcast Feed | How To Subscribe


Music by Michael De La Torre. Thanks, Mikey!

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