A Behind-the-Scenes Glance at What it REALLY Takes to Create Content that Converts



In January 2016, my content production went a little something like this:


  • Get an idea for a blog post while driving
  • Forget the idea because I couldn’t write it down
  • Scour the internet for hours looking for inspiration
  • Finally write a blog post and publish it, all in maybe four to six hours of work
  • Get maybe a handful of readers, if I was lucky


I was working so hard for nothing, and I knew this had to change.


Fast forward to July 2016, when I finally came up with a plan by breaking down my content into three phases: development, production and post-production.


If you’re anything like I used to be, you spend hours drafting your blog posts, designing graphics, and formatting the bold quotes and headers before publishing your masterpiece. Then you sit patiently waiting for the readers to flock — only to hear the discouraging sound of crickets instead.


It can feel really frustrating to create content no one reads because, well, that’s what everyone told you to do. Before I had a content system or strategy, I felt like I was missing the ‘secret’ that everyone else seemed to have. Fortunately (unfortunately?) there is no one secret to getting eyeballs on your work. However, here’s the 3-step process that worked for me to create content that converts readers into followers for free.



Phase #1: Development

This means creating an editorial calendar and aiming to schedule out your content for 2-3 months ahead of time (reality check: we’re still working on getting scheduled out for 3 months, so don’t feel like you need to master this right out of the gate.). During the development phase, you’ll want to zoom out and think strategy:

  • Scheduling Content. How often should you be producing new content? Choose a schedule you can stick to; it’s much better to build on your schedule than to have to pull back because you’ve gotten too overwhelmed and overscheduled yourself!
  • Organizing Content. Create your content categories. What topics are your customers/clients interested in hearing about? A good number of categories is between 4-6. While you’re here, go ahead and flesh out 5 blog post ideas for each of the categories. Feeling stuck? Click here to learn how I create 60 blog posts in one hour.
  • Build the Skeleton. Don’t forget to map out the special events in your business this year! If you have any conferences, holidays that are of interest to your audience, launches or other promotional pushes coming up, be sure to mark these on your calendar and plan content around them.


Phase #2: Production

The part you either love or hate — writing! It’s time to sit down and write at least 2-4 blog posts (yes, in one afternoon if you can manage it). Not sure where to start? Begin by outlining your content, then filling in your outline with the juicy stuff that hooks your audience. Sometimes writing the intro is the worst part, so I save it for last. Whether you’re dictating your blog post to Siri or writing it on paper to edit later, do what works for you and your writing style.


Some days the words will flow and on others you’ll get hit with a little writer’s block. It’s completely normal — try to power through and come back later to edit with a clearer mind! One of the biggest mistakes is “waiting” for inspiration. You’ll be waiting a long, long time!



Make sure to double up on your blog post writing on the days where you’re really feeling the creative energy. Batch-writing my blog posts has been an absolute game-changer for me and my business.


Phase #3: Post-Production (Promote, promote, promote!)

You can consistently write your best work — the most valuable and actionable content anyone has ever given away for free! — but if no one sees it, then it doesn’t exist. Your content is dead and all that work you put in was for NOTHING. This is why I spend 80% of my resources promoting and distributing my content rather than writing it.


Here are a few of my go-to tips for getting my content into the world:

  • Send your latest blog posts to your email list.
  • Pull some quotes out of your content to share on social media.
  • Send it to influencers or other contacts who’ve recently shared or liked similar content.
  • Share it in Facebook groups (if rules allow for it).
  • If you’ve mentioned someone in your content, send the post/article their way so they can share it with their network.


If this sounds like a lot of work or stuff that’s a little outside your wheelhouse, I highly recommend hiring a virtual assistant or social media guru. (Allie over at The Social Walker is a lifesaver for me!)


After six months of sticking to this process, I can fully attest to the magic that happens when you create a streamlined system for content creation:

  • I’ve been able to easily book $7k+ clients with just an email or two.
  • It’s been forever since I worried about how a launch would go.
  • My team is expanding and my hours dedicated to my business are shrinking. In early 2017, I removed myself from the majority of the content creation process (don’t worry, I still review every blog post!) by hiring a fantastic editor to take it off my plate.  


Harnessing the ability to create consistent, engaging content is the best way to build a loyal audience of trigger-happy, ready-to-buy-from-you fans. But creating effective content consistently really doesn’t have to be anxiety-inducing, all you need is a clear plan.



Quick Win:  

  • Block out your calendar and set aside time to focus on content creation.
  • Divide the beast into three phases: 1. Development, 2. Production, and 3. Post-production (aka promote it like crazy!)


What’s your biggest stumbling block when it comes to creating content?


  1. Kristen

    April 17th, 2017 at 9:25 pm

    Love that this post broken down into clear and actionable steps! 🙌🏻🙌🏻🙌🏻 Thank you Christina and Team CS – – y’all rock!!!

  2. Christina Scalera

    May 9th, 2017 at 4:13 pm

    You know I love you and the whole team does too!! xo

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