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