First, I’ll talk about the top mistakes I see coaches make in their content creation. 

1. Not being super clear on the purpose of that content. Maybe we’re not clear on the reason for the post, or it’s not formatted to be effective in the platform it’s on.
2. Not actively building your audience. What is the reason people should follow you? 
3. Trying to be everything to everyone. 
4. Asking hard questions. Who honestly wants to answer those? By all means, build connections and have conversations, but hold back on the deep trauma.
5. Being a teacher instead of a marketer. Every piece of content is a piece of marketing. 

The Galaxy Content System came from me not showing up consistently. Your “North Star” is your core piece of long form content. Create your “Supernovas” from your North Star. Your quotes and snippets are your “Stardust” content. Try it now on a live you did recently and see how much great related content you can create so that your soulmate clients can “binge” you!

Tag me @alisakaycoaching and let me know how it went!

If you loved this episode, we encourage you to Share, Like, Review, and Subscribe! 

For more copy and content tips and ways to make more money now, join my FREE group here >>> https://alisa-kay.com/group

Music credit: “Ready, Steady, Go!” and “Free Radical” By Gyom

A Podcast Launch Bestie production

Mentioned in this episode:

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Are you stuck in a loop of cookie-cutter content, feeling like you can't find your voice or the confidence to show up authentically? Good news, Magnetic Mavens is here to help you be unforgettable. Our membership will get you to break free from the monotony of copycat content and find your unique power story. In this membership, you’ll create a consistent writing habit to stay ahead of your content creation and take back control of your plan without the overwhelm. It’s time to leave the bland and boring content behind and own your message with integrity and fun. Join the Magnetic Mavens today - head to alisa-kay.com/magnetic to register right now

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You're listening to the modern coach podcast episode number nine,

where we're going to talk about content.

Welcome to the modern coach podcast.

I am excited to be talking about one of my favorite topics.

In fact, it's one that I spend a lot of time with, particularly with.

Clients, we talk content, content, content from content or reviews to the puppies

of content, to the strategy itself.

And today I'm going to share with you my favorite 60 minute marketing method.

It is hands down.

The thing that revolutionized my relationship with writing

my relationship was showing up.

And to be honest is probably one of the biggest drivers of profit in my business.

Let's get into it.

I think before we get started and I explained to you what the 60 minute

marketing method is, particularly when we take into account the galaxy content

system that I've developed, let's discuss what are the, the top problems,

the top mistakes that most coaches make when they come to content creation.

The reason I want to start with the mistakes specifically is because

I see so many great experts waste that time doing useless things, and

I guarantee you that you've done one of not all of these things.

I know I have to.

But helping identify where you're at.

And what's been going on in my experience is one of the best ways to

start to make a different path forward.

And in my experience, again, it.

Gives you the leverage and it gives you the data for you to move through

and understand, like, what patterns are you in right now with your content?

Most of them, for most coaches, it's a quite toxic pattern.

And how can you start to recognize that pattern and how

can you start to identify it?

And how can you start to put processes in place to make sure that you're

never back in that same pattern?

Again, it's like with anything that we help our clients with, right?

Our content isn't essential.

Process and as essential part of our business.

So let's take number one that I see so many coaches make is

they are not being super clear on the purpose of that content.

So.

The only reason that we create content is to attract eyeballs

and to engage or soulmate clients, to direct them to the sale.

That is the primary purpose of the content that we create as business owners.

It is not to Wim use.

It's not to engage.

It's not to entertain you.

The consumer it is to drive business in your business.

And I think that sometimes we forget that and we forget that when we start

to create, we sit down, we have like the blank page blues, like, oh my

God, what the fuck do I write today?

Well, what are you selling crap?

That's that's the number one thing I want you to get.

Twitter is what am I selling?

What am I setting?

One of my setting, you know, I want you to stop posting for the sake of posting.

Like I've, if I see another quote card on Facebook, I will scream.

because content is the tool to help you grow.

And I think so many people just misuse it and forget this, they essentially

just forget that that's, that's the purpose of the content is it's not

to entertain the people of Facebook.

It is to essentially help you grow and monetize your business.

Um, it's not a tool for you to consume all day long.

I think that's something else that we need to discuss is like, how much

are you consuming versus how much are you creating and where is the line?

Why are we okay.

Spending hours and hours on Facebook and then kidding ourselves that we don't

have the time quote, unquote to post.

We don't have the time to write.

When I know for a fact, if you're liking my content, you

have the time to write a post.

And I think one of the other things that I see underneath this umbrella

is that not only are we not clear in the specific reason we're posting

something, but we're also not adjusting it for the platform that we're on.

So like an Instagram real is very different to a tick talk,

for example, and a Facebook post is very different to a blog.

Whereas I see a lot of coaches do this where they just take one piece

of content and then they just dump it.

Across all the platforms and expected to be, you know, fine everywhere.

And the reality is, is that you have to walk your platform.

So whatever platform you've chosen for your content, that needs to be the

primary thing that we're obsessed with.

Like it needs to be the, in the format offset platform.

So Facebook brings out new features.

I'm going to be the first to try those teachers because

my content lives on Facebook.

Right.

For you, that might be Instagram.

It might be something else.

But I want you to start thinking about, am I adjusting that content

for the platform that I'm on?

Mistake, number two, that most coaches make is they don't clearly

building or attracting people like they don't building that audience.

If you don't give people a reason to consume your content, they

won't consume your content.

Why should they keep watching or listening to you?

Why should they, you know, spend that evenings watching y'all over videos or

why, you know, why, why, why like get obsessed with this question as to why are

you giving people a reason to follow you?

It does want exist?

Like, are you creating documentary style content?

Are you giving them tips and you making them feel good every morning?

What's the purpose that you're serving on the internet.

So many of us forget this, like no one owes you likes and follows.

When I see those, like, oh my God, I've got a small business

and no one is following me.

Like my friends and family.

Share my stuff.

Well, why would they, what's in it for them, your friends and family do not owe

your business any time or money or energy.

They don't and I'm really sorry to be the Briar of bad news, but no one

wants to buy your shitty money candle.

And no one wants to buy your transformational coaching package

until you give them a reason to whether they are friends, family,

or strangers on the internet.

And it's the same thing with your content.

No one knows you likes no one knows you shares no one owes you.

Anything in this world.

And I think the moment that we start to understand that reality as a content

creator, it becomes so much easier because you're no longer expecting

the likes and shares from your friends and family who let's face.

It are not your ideal clients anyway.

So we want to start becoming clearer with ourselves as to why are people,

why should they like the posts?

Like, would you follow you if you were a prospective client?

That's one of the first tests I set my clients.

That question, would you follow you?

I know.

And I, and the other thing that I see is trying to be everything to

everyone is again, not the best strategy in attracting clients.

I think it goes back to that offer.

Like, are you clear, are you niche?

I use specific.

Cause if you're trying to create content for, let's say the yoga

mom, and you're trying to create the content for the nomadic dad, and you're

trying to create the content for the single girl in her early twenties.

Those are the three different avatars and those are three different content types.

Of course, it's going to be overwhelming to create content.

If you're not clear on your ideal client, if you're not clear on yourself.

Mistake number three is ghosting your audience showing up and then not showing

up then trying to sell the, not selling.

And look, we've all been there.

Like I, as I shared with you a few episodes ago, I focused on a

fundraiser bundle, which meant that I was busy doing other things, then

creating every, you know, live videos in my, in my free Facebook group.

And like that whole experience showed me.

How life can get overwhelming.

Like, first of all, I was going through a bunch of personal stuff and it was

hard to keep up my content schedule.

And secondly, I just didn't want to show up.

Right.

So we have to figure out a different way forward.

And I think if you are in this cycle of ghosting and then not

ghosting and ghosting and the not ghosting, a great question to ask

yourself is, well, what's motivating me ghosting what is motivating me

from not showing up, like what is it about this format that isn't working for me?

I think a lot of the time we forget that, you know, if we're in this sort

of feast and famine cycle and the, this, the visible non-visible cycle,

is that coming out of desperation, is it coming from lack of processes?

What was the reason behind it?

I think that usually gives you a really good clue as to what you

need to change or shift in your business in order for it to be alive.

Mistake number four is asking hard questions.

Oh my God.

I see so many people do this.

What they do is essentially they ask them.

Tough questions online, and then they wonder why people don't

want to answer like, oh good.

One of the fast Facebook groups that I joined was this

love and relationship group.

And one of the first questions was why are you getting a divorce?

And I immediately left that group because AI was not, I was not getting

divorced, but be like, who wants to answer that very deep, personal question.

Then another group was something around like spirituality and

it was something like, have you ever done this, this and this?

And it was like, very like hyper-specific and just so tough and like exposed

your inner child wounds in this way.

And I was like, sorry, I don't know you from Adam.

Why are you asking me?

Personal questions.

I don't want to answer that bullshit.

And your ideal.

So many people probably weren't either like, can we start with

an easy yes or no question?

Can we start by engaging the people?

How having them get to know you?

And then of course you can need them further down the path of harder

conversations and deeper conversations.

But social media is social let's subs treating it like a DIA diary moment.

We want to treat it Like an actual place for people to hang out and have fun.

And like you discussing your divorce or you asking clients why they haven't

shifted their weight, or you asking people why they're not making money.

That's a tough thing to swallow.

And social media is there as a tool for.

Let's remember that when we creating content, you know, people want to

share the weird and wacky, but in a fun way, it's supposed to be social.

It's supposed to be fun.

So we want to focus on connecting with people, not converting asking

them deep dog traumatic questions is not connecting with them as it

is you trying to get to the pain.

Right.

So what we want to focus less of getting to the pain.

And I know that sounds sort of like an antithesis to what I've been saying,

all of these episodes, but we don't want to necessarily hit people in the ULA.

We want to connect with them, have a conversation with

them and be human to human.

We want to focus on conversations, not conversion.

Um, conversions will happen when you create specific conversion content.

So there is a system, right for creating converting content.

And there is a system for connecting content.

Most people confuse the two and then they get stuck and then they have no audience

because they've alienated everyone.

Let me say number five that I see is being a teacher slash

military visa and not a marketer.

You are not giving people your whole.

Your knowledge bank on social media.

That is not what social media is for everything.

And I'm going to say this very slowly for everyone.

Everything you create in terms of content is a piece of marketing.

Your content is a marketing engine.

It is not for you to prove how amazing of a teacher you are.

I know you're great at teaching.

I know that you have a heart of gold.

I know, right?

I know that you have all of this valuable stuff to give, but every single content

that you create is a piece of marketing.

Guess what?

Even this podcast is a piece of marketing for my programs and for my business.

Right.

I, and of course there is an element of teaching and I'm going to give you value.

And I want to show up in an authentic way.

But the bottom line is, is that everything is marketing.

Everything comes up to your brand DNA, which is supposed to make

people want to work with you.

And the clear clearer you are with your content and with the,

with the piece of what content does the better your life will be.

As soon as you get comfortable with the idea that content equals marketing,

and you get comfortable with the fact that as a business owner, you

cannot not market your business.

All right.

It's an essential skill.

It's an essential tool that you need to be spending 90% of your time.

On 10%, not 10%, 5% fulfill, fulfilling your offers.

90% marketing, right marketing and setting, and then 5%

doing other things, right.

We will have to pay taxes, et cetera, but ultimately in 90% of your time

has to be marketing and selling.

That is how important marketing and content is in my opinion.

When we look at those five mistake areas, whereabouts are you at?

Is the question?

What is it that your.

Doing, what is it that is keeping you essentially stuck?

And what is the shift that you need to make in order to have a healthier, more

balanced approach to content creation?

Because if content is marketing, right, and you are not marketing

your business actively, then why not?

You know what I mean?

Like I think my office or the best thing of, uh, what I do for people.

Genuinely changes their life.

Maybe there is like a tiny little pinky bone in my body

that like has questions, right?

Cause there's always a room for improvement.

But beyond that, there is nothing in me that is resistant to telling people

about what I have to sell, because I know it changes lives where wherever we knew

is that doubt that is stopping you from showing up and creating that content.

Now sometimes like I just share.

You know, going through the iCloud, a launch and going through a traumatic

event, like having your home country invaded, you know, having your parents,

being set country, uh, being, you know, being, uh, supporting your clients

while also managing that and managing, you know, looking after kids, et

cetera, like that could be traumatic.

And that sometimes means that you don't stick to a rigid content schedule.

No, one's going to hate you for it, but ultimately.

No normal circumstances, that should be a process and there should be a

comfort and there should be a system for delivering value to the people and

giving people a reason to come back.

The thing that I think my content does better than anyone else's is that I do,

I think, balance giving a true value the no-man's talking about, but also.

Sort of being fun about it and, and being, you know, humorous and making

it manageable for you to consume.

So I think, there is the, different facets of content creation.

And I want you to start thinking about if you have a problematic

relationship with creation of content.

So thinking about why that is, and what's holding you back.

Truly, if everyone was an amazing content creator, and if your

content was truly conversing for you, surely you would already be

40 books and living the high life.

Right.

And why does that relationship even flow for you?

Cause I don't know if it was in floats for me, it does for every single business

owner, but like what are the normal requirements right for you and why is not

creating content on the top priority list?

That is the question that I would be asking myself.

So the galaxy content system, it came from me asking that question,

like, what am I not doing?

And I wasn't showing up consistently.

I was sort of stopping and starting, particularly with

my Facebook group content.

And I really wanted to figure out a manageable way for me to create

something and make it easier for me to distribute that content.

So here's what.

And, and I created this thing called the galaxy content system because

everything is a star in my book.

And just like the galaxy, just like the stars, essentially, we start off

with one thing and then that one star multiplies to be many things, right.

When we look at the stars.

They don't even exist anymore.

They've already burned yet.

We can see them.

So I want my content to do a very similar thing.

So we start with the north star.

Your north star is your core piece of long form content.

That can be a live video.

It can be a blog.

It can be a pillar content post.

For me, that's usually a pillar content posts, but it can be alive.

It doesn't particularly matter what it is as long as it is

your core theme of content.

Your core piece of content with a specific theme, then step two, you create your

supernovas of the main piece of content.

So essentially you segment pieces of content.

Shortened right from your north star, which will help

you populate your marketing.

So, for example, let's say today I've created this

podcast piece as my north star.

What I'm would do is to make my supernovas.

I might pull out those top five mistakes that I just created for you and create

a separate post or a separate audio snippet from this With one of each.

So instead of giving you like the full north star, I would just say to you like,

Hey, here is mistake number one, then I might post mistake number 2, 3, 4, 5.

Right?

So that essentially gives my content.

Longer lifetime value.

And it gives me more stuff to post because remember, you might be seeing

a hundred percent of your timeline, but in reality, only three to 10%,

depending on where you're at and which platform you're on, all of your

audience are seeing your content.

So let's say it's 3%, right?

Only 3% of your people will see that Facebook post.

What about everyone else that's in your audience, right?

So we want to give people the opportunity to consume your content in different

ways and give you a content more life span, to be able to reach more people.

Because the majority of the time we create this amazing, great

content, but it just doesn't see the light of day people don't see.

So we have your north star let's step one.

Then we create your supernova content from that north star.

And then you step three is we have our tiny stars, a little star dust content

that is short and snazzy sections or quotes that you'll use to create

intrigue and magic for your audience.

So things like cordial.

So are one of my favorite lines from a post was.

Hi.

So you want people to invest high ticket in you, but you're not

willing to invest in yourself.

That makes total sense that two sentence, little post.

Was part of a longer news star that I wrote originally.

And that specific quotable right.

Was one of our best performing posts last year.

And I would repost it every quarter or so, and it always got really great attention.

Got really great, great traction because.

It's a great quote.

Right.

But he came from a longer piece of content and if I hadn't pulled it

out, it wouldn't have worked as well.

Right.

It would have just got lost in the, all of the other copy, which was great.

Copy by the way.

Th the, the short snazzy bit wasn't punchy in the context of everything else.

So what you're doing with your star content is essentially you're taking your

same north star and you're pulling out the hook or you're pulling out the takeaway

or you're pulling out the, the ending.

And you're, again, you're making that north star do more work for you.

So you start with one piece of content, but you end up.

Up to eight pieces because you have, you've been able to between six and

eight, depending on how you create that first piece of content, you end

up with eight posts in total that you can distribute on your platform

over a day or two or three or a week.

Um, and it gives you.

It gives you more content and it saves you time.

So the 16 minute marketing method is you sitting down writing your post or

recording your content, doing a thing.

And usually that takes up 30 to 40 minutes and then spending

20 minutes, 30 to 20 minutes.

Dividing up that Newell star into more content.

And the trick here is, is that you're making your content do more work for you.

And the most beautiful part about the system is that you can reuse it again.

And again, like that quote that I just shed, it is one of the things that we keep

reposting, because I know it does well.

And it's one of those things that.

It's true.

I still stand by those words and it, I look, I know that it performs.

So why would I reinvent the wheel?

And again, I think like, you know, having consistency with your content strategy

is partly you having a bank to draw upon.

So when I was, having some time off and I took a three week sabbatical, Pause

my stuff we still would post sometimes.

And those posts would be prescheduled from a year or two ago.

And I think that's the magic of content is that once you've written it, once

it exists and you can reuse it again and again and again, and that, in my

opinion is pretty freaking cool, right?

Because who wants to work harder and longer?

I don't know.

I want to find the easiest best way forward.

And I think that having a.

Badass content strategy helps you do that.

And it helps you find equilibrium in your business.

So for me, the content strategy, not only does it help you create more

content in a shorter amount of time, but also it enables you to be bingeable.

And this is again, another concept that I absolutely love and one that I might

dive deeper into in a future episode.

But the idea is, is that when an ideal soulmate and finds you, I want

them to have, a sea of content to go through, to get to know you quick up.

In fact, there was a marketing, article that came out I'm on a

team report that came out, I think just over two weeks ago now where

apparently it now takes the customer.

Up to seven hours or seven plus hours of contact with you as in

a customer, a potential customer.

And he sort of spent at least seven hours consuming your content,

watching your videos, being with you in order to be ready to invest.

So this tells us that the market sophistication is rising and the

amount of content you need to create needs to go up because if a customer

or a potential customer needs seven hours, To consume your content.

Do you have seven hours of content online?

Do you have something for them to binge?

That is the question because just like Netflix, we want you to be bingeable.

And I think that's another interesting concept that again,

you know, the 16 minute marketing method helps you be bingeable

because you have a lot more content

in fact, you can take a post that you've written thus far or a live video that

you've written thus far and practice.

Using the 16 minute marketing method.

In fact, I would encourage it.

So, you know, you're creating a system that helps your content do more

work for you, your being bingeable, you're avoiding those five mistakes

that I mentioned, and therefore you're leading people to the sale.

You're leading people to whatever the next.

Is to work with you, right?

And once you have a great sales system in place, then you know that

your content goes to your free offer.

The free offer that is linked to your paid.

So it all starts to work in your favor.

And instead of, you know, you being the best kept secret, or, you know,

I like to call this lovingly, you being the dirty mistress to your

client, your content essentially does a lot of the work for you.

It helps you be bingeable.

It helps you be the authority and it helps your client get into your

sales system that you've produced.

So for us, again, like everything is strategic, everything is measurable.

We know exactly what needs to happen at what stage to be

able to predict our business.

And there's nothing better sexier than predictability, I think in

these times that we're living in.

So I hope you loved that episode.

I hope that you, um, have got something for your.

From my content system.

And I hope to hear how it goes for you.

I want you to set a 60 minute alarm clock and to try it out.

You know, maybe you, the first time it will take you 18 minutes.

Maybe it will take you 15.

Maybe it'll take you 40.

I want to know whether you've tried it a DME at Lisa Kay coaching on

Instagram, and I will send you the.

Tag me do all of the Instagrammy things and we can track your

progress to them for today.

Thank you so much for joining me.