3 Types of Content You Need To Grow Your Business & Attract Soul-Aligned Clients

Content creation is one of the biggest challenges for spiritual business owners – particularly when it comes to social media content.

If I had a dollar for every conversation I’ve had with my clients, with other business owners and with my own coach about creating content and how frustrating & fickle it can be – I’d have a lot of dollars!

Often the conversation goes something like:

• “I’ve just completely lost my mojo when it comes to creating content.”

• “I don’t have the motivation to do it.“

• “I don’t feel inspired anymore.”

• “I feel like I’m just shouting into an empty void.”

• “How can I get motivated to show up and create content again?”

Sound familiar?

I think the collective frustration with content creation boils down to how you feel about the return on your time investment. 

Because creating content takes time and if you’re spending your precious time creating content but not seeing results, then of course it feels frustrating.

If you’re creating content but not seeing growth in your business or attracting soul aligned clients, then I’d hazard a guess that you might be missing a key piece from your content strategy.

So on today’s episode of the Feminine Fire Podcast, I’m sharing the 3 types of content you need to grow your business and attract soul-aligned clients.

These 3 types of content align with your customer journey – from when your clients first find you to when they’re getting to know you, and then when they’re buying from you. 

You want to be creating content at each point of this journey.

So let’s get into it! 

Content Type 1: Growth Content

This is content that gets you in front of new audiences and grows your community.

Examples:

• Guest interviews on other people's podcasts

• Guest blogging

• Guest masterclasses in other people's communities

• Speaking gigs

• Traditional press

• Paid ads

• Engaging in relevant Facebook groups

And essentially any collaborative work where you get to leverage the trust of your collaborator’s audience.

The key here is to ensure that your audience is aligned. You want to make sure that the people you’re getting out in front of are your ideal clients. So you want to be collaborating with people who have a similar audience to you, but perhaps are serving them in a different way.

For example: if you’re a doula collaborating with a prenatal yoga teacher. You both serve pregnant and postpartum mums but in different ways.

Other examples of growth content are:

• TikToks

• Instagram Reels – but I’d argue this is changing
  
  

When it comes to Instagram reels in particular – you’re relying on the ever changing algorithm and your content “going viral” to bring new people into your community. Instagram has recently shifted yet again. 

Currently (March 2023), Instagram seems to be back to evenly favouring reels, carousels & image posts, so it’s really anyone’s game. 

The takeaway here is that you can’t rely on the ever changing Instagram algorithm for your growth content. I’d be focusing on aligned collaborations in this space as much as possible.

Content Type 2: Nurture Content

This is content that builds relationships with people already in your community.

Examples:

• Email

• Your own podcast

• Your own YouTube channel

• Your own blog

• Your own Facebook group

• Instagram content – stories, posts, etc

Basically creating content for your own channels.

This is the content where you are serving your community, teaching them something, inspiring them, giving them epic value.

This is about building trust and a relationship with your people, establishing yourself as a trusted authority in your field, as the go-to person for whatever it is that you do.

When we typically think of content creation, this is usually the type of content that will come to mind.

Content Type 3: Sales or Conversion Content

This is content that converts, where you are actively selling your offers and inviting people to take the next step with you.

Examples:

• Webinars

• Multi-day challenges

• Masterclasses & workshops

• Summits

• Sales-focused emails

• Instagram stories
  
  

Anything where you’re explicitly saying, “hey, here’s my thing, you should buy it.”

Usually if you’re shying away from sharing this type of content, it’s because sales feels icky or gross. 

If that’s you – I really encourage you to listen to Episode 93, where I dive into all things soulful sales including the mindset you need to sell in a way that feels easeful and soulful.

Because you need to be sharing sales content. You need to be telling people how to buy from you and work from you. And if your mindset is holding you back from sharing sales content and asking for the sale, then you’re going to be leaving money on the table.

You need ALL 3 of these types of content

You need content that is bringing new people into your community consistently, content that is serving, nurturing & building trust with them once they’re there AND content that sells your offers.

So what’s missing from YOUR content strategy?

Most often people focus on creating "nurture content” primarily, which can result in things like:

• Really solid relationships with your community BUT slow audience growth

• Lots of people who are excited and ready to buy whenever you launch something new BUT then really challenging second and third launches, since your warmest audience already bought during the first launch!

You need to also be bringing NEW people into your audience (otherwise known as, “filling the top of your sales funnel”) if you want your business to grow sustainably. 

You don’t want to be launching something new every 5 minutes just to continue making money consistently. That’s a one way street to burnout city.

To determine what might be missing from your content strategy right now, ask yourself the following questions:

1: Growth Content: 

• Are new people consistently learning about your biz? 

• What are the mechanisms for them to do so? 

• How are you getting yourself and your message out in front of new, aligned people?
  
  

2: Nurture Content: 

• Does your existing audience engage with your content regularly? 

• How are you showing up to serve and support your people through your content? 

• Are you having conversations/dialogue with the people in your community in some way?
  
  

3: Sales Content:

• Are you giving people opportunities to buy your stuff? 

• Are you clear and upfront about how people can work with you? 

• Is the next step easy as pie for them to take?

4: Considering all of this – what is the one type of content you'd benefit from creating more of?

That’s your next step – go create more of the content that’s been missing from your strategy.

Because you need to be creating all 3 of these types of content. 

Growth content to bring them in, nurture content to build a relationship with them and sales content that invites them to work with you. 

You need all 3! 

And you need all 3 at all times. 

This is what is going to keep your business making sales consistently.

So let’s get cracking on creating some incredible content for your people at all stages of your client journey.