How to do “Content” the right way

This was a response to someone inside the Box and it felt worth sharing here.

Firstly, the word “content” is huge. It can mean so many different things. Very likely, you’re using content to accomplish something (hopefully). Something like sales, typically.

To reverse engineer for a sec…sales comes from people who trust you and trust your promise. In order to build trust, you need to prove that you and your product exist, have some level of experience, are valuable, and of a certain standard.

This is often done through content. Writing, visuals, audio, videos, etc. But at the end of the day, it’s all about connection. Content is a bridge to connect with you. Connection is an opportunity to learn about your people and their needs so you can better serve them through a product / service.


Here’s how to do content right:

1) What platforms are you committing to for this content (ie: Instagram, youtube, podcast, tiktok, blogs, email etc.) focus on a couple and don’t get distracted. Obviously, your people (ideal clients) need to be on there.

2) A lot of people produce content aimlessly. They use canva templates that look like everyone else and spit out quotes and clichés left and right (tough love). This is “content for content sake” that doesn’t actually resonate with anyone. If you’re going to create content, you’ll need to take it seriously. What do people want to see / hear.

3) Show, don’t tell. 90% of the time, it’s best to show your work…show the behind the scene, show you practicing what you preach. Telling doesn’t do much. Prove it!

4) When it comes to creating content: I mostly use canva (nothing wrong with it if you can make it feel on-brand and unique) for graphics etc.

Videos get the most action…so if you’re gonna make content, you’ll probably want to learn how to make reels / tiktoks (if that’s one of your platforms).

Bill and I (podcast co-host) take clips from our podcast and put those out as Tiktoks, IG reels, and YouTube shorts for example). Repurposing is super sustainable.

I organize all my content inside a simple trello board. I have the trello app on my phone, so when I’m at the gym, I’ll go in there and post some content on socials.

The key is to create a sustainable process that you can stick with for the long-term. You’ll only see results if you stick with it and most people don’t stick with it. So go into it with the right mindset.

For example, I didn’t look at our podcast analytics for the first 6 months. It’s not about the #’s at first, it’s about making it a habit and showing up to put out good stuff.

I hope this helps!

I recommend listening to “Make Art Not Content” podcast (https://makeartnotcontent.com)(one of my absolute favorites).