How I Do Content

Can you believe it’s already November AND 2027 is just around the corner.And you only have to open Instagram to be reminded of this fact!Between the 2027 marketing predictions, business planning workshops and everyone sharing what they're doing differently next year, there's no shortage of advice about what you should be adding to your marketing strategy.But before you add anything just because you think you should or because some guru who doesn’t know you or your business told you that you should – you need to figure out what’s actually going to help you make more sales. And this is something I've seen firsthand after completing 30+ personalised messaging and marketing audits over the past few months.And one thing these audits have reinforced is just how easy it is to spend time and money on marketing activities without knowing whether they're the things that will make the biggest difference to your sales.So in today's episode of the How I Do Content Podcast, I'm sharing what I would NOT automatically put on your 2027 marketing plan, what I'd recommend instead and how to decide which marketing strategies are actually worth prioritising.So let’s get into it.SIGN UP FOR THE OBVIOUS CHOICE FUNNEL BOOTCAMPBefore you start that Substack account – spend three days with me inside The Obvious Choice Funnel (17–19 November). We’ll find where your leads are dropping off and what they need to hear before they buy, so your 2027 marketing plan is built on what’s ACTUALLY going to bring in sales. Tickets from $27. Sign up at https://thesocialbolt.com.au/bootcamp/ WANT MORE?Sign up for my FREE masterclass How to Bring in More Leads to Your Online Service Business in 2026 at https://thesocialbolt.com.au/masterclass/ Sign up for Micro Messaging at https://thesocialbolt.com.au/micro-messaging/ Watch my 13 minute One Offer, 5 Angles Mini Training at https://thesocialbolt.com.au/mini-training/ Follow me on Instagram at http://www.instagram.com/thesocialbolt Find out more at https://www.thesocialbolt.com.au TOPICS COVERED IN THIS EPISODE2027 marketing plan, marketing plan for small business 2027, marketing strategy for service-based business, should I start a Substack, Substack for business, how to get more clients online, why aren’t my leads converting, how to convert leads into clients, enquiries not turning into bookings, how to improve email nurture sequence, marketing funnel for coaches, simple sales funnel for service providers, customer journey audit, how to audit your marketing, lead magnet not converting, masterclass funnel not converting, messaging strategy for coaches, posting more content but no sales, marketing priorities for small businessBackground Music is Copyright Free. You're free to use this music in your videos.Track: Harry Potter Theme SongMusic promoted by Chayatori RecordsVideo Link:  https://youtu.be/WY8-lVlLhWE 

One of the most frustrating things is knowing you already have Beyonce-level, dream clients in your world – but they’re not buying.Even though they have a problem you can solve, they want the outcome you help create and they’re already paying attention and giving all the right signs that they’re interested.But here’s the part I think a lot of business owners miss.Just because someone is a best-fit client doesn’t automatically mean they’re ready to buy.One of the biggest assumptions you can make is that if someone is interested, they already have everything they need to make the decision.But interest and readiness are two very different things.They can know what you do, want the result and still have unanswered questions, doubts, or not enough reason to prioritise the offer yetAnd your marketing has a really important role in helping them get there.So in today’s episode of the How I Do Content Podcast, I want to talk about why your best-fit clients still aren’t buying from you, and what your marketing needs to do to help them feel ready to make the decision.SIGN UP FOR THE OBVIOUS CHOICE FUNNEL BOOTCAMPWant to know what's stopping your dream clients from going from interested to ready to buy? That's exactly what we're working on inside The Obvious Choice Funnel Bootcamp. You'll learn how to build a customer journey that moves people towards buying, so you're making the most of the leads already coming into your world.Sign up at: https://thesocialbolt.com.au/bootcamp/WANT MORE?Sign up for my FREE masterclass How to Bring in More Leads to Your Online Service Business in 2026 at https://thesocialbolt.com.au/masterclass/ Sign up for Micro Messaging at https://thesocialbolt.com.au/micro-messaging/ Watch my 13 minute One Offer, 5 Angles Mini Training at https://thesocialbolt.com.au/mini-training/ Follow me on Instagram at http://www.instagram.com/thesocialbolt Find out more at https://www.thesocialbolt.com.au TOPICS COVERED IN THIS EPISODEideal clients not buying, why clients aren’t buying, why leads don’t convert, how to convert leads into clients, how to get clients to buy, turning interest into sales, customer journey mapping, marketing funnel for service business, buyer psychology in marketing, overcoming customer objections, answering objections in marketing, how to differentiate your business, selling specific outcomes, creating urgency in marketing, nurturing leads to sales, messaging for service businesses, content marketing customer journey, marketing strategy for coaches and consultantsBackground Music is Copyright Free. You're free to use this music in your videos.Track: Harry Potter Theme SongMusic promoted by Chayatori RecordsVideo Link:  https://youtu.be/WY8-lVlLhWE 

Visibility is one of the biggest shiny objects in marketing.Because everywhere you look, you’re being sold MORE – more reach, more followers, more views, more traffic, more leads, more people coming into your world.And because those numbers are easy to see, they can very quickly become the thing you focus on when sales aren’t where you want them to be.So you assume you need a bigger audience, or that if you could just get your offer in front of enough people, the sales would follow.And sometimes, that is absolutely true.But sometimes, a lack of visibility is blamed for a lack of sales when the real problem sits somewhere else in your marketing.So in today’s episode of the How I Do Content Podcast, I want to talk about the visibility trap – when visibility is genuinely the thing you need to fix, and when chasing more visibility is distracting you from the actual problemLet’s get into it.WANT MORE?Sign up for my FREE masterclass How to Bring in More Leads to Your Online Service Business in 2026 at https://thesocialbolt.com.au/masterclass/ Sign up for Micro Messaging at https://thesocialbolt.com.au/micro-messaging/ Watch my 13 minute One Offer, 5 Angles Mini Training at https://thesocialbolt.com.au/mini-training/ Follow me on Instagram at http://www.instagram.com/thesocialbolt Find out more at https://www.thesocialbolt.com.au TOPICS COVERED IN THIS EPISODEwhy am I not getting sales, how to get more visibility for my business, do I need more visibility to make sales, how to get more clients for my online business, do I need more followers to make sales, why aren’t my followers buying, how to convert followers into clients, how to get more leads for my service business, customer journey marketing for service businesses, sales page not converting, email list not converting to sales, how to grow an audience for my online business, marketing strategy for online service business, messaging strategy for coaches, how to nurture leads into clients, how to find gaps in my marketing, low sales despite large audience, best marketing channels for service businessesBackground Music is Copyright Free. You're free to use this music in your videos.Track: Harry Potter Theme SongMusic promoted by Chayatori RecordsVideo Link:  https://youtu.be/WY8-lVlLhWE 

I spend a lot of time observing, auditing and creating marketing for both myself and my clients. My days are spent immersed in all things marketing – whether it’s strategy or execution. I know where to look when things aren’t working, what to do next when they are and how to apply that across different industries, business models and offers.So I know my stuff. I’m not one of those people who tells you the only way to be successful is to follow exactly what I do. I’ll always tell you what you need to do to be successful in a way that works for you, your business and your goals. And right now that matters more than anything else because we have an avalanche of marketing gurus who are sprouting advice that’s serving absolutely no one except for themselves. Because while the gurus get richer, the people who help them make that money are wondering why it’s not working for them.And that’s because they don’t really know marketing outside of what’s worked for them. So in today’s episode of the How I Do Content Podcast I’m going to take you through what I would actually look at if I audited your marketing today, and what each part would tell me about where the real problem might be.So let’s get into it. WANT MORE?Sign up for my FREE masterclass How to Bring in More Leads to Your Online Service Business in 2026 at https://thesocialbolt.com.au/masterclass/ Sign up for Micro Messaging at https://thesocialbolt.com.au/micro-messaging/ Watch my 13 minute One Offer, 5 Angles Mini Training at https://thesocialbolt.com.au/mini-training/ Follow me on Instagram at http://www.instagram.com/thesocialbolt Find out more at https://www.thesocialbolt.com.au TOPICS COVERED IN THIS EPISODEwhy is my marketing not working, marketing audit, how to audit your marketing, marketing audit checklist, small business marketing audit, why am I not getting clients, how to get more leads for service business, online service business marketing, customer journey mapping, marketing funnel not converting, sales page not converting, lead magnet not converting, email nurture sequence, offer positioning, how to position your offer, marketing messaging strategy, ideal client attraction, why are my sales slow, marketing strategy for coaches, Instagram marketing not workingBackground Music is Copyright Free. You're free to use this music in your videos.Track: Harry Potter Theme SongMusic promoted by Chayatori RecordsVideo Link:  https://youtu.be/WY8-lVlLhWE 

It’s officially Q4, which means we’ve somehow reached the part of the year where a lot of business owners suddenly realise there are only three months left to hit the goals they set approximately 84 years ago in January.And because Q4 is traditionally a big selling period, this is usually the point where the pressure starts to ramp up.There are launches, promotions, Black Friday, Christmas campaigns and a whole lot of noise about how to get more reach, more eyeballs and more sales before the year ends.And yes, your marketing absolutely should help you make the most of the buying opportunities happening right now.But I think there’s a second job your marketing needs to do between now and Christmas, and this is the one a lot of business owners overlook.It also needs to help you build a stronger customer journey going into 2027. Because I KNOW you don’t want another year where you’re STILL relying on constant content creation to keep your marketing moving.So that’s exactly what I want to unpack in today’s episode of the How I Do Content Podcast. How to build a Q4 marketing plan that makes the most of buying behaviour now AND uses the next three months to build something stronger underneath it.Let’s get into it. WANT MORE?Sign up for my FREE masterclass How to Bring in More Leads to Your Online Service Business in 2026 at https://thesocialbolt.com.au/masterclass/ Sign up for Micro Messaging at https://thesocialbolt.com.au/micro-messaging/ Watch my 13 minute One Offer, 5 Angles Mini Training at https://thesocialbolt.com.au/mini-training/ Follow me on Instagram at http://www.instagram.com/thesocialbolt Find out more at https://www.thesocialbolt.com.au TOPICS COVERED IN THIS EPISODEQ4 marketing plan, Q4 marketing strategy, Q4 marketing for small business, Christmas marketing, end of year marketing ideas, holiday marketing for service businesses, Black Friday marketing for service providers, customer journey for online business, how to improve your customer journey, marketing funnel for coaches, lead magnet ideas for service businesses, email nurture sequence, how to get more leads online, sales messaging for coaches, how to turn Instagram followers into clients, marketing without posting every day, messaging strategy for service businesses, marketing plan for 2027Background Music is Copyright Free. You're free to use this music in your videos.Track: Harry Potter Theme SongMusic promoted by Chayatori RecordsVideo Link:  https://youtu.be/WY8-lVlLhWE 

IMAGINE if Beyoncé launched an album the way most online business owners are launching their offers right.“Hey guys, my new album is available now.”Followed by a couple of Instagram Stories, a countdown sticker and a handful of emails before deciding to disappear off the face of the earth because “I couldn’t possibly talk about my album anymore without pissing people off”. And look, Beyoncé could probably get away with it. But sadly, you’re NOT Beyoncé and you’re launching into a market that’s more skeptical, more distracted and being served more content and offers than ever before.So simply announcing that your offer exists and hoping people buy it probably isn’t going to cut it.What Beyoncé does brilliantly (and what so many of the best brands do brilliantly) is create an entire world around what they’re launching.There’s an idea behind it. A story. A visual identity. Teasers, collaborations, activations and moments that build anticipation long before anyone is asked to buy.And THAT’S the juicy conversation we’re diving into today with the launch campaign wizard herself, Kelsey McCormick.Kelsey is the founder of Coming Up Roses, where she helps creative entrepreneurs build businesses, launch offers and make more money without turning themselves into someone they’re not.Before starting her own business, Kelsey worked in the music industry creating marketing campaigns for artists and festivals, so she brings a very different perspective to launching than the usual online business formulaIn today’s episode of the How I Do Content Podcast, we talk about what actually makes a great creative launch campaign and why the future of launching is less about following a formula and more about creating something people actually want to be part of.So if you've got a launch coming up (or Black Friday is already on your calendar) grab a notebook, because this one's for you.Let’s get into it.CONNECT WITH KELSEY MCCORMICKFollow Kelsey on Instagram @cominguproses.coDownload Kelsey’s Creative Campaign Ideas from creators & brands to use in your next launch at https://cominguproses.co/pages/campaign Learn more about Launch Your Own Way at https://cominguproses.co/products/lyow-evergreen-supported Find out more at https://cominguproses.co/ WANT MORE?Watch my 13 minute One Offer, 5 Angles Mini Training at https://thesocialbolt.com.au/mini-training/ Join the Micro Messaging Waitlist at https://thesocialbolt.com.au/messaging-waitlist/ Follow me on Instagram at http://www.instagram.com/thesocialbolt Find out more at https://www.thesocialbolt.com.au TOPICS COVERED IN THIS EPISODEcreative launch campaigns, launch strategy for online business, how to make your launch stand out, creative launch campaign ideas, launch campaign examples, launch strategy for service providers, how to launch a group program, how to launch a coaching program, launch marketing strategy 2026, why my launch didn't work, pre-launch warm up strategy, waitlist strategy for launches, how to build trust before a launch, launch messaging, market research before a launch, Black Friday launch ideas for small business, campaign concept ideas for small business, launch planning for creative entrepreneurs, launch coach for service providersBackground Music is Copyright Free. You're free to use this music in your videos.Track: Harry Potter Theme SongMusic promoted by Chayatori RecordsVideo Link:  https://youtu.be/WY8-lVlLhWE 

We’re on the cusp of the busiest sales period of the year.So if you’re planning to sell anything between now and the end of the year, there are a few things you need to understand about how people actually make purchase decisions at this time of year.Because Q4 changes the environment your buyer is making that decision in.They’re not only looking at your offer and asking whether they want it.They’re also seeing Black Friday deals, Christmas spending, other business investments, new offers launching and approximately 50,000 emails a day telling them they need to buy this life-changing offer before midnight.This means your marketing has to do a better job of showing them why your offer matters, why it’s worth the investment and why it makes sense to choose it now.That’s exactly what I’m breaking down in today’s episode of the How I Do Content Podcast.Because if you want Q4 to be your most profitable quarter yet, you’re going to need more than simply sending more emails, adding another bonus or slapping 30% off because that’s what everyone else is doing for Black Friday.You need to understand what’s driving buyer behaviour and what that means for your Q4 marketing strategy.So let’s get into it.WANT MORE?Watch my 13 minute One Offer, 5 Angles Mini Training at https://thesocialbolt.com.au/mini-training/ Join the Micro Messaging Waitlist at https://thesocialbolt.com.au/messaging-waitlist/ Follow me on Instagram at http://www.instagram.com/thesocialbolt Find out more at https://www.thesocialbolt.com.au TOPICS COVERED IN THIS EPISODEhow to sell in Q4, Q4 sales strategy, Q4 buyer behaviour, Q4 marketing strategy, selling online services in Q4, buyer decision making process, Black Friday marketing strategy, how to sell without discounting, building trust before a launch, pre-launch content strategy, proof in marketing, client testimonials that convert, Q4 business strategy, online service business sales, launch strategy for coaches, email marketing Q4, Q4 sales psychologyBackground Music is Copyright Free. You're free to use this music in your videos.Track: Harry Potter Theme SongMusic promoted by Chayatori RecordsVideo Link:  https://youtu.be/WY8-lVlLhWE 

I don’t mind a content trend. I actually encourage my clients to use trend-based content. Inside Micro Messaging I run a monthly content planning session where I share content that’s working right now, so naturally there’s always a trend or 2 that makes the cut. Because content trends can be fun and easy to create, algorithm-friendly and your audience understands them.But on the other hand, the problem with content trends is you can become over-reliant on creating them or you lose your unique voice because you’re trying to fit a trend to your brand. So in today’s episode of the How I Do Content Podcast, I want to talk about how I decide when a trend is worth using, when I leave it the fuck alone, and how you can take inspiration from what is working without creating the exact same post as everyone else. Let’s begin.SIGN UP FOR GET SCRAPPY, GET WEIRD, GET PAID.Inside this 5-day challenge, I want to help you get better at creating from your own ideas, while still knowing how to use what is happening around you as inspiration.So yes, sometimes that might mean using a trend.Sometimes it might mean taking one little piece of inspiration and turning it into something completely different.And sometimes it might mean ignoring what everyone else is doing and following the weird little idea in your own brain.That is the skill I want you to build, because original marketing means knowing how to take what is around you, put it through your own perspective and turn it into something that actually feels like yours.If that’s exactly what your marketing needs right now, come and join me inside Get Scrappy, Get Weird, Get Paid.https://thesocialbolt.com.au/get-scrappy-get-weird-get-paid/ TOPICS COVERED IN THIS EPISODEcontent trends, how to use content trends, trend-based content strategy, when to use social media trends, Instagram content trends, content strategy for online business, social media content strategy, content ideas for coaches, creating original content on Instagram, algorithm-friendly content, standing out on social media, content that converts, content marketing for service businesses, losing your voice in content, original content ideas, social media trends for coaches, building a content strategy, when to ignore trendsBackground Music is Copyright Free. You're free to use this music in your videos.Track: Harry Potter Theme SongMusic promoted by Chayatori RecordsVideo Link:  https://youtu.be/WY8-lVlLhWE 

One of the questions I get asked a lot is – “Tahryn how do you keep coming up with different, creative and fun content ideas?”And my response is usually something along the lines of – “Welcome to my brain!”Now as much as my brain is wired that way, I’d be lying if I said I didn’t have a bit of a process for coming up with content ideas even if it happens kinda subconsciously at this point! So in today’s episode of the How I Do Content Podcast, I want to take you inside how I actually come up with content ideas, how I decide whether an idea is worth turning into content, and what I do with that idea once I have spotted it.Because if you can get better at this part, you stop needing someone else to constantly tell you what to post.SIGN UP FOR GET SCRAPPY, GET WEIRD, GET PAID.I’m going to help you get better at spotting the ideas already sitting inside your client work, your experiences, your opinions and the way you see things, then turn those ideas into marketing that people actually want to pay attention to.Because once you know how to find the good stuff, you do not need to keep chasing more prompts, more trends or more things to post.You can get scrappy with what you already have, get weird enough to follow your own perspective, and turn those ideas into marketing that helps people understand why they should choose you.If you’re ready to create marketing that feels more original, more memorable and more useful for your business, come and join me inside Get Scrappy, Get Weird, Get Paid.https://thesocialbolt.com.au/get-scrappy-get-weird-get-paid/ TOPICS COVERED IN THIS EPISODEcontent ideas, how to come up with content ideas, content ideas for business, never run out of content ideas, content ideas from client conversations, how to find content ideas, content creation process, original content ideas, content ideas without AI, content ideas without prompts, how to develop a content idea, authority content for service businesses, content strategy for online business, how to create content that sounds like you, content marketing for service providersBackground Music is Copyright Free. You're free to use this music in your videos.Track: Harry Potter Theme SongMusic promoted by Chayatori RecordsVideo Link:  https://youtu.be/WY8-lVlLhWE 

One of the most underrated strategies when growing your online business has nothing to do with visibility, marketing, content or the AI tools you use.It’s actually being genuinely, undeniably good at what you do. And when I think about someone who truly lives and embodies this – it’s today’s guest on the How I Do Content Podcast. She’s someone very special to me and who I can hand on my Ned-loving heart say is really fucking good at what she does.And that’s Ellie Swift.Ellie is the mastermind expert and business coach for 6 and 7-figure coaches, mentors and consultants. As an ex-corporate marketer turned CEO, Ellie has become the go-to for people starting and scaling their masterminds through her program, The Mastermind Model™. She also runs her own mastermind, The Scalable Freedom™️ Mastermind, where she shares her 10 years of expertise in online business.Ellie has also been my coach for over 7 years and was the very first guest on the How I Do Content Podcast, all the way back in 2021. So I thought it was time to get her back to talk about running a business in 2026 and what it actually takes to build a coaching business that lasts. Ellie is such a testament to that because she’s built a 7-figure business by keeping her eyes on her mission, even when the shiny things were calling.I know you're going to love this one – so let's get into itCONNECT WITH ELLIE SWIFTFollow Ellie on Instagram @elliehswift Listen to Inside a 7-figure Mastermind Business Private Podcast https://ellieswift.com/inside-a-7-figure-mastermind-business Listen to The Scalable Freedom Show: https://thescalablefreedomshow.buzzsprout.com Watch on: https://www.youtube.com/@elliehswift Find out more at https://ellieswift.com/ WANT MORE?Watch my 13 minute One Offer, 5 Angles Mini Training at https://thesocialbolt.com.au/mini-training/ Join the Micro Messaging Waitlist at https://thesocialbolt.com.au/messaging-waitlist/ Follow me on Instagram at http://www.instagram.com/thesocialbolt Find out more at https://www.thesocialbolt.com.au TOPICS COVERED IN THIS EPISODEmastermind business model, how to build a coaching business, how to run a mastermind program, 7 figure coaching business, scaling a coaching business, high ticket group program strategy, how to build a sustainable coaching business, AI in online business, using AI strategically in your business, content strategy 2026, original thought content marketing, how to stay in your lane in business, mission driven business, client retention in coaching, long term coach client relationship, mastermind program for coaches, how to grow a coaching business without burning out, business coaching for women, online business strategy 2026, how to stand out as a coachBackground Music is Copyright Free. You're free to use this music in your videos.Track: Harry Potter Theme SongMusic promoted by Chayatori RecordsVideo Link:  https://youtu.be/WY8-lVlLhWE