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I don’t care whether my posts get engagement. My ego cares, obviously. My business doesn’t, and it hasn’t for a long time.
There are two completely different ways to do content, and for years I sat there trying to force myself into the wrong one. Almost nobody talks about the other one, so today I am.
Type A and Type B
Type A content people genuinely love making content. They geek out on it, chase every new feature, post constantly, and it works. I was recently at a mastermind where someone shared they’re posting almost ten pieces of content a day as their number one growth strategy, and it’s working extraordinarily well for her. She also has a team of nine people making that happen.
Type B is different. It’s quality and strategy over quantity, and it doesn’t mean each post takes longer. A post that gets three likes can still be the thing that leads to a several thousand dollar sale, because the post isn’t doing the selling. The strategy underneath it is.
Most people who hear “be strategic” get told to fix their messaging, post more authority content, set up an automation. None of that advice is wrong. It’s just one piece, handed over as if it’s the whole answer, which is why fixing it properly still doesn’t move the needle much.
The layer everyone talks about is the least important one
There are three layers underneath a working content strategy, and you only have to build most of it once.
The first is the visible layer, your actual posts and your profile. Some posts have a call to action, some don’t, and the ones without one are doing more work than people give them credit for.
The second is automation, going well past “comment a word, get a freebie” into something that actually filters and segments people so the right ones see the right things at the right time.
And the third is the one I’ve barely spoken about publicly. A small, deliberate, always-on layer that costs about ten dollars a day and is currently cutting the time it takes someone to go from finding me to being ready to invest, from months, down to about fourteen days.
Get that mix wrong and it does nothing. Get it right, and it changes the whole shape of your funnel.
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