In my seven years in online business, I’ve seen so many really brilliant coaches (and other experts) spinning their wheels with content that doesn’t result in sales… 😩
It’s so frustrating to see them creating just to create — but not seeing the bank account boosts they deserve.
And I’ve always known I could help.
For years, I wanted to combine what was learning in my own business – and what I’ve been honing by supporting clients (with Pinterest and content creation) – to change all that.
So, for years, I percolated on the idea of creating a content strategy program.
And finally, in 2023, I debuted the High-leverage Content™ program (HLC) to teach coaches, course creators, and service providers how to create *profitable* long-form content WITH EASE… Content that converts your audience to clients in half the time.
There were 4 specific factors (stars that aligned! 🤣) to make 2023 the right time to open the doors to this new, game-changing, program.
In this post, I want to take YOU behind the scenes… and share the events that lead up to the birth of the High-leverage Content system and program.
Reason #1: Creating long-form content has paid my bills (and then some).
For the last seven years, I’ve invested time in doing content “the High-leverage Content way” – for my own business.
This has grown my engaged audience, built trust and demand super-fast, and sold my offers.
This approach has paid off for me.
So, the number one reason I created the High-leverage Content program was to teach other coaches, course creators, and service providers how to do the same.
A bit of back-story:
I was fortunate, when I started my business back in 2017, to learn from a coach who taught me that long-term thinking is what separates successful online entrepreneurs from those who burn bright for a few months – but then fizzle out fast.
I knew that I wanted to be thriving in business in five years (even in ten+).
I knew I wanted to truly earn a (really healthy) income from this business. One that would replace my corporate salary – but ALSO fund luxuries like trips, my Whole Foods predilection, and dog treats. (Lots of dog treats!)
And I knew I wanted the time freedom to work 20 to 30 hours per week, on average – so I’d have time to enjoy my (then new) marriage, new city, etc…
To achieve all that, I realized I needed a good foundation, content that *builds* momentum and equity, and passive income streams.
And the #1 way that I did this was by committing to creating (what I now call) High-leverage Content. 🎯
- Getting clear on what my ideal audience needs to hear, read, and understand – to feel ready to buy from me. And focusing 90% of my content creation time on THAT content. (NOT on musings or just on what feels fun to create today…)
- Investing time and energy in LONG-FORM content. For me, this is my blog. (Long-form content can also be Youtube videos, podcast eps, long-form social media, or Livestreams… thorough content.)
Because, the bottom line is this…
Long-form content is by far the best way to organically build a loyal audience – and generate sales of your offers.
✔️ Long-form content allows you to dig deeper. To truly create the shifts* your audience needs to feel and experience to be ready to buy. (Pssst… Inside HLC, you learn what those shifts are!)
✔️ It positions you as a trusted authority* in a way that short-form content just doesn’t do. #SorryNotSorry.
✔️ Long-form content has a wayyyyyyy longer shelf-life.* It sets you up to do LESS work, but still have ongoing visibility from the content you already created. (vs short-form content, which is basically a bottomless pit monster that you have to feed daily.) ”Feeeeeed me!”
*(Pat Flynn recently spoke about all these things at length in episode 682 of his podcast: Short-form Content is a Waste of Time. Check it out. So good! 🙌🏽)
And I have to tell you… Over the years, I’ve become more and more grateful that I took this approach with my content. My own High-leverage Content has made #allthethings possible for me, like:
✔️ I’ve built a body of work of 85+ high-quality blog posts that attract, nurture, and CONVERT clients – on autopilot. (More posts recently, because ChatGPT has reduced the time it takes for me to write them!)
✔️ I get dozens of opt-ins to my email list every month – most of it passively.
✔️ I’ve been able to use my long-form content to create a high-converting funnel for my course, Pinterest with Purpose. (It’s been converting now for YEARS!)
✔️ Over the years, I’ve had dozens of discovery calls for my done-for-you offers – and they convert 96% of the time – generating awesome client projects and big cash infusions. This is because most of my prospects were *PRE-SOLD* by my content – before they ever booked a call to hire me. My sales calls are literally SO EASY.
✔️ I’ve been able to regularly sell high-ticket intensive sessions with no sales calls. Because my content has (again) PRE-SOLD clients on my expertise, my process, and my results.
✔️ I’m able to repurpose my body of work *endlessly* – on social media, in emails, on sales pages, in summit appearances… EVERYWHERE! (At this point, the only time I have to create new content is when I’ve created a new offer.)
✔️ I get invitations to guest on podcasts and speak at summits – almost weekly, sometimes more. Because my content has helped me become known and respected in my space. (And these events ALWAYS generate leads and sales for me!)
I could go on… (I journaled to prep and psyche myself up for this blog post, ‘cause it’s HARD to write about yourself, right??? I have pages of other specific and big-picture wins I could totally share…)
But it’s high time we move along to Reason #2 that I created High-leverage Content….
(Pssssst…. You can 📌 pin this article for reference to your “Pinterest marketing” board:)
Reason #2: I spent 5+ years repurposing profitable, long-form content for a 7-figure entrepreneur.
For five *amazing* years (roughly 2017 to 2022), I did high-leverage content repurposing work for a seven-figure coach/course creator… I was on retainer as her Content Manager.
And the experience informed the way I now teach content – inside HLC.
Here’s what our process looked like:
- Every month, she created “source content” (in the form of Youtube videos, her long-form format of choice).
- From those videos, I spent hours generating her blog posts, IG posts, FB group prompts, emails, and more… all derived from her source content.
We spent about five years creating and repurposing *excellent* content in this way together – based on HER thought leadership. And to this day, that body of work continues to drive visibility and sales of her courses and programs.
This system worked VERY well for her. (And for me! She paid me well. And I loved every second 🤩 and learned so much!)
Now I want to be clear on something…
The main reason it all worked well is this:
She didn’t try to “skip” the thought leadership part. She showed up and created high-leverage “source” content. It showcased her own unique ideas, frameworks, stories, etc. She counted on her team (Read: Me!!) to take that source content – and repurpose it artfully and skillfully (if I do say so myself 🤣) to #AllthePlaces.
But she created the source content.
Inside the High-leverage Content program, I call this “anchor content.” High-leverage “anchor ⚓️content” = unique, thorough, strategic content that results in more sales – and is endlessly repurpose-able.
And here’s the deal:
This is the kind of content you’ll need – if you want to sell more of your coaching programs and offers…
Content that positions you as the obvious, best, and *ONLY* choice for your ideal clients. Content that has them hanging on your every word and lining up to work with you. Content that converts your audience to clients in HALF the time.
Okay, now it’s time to talk about Pinterest…
(Whoa. This is the first time I’ve written a blog in a looooooooong time that didn’t mention Pinterest in the first paragraph. 🤣 Changes are a-happening!)
Reason #3: As a Pinterest marketing strategist, I’ve learned that marketing tactics fall flat without good content.
Most readers of this blog know me as a Pinterest Strategist and Educator. (Some have even proclaimed me the “Pinterest Queen.” And I’ll graciously accept that crown!)
Indeed, the main focus of my business for the last seven years has been my platform of choice – Pinterest. I’ve specialized in teaching coaches, course creators, service providers, and other experts how to generate leads and get clients using the platform.
Naturally, I’ve also taught content strategy through the lens of Pinterest. It just happened that way – because the two are inextricably linked.
And this “weaving in of the content piece” has been a hallmark of my courses and 1:1 offers, and it has actually set me apart and added a lot of value for my clients and students. (In other words, many Pinterest experts out there do NOT teach or incorporate content strategy – but that is very limiting for them, and for their clients and students.)
So, long story short… One thing I’ve learned FOR SURE through all of that experience is this:
Your marketing tactics (including Pinterest) will fall flat – if your content isn’t good.
And by “good,” I mean…
Relevant to your audience. Strategic. Created based on a solid understanding of the “journey” you want to take Pinterest pinners (or any audience members) on – on the way to buy what you offer.
And by “fall flat,” I mean…
It won’t stop the scroll. It’s flimsy. Or it doesn’t create the shifts or say the things that people need to hear/understand in order to be ready to buy. (So it’s not profitable. Womp-womp.)
And here’s what to know about Pinterest and the “customer journey” part:
Since Pinterest is a search and discovery platform (not social media!)… it has the power to attract a lot of *NEW* people to you. (i.e. people who don’t already have a lot of “know, like, trust” with you – yet.)
And we love that!
But on the other side of the coin, you’ll need High-leverage Content to grow those know, like, trust, factors… to get people ready to buy.
(That content might be blog posts. It’s also increasingly common for Pinterest marketers to link pins to OTHER types of “anchor” content. Read more about that in my blog post, “Do you need a blog for Pinterest?”)
And this lesson was Reason #3 why I decided to *formally* teach content strategy – and why my program, High-leverage Content, was born!
By late 2022, I already had a lot of content creation and repurposing experience under my belt. I had learned a thing or two (or 5,692) about how to create content that pre-sells clients on your programs and generates sales.
But of course, what happened next changed everything…
Reason #4: ChatGPT rocked my world – and reduced my long-form content creation time by 75%.
When I first heard of AI tools for writing – I was skeptical. It sounded “faddish.” I assumed that using it would take just as much time as if I started from scratch. I wasn’t sure it was even ethical. But boy was I wrong!
One Saturday, I sat down to give ChatGPT a go. I asked it to help with outlining and writing a blog post – and I was *floored* by how good the results were.
To bring the copy up to my standards, I *DID* have to ask the tool lots of follow-up questions. I also had to give it more context – to improve the quality and the uniqueness of what it generated for me. And I had to do some rewrites – for sure. And I added things that the tool just didn’t know. (Because I’m the expert!)
But in the end, I had a ready-to-post blog post in 90 minutes flat – when it normally takes me about SIX HOURS to write one. 🤯
After spending a few days perfecting other prompts and ways to use ChatGPT in my content, it was official… I was hooked.
And that’s when I realized that…
ChatGPT had removed a big barrier to long-form content.
So… Let’s re-cap from the above for a sec…
✔️ I already had the experience with profitable content for my own business. (Reason #1)
✔️ I had been in the trenches with my client’s repurposing. (Reason #2)
✔️ All the Pinterest experience taught me the (hard-won!) lesson that your marketing is only as good as your content… (Reason #3)
But Reason #4 (AI writing and ChatGPT coming on the scene) acted as a catalyst – and truly lit the fire under my bottom! 🤣
Because before ChatGPT, there was still this BIG BARRIER for a lot of people, when it came to creating high-performing long-form content (the type of content I wanted to teach them how to generate).
That barrier had been >>> Time.
Solopreneurs, and especially those who spend time working with clients (coaches, service pros) simply don’t hours each day to churn out content.
They have clients to serve… a personal/home life… plus, they want the time freedom that they started their businesses for in the first place! Basically, they don’t want to be tethered to their laptops 16/7.
So, I always knew that it was a big ask to get them to do high-leverage, long-form content.
But ChatGPT came along, and removed that big barrier for a lot of people. And because I had now started using it personally – and it had significantly slashed my content creation time – I knew this was the moment for me to (FINALLY!) create the content strategy course I’d been percolating on…
And High-leverage Content was born.
(I’ve incorporated ChatGPT training and prompts into HLC, so it’s now a system you can use to create content quickly – without sacrificing quality. The time barrier is no longer in the way.)
So, there you have it… The four factors that really influenced my decision (and the timing!) to finally start formally teaching my proprietary content strategy and creation process, High-leverage Content…
Now, I have a question for you…
Are you ready for your own profitable content strategy? And content that converts your audience to clients in half the time?
If you’re nodding like a mad-woman right now, you’re in the right place today…
🎯High-leverage Content will help you *easily* produce high-quality content that showcases your unique thought leadership, builds trust and demand for your programs (fast!) – and generates sales.
Inside, you’ll learn what specific things your audience needs to hear and understand – to be ready to buy.
You’ll get all the plug-and-play tools and outlines – and create with ease.
You’ll grow a body of work you’re proud of. It will be mounting evidence that your expertise and business are legit.
HLC will add hours back to your calendar because you’ll no longer create *heaps* of content, but instead you’ll focus on the *right* content. Hustling on social media will be optional. And your substantive content will always be ready for endless repurposing.
And the best part? It will all FINALLY be easy.
Because HLC delivers a tangible strategy, powerful worksheets and tools, detailed content outlines with ChatGPT prompts, and *everything* you need to crank out profitable content.
(*Note: If HLC isn’t currently open for enrollment, you’ll be able to add your name to the waitlist. You’ll be notified as soon as the doors open again!)