Content Marketing Strategy That Converts

September 30, 2016

Creating content for some online entrepreneurs is equal parts angst and reward with a sprinkling of uncertainty for good measure. But it doesn’t have to be this way. When you establish and follow a content marketing strategy, your messaging has clarity; ideal clients find you; and you sell more programs, products, and services. You have a plan of action and become empowered to gain new clients and grow your business.

So, why doesn’t everyone find this to be easy?

Some overthink it. Some become distracted by the next “have-to-have-it” course or app. Some feel overwhelmed by a list of seemingly unrelated To Dos. They write a blog post because it is “due;” share tweets to fill their Twitter feed; and write to their email list because they know it’s a way to stay connected. But, they often do all of this without carefully considering what content they will share and WHY they are sharing it. Their content has no purpose.

This is where strategy comes in. A content marketing strategy brings order to activity; gives purpose to your planning; and helps you to become the master of your destiny—at least as far as your business goes!

Strategy is a game-changer. It has intention. It creates a pathway. And when done properly, you can measure it.

My approach to content marketing strategy is that ALL of our messaging:

  • networking elevator invitation
  • signature talk
  • blog
  • newsletter
  • social media presence
  • and live streaming 

Creates a tapestry of who we are, what we do, why we do it, and how we show up online. It is ALL inter-related. Each component is an extension of our overall core message—the foundation for our business. Jeannie’s approach to her Talk & Profit LIVE! event illustrates how content marketing strategy works.

Jeannie is a Speaking Strategist, Sales & Business Coach specializing in helping her clients speak their way to more clients through signature talks, webinars, workshops and online courses. That’s her core foundational message found right within the About Me section of her website. It tells who she is and what she does. Within it, we learn that she believes signature talks, webinars, workshops and online courses are the way to strategically grow a business.

This core piece of messaging is a thread that ties all of her material together. Her recent blog posts (about money mindset, hosting an event, signature talks) all relate to her Talk & Profit LIVE! event, her core services, and offers. By creating blogs on these topics, she gives value and generates interest in her event. Her content attracts the people who need her and directs them to how they can learn more (attend the live event in this instance).

The blog posts become a central part of newsletters to her existing clients and are also shared on social media. In addition to sharing the blogs this way, she tweets, posts, and live streams other valuable strategies, articles, and motivational pieces that are both her own and other people’s content that align with her message and share similar values. It becomes a cohesive platform of communication.

And when she takes the stage at Talk & Profit LIVE! on October 5, what she shares with us in the audience and her own signature talk will be an extension of this same material: creating a talk, money mindset, sales strategies, and business building. It is the fruition of all the content that came before it. It presents a unified, consistent presence where the Jeannie we meet in person is the same Jeannie we’ve come to know online. This is content marketing strategy in action and you can have it, too:

  1. Get clarity about your genius and your target audience.
  2. Create a core, foundational message of who you are, who you serve, how you serve them, and the results they get. This becomes your elevator invitation.
  3. Convey this foundational message in your website copy.
  • Develop blog posts, newsletters, social media posts, and live streams directly from this core message by giving value that demonstrates expertise and serves your target audience.
  1. Include clear calls to action about how people can get more information and support through working with you, your programs, or courses.

There is a lot of buzz these days about content marketing strategy and some in the online world are just cranking out content for the sake of content and without an eye for value and purpose. Those of us who, like Jeannie, come from a place of service, care about sharing useful information, and have clarity around how we want to invite people to work with us can put a content marketing strategy in place. It becomes the roadmap for the right clients to find us and it points them in the direction of how to work more closely with us so that we all gain in the process.

What’s your content marketing strategy? And if it’s still developing, what are you planning to implement next so that you can reach more people and grow your business? If I can help, I hope you’ll reach out. You can find me at

Deb Coman is a content marketing strategist, copywriter, editor, and speaker helping entrepreneurs, authors, coaches, and energy healers get their message out into the world in a polished, professional way so they can get clear, get noticed, and get paid online.

She believes in helping others to craft and deliver valuable content in a way that engages, establishes relationships, and leads to connections, collaborations, and sales. This is the content marketing strategy she helps clients apply to their elevator invitation, website copy, opt-in, list building and list nurturing, blogging, social media, and live streaming. To learn more about making content marketing strategy work for you, visit

Jeannie Spiro: Business Coach & Strategist

Hey there!

I’m Jeannie Spiro, business coach and strategist for woman coaches and service-providers. Want to make more money in your business? Here’s how I can help.

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