Content Marketing Strategist

Do you feel like a slave to social media?

You’re showing up. You’re posting useful things, sharing insights, maybe even getting the odd comment or DM, but it’s not leading to more clients, conversations or more sales. It seems like the trends shifting every five minutes, and who the hell actually understands the algorithms?

Content that worked a year ago isn’t working now. You need to be more intentional, honest, and focused on your potential clients.

If you’re a coach, creative business owner or VA, here’s what’s working right no (and how to use it to turn your content into clients).

Content that speaks directly to your ideal client’s real-life problems

This is the kind of content that makes someone stop scrolling and think, “That’s me.”

What’s working now is content that’s rooted in empathy and understanding, where you show that you get what they’re dealing with, and you can help.

This means using their words and language. Talking about the things they’re actually struggling with (even if they don’t admit it publicly) and showing them attainable solutions and outcomes.

Think about what your ideal client is Googling at 2am. What are they frustrated about? What do they keep trying that isn’t working? Start your content there.

Content that shares a clear opinion or point of view

What cuts through now is a clear, confident opinion.

This doesn’t mean being controversial for the sake of it. It means sharing what you really think. What you’ve learned from experience. What you know work, and what your clients can stop wasting their time on.

This kind of content builds trust because it positions you as someone who has a clear perspective and isn’t afraid to share it. It makes people think, “Yes, that makes sense,” or even better, “I’ve never heard it explained that way before.”

Start with something you’re tired of seeing in your industry. What would you do differently? Talk about that.

Content that shows what it’s like to work with you

People don’t buy services, they buy people. They want to know who they’re buying from and whether you’re the right fit.

What works well right now is content that lets people behind the curtain. Share client results (with context, not just numbers), explain how your process works, or talk about how you approach things differently from others in your space.

You can even show what you’re like to work with such as your values, your style, your personality. It helps your audience build a relationship with you before they ever get in touch.

This kind of content builds trust and makes your offer feel more real.

Short-form video with a clear message

Video isn’t going anywhere, and, you don’t need to be fancy about it. You don’t have to lip-sync or follow trends. Just be yourself. Keep it simple, and keep it short.

The most effective videos right now are under 30 seconds, to the point, and easy to digest. Think of it like giving your audience one helpful takeaway at a time.

You could answer a common question, share a quick tip, or break down a simple misconception in your industry. Think of a conversation you’ve had recently with a client, and a helpful tip you’ve shared. It’ll probably work well as a video.

Keep it real (you don’t need to be perfect!), and always add captions.

Call-to-action content that makes it easy to take the next step

One of the biggest reasons content doesn’t convert is because it never actually invites someone to take action.

Your audience might love your posts, agree with your message, and still have no idea what to do next unless you tell them.

Make sure your posts have a clear, direct call-to-action content that makes it super easy to say yes. Think: “Message me the word PLAN and I’ll send you the link,” or “I’ve got two spaces left this month—DM me if you want one.”

It might feel too simple, but that’s the point. People want to be guided. Make it easy for them to say yes!

The content that’s working now is less about trends and more about connection. It’s honest. Specific. Purposeful. It shows people who you are, how you help, and why it matters without needing to post every day or burn out trying to be everywhere.

And when you get that right? Your content starts doing the hard work for you.