why does most content get ignored?
Everyone is a content creator.
Content is defined as —
the ideas in something written, said, created, or represented.
Sit with that definition long enough and you will realize that ‘content’ extends far beyond the world of social media.
Employees who work a 9 to 5 are content creators.
They create content in the form of emails, PowerPoint slides, spreadsheets, and project deliverables and send them to their bosses.
The only problem with creating content for someone else is that you are adhering to that person’s agenda which stunts your own growth, creativity, and sense of personal purpose.
On top of this problem, employees are required to work within a salary band so their income is always capped, no matter what they work on or how valuable the content is that they produce.
This problem becomes especially aggravating for those of us who identify as high-performers.
…there is a reason why a growing number of us are being drawn away from traditional job paths and into the world of digital entrepreneurship.
Online, you can create the type of content you want to create and share it in a way that influences, educates, and inspires others at scale.
Content is the doorway to financial freedom.
If your content is good and you know how to build an audience through a content strategy, then you can guide your audience towards a product or service that improves their lives.
If you are successful at improving the lives of others through your work, then you can successfully grow an income online that replaces your 9 to 5 salary and positions you on the path to financial freedom.
The problem is: most people don’t know how to create good content for social media.
This holds most creators back from simply getting started.
If you are reading this newsletter, then perhaps you've already started sharing content online and that means you are ahead of 96% of people.
No, this statistic is not an exaggeration. We discussed this in depth during last month's newsletter training which you can access here.
Only 4% of people who have active social media accounts are currently creating and contributing their own content to these platforms.
From there, the numbers become even more slim.
Less than 48% of creators make enough money to support themselves.
If you do the math, it means that 2% of people with social media are generating enough income online to support themselves.
Why are these numbers so depressingly low?
Because you’ve been conditioned to believe that content creation is an art.
We have Instagram to thank for that.
Remember the early days?
When you could post a simple photo of the tree in your backyard?
Use the Valencia filter to add a lil’ soft yet dramatic flair.
Feel cute. Press post. Watch the likes roll in.
And maybeeeee, then you’d begin daydreaming about starting a side gig as a professional photographer.
That was 2010. It’s 2024 now.
In the past 14 years, content has evolved.
Content has evolved from art to science.
You must start relating to content as science so you don’t get left behind.
Content as a Science
If content has evolved into science, then it’s worth revisiting the principles of science.
Science is methodical. It relies on data, analytics, research, and strategies to produce results.
If you learn the science behind content creation, then you will be able to produce engaging content that resonates with your target audience and leads to monetization of your efforts.
… but not all content is created equal.
To navigate the world of social media as a creator, entrepreneur, or personal brand, you need to understand the different types of content that help you build an audience and create opportunities.
5 types of content that build your audience
GROWTH — content that expands your reach
AUTHORITY — content that establishes you as an authority
CONNECTION — content that builds community
X FACTOR — content that highlights your uniqueness
CONVERSION — content that turns followers into customers
While each content type is important…
There is content type that must sit at the heart of your content strategy.
Any guess on which type that is?…
Authority Content.
Social media is noisy.
Every day there are —
+100 million new posts created on Instagram
+500 million new tweets are sent on X (twitter)
1.5 billion new stories and posts are shared on Facebook
I don’t share these statistics to dissuade you from creating content.
What I really want you to understand is the importance of creating content in 2024 that can effectively cut through the noise.
Authority Content is the one content type that helps you rise above the noise by demonstrating your expertise and building trust with your audience.
Authority Content transforms casual followers you gain through other types of content into loyal advocates of your work, and ultimately, customers.
3 Core Elements of Authority Content
Today, we’re going to discuss three core elements for you to consider when creating Authority Content and sharing it online.
1) Expertise and Insight
This element might seem obvious but it’s worth stating.
You need to offer real value to your audience and deliver beyond basic surface-level information.
Basic, surface-level content will get lost immediately.
To determine whether something is basic, you need to ask yourself a couple questions before you hit post —
Does this content provide a new perspective or am I repeating common knowledge?
Can this information be easily found through a basic online search?
From your answers to these questions, you will gain clarity into whether the content you are creating is going to be perceive as valuable to others or not.
2) Authority Content Builds Trust
Your content needs to be accurate, well-researched, and credible.
As most of you know, I teach Human Design for Business.
If I started telling you that Projectors have consistent energy to work or that Manifestors don’t need to inform others before taking action or that Generators should rely on their minds for all their decisions…
you would move on from my content pretty quickly and never come back.
The purpose of Authority Content is to strengthen trust and credibility with your audience, rather than damage and eliminate it.
Now for our third element of Authority Content.
3) Engagement and Deep Resonance
“Engagement” is an entire topic in and of itself.
We’ll get into that more in a future newsletter.
For now, we’ll talk about engagement on the basis of resonance.
Engagement isn’t just about metrics and numbers. It’s about creating content that strikes a chord with your people.
Authority content should not only inform your audience but resonate with their experiences, challenges, and desires.
This is what I focus on most with my audience and it’s enabled me to grow the business in multiple areas over the past 90 days:
+51% growth on Instagram
+167% growth to the newsletter community (hi fam 🙂)
+663% growth on our most recent blueprint launch
This is where the power of Human Design comes into play.
My content resonates because I have a deep understanding of the unique strengths, experiences, and energy I bring to the table and how that can be used to serve others.
In my content, I am intentional in leveraging particular areas of my design when positioning myself as an authority in my content.
This strategy works because it’s authentic.
Your content must be authentic or it will be ignored by your audience.
Your audience is smart. And collectively, we are getting better and better at discerning real from fake on social media.
You are no longer able to mimic other successful creators online and expect to build a following.
This is why you need to integrate Human Design into your content strategy so you can start creating powerful content that relies on your unique strengths to position you as authority on the topics you share.
We have a new mini-course that will guide you through the exact process for leveraging your Human Design to build authority online.
This program is for you if — you want to create content that breaks above the noise on social media and stand out in a crowded market, through your unique strengths.
You will also learn to clarify who your target audience is, based on your human design, so you will never have to invest energy into wondering who your target audience is or how to attract them, ever again.
Now let’s recap today’s newsletter.
Everyone is a content creator. Some people choose the type of content they create. Others follow orders from their bosses.
You have access to a gold mine of opportunity to become financially free through creating content online and providing value to others
Authority content will help you rise above the online noise
Remember the 3 elements of authority content —
Expertise and insights
Trustworthiness
Engagement and Resonance
