“𝗦𝘁𝗼𝗽 𝗽𝗼𝘀𝘁𝗶𝗻𝗴 𝗰𝗼𝗻𝘁𝗲𝗻𝘁” – may be my answer to questions like:

❓What type of content should we post?
❓How often?
❓What should we be posting about?

When I hear those, I like diving in deeper because answers to these questions will depend on the season of business we’re in. We’re so into following content calendars, giving into the pressure of having to be 𝗖𝗢𝗡𝗦𝗜𝗦𝗧𝗘𝗡𝗧 that we often forget to do a business check in, take a step back and ask ourselves…

𝗪𝗵𝗮𝘁 𝘀𝗲𝗮𝘀𝗼𝗻 𝗶𝗻 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗮𝗺 𝗜 𝗶𝗻?

And our answer should influence our content strategy.

Here are just some seasons of business:

• 𝗖𝗹𝗮𝗿𝗶𝘁𝘆 𝘀𝗲𝗲𝗸𝗶𝗻𝗴 𝘀𝘁𝗮𝗴𝗲 – in this stage we want to find our ideal audience and tune into their conversations to find what problems they’re talking about and what words they use
  
  
• 𝗣𝗿𝗲-𝗹𝗮𝘂𝗻𝗰𝗵 𝘀𝘁𝗮𝗴𝗲 – in this stage we’re seeding our offers, sharing value, talking about opportunities, sharing stories and behind the scenes
  
  
• 𝗟𝗮𝘂𝗻𝗰𝗵 – we share social proof, transformation and present our offer using different angles

Being stuck between clarity and pre-launch stage is the danger zone.

That’s when coasting happens and we may fall into the trap of inefficient content creation since we don’t know if our messaging is right and if we target the right audience.

That’s when I’d say “stop posting content”

If you’re extending the clarity phase (calling it “research” or giving it another name that’ll sound good) I’d say, stop creating content, take a step back and create an offer.

Putting an offer in front of our audience will give us clarity if we’re on the right track, launching an offer will show us if:

• We’re attracting the right audience
• Our messaging resonates

Have you been delaying launching an offer and stuck in the “research phase”?

Instead of worrying about filling up content calendar and being consistent with content, launch an offer to your audience.

It’s time. It’s long overdue I’d say.