172 This WILL Make Your Content Work Hard For You

Sumantha: 00:00

Hello, and welcome to another episode of the Upgrade Your Education Business podcast. I'm Samantha, and today's an interesting one because today I want to talk about how you can make your content work really hard for you.

Sumantha: 01:05

Now during this episode, here's what's going to happen. Some of you will be tempted to switch off because you’ll want me to tell you exactly what to do. You just want to take action. But if you do that without thinking first, your content won’t work as hard as it could.

Sumantha: 02:18

I often see two groups of people when I deliver at conferences. One group just wants to do more, believing that more equals better. The other group understands that planning and thinking makes content work harder. That’s the group I hope you’re in.

Sumantha: 03:32

The reason I want to deep dive into this is because of a short video I came across by a business coach called Taki. He used the analogy of a container. Every platform is a container, but they are already overflowing with content. Adding more doesn’t solve the problem.

Sumantha: 05:15

So what do we do instead? To make content work hard, we need to achieve two things: start conversations and make people think.

Sumantha: 06:42

Relationships and connections make more sales than a polished Canva graphic. Stopping the scroll is easy, but if people forget your content seconds later, it has not worked hard enough.

Sumantha: 08:10

If your content moves someone to message you or book a call, you’ve started a conversation. That single piece of content has had a lasting effect.

Sumantha: 09:32

Metaphorical conversations happen when content makes people curious. They go down a rabbit hole, explore your website, listen to your podcast, and eventually buy from you.

Sumantha: 10:58

The second goal is to make people think. When a small clip sparks ideas and someone writes them down, they associate you with inspiration and creativity. That makes you memorable.

Sumantha: 12:40

That’s exactly what happened to me when I came across Taki’s content. A 30-second clip inspired me to script this episode. That’s the power of content working hard.

Sumantha: 14:08

To create content that connects, you must understand your audience. Don’t just create avatars on paper. Speak to real people, run free calls, join forums, and listen to what they say.

Sumantha: 15:58

I still take discovery calls even now. Some coaches skip them, but for me they are essential. They give me deep insight into my audience, which shapes all of my content.

Sumantha: 17:42

For example, I know social media marketing and group classes always perform best. I know this from calls and from data. That insight guides my courses and webinars.

Sumantha: 19:10

So if you want to make content work hard, you need to start with conversations and insights. Use what your audience tells you. Meet their perceptions instead of working against them.

Sumantha: 20:28

Avoid posting just for the sake of consistency. Instead, focus on intentional, strategic content that sparks curiosity and encourages people to act.

Sumantha: 21:45

I hope this episode has made you think. Doing less but thinking more will help you grow your business without burning out. Thanks for listening, and I’ll see you on Wednesday.