88. Systems, Storytelling & Strategy

So someone recently asked me, "Bianca, how do you actually help your clients with content?" Good question, right? [laughs] And then I realized I don't really talk about this enough because in my head, this is the work that I do, so it makes complete sense, but I never really sat down and explained the structure behind how I approach marketing for both myself and my clients.

So I talk a lot about systems, storytelling, and strategy, right? That's really the foundation underneath everything that I do.

Systems help marketing feel sustainable, storytelling helps it feel human, and strategy helps to actually move people towards that decision, right? But underneath that bigger framework, when I'm actually building out monthly content calendars, I organize content into three categories.

So I have our evergreen content, our storytelling content, and our visibility content, right? So let me break down what I mean.

So the first category is evergreen content, and this is the content that consistently talks about what you sell.

And I think a lot of service providers avoid this because they don't wanna sound repetitive or salesy.

But you guys, people need reminders, okay? [laughs] Your audience may love your content and still have no clue how to work with you because you're not talking about your offers enough.

And guys, I am so guilty of this, okay? I do it for my clients, but for myself, I am so guilty of this.

So evergreen content is the content that support your services, it supports your products, your offers, your programs, if you have a shop, on a consistent basis.

So for example, one of my clients, she is a leadership strategist, and she offers leadership coaching, this assessment, but she also has a shop with so many products.

So every month we intentionally create content around those things.

Not just when she's launching something, not when sales feel slow, every single month because people can't buy what they don't know you're selling.

Okay? And usually when we post it, people are like, "Girl, I didn't know you had a shop." Meanwhile, we post about it every single month.