IDK about you, but my Instagram and Pinterest are filled with advice that feels more like noise.

It tells me to create content that is educational, entertainment, or inspiring. That’s not very helpful.

Because when you create content, you need to start from somewhere. It’s as if they forgot to say why we’re doing this in the first place, which is the most important part (imo).

The point of creating content is to influence your business goals.

Your goal might be to boost your personal brand or land your dream job. Either way, your content should have a clear mission. Think: Why are we posting this? Always start there.

Have you ever wondered why it's really hard to trace a sales increase back to a specific social media post?

(It would be nice to have a proof point that the content is actually resonating and you're not just screaming into the void.)

That's due to many things, but I'll simplify into 2—

1. Attribution is more challenging for organic social media.
2. Social media shouldn't be expected to drive explicit revenue - it's a marketing support tool.

By trying to trace specific sales to social media, you're judging a fish on its ability to climb a tree - you're using the wrong metric.

Social media is a marketing support tool, meant to build familiarity and trust with your audience. It's not meant to always close sales on the spot. (That's why we love sales teams!)

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You're asking your content to generate direct revenue.
Instead, ask it how it can help open doors to revenue.

Here's how I'm mapping my content to align with one of my business goals in 2025—

• 2025 Business Goal #3: Book 3 speaking gigs to boost my speaking resume and attract new clients.
• What I'm doing to accomplish this task—
  • What's my expertise topics? Right now, I'm focusing on Content & Social Media. ✅
  • Who's my target audience: Businesses who don't focus on marketing and non-content/social marketers. ✅
  • Research the right fit: Pinpoint relevant associations and events for networking.
  • What am I doing once I find it?: Apply for speaking opportunities and engage with event organizers.
• How content supports the business goal—
  • Befriend the event leaders. Event organizers might be looking for someone like me to fill a gap in their agenda. I'm going to them with a solution.
  • Brag on myself. Continue to post educational videos on topics I'm an expert in.
  • USE MY NETWORK. Ask connections if they know of speaking opportunities.
  • Be loud. Every event I go to, I'm going to take photos and post updates so I become known as the person who's always in the room (and in the know).

Here’s a step-by-step way to map your content to your (revenue generating) business goals —

1. Identify a Business Goal: Start with a clear business objective.
2. Break It Down: List steps toward achieving this goal.
3. Devise Your Strategy: How will your content support these steps?
4. Content Creation: Brainstorm content ideas that align with each step.
5. Refine Your Approach: Cull the tasks you're not excited about.

Content marketing is a support system for you to achieve your larger business goals. Creating content can feel like a chore when you're unclear of the goals, your why, and how it helps your business.

If you are curious how to do this for your business and are curious how the pros do it, we can help.

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