The No-Stress Content Strategy to Consistently Attract the Right Audience

One of the biggest mistakes I made early on with my coaching business?

Writing tons of content for LinkedIn but not seeing results.

I got tons of likes and engagements without seeing any progress with inbound enquiries or bookings in my calendar.

The issue was that I was writing content for everyone.

My content was too broad – I was trying to appeal to a huge audience, magically hoping it would mean more bookings and more leads.

It didn’t.

Trying to write for everyone is great if you’re always trying to go viral.

But it often means that your message isn’t landing as much with the people that matter.

So how do you solve this?

By having a more strategic approach to your content calendar.

This article will break down the different types of content and a strategy to turn your social media attention into conversations (and clients).

Start With a Clear Target

As Steven Covey says, “Begin with the end in mind”.

Before you write a single word, ask yourself:

• Who is this for?
• Why should they care?
• What’s the takeaway?

The answers will shape your content and make it more valuable to the right people.

You can define your audience in 3 different ways:

The answers will shape your content and make it more valuable to the right people.

You can define your audience in 3 different ways:

1️⃣ Naming Your Reader: Instead of writing “How to Be More Productive,” try “How burned professional looking for a career change can halve the time it takes pivot into a new career”

2️⃣ Clarifying the Outcome: Be specific like “How to Land a Promotion in 90 Days Without Burning Out.”

3️⃣ Stating the Process: Spell it out - e.g., “A 3-Step Plan to Build Confidence in Leadership Roles.”

The more specific you get, the more your content will resonate with the people it’s meant for.

Broad vs. Niche: The Trade-Offs

It’s easy to assume topics everyone can relate to will do better.

And often they do. That’s why you see so many personal posts do so ‘well' with likes and comments.

General content will attract a broad audience, but it gets surface-level engagement.

Niche content, however, speaks deeply to a specific audience, which usually gets fewer views but stronger connections.

The key is balance. Use general content to cast a wide net and niche content to strengthen relationships with your core audience.

TOF, MOF, BOF: The Content Funnel Made Simple

Not all content serves the same purpose.

Think about your content as a funnel, the same way you would with your sales process.

1. Top of Funnel (TOF):

This is where you grab people’s attention. Share stories, lessons, mistakes that make people relate to you.

For example:

• "How I Shifted Careers After 10 Years in Corporate."
• "Lessons I Learned Coaching Over 200 Clients."

TOF content creates curiosity and helps people discover you.

Here's an example:

2. Middle of Funnel (MOF):

Here’s where you build trust. Share content that solves problems or answers questions while weaving in your own experiences. For instance:

• "How One Client Doubled Their Confidence Using This 3-Step Framework."
• "5 Mistakes Professionals Make in Job Interviews and How to Fix Them."

Give actionable advice while making it relatable.

Bottom of Funnel (BOF):

This is your spotlight moment - show your results and invite action. For example:

• "How I Helped a Client Pivot Careers Without Losing Their Income."

BOF content is about showing what’s possible when people work with you.

Plan Your Content Like a Pro Creating

Content that converts attention into leads doesn’t happen by chance. It requires a strategy.

This is a straightforward approach that’s worked for me:

1. Anchor Posts: Schedule at least one TOF, MOF, and BOF post each week. For example: TOF: A post introducing a challenge you’ve faced, something you’ve learned or share a personal story about your journey. MOF: A how-to guide addressing a specific problem, like "How to Stay Motivated During a Job Search." BOF: Showcase a transformation, such as "How I Helped a Client Land Their Dream Role in 60 Days."
2. Fill the Gaps: Surround these anchor posts with additional content that complements them. How you populate that depends on your goal: More attention = more personal posts (TOF). Better quality audience = more problem solving (MOF). More leads = more promotion/pitching (TOF).

Obviously this needs balance and too much of one at the expense of the rest will stifle you. The more your pitch, the less trust you build.

Your week could look something like this:

• Monday: Share personal lessons or stories (TOF).
• Tuesday: Offer quick, actionable tips (MOF).
• Wednesday: Highlight results with client wins or case studies (BOF).
• Thursday: Share bold opinions about a trending topic or your niche (TOF/MOF).
• Friday: Bring people behind the scenes with what you’re working on (TOF).

Sitting down to write without a plan is exhausting. That’s why content buckets structure your ideas so you always know what to post and save you from wasting energy deciding on the fly.

3. Write in Batches

Once you’ve got your buckets, writing several posts at a time is easy. It’s faster and easier than starting from scratch every day and it allows you to keep the momentum going when life gets in the way.

4. Repurpose and Refresh: You don’t have to start from scratch every day. Once you have data (for a month's worth of content or more), revisit older posts to see what performed well and share it again in a different way. Carousels and infographics are a great way to do this.

By sticking to this framework, you’ll stay consistent and ensure your content stays relevant and engaging.

A little planning goes a long way in building a meaningful connection with your audience.

Takeaways to Write Better Content

1️⃣ Write with your ideal audience in mind.

2️⃣ Use general topics to attract and niche topics to engage.

3️⃣ Use tips and actionable content to show your credibility

4️⃣Use case-studies and results to invite your ideal clients to reach out to you.

The goal isn’t to reach everyone. It’s to connect with the right people.

When you stop writing for everyone, you start writing for the ones who actually matter - and they’ll keep coming back for more.

As a Ghostwriter, I help coaches grow their email list by writing educational email courses.

Want to learn more?

Access my free 5-day course on how to convert your LinkedIn audience into email subscribers here