Notes from the presentation

• this is about how you keep your voice in a flood of AI based content
• this takes time! does not happen overnight.
• basically talking about Enshittification-6899328. People made their whole businesses on these services, but then they end up favoriing the shareholders more than the actual customers or businesses.
• AI can make you faster, not better
• Alignment is the most important factor thinking about ROI
• Find new customers, increase the lifetime value of the customers. Hmm. How can coaches increase the lifetime value of customers.
• How can this apply to research?
• Right system, right message, right execution
• what do we mean when we say content strategy?
• The s3 system
  • Strategic
    • It is unique to you
  • Scalable
    • 10x’s your impact
  • Sustainable
    • Efficient repeatable and simple
• Generate new customers
  • Generate new demand, which is emotional
    • Be so damn targeted, sparks intrigue and takes up space in someone’s brain
    • Entertaining, inspiring, interrupt
    • Interruption: content pillars are dead!
    • Entertainment: even though I kind of cringe at these, the people who engage with these are likely your target market, and then when you offer your tier 2 stuff, they will be ready to go
    • Creates common ground
    • Qualifying
    • Find 1-2 winning messages, 1-2 repeatable formats, increase pillar 1%
• Pillar 2: Convert demand (analytical)
  • KPI: Clicks/traffic to the landing page
  • Leads
  • do the work to productize your offer (package)
  • Saves (signals purchase intent)
  • Shoppable content - offer focused, shopable, clickable
  • but, you need 1-2 offers. just sell a few, don’t sell a ton. Under $200 sell best. Over $200 need more support, funnels, etc.
• Pillar 3: Loyalty advocacy
  • Highest ROI
  • Comments, shares, AOV/CLV?, mission/purpose, going deeper and not wider, strenghten loyalty
  • BTS, purpose, values, etc.
  • It is about depth, not breadth. So align this directly to what you’ve already been talking about.
  • While pillar 1 does not center us, pillar 3 expresses the brand. Builds community showing people who we are behind the message.
  • Go deeper on the value of pillar 2.
  • Deepends pillar 2, insider’s look at how this works and why this works.
• You do 50% pillar 1, 30% pillar 2, 20% pillar 3
• This one client spent $150/mo on her advertising budget - just a little lift!

Performance Enhancements

• Human led messaging. Doesn’t mean that you need to write every word yourself but you own the tone, direction, the voice, etc.
• Think about what your clients are experiencing and use THOSE for your hooks. Not the robot.
• Give examples of our own work, train it to sound like you (not sure I totally agree with this, but ok)
• Get rid of words that are around platform-specific stuff with more general stuff, like gif, meme dump, all text, meme video, single image, lofi video, long form text, long form video, etc.
• Choose 1-2 and go all in on them! For all of your brand’s social media content. Definitions of these are in the workbook (Google Docs).
• Repurpose your content
• Choose these based on your talents, your resources, and the platforms you’re on right now

The right execution

• Zero waste… ?
• Less important that you know how to create content, more important that you know what great content looks like ![[CleanShot 2026-04-21 at [email protected]]]

You need a point of view - this drives your entire strategy.

Uncommon Media example strategy:

• Starts with a “how many of you wanna grow your buesinss?” you are the target.
• We are looking for x type of client.
• ![[CleanShot 2026-04-21 at [email protected]]] ![[CleanShot 2026-04-21 at [email protected]]] ![[CleanShot 2026-04-21 at [email protected]]] ![[CleanShot 2026-04-21 at [email protected]]] ![[CleanShot 2026-04-21 at [email protected]]] This takes the USP and then turns it into a mission, an emotional connection to the client.

![[CleanShot 2026-04-21 at [email protected]]]