If you’ve been posting consistently and still hearing crickets... it’s not you.
In this episode, I’m digging into why more content doesn’t automatically mean more sales—and what actually does. Spoiler: it’s not the hook, the trending audio, or the pretty Canva template. It’s your messaging and strategy.
We’re talking about:
- Why Instagram content isn’t converting like it used to
- What it really takes to move people from lurkers to paying clients
- How to structure your content so it builds trust before you sell
- The 5 steps I use to turn content into connection (and eventually conversions)
- And the biggest shift mompreneurs need to make if they’re tired of posting without payoff
Because content for content’s sake just leads to burnout. But strategic messaging? That’s where the magic (and the money) happens.
Mentioned In This Episode:
👉 The Buyer Journey Content Map — so you can stop guessing what to post and start building a real strategy that works with your time, energy, and business goals.
And if you haven’t yet, make sure to check out Episode 99 for a full breakdown of what’s shifting on Instagram (and what that means for your strategy).
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome back tomompreneur Mastery.
If you caught last week'sepisode, we talked all about why
Instagram has felt a littleoff lately.
The pressure, the noise, thehustle, heavy expectations, especially
if you're a mom trying tobuild a business during nap time
or school drop offs and theseven minutes of quiet you get when
your kids finally decide toeat their lunch.
(00:24):
So today I want to pick upright where we left off last week
because the issue isn't thatyou are not showing up.
The issue is that most contentadvice out there stops at vanity
metrics and skips the partthat actually leads to sales, your
messaging and your strategy.
So let's talk about thosemissing pieces.
Welcome to mompreneur Masterycontent strategy that sells without
(00:44):
spending all day online orhaving to sell your soul to the algorithm.
I'm Sydney o', Brien,homeschooling mom of three military
spouse and marketing andmessaging strategist.
For women who are so over thepressure to just post more, keep
up with trends, or use fakeurgency and income claims to hit
sales goals, this show is yourpermission slip to quiet the noise,
(01:06):
clarify your message, andcreate content that connects and
converts even in the tinywindows of mom life.
A key message or tip ratherthat I see shared a lot is based
on quantity.
Like post more, send moreemails if you want more sales.
All of these things which likeyes, getting more visible does help.
(01:31):
But if you don't have thestrategy and the messaging behind
it, one, it's not going toguide people to get the sale.
You can't just be like, hey,buy my thing and have people buy
your thing.
You have to have that funnel,that buyer journey in there.
And two, if your messagingdoesn't resonate with your audience,
(01:53):
they're not going to takeaction on it.
So you need both of those two things.
You need that strategy to havethat buyer journey mapped out within
your content wherever you'resharing it.
And you need to have the right messaging.
You need to be using the rightwords and positioning your offer
in the right way so that itactually connects and they're interested
in it.
You could have the mostaesthetic reels, you could use the
(02:14):
highest converting templatefor your emails, and it's still not
going to be as successful asit would be if you had the strategy
and the messaging behind yourmarketing as a whole.
Consistency matters.
Posting enough matters and cancertainly get those touch points
that you need in order to getthe sale.
But consistency withoutclarity around the strategy and messaging
(02:37):
leads to just straight upexhaustion, honestly and lots of
feelings of overwhelm and disappointment.
And no one wants that.
So that is where so many mombusiness owners get stuck.
They're showing up, they'redoing the work, but then their content
isn't converting, not becausethey're doing it wrong, but because
they were told to focus onoutput and not impact.
(03:00):
Let's zoom out for just asecond here, okay?
People are becoming moreintentional with their money.
Economy has shifted.
We're consuming more marketingcontent than ever.
People are being moreskeptical, as they rightfully should.
So you need those more touch points.
You need people to interactwith you more.
You need to have more trustbefore they commit to buying from
you.
And like I said, theyabsolutely should.
(03:21):
The market is more saturatedthan ever.
Between economic uncertaintyand a nonstop scroll of sales pitches,
buyers are getting pickier inthe best way.
They don't want pressure.
They want to feel seen.
They want to feel understood.
And they want to feel safemaking this investment decision.
And the thing that builds allof that is going to be your messaging.
(03:44):
It's not hopping on trends.
It's not using templates thatsomeone swears will get you $20,000
a month because that's what itdid for them.
And it's not going to be thathook that that one account said got
them a viral reel.
Messaging is what makes yourcontent stand out and stick.
That is what builds trust.
That is what builds theconnection that you need before you
(04:06):
ever even make an offer,before you invite them to work with
you in whatever capacity youdo your work.
So when you have the strategybehind that message, you stop second
guessing every post.
You know where each piece fitsand what job it's doing.
And that is what makes content convert.
Showing up with strategydoesn't mean you need a 90 day content
(04:29):
calendar and a spreadsheetfull of hooks to use and reuse, just
like everyone else's.
It just means understandingthat every piece of content should
do a specific job.
Now, here's how I break it down.
The first step is growth.
Making sure your content isattracting the right people, not
just getting more followers ormore people on your list.
(04:50):
You want the right people thatare actually going to care about
what you have to say.
Then the next step isengagement and connection.
You want content that getsthem to interact with you and see
themselves in what you share.
And then you need trust.
You need content that buildsbelief in you and your process and
your offer.
(05:11):
And then is the sales step.
Content that clearly invitesthem to take the next step to working
with you so that you can helpthem with whatever problem it is
that you help them with.
So when you structure yourcontent this way, whether it's a
reel, an email, a podcastepisode, your audience doesn't just
scroll by or move your emailto trash.
(05:34):
They stop.
They pay attention.
They start connecting andtrusting you.
And eventually, when they'reready, because we're not into pressuring
people, they'll hire you.
And it's not just posting to post.
You're leading them on ajourney and using the right words
to do it.
So if Instagram hasn't beenconverting like it used to, here's
(05:56):
your reminder.
You're not behind.
You're not doing it wrong.
You're just.
You're ready for more thanpost and hope.
And if you haven't yet, listento episode 98 of Mompreneur Mastery
to see what shifts arehappening over on Instagram and how
that should be affecting yourInstagram strategy.
And then also think about theshift from content chaos to content
(06:17):
that converts, because thatall happens when you have messaging
and strategy behind all ofyour content.
That's where I'm focusing.
Not just in my own business,but inside the work I do with moms
who want their time toactually mean something.
Because we don't have hours towaste on content that isn't getting
those touch points that we need.
And not just any touch points.
(06:38):
The ones that build theconnection and the trust for our
ideal audience.
We need it to work.
And now I've got something tohelp you do exactly that.
I have created a free toolcalled the Buyer Journey Content
Map to help you takeeverything that I just talked about
and apply it to your own content.
It walks you through exactlywhat kind of content to create at
(06:59):
each stage of your audience's journey.
So you're not guessing anymore.
And wherever you're showing uponline marketing your business, all
of that is in sync with anoverall strategy that helps get those
touch points.
You need that connection.
You need that trust.
You need to get clients foryour business.
No more wondering what to post.
No more trying to do it all.
Just clear, strategic contentthat moves people from stranger to
(07:22):
sale.
You can grab it for free rightnow at the link in the show notes.
It's called the Buyer JourneyContent Map.
Thank you so much for listening.
And just a reminder, you'redoing more than enough now.
It's just time to make surethat effort means more.
That's it for this episode ofMompreneur Mastery.
If you're building a businessaround your life, not the other way
(07:44):
around, and you're tired ofbeing told to hustle harder to make
sales when you're alreadyhustling at 110%.
I hope this gave you a breathof fresh air, and if it did, I would
love it if you left a quickreview or shared this with another
mom entrepreneur who is readyto market with more strategy and
way less stress.
And if you want to see what acohesive content map across multiple
platforms with strategicmessaging looks like, check out the
(08:06):
link in the show notes to grabyour free copy of the Buyer Journey
content map.
I'll see you next time.
Hello and welcome back tomompreneur Mastery.
If you caught last week'sepisode, we talked all about why
Instagram has felt a littleoff lately.
The pressure, the noise, thehustle, heavy expectations, especially
if you're a mom trying tobuild a business during nap time
or school drop offs and theseven minutes of quiet you get when
your kids finally decide toeat their lunch.
(00:24):
So today I want to pick upright where we left off last week
because the issue isn't thatyou are not showing up.
The issue is that most contentadvice out there stops at vanity
metrics and skips the partthat actually leads to sales, your
messaging and your strategy.
So let's talk about thosemissing pieces.
Welcome to mompreneur Masterycontent strategy that sells without
(00:44):
spending all day online orhaving to sell your soul to the algorithm.
I'm Sydney o', Brien,homeschooling mom of three military
spouse and marketing andmessaging strategist.
For women who are so over thepressure to just post more, keep
up with trends, or use fakeurgency and income claims to hit
sales goals, this show is yourpermission slip to quiet the noise,
(01:06):
clarify your message, andcreate content that connects and
converts even in the tinywindows of mom life.
A key message or tip ratherthat I see shared a lot is based
on quantity.
Like post more, send moreemails if you want more sales.
All of these things which likeyes, getting more visible does help.
(01:31):
But if you don't have thestrategy and the messaging behind
it, one, it's not going toguide people to get the sale.
You can't just be like, hey,buy my thing and have people buy
your thing.
You have to have that funnel,that buyer journey in there.
And two, if your messagingdoesn't resonate with your audience,
(01:53):
they're not going to takeaction on it.
So you need both of those two things.
You need that strategy to havethat buyer journey mapped out within
your content wherever you'resharing it.
And you need to have the right messaging.
You need to be using the rightwords and positioning your offer
in the right way so that itactually connects and they're interested
in it.
You could have the mostaesthetic reels, you could use the
(02:14):
highest converting templatefor your emails, and it's still not
going to be as successful asit would be if you had the strategy
and the messaging behind yourmarketing as a whole.
Consistency matters.
Posting enough matters and cancertainly get those touch points
that you need in order to getthe sale.
But consistency withoutclarity around the strategy and messaging
(02:37):
leads to just straight upexhaustion, honestly and lots of
feelings of overwhelm and disappointment.
And no one wants that.
So that is where so many mombusiness owners get stuck.
They're showing up, they'redoing the work, but then their content
isn't converting, not becausethey're doing it wrong, but because
they were told to focus onoutput and not impact.
(03:00):
Let's zoom out for just asecond here, okay?
People are becoming moreintentional with their money.
Economy has shifted.
We're consuming more marketingcontent than ever.
People are being moreskeptical, as they rightfully should.
So you need those more touch points.
You need people to interactwith you more.
You need to have more trustbefore they commit to buying from
you.
And like I said, theyabsolutely should.
(03:21):
The market is more saturatedthan ever.
Between economic uncertaintyand a nonstop scroll of sales pitches,
buyers are getting pickier inthe best way.
They don't want pressure.
They want to feel seen.
They want to feel understood.
And they want to feel safemaking this investment decision.
And the thing that builds allof that is going to be your messaging.
(03:44):
It's not hopping on trends.
It's not using templates thatsomeone swears will get you $20,000
a month because that's what itdid for them.
And it's not going to be thathook that that one account said got
them a viral reel.
Messaging is what makes yourcontent stand out and stick.
That is what builds trust.
That is what builds theconnection that you need before you
(04:06):
ever even make an offer,before you invite them to work with
you in whatever capacity youdo your work.
So when you have the strategybehind that message, you stop second
guessing every post.
You know where each piece fitsand what job it's doing.
And that is what makes content convert.
Showing up with strategydoesn't mean you need a 90 day content
(04:29):
calendar and a spreadsheetfull of hooks to use and reuse, just
like everyone else's.
It just means understandingthat every piece of content should
do a specific job.
Now, here's how I break it down.
The first step is growth.
Making sure your content isattracting the right people, not
just getting more followers ormore people on your list.
(04:50):
You want the right people thatare actually going to care about
what you have to say.
Then the next step isengagement and connection.
You want content that getsthem to interact with you and see
themselves in what you share.
And then you need trust.
You need content that buildsbelief in you and your process and
your offer.
(05:11):
And then is the sales step.
Content that clearly invitesthem to take the next step to working
with you so that you can helpthem with whatever problem it is
that you help them with.
So when you structure yourcontent this way, whether it's a
reel, an email, a podcastepisode, your audience doesn't just
scroll by or move your emailto trash.
(05:34):
They stop.
They pay attention.
They start connecting andtrusting you.
And eventually, when they'reready, because we're not into pressuring
people, they'll hire you.
And it's not just posting to post.
You're leading them on ajourney and using the right words
to do it.
So if Instagram hasn't beenconverting like it used to, here's
(05:56):
your reminder.
You're not behind.
You're not doing it wrong.
You're just.
You're ready for more thanpost and hope.
And if you haven't yet, listento episode 98 of Mompreneur Mastery
to see what shifts arehappening over on Instagram and how
that should be affecting yourInstagram strategy.
And then also think about theshift from content chaos to content
(06:17):
that converts, because thatall happens when you have messaging
and strategy behind all ofyour content.
That's where I'm focusing.
Not just in my own business,but inside the work I do with moms
who want their time toactually mean something.
Because we don't have hours towaste on content that isn't getting
those touch points that we need.
And not just any touch points.
(06:38):
The ones that build theconnection and the trust for our
ideal audience.
We need it to work.
And now I've got something tohelp you do exactly that.
I have created a free toolcalled the Buyer Journey Content
Map to help you takeeverything that I just talked about
and apply it to your own content.
It walks you through exactlywhat kind of content to create at
(06:59):
each stage of your audience's journey.
So you're not guessing anymore.
And wherever you're showing uponline marketing your business, all
of that is in sync with anoverall strategy that helps get those
touch points.
You need that connection.
You need that trust.
You need to get clients foryour business.
No more wondering what to post.
No more trying to do it all.
Just clear, strategic contentthat moves people from stranger to
(07:22):
sale.
You can grab it for free rightnow at the link in the show notes.
It's called the Buyer JourneyContent Map.
Thank you so much for listening.
And just a reminder, you'redoing more than enough now.
It's just time to make surethat effort means more.
That's it for this episode ofMompreneur Mastery.
If you're building a businessaround your life, not the other way
(07:44):
around, and you're tired ofbeing told to hustle harder to make
sales when you're alreadyhustling at 110%.
I hope this gave you a breathof fresh air, and if it did, I would
love it if you left a quickreview or shared this with another
mom entrepreneur who is readyto market with more strategy and
way less stress.
And if you want to see what acohesive content map across multiple
platforms with strategicmessaging looks like, check out the
(08:06):
link in the show notes to grabyour free copy of the Buyer Journey
content map.
I'll see you next time.
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