HIGH-SELLING CONTENT BUCKETS
EDUCATE
To help people understand the value of your
work
Problem Awareness
Make your people aware of a problem
they’re facing, why they’re facing it, what’s
keeping them stuck, why what they’ve tried
hasn’t worked before, and what people get
wrong.
Actionable Tips
Give simple steps to help give people clarity
on what they need to do to move through a
problem. These may be how-tos, tips, step-
by-step breakdowns, or tutorials.
Value Shares
Show your authority by sharing your
knowledge. These can be framed as “truths”
or “reveals,” though they may be baseline
knowledge within your industry.
Plug-and-Play
Do the work for your people. These “must-
save” posts feel value-packed because they
give away your work for free, even when it’s
just one tiny piece of a giant puzzle.
Expert Showcase
Lift the curtain on your expertise by showing
why what you do is so good. These posts
will use your own work to explain the
“excellence” behind it. (Note: This isn’t about
how you run your business, it’s related to
your expertise around what you offer.)
RELATE
To connect with your people and humanize
your business
Personal Introductions
Introduce the likable human (or team!)
behind the business to make it feel
personal. People buy from people!
Story Shares
Share the (often relatable) moments along
your journey of business ownership. This
can be moments of struggle, personal
transformation, before & afters — you
name it!
Behind The Scenes
Lift the curtain on how the magic happens
so people can cheer on the human(s)
behind the biz. What do your daily
processes look like behind the scenes?
What does your day-to-day life look like?
Engagement Invitations
Create a concrete way for people to
engage with you or your content. This can
look like questions, games, challenges, or
activities. Feel free to get creative!
Reflections & Recaps
What’s going on right now in your
business? What’s working, and what’s not,
and WHY? What are you currently learning
about/processing/building?

Business Insider
Educate your audience on the backend of
your business. What resources do you use
and love? Why do you do things the way you
do them? These posts work well for people
who want to be seen as leaders in their
profession and lean into business education.
INSPIRE
To show what’s possible when you step
in/say “yes”
Case Studies
An in-depth study of one specific
client/customer. Focus case studies on one
specific change: what happened when
WE/CLIENT stopped doing X and started
doing Y.
Struggle Share
Share client “before” stories that make
transformations visible and relatable. What
did they tell you they were struggling with
BEFORE working with you? What
hesitations did they have? When did they
almost quit? What would they have missed
out on had they skipped out on your
solution?
Turning Point
What realizations/big shifts did people need
to step into to start seeing results? These
should speak to false beliefs/what people get
wrong/the solutions you offer.
Before & Afters
Just For Fun
Show your personality, your humor, or your
personal life through the lens of your
business. Emphasis on through the lens of
your business!
SELL
To share your offers with the people who
want/need them
Offer Pitch
Connect the problem people are having to
an offer. These direct offer shoutouts work
best when you’re “live launching” and
enrollment is only open for a set number of
days, OR when there are time-sensitive
perks included during the initial “launch.”
The Only Option
Give insight into why your offer includes
what it includes — and what it doesn’t!
What do others get wrong? What do you
do better? How does your *thing* hold up
against/stand out from all the other similar
*things*?
Self-Selection
These posts center around the question “Is
this you?” Lead with SPECIFIC pain points
and problems your people are facing as a
way to self-select into your offer.
Sliding Door Stories
Stories that help people understand the
 Show the before and after, whether it’s drawbacks of NOT jumping on this offer/
visible, quantitative, qualitative, or told and what alternative they will be missing
through a story. out on/why this is the best option to get
what they want.

Visualizations & Projections

Think of these posts as hypothetical case Excitement Builders
studies that help people see the value in Giveaways, sweepstakes, challenges,
jumping into buying from you. special bonuses — these posts increase
excitement around an offer and invite more
people to get involved in the promotion.
Portfolio Shares
Share the detailed deliverables of a
completed offer or product. Lead Generators
These posts point to freebies, resources, or
discounts and are used as either email list
builders or DM incentives.

FAOs
Directly answer frequently asked questions
people have related to an objection they
have about your offer. These shouldn’t be
FAQs about what’s included in your offer,
but FAObjections like “Is this right for me?
What if I don’t feel ready? What if it feels
like a big investment?” etc.