Build Your 90 Day Content Plan

You're listening to the PT Proffit podcast, episode number 65. Today I'm sitting down with you to teach you how to build out 90 days worth of content. Are you ready? Let's get started.

Hi, I'm Beverly Simpson, former fitness manager turned online personal training business owner. And this podcast is where smart fitness professionals, including trainers and clinicians, discover how to increase client performance in movement, package and position their product, products and services, and get out of their own way so that they can increase their revenue to live a life that they love without sleazy sales. Welcome to the PT Profit Podcast.

What's up, coach? Beverly Simpson here. Thank you so much for pushing play on another episode of the PT Profit Podcast. Listen. I am super pumped for today's episode. In fact, I'm so energized because I literally, I just finished a phone call all about how we are going to take a client's business to $10 million. Literally. I get so excited about this and honestly, it is the perfect time and perfect Segway to go into what we're talking about today because this is one of the things that we went over, which was how we build out a 90 day content plan. The reason why I also wanted to create it, I mean, universe is just so amazing in terms of the timing of how things work out. But the main reason why I also wanted to bring this up was because I posted a couple weeks ago on Instagram or, you know, maybe 10 days ago, I said I had, I had fully fleshed out 90 days worth of posts and I did it in an hour and my DMs were flooded from my clients to also my PT profit plus members asking me how I did it. And so I was surprised because I was like, wait, y', all, this is what we talk about. I do talk about this, but I realized that I had really been talking about it in terms of macro levels, how I create like the core content piece. And so I wanted to spend the time to break down and share with you how I create micro content, smaller every single day pieces of content. So let's just go ahead and dive right in. Now. First of all, before we get into this, I just want to highlight that one of the pillars of performance is the purposeful plan. And so you see out there that so many people are focusing on the messaging. And I even talk about the messaging a lot, or they're focused on, you know, trillion dollar per hour. I just need to sell my product. I need to sell, sell, sell. And they miss the compulsory or they get so bogged down about what do I post every single day? And they're just wasting so much of their personal power and they're wasting so much time obsessing over pieces of content and then they get, they start to feel frustrated that nobody's liking it, nobody's commenting on it, no one's sharing on it. And then they start to go and sell their products and services and they wonder why it's not converting. Right. Well, part of it is not having a purposeful plan. And if you feel like you're wasting so much time with wondering what am I going to create, what am I going to post? And then feeling frustrated when no one's liking it or commenting it, I get it. But having that plan in place is going to actually help you save time. And I know that sounds odd, but when you at least know what you're doing, that's going to actually help you automate it. And I don't have to tell you that automation is how we function, that 95% of what we do is done on automation. And so when we have that content plan or we have that purposeful plan, that's where the automation is going to come in. And now it's kind of odd that I'm doing this on a podcast because I do want to just. I would love to show you behind the scenes of what, how ex I put this together. Because what I do is I always start with the end in mind, which is a concept from Stephen Covey. So let's just go ahead and dive right in. Meaning every 90 days. And my business works in 90 day cycles. So that means that every 90 day I'm going to have a revenue generating activity. So I know what and when I am launching now putting together this plan, this is going to already assume that you've already worked on the two other pillars of performance, which is having that product. So you already know what it is that you are selling. It's not just your time. Right. That's a whole nother podcast and I think I've done multiple podcasts on it. But we already know what you're selling and you already have a clear message and a clear picture position on who it is that you're serving, what their problems are, what your unique mechanism is. And you have, you already have a fundamental understanding of the main pillars of content or the main types of content out there. Okay, if you don't, no sweat, we'll link it up in the show notes. I actually have a whole podcast on the types of content that I'm creating, okay. And the messaging and the pillars and all the topics, I have a whole thing underneath that. Okay, this. This is how I'm putting it together. This is how I'm moving people through a content experience based on where want them to go. Because the other thing I posted the other day, which I got, I got some DMS about it, people were like, what is that? You hear most marketers out there telling that. Telling you that people buy from people that they know, like, and trust. And I always joke about that because I'm like, is that really true? I mean, is that always true? I mean, no, not really. Like, if you're watching this on YouTube or you're listening to this on. On a phone, like, do you remember who sold you your iPhone? Do you remember who sold you your Android or your Samsung or this couch that I'm sitting on right now? I have no idea where I got this, who I got this from. What people are really talking about is that ladder of believability. They buy from people. They believe in you, they believe in your offer, they believe in themselves that they can do it, and they believe that they need it. Now, that is ultimately what is going to lead someone to a person purchase. So how do you facilitate that ladder of believability is through your content and through your messaging, right? And so for me, when I already know that, I already know what my position is, I already know what I'm going to be selling, and I know when I can back up my weeks and chunks and move them into phases, phases of interrupting, inspiring, inviting, and implementing. Implementing the plan, right? So if I. So what I do is I know that I'm going to be moving people through this experience. I'm going to be inviting people into the experience. So now my core pieces of content, right? So, well, hold on, let me back up real quick. So if I know that this is the when, then I look at how many weeks I have until there. And so I'm looking at it from a macro cycle. So for me in my business, I know that I'm going to do something within, you know, eight to 90 days, eight weeks to 12 weeks. So for our purposes, we're going to be doing something in eight weeks. So that means that I know, or 12 weeks, rather. So I know that within four weeks of that 12, I'll be in the invite stage where I'm inviting people to come to a training, where I'm inviting people to come to an experience. Okay? So now I've got eight weeks of what I call Runway Which I learned from one of my mentors, James Wedmore, where this is where people miss the mark, in my opinion. People are so focused on the selling or feeling like, oh, I need to sell, I need to sell. I don't want to feel selling. They're just focusing on the sell. Completely missing that there's eight weeks of opportunity for you to. To move people through that ladder of believability. So this is what I teach my people to do, because it's more than just selling all the time. So especially if you feel like, oh, I don't want to sell all the time. Right, well, great, now you're selling your perspective. Well, I personally operate from selling as a service. Right. We can unpack that. And that's for another episode. We will unpack that at a later time. But I will be using those weeks of time to come up with core pieces of content that are going to move people through that ladder of believability. And I then. So if I know that I've got eight weeks, I'm going to pick eight core topics depending on where I am in my phases. So if I'm in the interrupt phase, I'm at that what people will call the top of funnel, meaning they've never heard of you before and now you're trying to get in front of more people. That's what that top of funnel means. This is where I call the interrupt phase. This is where you're trying to create the content that. And you're going after beliefs that the industry teaches people what is going to get in front of more people. So if that's. I'm going to pick a piece of core content that's going to be focused around that. Now, I tend to do it in terms of if I know that I'm going to have four weeks in the interrupt phase, I'm going to say four core pieces are going to be my macro cycle. Then I start creating a micro cycle of content around that one piece. Now, what does that mean? So I'll give you a tangible example. This week we're talking all about how to build your plan. And I'm shifting, going after the perspective that people think plans don't matter. That's like going into the gym without a workout plan and just expecting to get results. No. Are you going to get on an airplane with somebody with a pilot that doesn't have a plan on how to go from LA to New York? Chances are probably not. So I'm making a case for why having this plan is important. So that's going to be my piece of core content. And then what are some of the other industry beliefs that people have around the plan? What is the anatomy of a successful coach? What do they believe a plan should be? Maybe I should. This podcast is an example of a how to and I'm teaching you how to come up with your own plan. Literally, this is exactly what I do, what I teach my clients to do. This is a how to piece of content. Then I might create another piece of value add around like the interrupt phase. This is an example of what an interrupt phase is. This is why I created the interrupt phase. This is what it does. Then maybe I'll do a, you know, a my story or I tell you why I care so much about plans and I'll create a piece. And I'm speaking specifically about Instagram, but this could live on Facebook. This could live on Instagram, but this is little micro pieces of content that are also polarizing because I want it to be shared. I want to get in front of more audiences. Maybe I'm going to spend some effort here networking and getting on some more podcasts so I can promote other my, my guest appearances. This is where I'm going to be. You know, these are the micro cycles around the big macro. And then next week I'll have another core pie of content that's going to be around. Why just posting every single day isn't an actual strategy. So get ready for that because I'm going to be talking about the power of persuasion and why that's important, when to recognize it. I'll create some how to's around that. I'll create some value adds around that. I'll create a micro cycle around that concept that's going to be heavily focused on polarizing pieces and getting you to think, think differently. I'll share, you know, I'll share client insights on like, hey, this client said that, you know, they're hearing this because completely different. Because no one ever teaches it like this. Yes, absolutely. I know nobody teaches it like this because I've gone through so many other programs. Everyone's program. No, of course not. But many programs I pay attention to what's happening in my industry. So I'm going to create little mini micro cycles around the big macro concept. And then as I move into the inspire phase, this is where I'm going to shift gears. This is where I'm going to start to share. And it's subtle, right? And it ultimately comes down to the intention behind the post. Am I still going to have polarizing pieces or you know, what Brandon calls thought reversals. Yes, because that's how I think. I'm always looking for the zag. When I see people zag digging, I just think in a thought reversal. But now I know that I'm in the inspire phase. So maybe I'm going to be spending time overcoming objections that clients have. It's too hard for me to come up with content. It's just it takes too much time to make a plan. So now I'm going to be coming around, I'm going to be creating the content that's going to shift client objection. Will it be similar to the week before? Maybe. And I'm okay with that because repetition is the mother of all learning. Nobody is going to say squat once and then say, oh, I don't need to squat anymore because I already did it. I'm okay with the repetition, but the intention is slightly different. It's going to shift. It's going to shift the conversation. I'll be doing more, sharing more client stories. I'll be sharing more about my deeper purpose. I'll be sharing more of, I'll be sharing more content that, that just demonstrates authority and that is geared towards the community. Maybe I'll go live more. Maybe I'll more things that are inspiring based for the community that's here, the nurturing so that people can get to know me and who I am and how I show up. Then I will move people into the invite stage where I will invite them to a free experience that will create demand for the offer. And now I do not operate from a place of believing that selling is a is, is wrong or bad. Everything that we are experiencing right now to hear this podcast, watch this podcast or whatever it is, this was bought. And when there is an energy transaction, that is when the transformation will come. And so inviting people, letting them know that you're taking clients this, or letting them know that you're about to launch this message program, this group program, this is where the magic's gonna happen. Because in that free experience is where you get to create demand for that transaction and for the energy experience of hey, I'm gonna change your life. And so now then the ultimate, you know, the question that gets asked is, you know, where do I put this? Where do. And what do I mean by macro and micro? So I publish a podcast, a marketing specific podcast every Tuesday. That's where my one core piece of content comes from. And then my micro cycles are where I'm posting on Instagram and Facebook, I post on Facebook Three times a day. I post on Instagram right now, one time a day. But for those of you, my clients already know that I'm actually split, testing this and I'm posting three times a day on Instagram. That's where I'm putting my microcycle content. Because I'm in a growth stage. Because when I'm in the interrupt phase, I'm trying to grow. And then in addition to that, I'm going to do a, I'm going to, I'm focusing right now on TikTok and growing my TikTok and I'm posting there three times a day. And so it might seem as though I'm creating so much content for a day, but I'm actually also repurposing it. I'm reusing pieces of content all over the place. I'm taking a section of a piece of content and I'm moving that, you know, a section of this podcast and I'll use it for a minute clip on Instagram, I'll use it for a minute clip or a three minute clip on Facebook and I'll move people. Each piece of content that I'm putting out is going to make, create demand for the next step, whether it's to come listen to the whole podcast, give me their email, come to the free training. Every free piece of content is, is valuable. That's the other thing too is that people, when they start thinking about selling and feeling like, oh, selling is sleazy. This is where you're forgetting that every time you put effort into a piece of content, that's going to help somebody, that might be fast for you, but it could be a game changer for your people. And so now, while I don't have 21 pieces of content mapped out written, I have it all mapped out so that I know exactly where I'm going, what I'm going to say. And it takes like seconds to create it. Maybe not seconds, but minutes instead of hours. And then, you know, getting sucked into scrolling, pretending that you're just, you're creating but you're not having that plan of knowing where I'm going is going is, is how I've been able to move people through that ladder of believability and then also saving myself time. And just like with meal plans, I am not rigid. I give myself the space I need to get inspired. It's not about rigidity and getting it perfect, but it's about having this plan that's going to help you save time. And so in fact, in one of my coaching calls with this client that I was talking to and we were building out the $10 million business is that I mapped out two weeks of 21 pieces of content and showed her exactly how I'm going to what I'm going to create in 20 in the next two weeks or less. A week and a half. Today's Friday, So I, okay, eight days. I showed her legitimately 24 pieces of content that I will be creating, all based on two core concepts. So that's how I build a plan. That's why the plan is so fundamentally and then so fundamentally important. And then I have my organic strategy and then I also marry it with my paid strategy, which we will get into in the in the coming weeks. Because the paid strategy is really legitimately, you know, helps you amplify what's already working, but also helps you test out your messaging. Because I will get feedback from the community about what, what's resonating, what's not resonating, what the questions are, and I'll create more content in my micro cycles around what the questions are that are coming up. So that's how I build out my 90 day content plan and that's how you can build out yours. So I would love for you, if you love this episode, please share with me your biggest takeaways on the Instagram. You can tag me at bsimson Fitness and if you have questions, you know, feel free. Free. Ask me, text me, DM me. I'd love to connect with you and hear you know, how your 90 day plans are coming out or how your 90 day content plans are and I'll catch you on the next episode.

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