When I started working online as a freelance writer, I was mesmerized by the practice of outsourcing content. Not only did it give me more work than I knew what to do with, I was convinced that this was the future of coaching.
The key to being successful was to outsource everything.
I worked with coaches who poured more and more money into expanding their teams and increasing their outputs. They spent more time running their businesses than they did coaching.
At the time, I was unfazed by this. Regardless of how many ghostwritten emails didn’t get opened or online courses failed to sell, I held fast to the belief that my former clients knew what they were doing.
Looking back, I can see how this practice of outsourcing success as a coach is doomed to fail eventually.
Our world is changing at a dizzying pace. So locking into a single promise in a way that allows you to pay someone else to create content around it is too static to work long-term.
Readers and potential clients don’t want to hear about your past path to glory. They want to connect to you in real time over what’s happening in your life—and theirs—now.
Which is not to say that an origin story is without value. Just that it can’t be the main thing you come back to all the time. Not anymore. Faster than ever before, those stories become dated. Like someone going on about how they made millions when the economy was vastly different than it is now.
If you run a personality-based business as a coach you need to keep your content alive with what’s currently present in your world. As an Integral Coach™, this is the content version of include and transcend.
People are desperate for others to help them process the muchness of what’s happening around them. Information is abundant—to the point of being overwhelming—and trust is scarce. It’s increasingly difficult to cut through the noise to figure out who is actually going to follow through on their promises.
One way to do this is as a coach is to show up consistently and share. Share what you’re working on, what you’re processing, and what you’re moving towards. Share how your past learnings are affecting your current ability to do the work you feel called to do.
Even if that means posting one 500-word blog post a week. Even if it means sharing less than you’d like. Even if everyone else around you is creating three times as much content.
You can’t outsource your success as a coach.
A few days ago, I quit marketing for coaches. One of the reasons being that this no longer feels like what the coaches I work with need in order to be successful. The information and models that I learned in my early years as a freelance writer don’t work as effectively as they used to.
So I’ve scaled back my services and am focusing on supporting my clients create their own content. Quality content. Relevant content. Consistent content.
I think this is the future of content creation as coaches. People want to consume less information that is more tailored to their specific needs. They want to know that the coaches they trust are going to show up week after week and year after year in a way that is deeply human.
So how can you consistently show up and share?