You’re showing up consistently. You’ve got a podcast, a newsletter, a lead magnet, maybe even a YouTube channel. Your Instagram is full of branded graphics, thoughtful captions, and links to your latest offer. But despite all this, your community isn’t growing. Your sales feel stagnant. Your launches are plateauing.
If any of this sounds familiar, there’s a good chance your content strategy is focused on presence, not growth. And while presence is essential, it alone won’t move the needle if you want to scale.
Let’s break down what this means and how to shift into growth mode.
Presence Content vs. Growth Content
Presence content is what you’re probably already great at. It’s the podcast graphic with the episode title. The carousel summarizing your last email. The post explaining your group program curriculum. This kind of content is valuable – but only to people who already know who you are!
Growth content, on the other hand, is designed to reach strangers. It’s short, punchy, emotionally resonant, and created to work with the platform’s algorithms. It hooks people, evokes a response, and builds curiosity around who you are and how you help.
If you’re creating presence content on a growth platform (Instagram, TikTok, or Threads) you’re playing the wrong game. These platforms are built to show engaging content to new people, not to broadcast updates to your existing audience!
Why Growth Content Matters
If your business depends on launches, email list growth, or lead generation, then your top-of-funnel strategy needs to work. Presence content helps nurture and convert, but growth content is what feeds the funnel. Without it, you’re relying on the same audience again and again…and eventually, that well runs dry.
And let’s be honest: if your platforms aren’t growing, if your email list is stagnant, if your content isn’t getting engagement or sparking conversations, it’s likely because your content is focused on maintaining presence – not creating momentum.
The Anatomy of Growth Content
Here are a few common traits of content that grows your audience:
- A strong hook. You have seconds to grab attention. Whether it’s a reel, a carousel, or a thread, the first line matters.
- Emotional resonance. Content that evokes surprise, nostalgia, sentimentality, or strong relatability gets shared and engaged with.
- Niche specificity. The more your content speaks to a specific transformation or type of person, the more likely it is to resonate.
- One clear idea. Keep short-form content short. One story, one shift, one emotion, one call to action.
- Trendy—but tailored. Use trending audio or formats to boost reach, but add your unique angle or perspective to stand out.
- Snappy editing. Cut the filler. Platforms reward tight, well-edited content that holds attention.
A Mindset Shift Around “Playing the Game”
If you’ve resisted trends, editing, or optimizing for the algorithm because it feels shallow or performative, you’re not alone. But here’s the truth: the only reason you don’t like playing the game is because you’re not winning at it.
Think of it this way: you already “play the game” in your email subject lines, your offer pages, your webinar headlines. Social content is no different. It’s just another way to package your brilliance in a way that gets it seen.
The Time and Energy Factor
You might be thinking, “I don’t have time to do all of this.” But chances are, you’re already spending a lot of time creating long-form content and repurposing it across platforms, just not in ways that are effective for growth. Redirecting some of that energy toward low-effort, high-impact growth content can yield far better results for the same (or even less) output.
Your Naturally Brilliant Expertise Deserves an Audience
If you’re already delivering value through your services, your programs, your long-form content, you’re already doing the hard part. Now it’s time to match that value with the visibility it deserves.
You’re not starting from scratch. You’re refining your message so that strangers can discover your brilliance, too.
Growth and presence aren’t mutually exclusive, but if you’re not growing, it’s time to make growth a priority again.
If you’re ready to step into your next era of growth and visibility, now’s the time to get intentional about your content strategy. Whether you need to dial up your reach, refine your messaging, or finally start seeing real traction on the platforms you’re pouring energy into – Volume is built for that.
Let’s make sure your brilliance isn’t just seen – it’s selling. Ready when you are, babeh!
