Hi there! Welcome back to On Brand - your weekly dose of actionable strategies and insights to grow & monetize your personal brand.

I've been having the same conversation with a lot of you lately…

"Alex, I'm posting consistently, I'm showing up, but I feel like I'm screaming into the void. How do I actually get people to care about my content?"

Let’s break it down in this newsletter because nothing is more annoying and disheartening than spending hours creating things and pouring your heart out in Canva or Capcut just to not see any results.

So today, let’s talk about content-market fit. You might have heard about product-market fit (whether there is a genuine demand for your product). And content-market fit basically means that there’s a demand and audience for the content you’re creating. Nailing this results in (nearly) effortless growth, and finding a content-market fit is always the catalyst for blowing up online.

(Speaking of which - I'm hosting a live workshop tomorrow where we're going to build your content strategy. If you haven’t yet, you can grab your spot here.)

In this issue:

• 💻 ICYMI

• 🍒 Learn how to create great content

• 🎧 Overcoming comparison

Interesting things from last week

The best things we’ve read, watched and listened to + news from the internet.

• YouTube is launching a ton of new, helpful features and Lia Haberman shared this helpful cheat sheet with everything they announced on their Made On Youtube Event last week.

• TikTok deal is almost here and the US is taking over the algorithm?

• If you’re feeling overwhelmed af atm (in which case, same!) here’s a helpful breakdown on how to declutter your mind.

FREE WORKSHOP ALERT

This is how you actually create great content

We’re hosting a live workshop on how to create content that stops the scroll and positions you as the go-to in your space.

What we'll cover:

• Figuring out your unique content style

• How to build a content strategy that actually works

• Creating content that gets engagement

Who it's for: Entrepreneurs and creators who want to be known for their expertise, build a community around their message, and attract opportunities, whether that's brand partnerships or growing their business.

Content is now more important than ever

Everyone needs to be an influencer now. I’m kidding, but only kind of.

If you want to grow your business, or grow your career or make an impact, you need to post content.

But it’s no longer enough to just show up consistently - you also have to show up with content your audience actually wants to consume AND finds entertaining. (the joy, huh?!)

Your content has become the secondary product in your business. First, the content you create has to be good so it gets shown to the right people. Then, when people are aware that you exist, your actual product or service has to be good so people buy it.

Your biggest enemy as a business owner isn't your competitors. It's obscurity.

If people don't know about you, they can't buy your services or your product - no matter how amazing they are.

So let's fix that.

How to work with the algorithm

The way Instagram works changed (moving more towards TikTok’s interest-based algorithm) a couple of months ago, and it’s both good news and brand news.

If people aren't engaging with your content - sharing it, saving it, or commenting on it - then it's not going to get shown to anyone, no matter how many followers you have.

But on the other hand, if they are, the sky is the limit! It’s easier to have your big breakthrough now than ever. No one is too late, each piece of content you post could be the one that changes everything for you.

All of your content now has to do at least one of these three things (ideally all three):

• Spark conversation

• Get people to share it

• Get people to save it

So optimize every single post for conversations, saves, and shares. Make content people actually want to consume and can't help but engage with.

This is why we’re seeing brands launching TV-series style content (examples from Bilt here and InStyle Magazine here)

“But Alex, how do I promote my business in my content?!” I hear you ask.

Let’s make sure we’ve got that covered too! Your selling happens in:

• Stories (workshop CTAs, behind-the-scenes selling)

• Email marketing

• Long form content like podcasts & newsletters

• Conversion events like sales calls, workshops & challenges

• Direct messages

• Anywhere that isn't competing with the algorithm

This way, your content does its job (getting you discovered), and your sales process does its job (converting followers into clients).

Finding your content-market fit

Don't reinvent the wheel. Look at what content is already working for others in your space, then add your unique approach and voice.

Your action plan:

1. Audit what works: Look at your last 20 posts. Which ones performed best? What do they have in common?

2. Study your space: Find 5 accounts that consistently get great engagement. What formats do they use?

3. Pick your lane: Choose 2-3 content types that feel natural to you and double down

4. Create your rhythm: Once you find what works, systematize it and repeat

The ultimate content test

Before you post anything, ask yourself: Would I save this or share it with a friend? Or share it to my stories?

If the answer is no, don't post it. Create content you'd actually want to consume. If you wouldn't engage with it, why would your audience?

Your This Week Challenge

Pick ONE thing and actually do it:

Option 1: The Quick Audit.
Look at your last 10 posts. Which 2 got the most engagement? What do they have in common? Do more of that.

Option 2: The Engagement Test.
For the next week, before you post anything, ask yourself: "Would I actually save this? Would I want to share this on my stories? Would I send it to a friend? Would this make me want to share my thoughts in the comments?" If no, don't post it.

Option 3: The Content Study.
Find 3 creators who are absolutely crushing it with their content. Analyze what makes their posts so engaging - is it the format? The topics? Then create similar content with your own unique angle.

That's it. Pick one, do it this week, then move on to the next. Or come join us tomorrow and we will work on your content strategy together.

The truth is…

Some content will flop. Some will do incredibly well.

When you get an outlier that performs amazingly, don't just celebrate - systematize it. Figure out what made it work and create more content like that. Take the outliers, double down, create the rhythm, then rinse and repeat.

That’s how you create signature content & make your content strategy work without constantly reinventing the wheel.

Your content needs to work harder than ever, but it also has more potential than ever to completely transform your business so go put yourself out there!

That’s it for this week.

As always, thanks for being here! Can’t wait to see you tomorrow for our workshop!

The Girls Club Team 

Say hi on Instagram or Linkedin.