Ep 271 // Your Content Marketing is FAILING You if it's Not Doing These 6 Jobs

Summary

Episode Summary: Ep 271 // Your Content Marketing is FAILING You if it's Not Doing These 6 Jobs

Main Theme Overview

In this episode of Simple SEO and Marketing, host Faith Hanan shares a no-nonsense guide to making your content marketing truly work for your business. Faith addresses a common problem among entrepreneurs and small business owners: creating content that fails to drive results. She reveals the six non-negotiable "jobs" every piece of content should be doing and explains why relying solely on social media is a trap for burnout, not results. With practical analogies, memorable stories, and a touch of her signature humor, Faith arms listeners with an actionable checklist for content that consistently brings in leads, nurtures clients, and supports sustainable business growth.

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Key Discussion Points & Insights

The Hard Truth: Content Needs to Pull Its Weight

• Opening Challenge: Faith sets the tone by acknowledging that many business owners have been misled or ill-informed about what their content should actually be doing for their business.
  • "So many of us...have been lied to about the job that our content should be doing." (00:00)
• She stresses that content isn't just about visibility—it's about doing real business-building work, and if it's not, it's failing you.

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The 6 Essential Jobs Your Content Should Be Doing

1. Bringing in New Email List Subscribers

• Faith argues this is the most important metric: your content should generate "new subscriber" alerts in your inbox regularly.
• "You should be seeing new email list subscribers for your email list from your content on the reg. Because your content is out there to serve. Yes, absolutely, we should be serving. But it is also out there to help grow your business." (04:40)

2. Bringing in New Clients or Sales

• If content isn’t leading to actual sales or clients, something is broken and must be fixed.
• "If your content is not bringing in sales, if it's not bringing in new clients, then something is broken...." (05:40)

3. Building Brand Loyalty

• Powerful content should result in a loyal following that trusts you, values your help, and eventually turns into repeat customers or enthusiastic referrers.
• "If you haven't built some brand loyalty with your content, then you're missing the mark. That is a major job of content creation that nobody wants to talk about." (06:18)
• Faith emphasizes delivering value and over-performing for clients—“You should go above and beyond. You should un under promise and over deliver." (06:38)

4. Educating Potential Clients

• Your content should answer common questions and clarify expectations, so new clients feel confident before they even reach out.
• Example: Clients trusting you like fans trust HGTV stars, just saying, “I want a Jenny kitchen.”
• "There should be...at least a little current of that in your client interactions." (09:22)
• "Your content should be educating new and potential clients to the point that they don't have a ton of questions." (08:57)

5. Lasting for Years (Evergreen Value)

• Blog content can drive traffic for years, far outlasting the fleeting impact of a social post.
• "Instagram content, the half life of Instagram content is less than 24 hours, whereas blog posts last at least two years and are driving traffic for at least two years. And I have some that have been driving traffic for nine years." (11:15)
• Content should act like compounding interest—working for you over time.

6. Easy to Repurpose

• Long-form content should break down into multiple pieces, making it easier to maintain a consistent presence across platforms and maximizing your effort.
• "If you will create one piece of long-form content and then break it up strategically for multiple pieces of short-form content, it's going to make your life so much easier and it's going to make your message so much more cohesive..." (12:42)

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Faith’s Perspective: Social Media vs. Long-Form Content

• Faith critiques the prevailing wisdom around social media, sharing how even large accounts require relentless posting to see traction.
  • "Last time I asked one of my friends...she said that I would need to be posting two to three months consistently every day before I could see any kind of traction or sales from my social media account." (07:39)
• She argues for shifting focus to long-form content and SEO, which offer lasting results and reduce burnout.
  • "You don't have that same constant attention demand when you're creating long form blog content because...there's not an algorithm with a massive ego that needs stroked every day like there is with social media." (08:37)

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Action Steps & Practical Advice

• Faith urges everyone to use the six jobs as a checklist for their own marketing content.
  • "I want you to actually write down these jobs and that your content should be doing and use it as a checklist to be like, oh snap, I better fix something if you need to fix something..." (00:37)
• She strongly encourages listeners to join her live workshop for hands-on training in building effective content systems.
  • "If you are not signed up for the content system for sales live workshop, get your happy little tush in there because I'm gonna teach you the three secrets to stop spinning your wheels and start getting leads from your content." (03:43)

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Notable Quotes & Memorable Moments

• Madea Movie “Jab” Joke: Faith’s humorous habit of pronouncing “job” as “jab” after a Madea movie reference, keeping the tone light and relatable. (03:10)
• On the Problem of Wasted Effort:
  • "So many of us are creating content, creating content, creating content. And it's not actually doing anything for our business." (04:10)
• On Lasting Impact:
  • "Your content should be like compounding interest for your business. If it’s not, we need to fix that." (11:53)

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Timestamps for Key Segments

• Intro & Problem Framing: 00:00–01:18
• Why Your Content Needs a “Job”: 01:18–04:10
• Job 1: Email Subscribers: 04:40
• Job 2: New Sales and Clients: 05:40
• Job 3: Building Brand Loyalty: 06:18
• Problems with Social Media-First Mentality: 07:39–08:37
• Job 4: Educating Potential Clients: 08:57–09:22
• Job 5: Evergreen Value: 11:15
• Job 6: Repurposing: 12:42
• Closing Advice & Workshop Pitch: 13:30

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Listener Takeaways

• Audit your content with Faith’s 6 Jobs Checklist.
• Shift focus to evergreen, long-form content for compounding growth.
• Don’t get trapped by the social media hamster wheel.
• Educate, build loyalty, and create scalable, multipurpose pieces.
• For actionable systems, Faith recommends joining her upcoming workshop (April 28; see episode for details).

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Faith’s energetic, honest, and faith-rooted approach will inspire listeners to rethink their marketing and start making every piece of content work harder for their business.

Transcript

[A]

Hi friends. So I'm thinking to be a little bit salty on this episode because I feel like so many of us, so many of y', all online marketers, content creators, small business owners, so many of us have been lied to. Whether intentionally or unintentionally, we have been lied to about the job that our content should be doing. There's some reasons behind this. I really don't think everybody's a big bad butthead that they're doing that they're lying to you on purpose. But your content is absolutely failing you if it's not doing these six jobs for your business on a regular basis. So get out your notes app and I want you to actually write down these jobs and that your content should be doing and use it as a checklist to be like, oh snap, I better fit something if you need to fix something and if not, be like pat on the back, brush your shoulders off, go on about yourself and have a good day. But this is one that you're going to really want to take and give some thought to because your content has a job.

[B]

Is it doing its job? Let's find out.

[A]

Well, hey pal, you already know that you need to create content to market your business. That's not news to you.

[B]

And if you're here hanging out with

[A]

me, then you know that building your business and life on the social media hamster wheel is not what I'm going to recommend. But what kind of long form blog content are you supposed to create? What keywords are actually going to lead to? Well, leads. And how in the world are you supposed to keep up with your content consistently? You are going to learn the answer

[B]

to these questions and so much more inside of my brand new LIVE Workshop. Save your seat for the Content Systems for Sales live workshop with three available time slots on April 28 at 12, 2 and 6pm Central Time, print your notebook, grab your pen and get ready to learn. You're going to learn the number one easy angle shift to help your content reach ready to purchase buyers, not just looky loos. What most SEO gurus won't tell you about traffic numbers and the missing link to compounding content. You're going to get one hour of

[A]

straight shooting value packed training to help

[B]

you get more sales from your evergreen content. Head to faith hann.com content systems all one word to save your spot, print your workbook and get ready to see more sales from your content.

[A]

Okay, so flashback with me. There's this Madea movie. I used to watch all the Medea movies and then they got pretty raunchy and I don't watch the new ones. So if there's new ones that are really raunchy, I have not seen them. But I used to watch all of Tyler Perry's Madea movies cuz they're hilarious. And there's this one movie, I don't even remember which one it is, but the main character is dating a girl who is extremely annoying. Extremely annoying. And she calls him Byron when she's mad at him. And she looks at him, they're struggling for money and she looks at him and she's like, if I have to get a jab, you ain't getting n u n. And so every time I say the word job, I jokingly want to misspell it on purpose because I think it's hilarious and it makes me giggle to myself. But so if your content is not doing these jabs, it's not going to do any good. Okay? Okay. And pals, if you are not signed up for the content system for sales live workshop, get your happy little tush in there because I'm gonna teach you the three secrets to stop spinning your wheels and start getting leads from your content. Because nobody, nobody wants to waste time creating content, right? But so many of us are creating content, creating content, creating content. And it's not actually doing anything for a business. So inside of that workshop, I'm gonna give you three secrets to stop spinning your wheels and start getting leads from your content. And teach you the exact system that you need to go through to create content for sales. Okay? Okay. So today though, we are chatting about your content is failing you if it's not doing these six jobs on the reg. Okay? Number one. The number one thing that I need you to get in your brain and I need to get in my brain. We all need to get in our brains about our contents job. Number one thing, it needs to be bringing in new email list subscribers. If not daily, at least weekly. You should be seeing new subscriber, new subscriber, new subscriber alerts in your inbox. I'm not talking new followers on Instagram. Y' all know that is not where I'm building my life. I'm not building my life on rented ground over on Instagram. You should be seeing new email list subscribers for your email list from your content on the reg. Because your content is out there to serve. Yes, absolutely, we should be serving. But it is also out there to help grow your business. Okay? Because if you can't sell the thing that you do, the product you created, then you can't actually fully help somebody the way that you want to help them. Okay. The number two thing your content should be doing is be bringing in new clients or sales. It should be, it has a job. If your content is not bringing in sales, if it's not bringing in new clients, then something is broken and we can talk. We're going to go over that inside of the content system for sales workshop. But if your content is not bringing in new email list subscribers and new sales is very broken and we need to fix it. Okay? Okay. In number three, your content should be built building brand loyalty. If you don't have, and I say this with like a lot of humility, but if you don't have people that love what you do and how you help them, then something is off in your content strategy. Okay? Yes. You should actually do the things that you say you should do and you should help them and you should have wonderful student testimonial reviews. You should go above and beyond. You should un under promise and over deliver. You should actually be really good at the thing and you should actually really help people. Right? But if you haven't built some brand loyalty with your content, then you're missing the mark. That is a major job of, of content creation that nobody wants to talk about. Now I think a lot of our, I'm going to interject here, I think a lot of our issues with content, you know, as business owners, a lot of our issues with our long form content strategy and, and us not making it do the jobs that it needs to do, a lot of our issues there stem from the whole social media content being king and that being what's talked about so much and just needing to post, just to post and feed the algorithm because last time I checked and I do have some, I have some friends with very large social media accounts, very large. And they're like good friends in real life. Friends text each other friends. Like I have some friends with very large accounts. Okay. So I actually kind of keep tabs on what's working and not working. The last time I asked one of my friends, she said that I would need to be posting two to three months consistently every day before I could see any kind of attract any kind of traction or sales or from my social media account. Now I'm not saying social media is all bad. I'm not saying that I'm never going to use social media for my business again. I'm not saying that. I'm just saying that our idea of what content should do for A business is, it's almost skewed by the social media content strategy. Because with social media there is an element of everyday engagement and every day posting that you have to keep up

[B]

to see success there.

[A]

You don't have that same constant attention demand when you're creating long form blog content because there's not an, there's not a massive, it's not a, there's not an algorithm with a massive ego that needs stroked every day like there is with social media. And so if you can make that shift in your content, like, oh, you're not just your long form content, your blog content, if you're, if you can make that shift in your thinking, like, oh, I'm not just posting just to post, to say I posted and have something out there to feed the algorithm. If you can make that shift and know that every piece of content has a job, every piece of content should be serving, it should be bringing in email subscribers, it should be nurturing sales, it should be building brand loyalty. Okay, the number four thing, your content number four job jab. I crack myself up. The number four job that your content has is it should be educating new or potential clients to the point that they don't have a ton of questions when it's time to work with you. Now, I say that with the caveat that like, different personalities, different people, different price points are going to have more questions. And that's okay. You should answer those gracefully and excitedly and you should make your people feel loved and actually love them and all those things. But there should, first, if somebody has consumed multiple podcasts or multiple blogs and read tons and tons of your emails, like, they should already have a pretty darn good feeling of what it's going to be like to work with you and the results that they're going to get. And so one of my favorite examples of this is two examples. So if you watch HGTV or any design shows, like you have Chip and Joe, they're the faves, right? Like they're the OGs. And then you have like Dave and Jenny Fixer to Fabulous is their show. So there's been a couple people in more recent episodes I've watched with Dave and Jenny where they're, they just walk in and they're like, okay, I just want a Jenny kitchen. And Jenny's like, what does that mean? They're like, oh, just a kitchen that you do. They're all, they're all gorgeous. And part of that is because they're the things that Dave and Jenny have produced. She has Such a trademark stamp on what her kitchens look like, or the people love all of the kitchen she designs that they just walk in and they're like, okay, do whatever you want to with this kitchen. You'll make it beautiful. I'm not saying it has to necessarily be. Your business has to necessarily be at that level to see, to be successful for your content. Content. You've been doing its job, but there should be, like, at least a little current of that in your client interactions. Okay. One of my favorite clients, she. We have pretty much free reign for her marketing, and it's really fun because I can look at and be like, okay, this element needs more attention. This element needs less. This is going good. This is a, you know, a pillar that we need to ramp up on. We need. Can. We can back up here. But that. That trust that we've built with her through our content, through our interactions, through, you know, education and telling her what things do and what they don't do and how things work has. It's not. It's not just that it's. She's easy to work with. She's fantastic and always has been, but it gives. It gives me, as a service provider, way more freedom to actually serve her and her business in the way that needs done. Instead of like, well, we agreed to five posts per day, so that's what we have to do. When maybe that's not what she needs is. That makes sense. So your. Your content should be educating new and potential clients to the point that they don't have a ton of questions. They've built some trust. They understand what it is you do and how you do it and how you work. And it's like, oh, yeah, that makes perfect sense. Rock on with it. Okay. And the next job that your content needs to be accomplishing is it needs to be lasting for years, y'. All. Instagram content, the half life of Instagram content is less than 24 hours, whereas blog posts last at least two years and are driving traffic for at least two years. And I have some that have been driving traffic for nine years. Okay? Your content needs to keep doing its job for years and years and years and years and years. You. Your content should be, like, compounding interest for your business. If it's not, we need to fix that. Okay. Because you're putting so much time. If you're putting all of your time and effort into content that only works for your business for 12 to 24 hours, what are you doing when you could put the same amount of effort, maybe a tiny smidge. More into content that's going to last for years and years and years and years. And this is another ginormous reason why I think you and your happy little self need to get inside of Content Systems for sales the one hour workshop. Go to faith Hannah.com Content Systems and get in there because I'm going to teach you the system to create content for sales long term. Okay? And the last job of your content is it needs to repurpose easily. Like I said, I'm not anti social media. I'm not saying you should not use social media for your business. But if you will create one piece of long form content and then break it up strategically for multiple pieces of short form content, it's going to make your life so much easier and it's going to make your message so much more cohesive because you have one giant, well thought out thing that then you can strategically break down into smaller things. So head on over to faithhand.com contentsystems and save your seat inside of the live one hour workshop on April 28th. There are three time slots available. 12, 2 and 6pm Central Daylight Time. Bring your notebook, bring your party pants. We're going to have fun and you're going to learn because I'm not about to waste an hour of your life. All right y', all, we'll chat with you tomorrow. Bye.

[B]

Thank you so much for listening in today. Hopefully this episode gave you some really

[A]

tangible tips for better SEO and marketing

[B]

to get more leads and more sales from your website. If it did, can I ask you a quick favorite? Would you please share this episode with a friend and then just take 10 seconds and go leave a written review on Apple Podcasts. That is the very best way to help more Jesus loving entrepreneurs scale their businesses so that they can help more people with their gifts and make an even bigger impact for the Kingdom of God. And guess what? We now have a Facebook community where we can learn, hang out and laugh. Go join the Facebook group now. It's linked in the show notes and all the other things, courses, coaching and copywriting can be found at my website faithhannon.com until next time.

[A]

God bless and I'll talk to you soon.