How to Plan Content That Actually Grows Your Business (Without Wanting to Scream Into a Cushion)

Let’s be honest.

You know you need to post on LinkedIn.
You want to grow your audience.
You want leads from your content.
You want it to feel good — not like some tick-the-box task that ends in a creative meltdown on a Monday morning.

And yet...

You sit down to “plan your content” and suddenly your brain is like,

“Wait, what am I selling again?”
“Should I write about my offer? Or my story? Or maybe a tip?”
“I haven’t posted in weeks. Is it even worth it?”

Sound familiar?

You're not the only one. I hear this all the time inside The Let’s Get Visible Society.
So if you're nodding along thinking, “Yes, Elaine, that’s me,” let me say this loud and clear:

You’re not bad at content. You’re just missing a strategy that actually works for your business.

That’s exactly what we tackled in our June planning workshop — and let me tell you, it was a good one.

“I felt like I had a one-to-one consultancy call with Elaine.”

That’s what Cate said after being the featured business on this month’s coaching call.

We unpacked her offer, nailed down who she’s actually talking to (web developers, not just anyone with a pulse), and planned out her content pillars for LinkedIn — live on the call.

It was gold. Website Gold, in fact — that’s the name of her course.

But even if you weren’t Cate, there was so much to take away. Because when you stop creating content for everyone, and start creating for the right someone, things click into place.

So let me walk you through the exact strategy I shared on the call — and how you can use it to take the guesswork out of your own content planning.

Step One: Know What You’re Actually Trying to Do

This might sound obvious, but so many people start with:

“I need to post something this week.”

Wrong starting point.

Start with:

“What am I selling this month?”
“What’s going on in my ideal client’s life right now?”
“How can I make this easy for myself?”

If you’re promoting something (a course, a service, a webinar), your content needs to lead into that.
If your audience is on holidays or in back-to-school mode, your messaging needs to reflect that.

And don’t worry — this doesn’t mean being “salesy.”
It means being strategic.

Step Two: Use the 3 Pillar Framework (I built a GPT on this, by the way!)

If you’ve followed me for any amount of time, you’ll know I bang on about this all the time. Why? Because it works.

Everything you post should fall into one of these:

1️⃣ Growth

Posts that make people go, “Oh my God, that’s me.”
These are the ones that grow your audience and make people feel seen.

Think: behind-the-scenes, stories, rants, things that show you get it.

2️⃣ Sales

This is you showing your people that you have a solution.
But it’s not just “buy my thing!” — it’s stories, transformations, “here’s what happens when we work together.”

Side note: most people avoid this. Please don’t.

3️⃣ Authority

These posts build trust.
They show you’re the expert. You’ve done the work. You’re the safe pair of hands.

Think: testimonials, thought leadership, values, strong opinions (especially the unpopular ones).

And here’s the thing — when you know which pillar you're speaking to, you stop overthinking. You're not staring at a blank screen wondering what to write. You're building visibility with purpose.

Step Three: Match It to Your Month

This is where the magic happens — and where most people give up.

Because without a plan, everything feels reactive.

That’s why in the Society, I give members a Content Master Sheet and an Annual Campaign Planner. These aren’t fancy for fancy’s sake — they help you:

• See what you’re promoting

• Map your monthly message

• Align your content to your actual goals

Because if you’re launching something in September, you need to build up to that in August.
Not panic-post on the first day of the launch.

Step Four: If It’s All Too Much, Let the Tool Do the Thinking

Here’s the best bit.

I’ve built a Custom GPT (yes, like ChatGPT — but trained on my frameworks) to help you plan and create content.

You give it your offer, your audience, and your goals…
And it gives you post ideas, talking head video scripts, even carousel prompts — all aligned with the 3 pillars.

You’re not starting from scratch. You’re starting from strategy.

Bottom line?

You don’t need to be more creative.
You don’t need a new idea every day.
You don’t need to post just for the sake of it.

You need a visibility plan that feels doable and actually supports your business.

That’s what we’re doing inside the Let’s Get Visible Society.

Whether you’re building your own content strategy or working with clients — you’ll get the tools, the structure, and the live support to make it happen. With my eyes on your business (and yes, you could be the next featured hot seat).

👉 Ready to stop winging it and start planning content that works?
Join the Let’s Get Visible Society join our next coaching call. We get together every month!

See you on the inside,
Elaine x