The Smart Shift: Creating Content That Lasts Longer Than A Scroll
Cathy Topping
AI Training Workshops | AI Apps & Tools | AI That Speaks Fluent You | Helping Businesses To Use AI Effectively
Remember when social media was fun?
When it felt like genuine connection rather than feeding a hungry beast that's never satisfied?
I just read Jess Freeman's State of Online Business 2025 survey, and the data confirms it: the businesses absolutely crushing it financially aren't the ones with perfect Instagram aesthetics.
They're the ones who've figured out how to stop performing digital tricks for algorithms that don't give a toss about them.
While Facebook has been good to me (seriously, it's where most of my clients come from), this year I'm shifting toward content that has a shelf life longer than yesterday's headlines.
Here's a fun twist on the 80/20 rule…
84% of business owners use Instagram for marketing, yet only 20% say it brings in actual clients.
That's a lot of time spent on pretty squares that aren't paying the bills.
Meanwhile, what ARE the businesses breaking ￡500K doing differently?
- Building authority through SEO- Nurturing email lists
- Leveraging their network for actual referrals
- Using AI to create content at scale (92% of them!)
So what am I doing going forward?
I'm focusing on platforms where my content works for me while I sleep:
? YouTube…Already bringing in clients from videos I made months ago
? SEO-optimised blog articles…Because people actively searching for solutions are miles more valuable than someone mindlessly scrolling while on the loo
? LinkedIn articles…Less competition, more substance
? Substack..where your words actually land in front of real humans who signed up to hear from you (wild concept). Plus, you can make money from your expertise (additional income stream for the win!).
? Podcasting..Maybe. It feels like it might be time.
Why haven't I gone all-in on these before?
It wasn't because I didn't want to…it was bandwidth.
Because writing a quick Facebook post takes 15 minutes, while creating proper long-form content used to take hours I didn't have.
What's changed?
My new bestie - Copywriter In Your Pocket.
Now I've figured out how to train AI to capture my actual voice, it's opened everything up.
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I've built systems that help me:
- With my long-form content (note - not write it FOR me…but honestly it does around 90% of the writing, and I can save my brain power for thinking about the messaging and then editing so it's clear)
- Write SEO-optimised descriptions and titles for my YouTube videos…so I actually publish them
- Turn one good idea into SEO-optimised blog content without wanting to stab myself with a fork
- Quickly repurpose all of this content across platforms without losing my voice or my message
When you publish on platforms with staying power, you're building a content library that works 24/7.
Someone might find your YouTube video at 3am when they're frantically searching for help. Your blog post could be solving problems years after you wrote it.
Compare that to a Facebook or Instagram post that disappears faster than my motivation to exercise in January (OK..made it to February this year, but my gym motivation is on the downward slide…)
Am I a master of all these platforms?
Absolutely not.
But if you want someone to help you leverage AI to create the content, get the messaging spot-on, automate to repurpose and help you train AI to be the best junior copywriter it can be - that's where I come in!
Want to learn how to train AI in your brand voice:
Get started with my introductory course - The Copy Whisperer
Train AI To Write Like You (Yes, Even Those Weird Pop Culture References)
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