#182 - The Content Marketing Trap (And How To Free Yourself From It)

Let me be honest with you: what worked in marketing a couple of years ago really isn't working anymore. And if you're someone who's still trying to crack that algorithm, who believes your success is entirely governed by the quality of your content, this probably isn't what you want to hear. But it's true.I'm seeing genuinely brilliant coaches burning themselves out creating endless content. Posting multiple times a day. Creating daily reels. Sophisticated carousel posts. Graphics. Jumping on every trend. And they're just not seeing a return on that massive amount of effort.Here's what's really happening: the coaching industry has created this closed shop of engagement. Your amazing content is mostly being seen by other coaches who are also stuck on the same hamster wheel. Not your actual ideal clients.Content Marketing Still Matters (But It's Only One Piece)I'm not saying content doesn't matter. Of course it does. But it's ONE piece of a marketing ecosystem. Your overall marketing strategy needs to be bigger than just a content strategy if you want to build a business that's sustainable for the long haul.Think of it like this: content marketing is the lighthouse - shining out, hoping to attract your ideal clients. But there's another side to that coin, and it's the one thing that's never stopped working. The thing that cannot be hacked, gamified, or outsourced.Relationship marketing.The searchlight piece where you go out and actively build relationships that lead to clients, collaborators, and introducers.Why Everything ChangedJust a few years ago, you could post consistently, use the right hashtags, jump on trending audios, and the algorithm would reward you with visibility. More reach meant more engagement, which led to new followers, discovery calls, and sales.I'm not saying it was easy then, but it was more straightforward. More predictable. There was less noise and a hell of a lot less AI-generated crap clogging up everyone's feeds.Now? Complete opposite.The algorithms change every other week. No one knows what's getting prioritised anymore. Platforms are oversaturated. Our attention spans are tiny. And people are absolutely exhausted from posting constantly without seeing results that match their effort.The uncomfortable truth: If your entire marketing strategy is built on content creation and visibility determined by an algorithm, you're building your business on quicksand.What Actually Works: The 80/20 FlipHere's what I want you to think about: how are you spending your marketing energy right now?If you're spending 80% of your time creating content and 20% building relationships, I want you to flip it completely.Spend 20% of your time creating really good content that genuinely reflects who you are and what you believe. Then spend 80% of your time having actual conversations with people.This looks like:Showing up in DMs When someone sends a genuine connection message, reply with substance. Have an actual conversation. Don't automatically dismiss everyone as a pitch-slapper.Leaving thoughtful comments Not just a thumbs up or heart emoji. Actually show you were interested in what they shared. Ask questions. Be curious about them.Following up with people If someone told you a month ago they were working on something, check back in. Ask how it's going. Show them you remember. Show them you actually give a crap.Remembering what matters When you build real relationships, you remember what each other says. You're not just talking about business, you're connecting as humans.The Three Kinds of Relationships to BuildAs you're building these connections, think about three types of relationships:Potential clients - people who could work with youPotential collaborators - people you could create with or partner withPotential introducers - people who could refer clients to youNot everyone needs to be a direct client. Build a genuine network across all three categories.But Can This Scale?I hear you. You're thinking, "Gill, this sounds lovely, but I can't have individual conversations with everyone. I need something that works at scale."Here's the thing: as a coach selling high-ticket programs, you absolutely need to be having individual conversations with the right people.If you're in scaling mode with more leveraged offers, then yes, use paid advertising to drive enough traffic to override the algorithm. But for mid to high-ticket coaching? Conversations are non-negotiable.It might not be the magic bullet everyone wants, but I'm telling you the truth.Quality Over Quantity. Always.I'd rather have a smaller, deeply engaged audience than a massive following of people who couldn't give a crap about what I do.If you prioritise relationships over algorithms, your business will grow. Maybe not overnight. Not in a viral explosion. But steadily. Sustainably. In a way that feels good to you.That's what we're all after, isn't it? A business that actually works for us. That feels aligned. That doesn't need us to be someone we're not or do things that drain the life out of us.The answer isn't more content. It's more connection.Trust Is Built Through Connection, Not Clever ContentThis has always been true. It's just that now it's becoming undeniable.Marketing is a long game. Stop trying to shortcut relationships.Ready to Go Deeper?If this resonated with you, I'm running a workshop on exactly this topic: Relationships Over Algorithms. This is a small group session where we go deep into the foundations of how to build relationships that actually matter and how to bring the whole of who you are to those connections.We then spend seven days together in a WhatsApp group afterwards continuing the conversation, practicing, and you can keep asking me questions.Book your place now: https://www.gillmoakes.com/relationships-over-algorithmsLinks Mentioned in This EpisodeRelationships Over Algorithms Workshop: https://www.gillmoakes.com/relationships-over-algorithmsWork with Gill: gillmoakes.comConnect with GillInstagram: @gillmoakesLinkedIn: Gill MoakesWebsite: gillmoakes.comWant more episodes like this? Subscribe to ReWild Your Business wherever you listen to podcasts. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit gillmoakes.substack.com