If you’ve ever found yourself spinning your wheels trying to figure out what to post, how often to post, and what platforms to even be on — this post is for you.
I’m walking you through step by step exactly what I would coach you on when it comes to creating a high-converting, simplified social media marketing strategy. This is the same strategy I use in my own passive income business today — one that works even if you’re short on time, balancing life as a mom, or only working part-time hours.
The 3 Non-Negotiables I Value in a Social Media Strategy
Before diving into the actual platforms and content, it’s important to get clear on the why behind your strategy. Here’s what I personally value when it comes to social media marketing in a passive income business:
1. Simple & Fast to Create
Your marketing strategy needs to be quick and easy to implement — especially if you’re not working full-time hours or are managing a lot at once. I don’t have time to spend hours editing one Reel or crafting the perfect long form video. Everything I create needs to be something I can repeat without overthinking it.
2. It Must Convert
I’m not here for vanity metrics. The content I create needs to lead to conversions. For me, that means growing my email list with qualified leads — not just random followers. My entire social media strategy is designed to guide people to opt into my list, because that’s where I convert them into paying customers.
3. Curiosity & Connection With Warm Leads
Finally, I care deeply about connection. Social media is most powerful when it helps you create curiosity about what you do and builds connection with the people who are already following you. These are your warm leads — the ones who are just a few steps away from becoming your next customer. Your content should speak directly to them.
Core Content Types in a Social Media Strategy
Let’s break down what kind of content and platforms I recommend you focus on — especially if you’re selling digital products, online courses, or want to scale passive income.
Start With a Platform You Own
The first (and most important) platform to have in your business? One that you own. And really, the only true platform you own is your email list. If you’re not actively growing your list, you’re missing out on long-term scalability. Everything else — Instagram, TikTok, Pinterest — those are borrowed spaces. But your email list is yours. Start growing it from day one.
Content for Cold vs. Warm Audiences
Make sure you’re creating content that reaches both cold and warm audiences. A cold audience is people who have never heard of you before. A warm audience already knows who you are and is following you somewhere.
Instagram does a great job of hitting both: Reels for cold traffic and Stories for your warm audience. YouTube also does both really well, and it’s one of my favorite platforms for this reason.
Evergreen Content
If you want marketing that continues to work while you sleep — you need evergreen content. This is content that stays relevant for months or even years, and continues bringing in leads. Think blog posts, YouTube videos, and podcasts. Yes, it takes more effort upfront. But once you build it? It keeps working for you over time — even when you take a break.
Long Form Content
One of the best ways to create curiosity, build trust, and showcase your expertise is through long-form content. This could be YouTube, blogging, or podcasting — anything that allows your audience to go deeper with you.
Personally, I love YouTube because people can see and hear me. It builds trust fast, and it converts well for digital products. Plus, I can repurpose that one video into so much content (more on that below).
My Exact Platform Pairing & Repurposing Strategy
You do not need to be on every platform to grow your business. In fact, I highly recommend picking two core platforms: one short-form and one long-form.
For me, that looks like:
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Instagram for short-form (daily Reels, Stories)
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YouTube for long-form (weekly videos)
These two work hand-in-hand, and they both point back to my email list. That’s the system. And that’s enough to grow a multi-six-figure passive income business.
From there, I repurpose my YouTube content into:
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Podcast episodes (I literally just upload the audio)
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Blog posts (using a custom AI assistant that writes SEO-optimized posts from my video transcript)
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Email newsletter content (both nurture emails and new video announcements)
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Instagram Reels and captions
The key here is that everything stems from one long-form video. It saves me time, ensures consistency in my brand voice, and gives me content to pull from even when I’m having a lighter week.
How to Reverse Engineer Your Content Ideas
Here’s how I recommend building your content strategy around your paid offer. Start with your end goal in mind — what are you trying to sell?
Step 1: Choose One Main Offer
Pick one passive income offer you want to focus on. Maybe it’s a mini course, a digital product, or a full signature program.
Step 2: Set Up a Funnel
How will you sell that offer? This could be through a tripwire, a short email sequence, or an evergreen webinar. Whatever it is, this funnel is what turns a lead into a customer — so make sure it’s clear and strategic.
Step 3: Create a Strong Email Opt-In
Now back it up. What’s the freebie that gets people into your funnel? Your opt-in should be directly related to your paid offer. For example, if your course is about growing with Reels, your freebie should also be about Reels (like a free class or cheat sheet). This ensures you’re attracting the right leads.
Step 4: Plan Your Social Content
Once the funnel is set, you can reverse engineer your content ideas. Every post should connect to your opt-in topic. That way, you’re always attracting people who are perfect for your offer.
For example:
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EXAMPLE: Want to sell a pregnancy course for expecting moms? Your content should focus on pregnancy tips, prepping for birth, and newborn care. That way, your leads are already in the right stage of life and ready to buy.
This content strategy makes sure you’re not just posting to post — but posting to profit.
Final Thoughts: Simple, Strategic, and Sustainable
You do not need to do all the things to succeed on social media. You just need a smart system that builds connection, creates curiosity, and points people to your email list and offer.
If you’re feeling overwhelmed by content creation, remember — start with just two platforms. Make one long-form piece of content per week (like a YouTube video), and use it to fuel your entire content ecosystem. It really can be that simple.
Want help building your own passive income content strategy?
I’ve got a free 34-page Passive Income Guide that goes even deeper into everything I shared here — including visuals, content examples, and step-by-step templates. You’re going to love it.
