Before we get into today’s post, I’m trying something new: adding an audio version for those of you who prefer to listen on the go vs read with your eyeballs (like me!) If you enjoy this new option, please let me know and I’ll keep doing it going forward. 🎧
There’s never been more content on the internet, and never been a harder time to stand out.
Today, over 207 million people worldwide call themselves content creators, up from 50 million just five years ago.
We’re all posting, podcasting, publishing... and still wondering: where are the actual opportunities?
If you asked a room full of entrepreneurs which part of running a business takes up the most time and energy, I guarantee you the majority would say “content creation.” And yet, it’s something most of us feel like we have no choice but to do.
The prevailing message in the online business world (is there even any other kind at this point?) is that creating compelling, share-worthy Reels and TikToks, Instagram carousels, LinkedIn posts, podcast episodes, Substack articles, and whatever other channels I’m forgetting is non-negotiable if you want to grow your audience, establish trust, and move people toward your offers.
The only problem is, the internet overfloweth with content, and the almighty algorithm keeps changing the rules about what actually gets shown to our followers (and could-be followers).
How I Went All In On Content—And What Actually Paid Off
When I was laid off at the end of 2023, I had been out of the entrepreneur game for about 2 ½ years. During that time, I became a social media consumer, not a creator. Once I no longer held the titles of Collaboration Consultant and Speaker, I had no idea what to say online—so I said nothing.
I ghosted my email list. Stopped recording new podcast episodes. Let my LinkedIn and Instagram accounts collect dust.
So when I rejoined the entrepreneur world and launched Overlap Collective, I threw myself into reestablishing my voice as a thought leader in the community, connection, and collaboration space.
I wasn’t fully starting from scratch, but I knew I had my work cut out for me: re-engage my existing audience, introduce myself to new ones, and remind my network that I still existed.
In 2024, I went all in on content creation:
✍️ I created a ton of posts and videos for LinkedIn, Instagram, and (briefly) TikTok
🎙️ I launched the Seeking the Overlap Podcast and guested on 25 podcasts
📬 I sent out a weekly Substack article and monthly 3Cs Digest to nearly 4,000 subscribers
🧑🏫 I facilitated 14 unpaid workshops to new communities
I believed that by putting myself out there nearly every single day, I’d increase my visibility and attract aligned opportunities—AKA, rake in that sweet, sweet cash money.
And while all that content creation did help establish me as an expert in the world of Community, Connection, and Collaboration (my beloved 3Cs), and did grow my audience and email list…
It didn’t directly lead to monetary ROI.
Mostly because, in hindsight, my content often lacked a clear call to action. It educated and entertained, but it rarely invited people to do anything.
Where the Actual Opportunities Came From
When I looked back at how I booked my paid workshops, speaking gigs, and new clients in my first year back?
They all came through my relationships.
Not a post.
Not a podcast episode.
Not even a newsletter packed with wisdom.
A person.
Someone who already knew me, trusted me, and wanted to see me succeed:
A past client
A former collaborator
An old colleague
A friend
Sometimes all it took was a simple: "Hey, you should talk to Baily."
Visibility ≠ Viability
I’m not saying your online presence doesn’t matter—it absolutely does.
It builds credibility.
It keeps you top of mind.
It showcases your expertise.
But when it comes to real ROI (the kind that pays your bills and builds your reputation) your relationships move the needle more than your content.
As I was building out my keynote talk last year, a phrase kept coming to me that sums this up perfectly:
People are portals.
Portals to introductions, to information, to inspiration—and most of all, to opportunities.
Most doors I’ve been invited to walk through in my life were opened by people who knew me, liked me, and wanted to help me.
But here’s the thing:
People can’t open doors for you if they don’t know what kind of rooms you want to be in. They can’t make introductions if they don’t know who you need to meet. They can’t send you clients if they’re unclear on what you do and who you help.
The Clarity Gap (And How I'm Closing It)
A few weeks ago, I talked about the clarity gap that kept me from generating more revenue in my first year back in business. Now that I see it, I can’t unsee it.
Last year, my focus was on creating content to build visibility and trust. This year, my focus is on making sure the human beings in my network know:
Exactly what I do
Exactly who I do it for
Exactly what goals I’m working toward
That means I need to get crystal clear myself—and start using the ABCs of Seeking Support:
Ask for what you want
Be specific and clear
Clarify your credibility
It also means my content moving forward won’t just be “valuable”, it will intentionally invite people to help me—to hire me, refer me, or open doors for me.
The people who acted as portals for me last year did so because they had a good understanding of my skillset and career ambitions, so they had enough information to recommend and vouch for me. But there was little to no intention on my part that led to their generosity, so those referrals were fairly random and few and far between.
But imagine what’s possible when you intentionally equip your network to help you?
That’s exactly what we’re going to do together in the 3Cs Accelerator.
If You’re Ready to Activate What You Already Have
The 3Cs Accelerator is a 6-week experience for ambitious, high-performing service-based entrepreneurs who are ready to stop doing it all alone, and finally receive the kind of support that translates into real results: Clients, referrals, visibility, and opportunities.
You don’t need to start from scratch. You just need to work with what you already have, and learn how to help people help you.
We kick off on Monday, April 28th, and this is your final chance to join this beta round at the lowest-ever price—with bonus 1:1 Voxer coaching support throughout the program.
Click here to join the 3Cs Accelerator
From personal experience, I know that accountability and a little hand-holding can be the difference between signing up and actually showing up.
This isn’t a dusty online course you log into once and forget about (not that I know anything about that…) It’s a low-lift, high-touch experience with an intimate group of fellow entrepreneurs who know your struggles and share your desires.
We’ll be in this together—and I can’t wait to see what quick wins and long-term growth come from it.
If this sounds like the spark you’ve been needing, I’d love to have you.
Until next time, have a great weekend and happy connecting!
Baily Hancock is a Connection Strategist, Keynote Speaker, and Host of the “Seeking the Overlap” Podcast. She helps ambitious professionals go from overachievers to Overlap-Seekers, finding the people and partnerships that make success sustainable and burnout a thing of the past. Learn more at OverlapCollective.com and connect with her on LinkedIn, Instagram, and Threads.
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