Have you felt it too? Sales aren’t hitting like they used to, even when your offer is good and your content should be working. That’s because buyer behavior has changed — again. People aren’t just scrolling, seeing your post, and buying. They’re skeptical, cautious, and craving real connection before they trust anyone with their money.

In this episode, I’m breaking down the two types of posts your business needs right now if you want your Black Friday (or Small Business Saturday, Cyber Monday, etc.) sale to actually convert.

These posts build the trust and connection your audience needs before you start selling — so when your offer drops, they’re already primed to buy. If you’ve been wondering why your content isn’t landing like it used to, this will show you exactly what’s missing.

MENTIONED IN THIS EPISODE:

Grab the Holiday Helper Content Plan → www.sydneyobrien.com/holiday-helper-content-plan

Follow me on Instagram → @sydneyobrien.co

Send me your connection or trust post, I’d love to see what you come up with

Your business shouldn’t fall apart every time you take a weekend off or a kid gets sick.

In this episode, SEO expert Kelly Kumler breaks down how to make your website do the selling for you—no daily posting, no trend-chasing, no 2 a.m. caption writing.

We talk about:

• How SEO actually works (and why it’s perfect for busy moms)
• The small website fixes that boost visibility fast
• How AI is changing search results—and what to do right now to stay on top
• Why sustainable visibility beats viral growth every time

If you’re ready to spend less time “feeding the algorithm” and more time running your business (and your household), this episode’s your blueprint.

MENTIONED IN THIS EPISODE:

👉 Grab Kelly’s free guide, How to Find Keywords (and Where to Actually Use Them) — it walks you through exactly what to say and where to say it on your site to start showing up in search.

And if you’re ready to pair that visibility with content that actually converts?

Check out my Buyer Journey Content Map — your roadmap for turning all that new traffic into paying clients.

If you’re trying to keep up with Instagram, emails, and maybe even a podcast… while also keeping tiny humans alive, this episode’s for you.

We’re digging into how to plan your marketing across platforms in a way that actually fits your goals, your time, and your buyer journey so every post, email, or podcast episode builds momentum instead of adding to your overwhelm.

You’ll learn:

• How to match each platform to your goals so they work together
• What each platform is best for (and what’s not worth your time)
• How to plan one message that fits different formats without feeling repetitive
• What my current multi-platform strategy looks like behind the scenes
• How this approach gets you more touchpoints that lead to sales

This isn’t about doing more. It’s about finally making your content count.

MENTIONED IN THIS EPISODE:

• Grab the Buyer Journey Content Map
• Check out Content That Converts

💬 Come say hi on Instagram:

@sydneyobrien.co

If your content is getting likes and comments but sales are stalling, the problem isn’t your effort — it’s your buyer journey.

In this episode, I’m breaking down my Simple 5-Step Digital Marketing Plan (the same framework I use inside Content to Clients Club) so you can finally turn your content into paying clients.

You’ll learn:

• The 5 stages every buyer goes through before they’re ready to invest
• Why buyers are taking longer to say “yes” (and how to adapt)
• Real examples of how to hit each step across multiple platforms

If you’ve been posting consistently but not seeing sales, this episode will help you spot the gaps and fix them — without adding more work to your plate.

👉 Grab the free Buyer Journey Content Map here

👉 Learn more about Content to Clients here

Ever feel like you’re posting nonstop but still invisible? Podcast guesting might be the shortcut you’ve been looking for.

In this episode, I’m joined by Candace Dudley, podcast guesting strategist and fellow mom, to talk about how getting on the right podcasts can help you get seen, build trust, and sign clients—without adding more content to your already full plate.

We dive into:

• How to pull out your niche speaking topics so you actually stand out
• Why “nos” are a good thing (and what they really mean)
• The 3 parts of every great interview—and how not to waste your airtime on a long backstory
• Making guesting work with kids at home (yes, Spider-Man costumes and baby cameos included)
• The ripple effect of guesting: visibility, referrals, and clients who already trust you

If you’re a mompreneur who’s tired of hustling for visibility, this episode will show you how podcast guesting can open doors, grow your network, and help you get booked out.

• Grab Candace’s free Podcast Guesting Starter Guide 
• Connect with Candace on Instagram: @candacedudley
• Learn more at candacedudley.com
• Grab Sydney's free Buyer Journey Content Map

Every time a major political or current event happens, the internet explodes. Comment sections turn into battles, hot takes fly, and nuance completely disappears.

If you’re a small business owner, that tension creates a very real question: Should I post about this? Should I comment? Should I stay quiet?

In this episode of Mompreneur Mastery, I’m breaking down whether or not you should share political content as part of your online business. Spoiler: there’s no one-size-fits-all answer—but there is a way to make sure your values consistently show up in your content, your offers, and your community.

You’ll hear:

• Why business is always political (yes, even your pricing and your partnerships).
• A personal story about losing 23 followers in 24 hours—and why that gave me clarity.
• How those “unfollows” sparked a ripple effect of donations and action.
• The truth about values: they don’t have to be loud to be clear, but they should be visible.
• Practical ways to weave your values into your everyday content so that when bigger issues come up, you already have trust and connection with your audience.

Because clarity builds trust. Trust builds community. And community will always matter more than vanity metrics.

• DM me on Instagram: @sydneyobrien.co
• Free resource: Buyer Journey Content Map
• Membership: Content That Converts
• Last week’s episode with Caroline Hull on finding your voice

Ever felt like your business looks successful on the outside… but feels completely off on the inside?

That’s exactly what happened to my friend Caroline Hull. She built a thriving podcast agency, rebranded, grew a team, did all the things she was “supposed” to do — and still felt disconnected. Throw in AI shaking up the podcasting industry, and it became clear: it was time to pivot.

In this episode, we chat about:

• How to know when your business is no longer aligned
• What a rebrand and full business pivot actually looks like
• Why forcing yourself to keep chasing trends leads to burnout
• How stepping into alignment changes the way you create content (and how people respond to it)

If you’ve been wondering whether it’s time to pivot your business or rebrand, Caroline’s story will give you permission and perspective to make the changes you know you need.

MENTIONED IN THIS EPISODE:

👉 Grab Caroline’s free meditation: www.carolinehull.com/meditation

👉 Connect with Caroline on Instagram: www.instagram.com/carolinethevoicekeeper

👉 Get Sydney's Buyer Journey Content Map: https://sociallyyours.biz/buyerjourneycontentmap

This episode is my version of a “can I be mean for a sec?” text.

I’m sharing the types of Instagram posts that might look like a win because the algorithm loves them… but in reality, they can hurt your business, alienate your audience, and leave you wondering why the likes aren’t turning into sales.

Inside the episode, you’ll hear:

• The 4 types of posts that do more harm than good (even if they get big engagement)
• Why these trends are so tempting — and why they don’t actually work long-term
• What to focus on instead if you want content that leads to trust, connection, and sales

It’s a little ranty, a little “I’m not mad, just disappointed” mom-energy, but mostly? It’s a permission slip to stop chasing vanity metrics and start creating content that actually converts.

MENTIONED IN THIS EPISODE:

• Content That Converts - multi-platform marketing strategy and messaging memberhsip
• Buyer Journey Content Map - If you’re tired of chasing trends and vanity metrics, the Buyer Journey Content Map will show you what to share instead.

If you’ve ever felt like your content disappears faster than your kid’s snack stash, you’re not wrong. Instagram is amazing for connection (and I’ll always love it for that), but when it comes to longevity? It’s like building a sandcastle at high tide. Pretty… but gone in hours.

That’s exactly why I brought on Elaine Timms, Pinterest strategist and creator of the Evergreen Impact Method. Elaine knows how to take one piece of content and turn it into traffic that compounds for months… even years. Yes, years. While you’re busy doing school drop-off, squeezing in a client call, or finally finishing your coffee before it goes cold, your content could actually still be working for you.

In this episode, we’re digging into:

• Why Pinterest isn’t just recipes and DIY hacks (and why your business does belong there).
• How one pin can outlast an entire season of Instagram posts.
• The simple, realistic strategy Elaine teaches her clients (no “pin 57 times a day” nonsense).
• Why your content isn’t broken—it’s just not circulating.
• How to start using Pinterest without adding a mountain of extra work to your already full plate.

Mentioned In This Episode:

If you’re ready to stop creating content that disappears in a day, start here.

• 📌 Grab Elaine’s free starter guide: Pinterest Marketing Strategy Guide
• 📨 Get ongoing tips from Elaine: Evergreen Impact Weekly Newsletter
• ✅ Want someone to run it for you: Pinterest Manager Services
• 🚀 And if you want a clear plan so all your content works together instead of in silos, grab my Buyer Journey Content Map.

Your content deserves more than a day of visibility. And you deserve a marketing plan that fits real life.

I remember when two reels with trending audio could reach thousands and fill a program with a couple hundred followers. That was a season. Today, a reel can still land, but buyers take a lap. They follow for a bit, read your emails, listen to your podcast, maybe skim a blog, and only then feel confident enough to say yes. That is not a problem to fix. It is a sign to adjust.

If you are building your business in the mom cracks of your day, the last thing you need is a plan that demands constant posting plus heavy outbound engagement. In this solo episode, I walk you through how I am shifting my five step framework so Instagram plays to its strengths and the rest of your marketing carries the pieces that actually require time and depth.

We get into

• What changed on Instagram and why buyers now take longer to decide

• How to use Instagram as part of your bigger picture marketing plan, given these changes

• Why that slower path can create better fit clients, stronger testimonials, and more referrals

• How this change saves time and brain space when you do not have hours for engagement

• The role of clear, consistent messaging so every piece connects and nothing starts from scratch

If Instagram has felt harder or slower, you are not doing it wrong. We are in a new stage. Let Instagram open the door and start the conversation. Let your long form and email build confidence so when you make an offer, your people are ready.

Mentioned in this episode

• Buyer Journey Content Map my free guide to plan what to say, where to say it, and how each piece supports the five steps to sales.