Sales in 2025 were… weird. And this isn’t just a “vibe,” Google actually researched it and is calling it the Messy Middle. So what does that mean for your 2026 content plan?

In this episode I talk about:

• what the Messy Middle looks like in real buying behavior

• why people are taking longer, circling offers, and lurking before they decide

• why trendy content and old funnel templates aren’t pulling their weight anymore

• how to shift your content toward more connection and actual conversations

• the changes I’m making in my own marketing for 2026, including in-person connection

• how to think about “slow” buying without assuming something is wrong with your offer

If you’re planning Q1 and want a strategy that matches how people are actually making decisions right now, this episode walks you through it.

MENTIONED IN THIS EPISODE:

Content to Client Club

Buyer Journey Content Plan

Online business coaching has gotten chaotic in a very specific way. Too many people are selling support they are not qualified to give, recycling the same scripts, leaning on borrowed credibility, and creating this MLM adjacent loop where coaches hire other coaches just to stay afloat. Meanwhile buyers are left confused, pressured, or wondering why something felt off.

In this episode I'm joined by my business bestie Stacy Braga and we talk about why the coaching space feels out of control, how shame gets used to pressure people into programs, how “mindset” gets used to deflect real problems, why so many strategies have not evolved with buyers, and what actually helps you make better decisions before investing in anyone.

Inside the episode we cover:

• How shame gets used as a pressure tactic

• How “mindset” gets positioned as the reason something didn’t work

• Why fake urgency still hooks people who know better

• The inbreeding effect of coaches coaching coaches

• How borrowed credibility shows up in marketing

• Parasocial friendship pressure and why it feels manipulative

• What ethical support actually looks like

• What to ask before you invest so you can protect yourself

MENTIONED IN THIS EPISODE:

Connect with Stacy online: www.stacybragacopy.com

Listen to Stacy's podcast: CozyPreneur Podcast

Connect with Sydney on Instagram: @sydneyobrien.co

Grab the Buyer Journey Content Map

Holiday chaos is here and your brain is already doing enough.

If posting on Instagram or writing emails feels impossible, this episode gives you the lowest-lift ways to still show up without draining the last 2% of your energy.

You’ll hear:

• why going totally silent from Thanksgiving to New Year’s isn’t the move

• the easiest content to share when you’re fried

• how to reuse old posts, blogs, and podcast episodes so you’re not reinventing anything

• what to focus on if you’re not selling vs what to do if you are

• my own “bare minimum but still strategic” holiday plan

MENTIONED IN THIS EPISODE:

• Content to Clients Club

• Free Buyer Journey Content Map

• DM me on Instagram: @sydneyobrien.co

In this episode, I sit down with Sreyasi, a case study strategist who creates some of the most detailed, conversion-driven client stories I’ve ever seen. If you’ve been feeling the pressure of today’s skeptical buyers or you’ve noticed that screenshots don’t move the needle like they used to, this conversation is going to hit home.

We talk about why trust is at an all-time low, why surface-level testimonials aren’t enough anymore, and how case studies give your audience the context they need to feel confident investing in your offer. You’ll hear how Sreyasi builds her case studies from the ground up, the questions she asks that unlock gold, and how to repurpose one case study into multiple high-impact pieces of content across your platforms.

If you want your marketing to feel more grounded, more credible, and more aligned with what real buyers need right now, you’ll love this one.

MENTIONED IN THIS EPISODE:

Check out Sreyasi's carousel case study breakdown of my membership

Try Sreyasi's Case Study Repurposing Bestie GPT

Done-for-you case study writing: https://moxieandheart.co/case-study-writer/

Say hi to Sreyasi on IG: https://www.instagram.com/moxieandheart/

Hang out with Sreyasi on Threads: https://www.threads.com/@moxieandheart

Grab Sydney's Buyer Journey Content Map for free

Okay friend, here’s the deal. I didn’t post a single thing on my Instagram feed for two whole weeks. Not one polished carousel. Not one reel. Maybe a couple of very tired mom goblin stories. And guess what happened.

Nothing fell apart. I still made sales. My business kept moving.

This episode is the real behind the scenes of what those two weeks looked like and why Instagram wasn’t even on my radar when life was lifing at full speed.

• why Instagram isn’t the conversion engine it used to be

• why depending on IG alone is slowing your sales

• why marketing in a trust recession requires more touchpoints

• where my sales actually came from

• how I decide what to let go when everything hits at once

• why I focus more on email and long form content

• what success looks like for me as a part time business owner and full time mom

MENTIONED IN THIS EPISODE:

What to Post When No One's Buying Content Map ($17)

Content to Clients Membership ($97/month)

Buyer Journey Content Map (freeee)

In this short, unplanned episode, I’m breaking down what to post when sales are slow and your audience feels quiet. We have a lot happening right now, and it’s affecting buyer behavior in a real way. Between the trust recession, AI overload, mean girl marketing, the government shutdown, and families losing SNAP benefits, people are stretched and more hesitant than ever.

This episode gives you simple, grounded ideas that help you build trust without pushing or posting nonstop.

MENTIONED IN THIS EPISODE:

• What to Post When People Aren’t Buying – $17 Content Map

A simple, low cost tool that uses your audience’s actual thoughts to generate months of trust-building, connection-focused post ideas. Includes a quick form, auto-filled prompts, CTAs, and a self-audit checklist.

• Buyer Journey Content Map

• Send me your posts on Instagram: @sydneyobrien.co

Trends, templates, and custom GPTs are everywhere. They make content creation feel faster and easier, until your posts start blending in and your message gets lost.

In this episode, I’m breaking down three simple questions to ask before you grab another Canva template, jump on a trending audio, or let AI write your next email. These will help you figure out whether that shortcut is actually helping your business — or quietly hurting your strategy.

Because saving time is great, but not if it’s costing you connection, clarity, or sales.

You don’t need to ditch shortcuts. You just need to use them with intention.

• The Content Academy Canva Template Membership – affordable, beautifully designed templates worth customizing, not copying (not an affiliate, just like it)
• Content to Clients Membership – where we build the messaging and content plan that make every shortcut actually convert

If your Instagram engagement has been trash lately — you’re not imagining it.

Reach is down across the board, everyone’s frustrated, and the “post more” advice floating around isn’t helping anyone.

But here’s the thing… one of my clients still managed to pull in over 40,000 views, 843 interactions, and 142 new followers in 30 days.

No trends.

No daily posting.

No algorithm hacks.

Just strategy.

In this episode, I’m breaking down how we did it (and how you can start getting real results again) — without spending your entire life creating content or burning out trying to keep up with Instagram’s latest chaos.

• Why “post more” is the worst advice for your business right now
• The three key shifts that made this strategy work
• What actually increases engagement on Instagram in 2025
• How to tell the difference between vanity metrics and real results
• What to focus on if your content isn’t converting anymore

• Holiday Helper Content Plan: a 4-week done-for-you content and email plan built around your offers and goals. Perfect if you’re prepping for Black Friday or Small Business Saturday.
• Buyer Journey Content Map (Free): two weeks of plug-and-post content ideas to help you start building an actual strategy instead of winging it.