Flow State Business

The No-Plan Content Strategy That’s Actually Working

• Ruby Lee

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For the longest time, I thought I was doing content wrong.

I tried the templates, the batching, the colour-coded calendars. But nothing stuck.

Eventually, I realised - I don’t need more structure. I need to trust my own rhythm.

This episode is a real-time download on how I actually create content. No schedules. No planning. Just ideas sparked in cafés, conversations, and those random 4pm bursts of energy in the car.

I’ll take you inside my content process, how daily sales come from soul-led messaging, and why being in flow has made my content more potent, profitable, and real than ever.

This one’s for the creators who’ve been second-guessing everything. You’re not doing it wrong. There’s another way.


 I am so often asked this question of how do I organize my content? What sort of content calendar tools do I use? How do I come up with all of my ideas? What is my exact process when it comes to creating content day on day? Because I'm so consistent, I'm just gonna come out and say it. My loves. I've never had a content calendar that worked for me, not once.

And maybe that's, that's not really what you wanna hear, but I just wanna share a different perspective because, you know, as coaches and service providers and personal brands, so much of our brand survival is on the content that we make and create. And also on the messaging that obviously leads people to buy your offers, create the cash flow, create the impact, and therefore having the lifeblood for you to have the business that you have.

And you know, for the longest time I thought there was something seriously wrong with me because. Of that, like, did I miss something? Why can't I follow a content schedule? Like why is it that everybody else seems to be able to do this except me? Because all around me, I was seeing really, you know, gorgeous, well planned out notion, dashboards and color coded Trello boards, and my peers and my colleagues, just 30 day batching, and they had these.

Amazing content rituals that just looked like, honestly, Instagram was their second nature and I'm just here going, wow. Like I don't have any of that. I've tried that and like multiple times, my assistant, who is I? Absolutely editing this podcast at the moment. Hi babe. I know you're editing this, um, has seen me go through maybe at least five different versions of trying the whole content calendar thing.

Like we've tried, uh, Google Sheets, I started Simple. We tried a content approval process through Slack. We've tried Trello boards, we've tried, I dunno, so many things. We've done the damn thing. And still none of it stuck. Like Deb, my assistant has been with me for years and years coming up to five years.

It's amazing. She's seen the whole evolution of. Everything kind of unfolding. And I will say it's not her. She's like super structured and loves that it's me. I can't keep to the damn thing. And so as of last year, I was just like, do you know what? Like, fuck it. Like I, I'm not doing this anymore. I'm going to lean into what I know I can do best and where my magic around the content sits best, and I am gonna post in flow.

I'm going to let the vibes lead, like the vibes being how I'm feeling that day, what I feel inspired by making, and it drives my team absolutely mental when I had a much bigger team. Every single one of them were like, in some form, we really need something to work off Rubes. And I tried it, but for me. The most magnetic content shows up when I am not in this really highly planned state.

And you know, I think like if I look back, I've made millions and millions in my business now. The cash flow has never stopped. I am growing and growing all the time. Sure, there's like dips and everything. There's ups and downs, and that's just part of it. But when I look at the times that my content has hit a peak, which is actually now I'm in.

A massive peak. For example, the podcast listens are up by 38% at the moment, which, ah, I'm just so excited by Instagram has grown by over 1500 new followers. My YouTube subscriptions are up by 15%. I did a spontaneous video, uh, not the last one, but the one before, and it brought in 300 new YouTube subscribers, just one video, and it was unbelievable.

And do you know what like. I didn't even know that I was gonna talk about this topic right here and now 20 minutes ago, I still dunno what I'm gonna be posting on Instagram this week. I do not have that planned out. I have no clue whatsoever what YouTube video is going out this week. But here we are. So I don't know, like.

It's probably not something that, for those of you who love the organizational structure and that's how your mind and brain works, this is probably not gonna really satiate that part of your business needs. But I know that there is a huge contingent of you listening and going. Yes, hallelujah. Somebody else has said it.

And there's nothing wrong with me because I haven't heard any, you know, coach who's doing the things that I'm doing with consistency and I'm building out like, you know, low ticket daily sales and my content is making between $300 to $2,000 every single day. And have someone also say, by the way, I don't have a content plan and I can't follow one.

So. I hope that this has given you like, just even if it's a little bit of release or like an exhale from feeling like that's the reason why things aren't working out for you. It's not the damn content plan. Okay. Like I really want you to think about and, and I wanna be clear around this. I. Just because I've never had, you know, 30 days planned here and there, it doesn't mean that I don't have a strategy.

I absolutely do, and I'm gonna talk about that very, very soon. But I really just want you to think about what you believe success looks like to do with content, and obviously to do with sales because that's what we're creating content for. To me, I. Believed at one point that to be a success online and to be a personal brand that people found and you know, trusted and all of that was that I needed to have the structure that I needed to batch.

That it had to look like, I don't know, like posting every single day at 9:00 AM and not missing a beat and scheduling out posts and feeling really on top of things. But I can say right here and right now, the times that we did do that, like we might have run with it for three months, I felt more disorganized than ever.

I felt like I was slapping together content that. Just wasn't in my energy field that day, and therefore what happened was, because I didn't actually really wanna talk about that topic that I had batched two weeks ago, but was already in the funnel for schedule posts and whatnot that. Of course that energy wasn't going to go outright.

You know, like it was giving robot, it was giving somebody else's formula. And every time I tried to be air quotes that girl online sales did not increase. My engagement actually felt very, very stale. My creativity was at an all time low. And I look back at those pieces and I just go, wow, like I really didn't even sound like me.

That this whole time, by the way, it was doing stuff around my self-esteem. It was doing stuff around my confidence with my messaging and like I was screaming from the inside out, like, please validate me with some likes because I am following the rules. I am being a good girl. Like, why isn't this happening?

So I wanna get into the good stuff because if this is kind of where you are at right now and you just want a balance, you don't need to go like full extreme like me, where you know you are saying, oh, I'm gonna like post in flow. Now what that could do if you've come from a very structured frame of mind is it puts you in even more of a spiral or a state of procrastination.

But I do want you to think about how you can even out the scales a little bit, because I know some of you are like, okay, Ruby. If you don't plan anything. What the hell do you do to get these ideas out of your mind and onto the internet? So I wanna introduce you to a way that I've been making content now for at least the last eight months, and it coincides with the time that I shifted up my business model to have way, way, way more passive income.

Me not having to sell so high ticket all the time, because if I'm making up to two grand a day, it just gives me so much more time freedom to not have to rely on those like massive launches. So. To clarify, I do not have a content calendar. I do not have a schedule. I do not batch. I do not schedule anything except let's say I record this podcast episode, Deb edits it, and then obviously, you know, within about a day or so it gets scheduled to post on Buzzsprout, which is where we host our podcast.

Same with YouTube. I record the YouTube video on a Tuesday, and then Michael edits it, and then it's done with a thumbnail and it's out there by Friday. So we might schedule it the day before. Okay. So I do schedule, but just, you know, not like weeks and weeks ahead. So most of the way that I actually create is pure inspired, intuitive strategy.

So the way I do this is heavily, heavily focused on my inner being. It's heavily focused on the way that I anchor to what it is that my soul wants to say that day. And this is divine, sacred work. This is you. Putting aside all of the rules and all of the need tos and all of the have dos and literally going for a drive a walk, giving yourself mental clarity and spaciousness to truly ask yourself this question, right?

What is it that my soul wants to say today? And this might be inspired from conversations that you are having with your clients, day on day conversations that you are having with your barista. You know, literally, pardon the pun. After having conversations with my barista, I have 10 ideas brewing. Ah, do you see what I did there?

Boom. Boom. But no ideas just really spark from these everyday inspired moments. I definitely always get like 90% of my content ideas from just having chats with my husband. I'm very lucky I work with him. He sees the business from a totally different viewpoint. He sees it from the statistics, he sees it from the income, he sees it from the data.

So even something like, oh my God, like our podcast views have been up 38% in June, 2025. What did you do differently? I'm like, ah, I'll tell you what I did differently. I started to hook up many chat. I. Towards the podcast. And then more and more people are finding it organically, even episodes, weeks and months ago.

And I think to myself, Ooh, that's a really good topic. I should make a carousel post on that. Right? Like, and I bumped into a, uh, parent at school today and he was just like, Hey, like, what's happening? I'm seeing you everywhere. Your lady of leisure, ha ha ha. And I was like, do you know what I did Paul? I totally changed my business model to be mostly focused on passive.

And he's just like, dude, tell me all about it. And we just like chatted and chatted and now I'm just like inspired to write that post based on the conversation I had with him. So I don't sit in front of a computer screen trying to conjure up 10 ideas that might be viral, right? Like I don't sit there going, oh my God, like I need to follow this dancing trend.

Or you know, remember when those reels were really big and like, you know, during pandemic times and you had to dance to the freaking music to even be seen online? I feel like it's coming back to your soul message. It's coming back to you being so real. I did another post the other day and it was probably one of the most, like real raw, I was a bit scared to actually hit post even, and it was about like my journey around, you know, just being who I am now and how much has changed this year and just different shares.

Like one share I'd made was like sometimes when outside people and. Off the online world, like school friends or whatever, or their parents or whatever are asking me, oh, what do you do for work? And I say, oh, I, I'm an online business coach. And there's a bit of a hesitation because it just doesn't sound sexy.

And I wish I had a really cool corporate title that people would understand better. And that's just, you know, these vulnerable posts that I made. So that's just sort of a side note. But that came from a client of mine who said, rubes, you are so. Incredibly joyful and happy all the time. Sometimes I feel like you're a bit of an AI robot and I was like, what?

Like I love Tom. Like he was so lovely saying it, but he goes, no, but like what? How are you programmed to be so happy and positive all the time? And I just said, Tom, like I am not, there are moments where I'm ugly crying and I dunno what I've done wrong and. I don't know if I'm on the right calf. And then that inspired me to create that carousel post, which then gave me 26 new followers that day.

Right? So I have so many ideas. Like if I have one of those ideas, I'm like, oh my God, this needs to be said. I stop what I'm doing and I write it down in my notes page on my phone. I open up a notes, and then I just like. Brain dump everything I wanna say, and that's where I come up with all of my ideas.

Now, even if I come up with 10, two of them might make it to the feed, but those two, I'm telling you, they slap, they convert, they land in the dms, right? And they sell. Right? This is where I think a lot of content creators, and especially if you are not. A content creator, but you're a coach and you absolutely have to be because it's part of your job description.

Because you signed up to be a personal brand online. I just want you to not forget that your message is going to trump a trend every single time because it's in flow. It's in alignment and the timing. You never have to second guess the timing of that message going out there to your followers and to your audience, the way that you would second guess the timing as it comes out three weeks later when your energy is moved on and it doesn't hit.

As hard as it could have when you were literally nudged to say the damn thing at that time, and this by the way, goes to to you, any one of you who's like, don't post on a Friday night because who watches anything on a Friday night, don't post anything on a Sunday because you're gonna look like a loser.

Like, should you be having time of your life with your friends at the beach, please, like they are such. Fake rules because once it's posted, the algorithm's gonna, you know, put you in front of somebody on a Wednesday morning anyway, and you posted it on a Sunday and no one's gonna know. And there's people sitting there scrolling on their phones all the time, every single day, looking for help, looking for some way to solve a problem.

And you've got the key to that. So, absolutely, yes, there's a strategy behind it. So whilst I've said I don't have like a content plan that does not discount the fact that I do not have a bigger strategy running behind the business, I wouldn't have a business if I didn't have a strategy. But just so we're crystal clear, I don't want that bit to get twisted because every single post that I make still has a very clear direction.

I always know where a post is meant to lead, even if I don't know when I'm gonna write it. Or how exactly it's gonna show up. I'm sharing something always very practical and very tangible. I love everybody to walk away with a quick win for the day. So I like to talk about, for example, this one. There's a quick win in here for so many of you, but it's gonna look different for some of you.

You're going to release the pressure, it's gonna feel easier for you. For others of you, you're going to be like, you know what? Finally I can get rid of that content plan. 'cause it just didn't do a damn thing. Anyway. Now I'm gonna build daily sales in flow from my soul message, which is amazing. So, you know, I like to have very practical things, and also the topics that I'm making is.

The topics that I would have loved to have clicked on, like how I build daily sales in flow. Yes. I would love to learn how Ruby does that. How does low ticket PDF offers actually work for a high ticket business? Hell yes. I would like to know that. And I know that every post is absolutely going to lead to something.

So it's either gonna lead to my daily sales accelerator, which is my mini mind. By the way, the mini mind is open for the next 10 people. So if you wanna come and join us on the inside to talk about daily sales, just go to the show notes now and click on that link. There's all new pricing. There is open tiers, there is more accessibility, there's more one-to-one options, like I'm so excited.

So go and click into that and just have a look at which one of those suits you best, but only for the next 10 people. I'm just gonna take like 10 at a time and see how I go. But people who joined as the founding members are already on their way and making daily sales. So I'm ready for the next group to come in and join the original group.

Anyway, there is always something that my posts and content, what it leads to, you know? And other times I'll talk about mindset and energetics and time freedom and flow and all the things like, but I already know that post is I. Going to align to something that I am wanting to, for them to get to. So it could be a low ticket offer, it could be a high ticket offer.

And that's beautiful. Right? And that's the how this whole system works. I've got a stack of offers that are now behind me. I. I didn't build it overnight. It's taken eight months for me to build a stack of offers that feel current and valid and real and exciting. And not only that, I have been in business for seven years now.

I have a ton of courses and workshops that people can access on Evergreen. And if you wanna see what that is, again, go down to the show notes and you'll see a link with all of my courses and all of my PDFs. I know exactly how to guide people towards them based on what they resonate with. So I want you to look at what is your current office stack?

Where are you wanting to lead people to? Is it a mastermind? Is it one-to-ones? Is it a group program? Is it an evergreen course? I. Maybe start from there around. Okay. So that's where I wanna lead them to start with the end in mind and then go, you know, like I think we could create a carousel post on this, an educational post on this.

I could show them the behind the scenes of what's inside of this course here, and then you just let it marinate. Okay? Like you're not trying to pull all the pieces of the puzzle together straight away. Just let it marinate and then you do your thing. Go to the gym, go for a coffee, go for a walk, pick up the phone, talk to your bestie and let the ideas flow through.

And I guarantee if you do it that way, it's gonna feel like it's gonna resonate so much more with the energy that you are looking to achieve Now I'm still rolling. Things out, right? Like I am still trying to work things out. This model of mine is seven months old and there are definitely days where I'll post something fire like bam.

I know it's like literally coming from my sacral place and oh my gosh. And then midway through I'll be like, wait, I actually don't have anything for. Them to buy here or anything to lead them to like the, it's just sort of this bit of a gap. And guess what? Like, you know what, I still post it. I don't get into the drama spiral.

I don't procrastinate for hours and hours trying to force it into some kind of funnel that doesn't fit. I've tried that before where I've had this like soul message come through and then I'm trying to make them go to this, like how to, you know, create your course. It's like it doesn't fit right, like, but I'm still putting it out there.

I just post it and then maybe I link it to. An older YouTube video that's really inspiring, that's lifestyle based, that's going to help that person or whoever that's reading it, go deeper with the component of trusting me further. Or it might go to a podcast episode that still holds so much power and I trust that nudge and I trust in the timing, and I know that I'm nurturing that particular audience member.

And the timing's gonna be right when the timing's right, because. This is where I really need you to hear me out. I actually don't make content to convert, and I know that sounds silly or kind of contradictory given that every time I post, I make money. But I, I think it's because I don't try and convert that.

It converts. I make content to connect. I make content to help people. I make content to have. Creative, fun. It's such a creative outlook for me. I love to teach what's moving through me, what I'm going through, some of the challenges that I'm feeling in my body at the moment. I love to share my truth. I love to get shit outta my head and into the world.

And if it converts, fantastic, I'm so grateful. Someone's watched something and they've gone ahead and they bought something for $47 and if it doesn't and they didn't take up my $7 offer, still great. I still said. What I needed to say, and I honored that so many of my clients are getting caught up trying to focus on posting the perfect thing and they paralyze themselves and they read from something, maybe chat GPT, and it sounds like a bloody script all the way through.

I literally see their eyeballs moving on the screen, which isn't bad. You can do that as notes. I do that all the time, by the way, but it's just like, I know that this isn't you. Because I can watch a reel of yours and then I'm on a one-to-one call with you, and I'm like, why do you sound so different? It's because, and they'll say this to me, their words that they obsess over performance.

A lot of my clients are a type high achievers, 1% of the 1%. I get that they've come outta corporate earning two 300 k, making bonuses of a hundred thousand, whatever, like they overthink it and they're posting like they're auditioning for a job that just doesn't exist. I just, I know this is getting a little spicy, but if you are halting your content hostage until you can guarantee a conversion, no one's coming to that post.

Mm-hmm. And honestly, it's probably why your content is so flat and you are bored by it. Like it's, it's so obvious and when you see it, you can't unsee it because you are not speaking from your soul message. You're speaking. To a robotic algorithm, and I just wanna give you permission to drop the pressure, whatever that looks like.

The pressure of a content calendar, the pressure of needing to post at 9:00 AM every day. The pressure of needing to put a beautifully designed out Canva image, the pressure of finding the best Etsy template so that you look different. Please drop the pressure because as soon as you do what happens, you can breathe.

Ah, let it out because here's what I know to be true. Seven years in business, my people have never held me to perfection. My clients. All they really want is for you to speak truth to them. Like, look me in the eye and tell me the real shit. Rubes. What do you think is going on? Imagine if I answered them with, here are 10 ways that you can improve your business today.

You would never speak to your client that way, but your content sounds like that. They need your energy, they need your realness, they need your rawness, they need your, I just felt like saying this because I know that you need to hear this. So let me just be real with you for a final second before we finish things up.

Posting inflow. The message isn't today. Delete your content calendar just because that's what I do. And by the way, if that is like exciting to you, then go and do it. I just wanna share that. It took me a long time to work out that's what it was, and to finally own the message over needing to meet the rules and.

I'm not telling you to wing it with no structure and call it a strategy, because a lot of people definitely, uh, misunderstand flow in that way. And when they say that, it's like, oh, I'll just do nothing and just let flow lead the way. It's not that. What I want you to do is find a really nice middle ground because so many of you are posting from a place of feeling really stressed, like your nervous system is so fried because you are posting.

Feeling like you need to perform rather than posting and feeling like you have done a great service. And that is a really deeply satisfying feeling. And the consistency that drives you forward comes from more of that feeling of great satisfaction as opposed to meeting the algorithm's needs. Because you know, there was this rule that you had to post three to five times a day.

Otherwise, your business is not gonna perform as highly as you would like it to. Babe, that is such a fake rule. It's not real. It's only gonna be real for you if that is what is driving you forward, and that's your rule. You can make it by believing that the message you are creating out there is literally derived from your soul message.

Okay? So when you are in momentum of daily cells. What happens is, and this is what happens for me every single day, every day that I'm like, okay, I'm gonna post today. This is really great. My offers are flowing, my energy is aligned. I am loving life. I'm enjoying the spaciousness. I have great clients. My marriage is beautiful.

I am the healthiest state that I've ever been in. And when I'm thinking about that, I'm so grateful. And this life of mine is a dream board life. I know that this has happened because I took the step seven years ago that felt so awkward and so strange because I was coming off, you know, the corporate ladder and here I am today having rewired my mindset.

I've totally trained my energy to look at things differently. My brain is so wired towards success, ambition, drive better and better things that are always coming my way. And from that place. I am the message from that place. I am the frequency from that place, I am the funnel. From that place I sell with so much ease and that's when the buyers come.

That's when my students come and join me. That's when my high ticket clients are like, there is nobody else rubes. Like there is no competition. I'm not interviewing any other coaches. You are the person that I know I need to be around for this next season. They come because they can feel like you're not putting on a show.

You are just living your best life and your business is a reflection of that and your content is magnetic. And you know what? I'll say this like, let's be super real here. There are posts that I have written that have had 20 likes and two comments. And by the way, I have like 19,000 followers. 1, 9, 9 19, not 90 19.

And if you look at those numbers. You could be like, oh my God, like that post that she made totally flopped. I know that there's a lot of judgment on there on the internet. I get messages. You wouldn't believe it, but you better believe it. Saying your engagement is so bad. I hardly believe anything you are saying.

And you know what? Yes, it's low, low, low, bad, bad, bad, and by the books it is terrible engagement. But if I let myself focus on that, I would never be posting anything. I would be so down in the dumps about it. I'd probably be saying that I need to start a whole new Instagram account. I'd probably be saying that I need to spend six hours next week deleting all the bots from my following.

Like who could be bothered? I just know that when I post, it's my soul message and that post makes me $1,500 because it wasn't about the likes and it's not about, you know, trying to look a certain way. It's literally something that I'm delivering that is a soul message straight from mine to theirs, and it's hit the exact person that it needed to, that they've come in and decided to join the mini mind.

I don't need 200 people to like my stuff. I don't need 2000 people to share it. I just want it to go to the people who feel ready to go deeper and to have that transformation and who's inspired by the story and who wants to take it to that next level. All. No, you don't have to throw out every structure that you've built that is not flow, because flow absolutely needs the structure.

But if your calendar and if your content is making you feel sick and small and stuck and overwhelmed and out of alignment and it's costing you a lot of money 'cause you're hiring all the photography studios and you're hiring all the people to edit your videos, let's fix that. Let's find a rhythm that feels so good and aligned again, and I want you to remember.

It's actually not that serious, all right? Like content is not meant to feel this serious. It's meant to be an extension, a natural extension of you, and it's meant to feel light. And you know, like I honestly believe that as soon as you allow yourself to stop performing for the camera, and you just start connecting with your dream, dream, dream client that you wanna nurture and help and mentor.

That's when you start to create awesome content that literally feels like it's flowing from a different place rather than you pushing out a performance. And if you wanna learn how to do this and how to build this amazing content flow that generates daily sales. I'm literally about to enter into a whole new discussion with my mini mind on messaging.

Content and how to put yourself out there in a way that feels really easy and joyful and good on your nervous system. So check out the show notes below for the daily sales accelerator, this is my low pressure, high results mini mind. Like when I say low pressure, you're not like needing to just be like, it's just chill.

All right? Like we're gonna chill into it. It's experimentation vibes, it's giving things a shot vibes. I'm gonna teach you exactly what I do to set up my office stack so that it links beautifully into content and it will set up your low ticket flows and also your big ticket pathways. So I think a big misconception is daily sales means no big ticket pathways.

Hell yeah. I love my big ticket pathways, so I wanna help you build that in a way that works. Whether you've got a calendar or not, but one thing you will not be finding inside of the mini mind is a template for a content calendar. I think you could, it's so easy. Just make one in Canva. Now, if that's what you really want, but it's not that that's gonna fix the things.

It's your messaging and it's how you learn to dance with the algorithm in a way that doesn't feel like so horrible. So I'm excited for you. Okay. Like whether you join the Mini Mind or not, I'm excited for this episode to sink in. Go back, listen to it again. If you need to go back again in one week, set a reminder on your phone and be like, I need to go back and re-listen to it when I'm not so like stressed or busy or whatever.

And I wanna help you rebuild your confidence around your message, again, without needing to have all the rules around it. Okay, you've got it. I'm right here with you. Let me know if you love this episode. Subscribe, share, come on over to Instagram, let me know what hit you the most and I will catch you in the next episode.

Bye. My loves I.