Your Smartest Content Might Be Doing This One Thing Wrong

For all the overthinkers...here's how to help your content work harder

I’m about to log into a customer journey workshop and it reminded me of something important.

The facilitator clicks in.

We have a Zoom full of faces.

These sessions, always go deep below surface.

Two questions lead the way:

• How do our prospects become our customers?

• What do they say about us?

Peel back the polite answers and you hear things like:

“Are these people going to fit into our systems… or force us into theirs?”
“Are these people even worth it?”

Even the most excited clients can start hopeful and skeptical.

And it made me realize:

Most consultants’ content never addresses those doubts.

So much content is stiff.

It’s “serious” and “thought leadership-y” (can we ditch that gross term already?) content doesn’t move the needle.

And it’s not paying off.

You’re still relying on referrals while struggling to keep up your content publishing schedule.

You’re trying. It’s just not working like the gurus said.

This is the slow leak killing so most content.

And who has time for a slow leak?

You’ve got a business to run and this content thing needs to pull it’s weight — amiright?

Here’s the shift that actually works.

Forget about trying to impress your way to new business.

Show us the thing you tried.

What flopped? What worked and what changed?

Think, more science lab rather than polished keynote.

Process is where the gold lives:

• Ask a question

• Launch your experiment

• Document the findings

• Share the results

It keeps you real and relevant.

Smart but grounded in what’s working today…not five years ago.

And that’s useful.

If you’re wondering if your content could be falling into the common traps of a: Muddled Message, Drop Off Zone, or Trust Gap, take my 2-minute quiz.

The link isn’t working yet, but I can send it your way.

Just say, “quiz” below or dm me and I’ll send it over.

It’ll help you get clear on your next step.

Related posts:
4 Common Reasons Content Doesn’t Convert

How to Market Yourself so It Sounds Like You (And Not Lose Yourself)

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Photo by Birmingham Museums Trust on Unsplash