Content Isn't the Problem. How You Think About It Is.

For the longest time, I found the whole content creation process to be a real chore.

I felt like I was pouring the depths of my soul into the insatiable algorithm and wasn't getting much back.

Kinda like the days when I worked as an analyst in banking and finance.

I showed up, did the work and hoped someone would notice. 

Most of the time no one noticed. Not in a meaningful way anyway. 

So basically I was chasing volume e.g. impressions and vanity metrics e.g. likes.

My impact however, which I measured through conversations that led to real results for new and existing clients, was limited 

The shift happened when I started asking myself a different question.

Instead of asking myself "What should I post today?"

I started asking myself 

"What does someone need to understand before they trust me enough to work with me?"

That question changed everything.

In today's 'trust recession' environment my content became a bridge between me and my audience. 

Here's what I've come to believe about content that actually works:

• Good content is specific. Generic content attracts generic attention. Relevant content that solves a specific problem for a specific audience beats broad reach.
  
  
• Good content aligns with the core transformation your offer delivers to your target client. Chasing trends drives views but transformations and sales usually stall. Virality is overrated and alignment is underrated.
  
  
• Good content builds trust gradually, then all at once. Content compounds over time. Much like AI (previously known as machine learning) compounded over decades before it became the tsunami it is today.
  
  
• Good content articulates a problem your audience feels but hasn't quite understood yet. A great example of this is the "1000 songs in your pocket" tag line for the iPod. There were a ton of mp3 players in the market when the iPod revolutionised music. But that one line changed the game because it articulated a problem (and solution) to the target audience (music lovers) that no other mp3 player in the market was talking about. 

So if you're creating content and not seeing it move your business, I'd start by asking myself these questions:

• What problem do my clients feel but haven't articulated clearly (that I can articulate)?

• What do my best clients need to believe before they buy?

• What are they confused about?

Then write about that.

Ciao for now,

Ash