Here are 3 reasons why there’s a disconnect with our content:

The content we consume (+ enjoy) vs the content we create for our audience to consume.

I call this the Marketing Delusion.

We produce marketing (content) that would NEVER “work” on us.

I believe this stems from 3 reasons:

1. (Quiet) Hubris
   1. The subconscious stance that we know MORE than our audience
   2. Our ego getting in the way of us being honest with our content
2. Lack of a content standard
   1. From research (consuming top-tier content)
   2. From documenting a standard for your content
      1. Aim for personable/human vs a crazy high quality
         1. Low-fi content STILL works
3. Lack the mental models to create good content:
   1. Collaboration is golden (with customers and “partners”)
   2. Document (openly share) vs Create Mindset
   3. Macro/Micro Content Framework

Why does this matter: We pour a ton of money into content and we’re not getting a good ROI.

I’m not even talking about companies ACTUALLY investing in content (I.e., videos + podcasts).

This goes for any company who is spending 5-10 hours a week creating vanilla content on social. Or producing frequent blogs that NO ONE reads (besides your mom). It’s time we stop this.

It’s time we figure out HOW TO MAKE OUR CONTENT WORK.

That’s what this new series is all about.

I will share tips, mental models, and contrarian advice on how to make your content work.

The next episode will touch on the most important aspect of content:

Who it’s for….