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Why Your Business Content Isn't Working
Let me save you months of wasted effort right now.
Most businesses approach content backwards. They jump straight into promoting their product or service. Pushing features. Highlighting benefits. Trying to sell before they've earned the right to be heard.
Here's what nobody tells you about business content: Nobody trusts a logo.
Think about it. When you're scrolling through social media, what makes you stop? What makes you actually pay attention? It's not corporate content. It's real people sharing real insights.
The most powerful brand asset you have isn't your product. It's you.
As a founder, as a CEO, your journey carries weight that no marketing campaign can match. When you show up - really show up, as yourself - you create a level of trust that your business content never could.
I see it all the time. Companies spend thousands on polished marketing while their founder sits silently in the background. Meanwhile, their competitors are building genuine connections because their founders are out front, sharing their actual experiences, showing their real personality.
The trust progression is simple:
First, they trust you as a person
Then, they trust your insights
Finally, they trust your solution
But most businesses try to skip straight to the end. They wonder why their sales content isn't converting, not realizing they missed the crucial first steps.
Let me show you how to do this the right way.
The Only Content Strategy New Entrepreneurs Need
You're overthinking content creation.
Every day, I watch brilliant entrepreneurs freeze up when it comes to creating content. They think they need some grand strategy. Some perfect plan. Some magical formula that will unlock viral success.
But here's what no one is talking about: The best content isn't hiding in some fancy strategy. It's not waiting in an AI tool. It's not locked behind a course or coaching program.
The best content is already happening in your life right now. You just haven't learned to see it yet.
Most entrepreneurs get this completely backwards. They sit down to "create content" and suddenly their mind goes blank. They stare at their phone or computer screen, paralyzed by the pressure to say something profound.
Meanwhile, they just spent the whole day solving fascinating problems. Making unexpected discoveries. Learning lessons the hard way. Having conversations that could help thousands of other people.
And they missed it all because they were too busy trying to "create content."
Let me show you a completely different way to think about this.
The Hidden Gold Mine
That blank screen paralysis? It comes from a fundamental misunderstanding of where good content lives.
Most entrepreneurs treat content like a performance. They think they need to transform into some polished expert dispensing wisdom from the mountaintop.
But your audience doesn't want another guru. They want to watch someone figure things out in real time. Someone who's maybe a few steps ahead, but still very much in the game.
Think about your average day. You're constantly:
Wrestling with decisions about hiring, firing, and team building
Testing new strategies and watching them succeed or fail
Discovering tools and techniques that save hours of work
Making mistakes and learning the hard lessons
That's not just your day-to-day reality. That's content gold.
The problems frustrating you right now? Other entrepreneurs are stuck on those same challenges. The solutions you're piecing together? That's exactly what they're searching for.
When you document these moments, you're not just creating content. You're creating connection. Because genuine struggles are more relatable than polished perfection will ever be.
The Reality Principle
Stop trying to be a thought leader. Start being a reality leader.
I see too many entrepreneurs fall into the trap of trying to sound smart. They write posts that could have been written by anyone. Generic advice that feels safe but changes nothing.
Your power lies in your specific experience. The actual things happening in your business right now. The real problems you're solving. The authentic journey you're on.
This isn't about dumping every detail of your life online. It's about recognizing that the most valuable content often comes from the moments you'd normally dismiss as "just part of the job."
Your daily work isn't interrupting your content creation. Your daily work is your content creation.
That feature you just launched? Document the process. That client situation you just navigated? Share the lesson. That productivity breakthrough you just had? Show us how it works.
The Documentation Framework
This approach completely flips the usual content creation model on its head.
Instead of sitting down to "make content," you're training yourself to spot content in your daily life. Think of yourself as a documentary filmmaker following the most accessible subject - you.
The real magic happens when you stop performing and start observing.
That Slack conversation where you helped your team solve a tricky problem? Pull out the key insight and share it. The way you restructured your calendar to make room for deep work? Someone needs to hear that right now.
The best part? This content feels effortless because it's already happening.
I learned this the hard way. I used to block out hours to "create content," and it felt like pulling teeth. Now I keep a simple note on my phone called "Content Sparks." Whenever something interesting happens - a team breakthrough, a client win, even a personal realization - it goes in the note.
By Friday, I've usually collected five or six genuine insights without even trying. No performance required. Just real experiences turned into valuable content.
The Simple System
Look, you already have everything you need to make this work.
Your phone is a multimedia studio. Your notes app is your content library. Your daily experiences are your source material.
The technical part isn't what matters. What matters is training your eye to spot the valuable moments happening around you all day.
The best creators aren't better at creating. They're better at noticing.
When a client asks you a great question, that's content.
When you find a faster way to do something, that's content.
When you finally solve that problem that's been bugging you for weeks, that's content.
The only real skill you need to develop is recognition - learning to see these moments for what they are. Everything else is just details.
The Opinion Mandate
Let's talk about what actually kills most content before it even has a chance to work.
Boring neutrality is the enemy of engagement. I see too many entrepreneurs trying to play it safe, scared to ruffle any feathers. They end up creating content that could have been written by ChatGPT - technically correct but completely forgettable.
Your opinions are your edge.
When you believe the standard advice in your industry is wrong, say it. When you've discovered a better way to do something, defend it. When everyone is zigging, explain why you're zagging.
This isn't about being controversial for the sake of it. It's about having the courage to share your actual thoughts, even when - especially when - they go against the grain.
At the end of the day, you're living a life others want to understand.
Every day you're answering questions people are desperately asking. How do you make decisions? How do you handle setbacks? How do you keep going when things get tough?
Your normal is someone else's aspiration.
You're not just building a business. You're living a masterclass in entrepreneurship. Start letting people see it.
The Implementation Guide
Enough theory. Let's make this practical.
Start by changing how you see your day. Every problem you solve, every decision you make, every lesson you learn - they're not interruptions to your content creation. They're fuel for it.
The key is capturing these moments before they slip away.
I use a simple voice note system. When something interesting happens, I grab my phone and talk it through for 60 seconds. What happened? Why does it matter? What did I learn? Raw, unfiltered, real.
Later, I'll polish it up if needed. But the core value is already there, captured in the moment while it's fresh and genuine.
Time to be honest about something. This approach to content feels too simple at first. Your brain will try to complicate it.
Trust the process. The simplicity is what makes it powerful.
Good content doesn't come from trying to be impressive. It comes from being useful.
Remember - every major problem you solve in your business is a problem someone else is facing right now. Every insight you gain is an insight someone else needs. Every lesson you learn the hard way is a lesson you can help others learn the easy way.
The Next Move
Your next piece of content isn't hiding in some strategy document or content calendar.
It's happening right now, in your life, in your business, in your journey.
Stop waiting to be ready. Start paying attention to what's already working.
Pick up your phone. Open your notes app. Pay attention to what happens next.
Your audience isn't waiting for perfection. They're waiting for reality.
Your move.
Scott