Why Your Content Sucks?

Dear business owner,

If you were ever told once upon a time, that method A is how you should do content creation, then you need to read through to the end before you create another piece of content.

Also, if you were ever told that if you don’t follow how the big players in your industry create content, you won’t get results like them because you’re doing it wrong, then you need to stay with me till the end...

Now, let me explain something about Businesses and Content Creation and the link between them.

An Industry is divided into several niches and what is a niche? A niche is a very specific and smaller segment of an entire industry. Now guess what? There are even smaller segments of a niche called the sub-niche. Sub-niches are smaller and more specific segments of a niche.

For example, The fashion industry has niches like Women’s Fashion, Men's Fashion, Kid's Fashion and more. An example of a sub-niche in Women’s Fashion, for example, is Seasonal Fashion, Petite plus size Fashion and Luxury Fashion.

Another example is the Real Estate industry. It has niches like Residental sales Specialty, commercial sales Specialty and property management Specialty. Then it has sub-niches like Land development Specialty, New Construction, Luxury property speciality, Investor Client Specialty, etc.

Now, let’s bring this all close to home, shall we?
An industry is like a family and as you know, a family starts with parents. These parents are called niches. You see, typical parents have children and these children are called sub-niches.

Why I am taking my time to explain all of these?

The relationship between your business and content creation in your industry is that as similar as your business and that of the ‘big fish’ is, they’re vastly different.

There are tendencies that the businesses you admire do not share the same niche or sub-niche with you. This means that your buyer’s persona may differ.
Even if you’re in the same niche or sub-niche, there’s every tendency that your competitors or the big fish are doing something entirely different from what you’re doing and your audience archetype may differ.

So instead of comparing your business to that of the big fish in your industry next time, try to look at it from this perspective. Ask yourself these questions:

> Are we in the same niche? If we are, do we have the same kind of buyer persona?
> What can I learn from this brand instead of comparing because my content doesn’t work?
> What are they doing differently and what can I do differently that would not affect my business otherwise?

With this thought in mind, apply it to how you create content. So that instead of replicating what the big fishes are doing stone by stone, sieve through and pick you can apply to your audience and your business at the level at which it is, at the moment.

Again, copying from the big fish because you want to get their results is not bad, but copying verbatim without consideration for your audience at the level at which they’re is what would make your content fail. So hey, meet your people where they’re or at least halfway and you’ll see that they’ll make effort to meet you halfway too.

In conclusion, dear business owner, there is no one-way route to content creation and no one on mother Earth has seen it all. As a matter of fact, behind every piece of bad content is an employee who asked for it. So blame it on a non-existent employee, learn from it and move!

I hope this helped put content creation into perspective for you.

Please share with that business owner friend of yours!

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Thank you, dear friend!