Good evening gang!
I want to ask you something that sounds simple but usually stops people cold.
Where does your audience actually need you?
Not where are you posting.
Not which platform has better reach this month.
Where, in the process of deciding whether to trust you and hire you, does your audience most need a piece of content from you?
A lot of small business owners are creating content without ever asking that question.
Here's what typically happens: someone discovers you, looks at your website, reads a post or two, and then... disappears. Not because they weren't interested. Because there was nothing there to meet them at the moment they needed a nudge. The content existed, but it wasn't placed where the gap was.
This week, your task is to map it out. You don't need software or a fancy framework. You just need a piece of paper and three columns:
- Awareness (How do people find out you exist?)
- Consideration (How do they decide if you're worth paying attention to?)
- Decision (What finally gets them to take action?)
Write down what content you currently have in each column. Then look at where it's thin.
A Quick Sidebar Though...
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Some of you are going to look at what you write and panic. You might feel the instinct to throw everything you have out and start over because of a percieved weakness in your system.
Don't do that. It's cool. You don't need to start from scratch. |
The middle is where things fall apart for people.
You make plenty of "awareness" content. You might even have a clear offer at the bottom.
But the "should I trust this person" phase? That's where the hole is. That's where things like testimonials, detailed case studies, FAQs, and honest "this is who I help and who I don't" content lives.
Here is the secret sauce for this weeks quest: its not really about making new content. It's about figuring out what content you AREN'T creating.
Once you know where the gaps are, everything you write from here has a job to do. That's when content stops being noise and starts being strategy.
So. Let's recap.
Your task this week: three columns, honest inventory, and circle the gap.
That's it. We'll build from there.
If any of this sounds intimidating for any reason, why not join the Side Quest Solutions Facebook group and lets have a conversation about it!
Warmly,
Stephen
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