THE GIST
I used to envy businesses that made content look effortless.
You know the kind —
Their posts always hit.
Their message feels like it’s speaking right to you.
And somehow, they show up in all the right places without screaming for attention.
I thought they had better writers.
Better designers.
Or some viral-growth loophole.
Turns out, they just had clarity:
- About who they were talking to
- What they needed to say
- Where it actually mattered
If you want your content to stand out in the real world (not just look good in your drafts folder), you need to master three things:
→ Who you’re talking to.
→ What you’re saying.
→ And how it’s getting seen.
Targeting. Messaging. Distribution.
Sounds obvious, right?
But most businesses obsess over one of these, maybe two, rarely all three. And when one is off, the whole thing wobbles.
Let’s Break It Down.
1) Targeting: You Can’t Talk to Everyone
When your message is for everyone, it lands with no one.
We’ve all heard that. Still, it’s tempting to create “general value” posts, hoping something sticks.
But most people don’t stop and ask—
“Who exactly am I trying to reach?”
Not just demographics like “B2B founders” or “moms over 30.”
But what stage are they in?
What are they frustrated with?
What are they quietly Googling at 11 PM?
If you skip this clarity, even the most well-crafted post won’t connect.
Ask better questions:
→ What decision is this person trying to make today?
→ What’s confusing or overwhelming for them right now?
→ What would make them pause mid-scroll?
Start there. That’s your bullseye.
2) Messaging: Say What Matters (Not Just What You Know)
Most people write to sound smart. But content that stands out feels smart to the reader. And that’s different.
You could share the best-kept secrets in your niche, but if it doesn’t connect to the reader’s emotions, goals, or struggles…it fades.
Think of your message as a mirror. Your reader should see themselves in it and think:
“Wow. That’s exactly how I feel.”
“Wait. I’ve never thought of it like that.”
To do this, go beyond tips and tactics. Lean into stories, analogies, moments that shaped you or your clients. Show don’t tell.
3) Distribution: If No One Sees It, It Didn’t Happen
This is the unsexy part. But it’s where your content either works or doesn’t.
You can have laser-focused targeting and scroll-stopping messaging. But if no one sees it, it might as well live in a digital shoebox.
Good distribution isn’t just “post and pray.”
It’s strategic. It’s intentional.
Ask yourself:
→ Where is your audience already hanging out?
→ What format do they prefer—carousel, email, video, podcast?
→ What time are they actually online?
And don’t sleep on repurposing. One solid idea can become:
- A newsletter
- A short-form video
- A LinkedIn carousel
- A podcast intro
- A caption for Instagram
You don’t need more content. You need better mileage on your best ideas.
THE SIGN-OFF
When these three elements align—targeting, messaging, and distribution, your content builds something better than authority.
You don’t have to do it all.
Just do the right things well.
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