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Founders Dependent on Content

The idea

The idea is that founders who have built successful businesses are increasingly turning to content creation as their primary source of income, often at the expense of building their actual companies. This shift is evident in the crowded feeds of many AI influencers, who now predominantly discuss content automation. The argument is that founders should focus on solving real problems within their businesses, rather than engaging in repetitive meta-commentary about building things. This means showing the tangible work they are doing, not just the abstract concepts behind it.

Why it works

• The founder's content creation has become a primary focus, leading to a crowded space where many AI influencers are now just focused on content automation. This can make their posts feel repetitive.
• The argument is that by shifting focus to solving real problems within your business, rather than just talking about creating content, you can stand out and avoid the echo chamber effect.
• Showing the actual work you're doing, rather than just the meta commentary, can help readers see beyond the surface and understand the depth of your business.
• One view holds that investing more time in demonstrating tangible business solutions can attract a more discerning audience, one that appreciates real results over empty talk.
• The founder's strategy is to differentiate by moving beyond just the content creation and into the practical application of AI within their business, which they believe will be more valuable and less crowded.

The playbook

1. Identify Your Unique Value Proposition: Start by clearly defining what sets your business apart from others. Focus on the unique problems you solve for your customers or the innovative solutions you offer. Share this value proposition in your content to differentiate yourself from content creators solely focused on automated posts.

1. Focus on Real-World Solutions: Shift your content strategy to focus on real-world problems within your business. Demonstrate how you solve these problems through the tangible solutions you offer, rather than just talking about general content creation. This will help readers see you as a practical business leader, not just a content creator.

1. Create Engaging Visual Content: In addition to text, incorporate high-quality images, infographics, and videos that showcase your solutions. Visual content can make your points more memorable and engaging. Use these visuals to demonstrate your solutions and the results they achieve, making your content more compelling and less like the generic content automation posts.

1. Engage with Your Audience: Regularly interact with your audience through comments, social media, and forums. This engagement helps you understand your audience's needs and concerns better, allowing you to tailor your content more effectively. It also builds trust and loyalty, making your content more valuable.

1. Seek Feedback and Iterate: Continuously seek feedback from your audience on what they find valuable and what they don't understand. Use this feedback to refine and improve your content. This iterative process will help you stay relevant and effective in your content strategy, moving away from the monotonous and generic content automation posts.

Where people get it wrong

The article highlights the issue of AI influencers solely focusing on content creation, neglecting the actual business-building aspects. To avoid this pitfall, founders should not just create content for the sake of creating content. Instead, they should:

• Invest more in filming themselves solving real problems within their business, regardless of whether AI is involved. By showing the tangible, practical work they are doing, they can differentiate themselves from generic content creators.
• Focus less on meta commentary and more on the actual products, services, or solutions they are developing. This will help them maintain a unique perspective and avoid sounding like everyone else.
• Prioritize building their business over just creating content. While content can be a powerful tool, it should not be the sole focus of their efforts. Founders must ensure they are making progress on their business goals, even if it means they are no longer posting content about content creation.

Do this next

1. Identify Real Problems: Spend the next week identifying specific real problems within your business that could benefit from your expertise. Write down potential solutions and how you can address them.

1. Create a Video: Invest 15 minutes today to create a short video (no longer than 1 minute) where you explain one of the problems you identified and how your solution works. Use your voice and a simple whiteboard or drawing for added engagement.

1. Publish and Share: Post your video on your primary platforms. Share it with your network, and consider tagging influencers or industry leaders who might find your solution useful.

1. Document Your Process: Start a blog post or a section in your existing blog where you detail your process of identifying and solving problems. Include your video, the problem, and the solution. This will help you maintain a record of your work and provide value for your audience.