The Reason Why Your Content Feels Forgettable
Feeling a little exhausted by content creation these days? You're not alone.
Never before have I seen so many business owners creating content (which is awesome!)
Too much of it is forgettable (which sucks!)
This isn't a creativity problem. It's not an AI problem either. It's a problem with your content foundation — or lack thereof.
So let's fix that ⬇️ Because I know you're not creating all this content just to be scrolled by in 3 seconds flat.
HERE'S THE REALITY:
Trends ≠ Connection — using trends, AI prompts, and copy hooks may occasionally increase views, but they don't create connection or (most importantly) conversion.
Algorithms Can't See Your "3 Tips" Post — when content is too general it just blends in; there's nothing unique for algorithms (or humans) to grab on to.
Generic Content Isn't Memorable — content that is too generic isn't sticky, and sticky content is what gets people coming back time and time again.
If your content isn't sharing your unique knowledge, experience, and personality, you don't have a posting problem. You have a content foundation issue. And it solving it starts here:
FIND YOUR ONE THING:
In this post-Hamilton Musical era, we all know the phrase "If you stand for nothing, what will you fall for." That goes for content marketing too.
💡 If you don't know why you're here doing what you're doing, you'll always be at risk of getting distracted by the latest shiny tools and flashy trends.
So first, you need to identify the foundation the rest of your content system sits on.
And it starts with YOU.
The One Thing is the heartbeat of your content; it's the thing that makes content come to life in a way that captures attention and interest.
In short: It's about why you give a damn. THAT is what will make you unforgettable.
Without it as the guiding through-line, your content is going to fall into these critical traps:
Sounds like anyone could have written it
Lacks critical nuance that converts viewers into clients
Feels like a drag on your time and resources
USE IKIGAI TO FIND IT:
Ikigai is the Japanese concept of "reason for being" and it addresses 4 areas:
Your passion
Your mission
Your profession
Your vocation
Combined, these offer you a sense of purpose that great content needs to be effective. Work to identify where these 4 areas intersect by asking yourself these questions regarding your work:
WHAT YOU LOVE: If you could only do one type of task every day, what would it be?
WHAT THE WORLD NEEDS: What pisses you off about your work or industry?
WHAT YOU'RE GOOD AT: What work could I do half asleep, and still do it wildly well?
WHAT YOU GET PAID FOR: Be wildly honest: what work do people actually pay you for?
Take some time with this, really let each answer sink in and look for patterns. Within these answers, you'll be able to construct one single phrase — a mantra even — that describes the super specific thing you do, how, and why.
Here is a very simplified version of this exercise for The Fix Collective:
I absolutely love content strategy and copywriting
I get really pissed off when brilliant business owners dull down their voice so much it doesn't even sound like them and is devoid of their personality
I'm really good at strategies and systems, organization, and operations.
People pay me for content management and production
MY ONE THING:
Systems & Strategies that Make Online Connection Human Again
Find this first, and the rest of the content pieces start to feel more manageable. It gives you
A built-in filter about what to post
Content that is memorable because it's real, honest, and YOU
That's why I always start client content strategies here, before ever talking about cadence, pillars, or even audience.
Because frankly, you can't say anything convincing if you don't even know why you're talking.
Need help? Hit email me your answers to the four Ikigai prompts at (hello(at)thefixcollective.com). I’ll help you spot the pattern and name your “one thing.” I manage my inbox directly and will personally respond.
If you’d rather skip straight to having it done for you, feel free to book a discovery call here.
