Key Problems Content Should Address

People feel problems before they can name them. That's your content sweet spot. People don't always fully understand their own problems. They only notice the symptoms: small frustrations, inefficiencies, and daily struggles. ✗ If your content jumps straight to the solution, they won't connect with it. ✓ But if you start by addressing the symptoms they do recognize, they'll pay attention. This is: The Symptom Web ✩ A cool idea from Britney Gardner that shows how fixing one small problem often leads people to discover bigger issues underneath. Here's how it works: ➀ Identify the symptoms your audience experiences ➁ Solve those symptoms first (build trust) ➂ Then reveal the bigger picture and your complete solution Instead of saying: "You need a full content strategy" Say: "Struggling with low engagement? Here's how to fix it." By addressing what people already feel, you build trust and make your content irresistible. The more you solve small, everyday struggles, the more trust you earn. Eventually, they'll be ready for your complete solution.

On renewing my commitment to write well in the New Year. I find the end of the year a good time to take stock, read, and sharpen my thinking about what I want to do in the next year. My goal for this next year is to write fewer and better papers. This goal was stimulated by reading an old blog article in the American Scientist (https://lnkd.in/e5Z6eX2T). It details how many scholars simply aren't great writers. In a world where more is needed, I worry that my writing has degraded in quality over the past couple of years. So, I'm going to revisit my papers in progress relative to a few simple principles outlined in the blog and, going forward, keep these next to my desk as a reminder. Principle One: Scientific writing should be interpretable. Key Problem: Scientific writing is often difficult to read due to the complexity of scientific concepts. The Truth: Complexity of thought does not mandate impenetrability of expression. Poor writing reflects not just stylistic flaws but also issues in the clarity of thought. Principle Two: Understand Reader Expectations Key Problem: Readers interpret articles based on structural cues, not just content. The Truth: Writers should meet these expectations to ensure clarity & uniform interpretation. Use tables & structure to offer a more intuitive organization of ideas(context first, key information second). Similar principles apply to prose. Principle Three: Adhere to Simple Core Rhetorical Principles Key Problem: Many scholars have poor rhetorical skills. Solutions: * Subject-Verb Separation: Readers expect subjects to be followed closely by verbs. * Fix: Position significant material appropriately to minimize interruptions. * Stress Position: Place key information at the end of sentences where the emphasis is natural. * Topic Position: Begin sentences with familiar (old) information to provide context & linkage. * Locating the Action: Verbs should articulate the action to avoid ambiguity about relationships between ideas. Principle Four: Constantly Revise your work. * Simplify Structure: Avoid long, convoluted sentences with misplaced emphasis. * Maintain Logical Flow: Ensure each sentence links back to earlier ideas while guiding the reader forward. * Balance Old & New Information: Place old information in the topic position and new, emphasis-worthy information in the stress position. * Address Gaps: Identify & fill logical or conceptual gaps revealed during revisions. Principle Five: Never forget the Interplay of Writing & Science * Writing is not just a means of recording data but a tool for sharing, interpreting & refining scientific arguments. By consciously applying these principles, I aim to make it easier for readers, to minimize conceptual flaws or omissions and write better papers. And perhaps have fewer rejections! Stay tuned. I'll report back in a year! #academicwriting

Most SEO content reads like a high school research paper - people just regurgitate what is already said in the Google search results. Let's look at how to create content that actually helps readers while still ranking well. (full video sharing examples in the comments) I'm going to share the contrast between "basic SEO content" and high-quality writing by contrasting two SEO articles we found in the SERP focused on targeting the keyword "omnichannel reporting." Basic SEO content: "Omnichannel reporting is essential in today's digital landscape where businesses need a 360-degree view of customer interactions across multiple touchpoints" Just empty words that say nothing specific. Better version: "To do omnichannel reporting right, you need to standardize data across channels. Example: Amazon shows pageviews while GA tracks users - you need to align these metrics to compare performance" Basic SEO content fills space with jargon: "Prevent data silos by implementing a holistic approach to reveal customer behavior and interactions across channels" What does this actually mean? 🤔 Better version: "Most companies store Shopify data separately from Amazon sales. This makes it impossible to see total product performance across all sales channels without manual spreadsheet work" Basic content relies on generic stats: "87% of businesses say omnichannel is important" Better content explains specific problems: "If you have multiple Shopify stores, you can't aggregate their data in one dashboard" Basic content tells readers obvious things: "First, identify the metrics relevant to your business" Better content assumes readers know basics and dives into unique insights from real experts. Basic content avoids mentioning products. Better content shows specifically how your product solves problems: "Our tool automatically standardizes views vs. pageviews across channels so you can compare performance" Key takeaways for how to produce better content: -Without subject matter input, writers default to basic "Google research paper" content. Use interviews to inform your writing if you're not the expert. -Use specific examples and real scenarios. -Don't be afraid to show how your product helps solve the problem.

Before you dive into creating content, ask yourself this powerful question: "𝘞𝘩𝘢𝘵 𝘮𝘪𝘴𝘵𝘢𝘬𝘦𝘴 𝘸𝘪𝘭𝘭 𝘣𝘦 𝘮𝘢𝘥𝘦 𝘪𝘧 𝘐 𝘥𝘰𝘯’𝘵 𝘪𝘯𝘤𝘭𝘶𝘥𝘦 𝘵𝘩𝘪𝘴 𝘪𝘯𝘧𝘰𝘳𝘮𝘢𝘵𝘪𝘰𝘯?" 🤔 Here’s the problem with most training programs: They include irrelevant information instead of focusing on what learners truly need to succeed. This approach doesn’t work because: 🔴 Learners get overwhelmed by details that don’t apply to their role. 🔴 There’s no clear link between the training content and the actions learners need to take. 🔴 Mistakes are repeated because learners aren’t equipped with the right knowledge. 🔴 Real-world results don’t improve. Instead, Focus on designing content that 🟢 prevents mistakes 🟢 and empowers learners with the critical information they need. Here's how to make that happen: 1️⃣ Focus on consequences. What happens if learners don’t have this key information? Think of the real-world consequences. ▪️Will learners miss a step in a process? ▪️Make a poor decision? ▪️Fail to meet expectations? If not, the content may not be relevant to the performance objectives. This question helps you prioritize content that matters most. 2️⃣ Anticipate common errors. What mistakes do learners typically make when they don’t have the right knowledge? Including content that addresses these pitfalls can save ▪️time, ▪️frustration, ▪️and costly errors. Example: In a safety training program, if you skip proper PPE usage, learners may skip crucial steps, risking injury. 3️⃣ Clarify the 'why' behind the info. Don’t just tell learners what to do —show them why it’s important. For example: Explain the consequences of improper equipment handling. If they don’t understand why something is critical, they might overlook it. By asking this question, you ensure that every piece of content serves a purpose—helping learners avoid mistakes and take action. ----------------------- 👋 Hi! I'm Elizabeth! ♻️ Repost and share if you found this post helpful. 👆 Follow me for more tips! 🤝 Reach out if you're looking for a high-quality learning solution designed to change the behavior of the learner to meet the needs of your organization. #InstructionalDesign #ContentDevelopment #TrainingTips #LearningAndDevelopment #BehaviorChange

People don’t wake up thinking about your product. They wake up with a problem that needs solving. Most businesses talk about what they do. The best ones show why they matter. The core of Clayton Christensen’s Jobs to Be Done (JTBD) theory is that customers don’t buy products, they hire solutions to solve specific problems. Take the milkshake example. McDonalds wanted to sell more milkshakes. So they tried new flavors, promotions, and discounts. Dumped a ton of $ into it. Nothing worked. Then, they studied why people bought milkshakes. s𝘵𝘶𝘥𝘪𝘦𝘥 = s𝘵𝘢𝘯𝘥𝘪𝘯𝘨 𝘰𝘶𝘵𝘴𝘪𝘥𝘦 𝘢𝘵 𝘵𝘩𝘦 *𝘴𝘴 𝘤𝘳𝘢𝘤𝘬 𝘢𝘴𝘬𝘪𝘯𝘨 𝘱𝘦𝘰𝘱𝘭𝘦 𝘪𝘯 𝘥𝘳𝘪𝘷𝘦-𝘵𝘩𝘳𝘶 𝘭𝘪𝘯𝘦𝘴 𝘸𝘩𝘺 𝘵𝘩𝘦𝘺 𝘸𝘦𝘳𝘦 𝘱𝘶𝘳𝘤𝘩𝘢𝘴𝘪𝘯𝘨 𝘮𝘪𝘭𝘬𝘴𝘩𝘢𝘬𝘦𝘴. They found that morning commuters “hired” them to make their long drives more enjoyable. ✔️ Easy to hold ✔️ Lasts a while ✔️ Satisfying but not messy So instead of changing flavors, they changed the job the shake did. They made it thicker so it would last longer. They changed the straw thickness to slow down consumption. Sales went up. _________________________________ Now, think about your business. What job does it really do for your clients? Your content should make that clear. Content builds trust by reinforcing the real problem your business solves. It should go beyond surface-level insights and dig deep into what truly matters. For my business, Outworks, the REAL challenge with getting founders/executives to create content is that it makes them feel uncomfortable. It’s not natural to them.  So I focus a lot of my content on pushing them to get out of their own way. Every post should serve a purpose. Drawing people in, building credibility, and aligning with the job your product or service does. When your audience lives the problem you solve, they see you as the solution.

Here are three major problems with content that I see right now. 1. Too Much Fluff There’s still an overwhelming amount of content filled with fluff and generic information. With AI making content creation easier, businesses now need truly unique data and authentic voices to stand out and build real trust with their ICPs. 2. Distribution Challenges In the past, the focus was on quantity over quality. Tons of content was created, but not enough was strategically shared or promoted. Today, the strategy needs to shift. We must focus on creating higher-quality content at a slower pace, then repurpose that content into different formats. From there, it should be distributed repeatedly across multiple platforms to maximize reach and engagement. 3. The Linear Marketing Funnel Is Outdated The traditional linear marketing funnel no longer reflects how people actually engage with brands. Audiences jump in and out of platforms and channels on their own terms. Instead of forcing them through a rigid buyer’s journey, brands should focus on supporting their audience whenever and wherever they need it—offering value, answering questions, and building relationships flexibly. Are you noticing the same shifts? Or do you think something else is the real issue?

Most content fails before it even gets a chance. Not because it lacks value… And not because the writing is weak. But because it tries to solve problems the reader hasn’t fully felt yet. Here's the deal: When someone doesn’t feel the weight of the problem, your solution means nothing. This is the curse of "high-value" content. You write tips, frameworks, and how-to posts that should land. But they don’t. It's because they’re solving a problem the reader hasn’t even accepted as real yet. If someone doesn’t recognize their own pain, they will never recognize your advice as relevant. The result? Crickets. Scrolls. Maybe a polite “great post” but no action. No trust. No sales. If you want to actually get traction, you need to slow down. Stop rushing to the fix. Start sitting with the problem. Amplify it. Dissect it. Spark the emotions and inner conflicts. If your content doesn’t trigger, it won’t transform. You’re not in the business of being helpful. You're in the business of being necessary. And to be necessary, the problem must feel urgent.