🤷 What Entrepreneurs Miss About Content Creation

Good morning.

I jumped back into small business consulting last week.

It’s got me thinking about missed opportunities.

Let’s get into it.

— Gordon

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🤷 What Entrepreneurs Miss About Content Creation

Consistently creating engaging content is no longer a nice to have.

It’s a must-have.

54% of consumers use social media to research services before purchasing.

Content is no longer just about visibility; it’s the entry point into many customers' buying journeys.

Yet, too many entrepreneurs still treat content creation as a low priority or a “necessary evil” rather than a strategy for transforming their business growth.

And that’s where they’re missing out.

A data-driven strategy for producing and publishing thoughtful content can capture attention, build trust, help you learn more about your customers, and drive long-term growth.

It’s not just a big expense and time-suck—it’s one of your biggest assets.

Here’s how I see it.

1. Business asset investment

Content isn’t just another expense; it’s an investment in business assets.

Most entrepreneurs I talk to see content creation—whether it’s for LinkedIn, YouTube, Instagram, or even a weekly newsletter—as just another expense on their P&L, something they do because they “should” be “visible” online.

I get it—producing consistent content takes time, effort, and money.

If you treat social content like a box to check off, you’re missing out on serious growth opportunities.

Treat content as an investment.

Every video, post, or newsletter you create is a digital asset.

It doesn’t disappear into the feed after you hit “publish.”

It stays in your account, is discovered by new people who are potential customers and continues building your authority and generating leads for years.

Repurpose your content, use your Instagram posts to build conversations, and create newsletters that provide actionable insights to your audience.

Each piece of content can serve multiple purposes, so make the most of it.

Help your audience identify their problem, show them how to solve it with your offering(s), and include a simple call-to-action.

You can create a new revenue stream by monetizing your content, too.

An email list of just a few thousand subscribers in your niche can generate thousands of dollars in ad revenue monthly from sponsorships.

2. Position with personality

Most small business content is dead on arrival.

It lacks no personality and fails to capture consumers’ attention.

It’s bland, faceless, and completely forgettable.

We’ve all seen posts without any personality or thought behind them.

Here’s the problem: people don’t connect with that kind of content.

Consumers want to do business with real people, not sterile, corporate-sounding brands.

Show your personality.

People want to work with other humans and people they trust.

They want to know about you and your business, what you stand for, how you can help them solve their problems, and why they should choose you over everyone else.

77% of people say they’re more likely to buy from brands they perceive as authentic.

So if your LinkedIn updates, Instagram Reels, or YouTube videos don’t show who you are—what you believe in, what makes you different—you’re blending into the background.

And that’s not where you want to be.

Your audience wants to feel like they know you.

They want to connect with your values and trust you.

If your content lacks personality, you miss the opportunity to build relationships.

People buy from people they like and trust, not from faceless businesses.

This is why building a personal brand is more important than ever before.

Injecting some personality into your content is essential for standing out.

Be professional, and have fun with it.

3. Sell through education

If you want your content to work for you, you’ve got to shift your mindset.

Start by putting some strategy behind it.

Educate to sell.

Selling doesn’t mean pushing products and services down people’s throats.

People don’t want to be sold, but they love to buy and want to learn why they should buy from you.

You position yourself as an expert when you share helpful information.

And when people trust your expertise, they’ll naturally turn to you when they’re ready to buy.

47% of buyers consume 3-5 pieces of content before contacting a salesperson.

Focus on giving them the education they need.

Your goal should always be to inspire, inform, and build trust.

When your audience sees you as an expert, they’ll come to you when they’re ready to buy.

Look at brands that are killing it on YouTube or Instagram—they’re not just selling; they’re educating and building community, which keeps people coming back.

Content is more than just marketing.

It allows you to build authority, connect with your audience on a personal level, and educate them in ways that build trust and drive sales.

If you feel like your content is just another task on your to-do list, it’s time to reframe how you think about it.

Focus on delivering value through LinkedIn, Instagram, YouTube, or a well-crafted newsletter.

Share your story, educate your audience, and engage with your community.

When you do that, content won’t just feel like something you have to do—it’ll become a powerful tool that works for you long after it’s published.

ONWARD TOGETHER.

My Favorite Things 💙
What I’m reading, watching, studying, and enjoying

I thought long and hard about what to share here this week.

The truth is, I’ve been consuming a lot less lately, for the better.

I haven’t been reading, and I’ve only watched a few YouTube videos (check out this one from Alex Hormozi, which has some great practical advice). I also took a break from the courses I was working through.

Instead, I started running again, riding my new bike, and walking twice daily.

The result? Writing is becoming easier again. I can quickly craft impactful posts, knocking out ten or more daily on 𝕏/Twitter.

The reading, courses, and vids will undoubtedly return to the mix.

For now, it’s create over consume, and I’m enjoying that. 👨🏻‍💻