This 3-minute read brought to you by the team at Rogue Pine
In this issue, you'll learn:
Let’s be honest: most marketing content is boring.
Not because the topic isn’t interesting. Not because the creator isn’t smart. But because the content doesn’t give people a real reason to care.
And before you blame the algorithm or the attention spans of your audience, consider this:
there are marketers in your industry who are getting traction, building trust, and converting customers every day.
So, why isn’t your content doing the same?
The truth is, most content fails because it’s too safe, vague, or forgettable. It blends in instead of standing out.
Inspired by great pieces like Josh Spector’s guide on what to post and Justin Welsh’s take on why basic content is dying, let’s talk about how to fix it.
The “So What?” Test: Why Most Content Fails
People don’t engage with content just because it’s well-written or designed nicely.
They engage because it makes them feel something: curiosity, excitement, clarity, urgency, or even disagreement.
And that’s where most content goes wrong. It gets posted without ever answering the most important question:
“So what?”
You wrote about the latest marketing trend. So what?
You shared a personal story about your journey. So what?
You posted five tips for better content. So what?
If the answer isn’t clear within seconds, your audience scrolls past.
Content that works always answers the “So what?” immediately.
A lot of creators chase attention when they should be building authority.
It’s easy to get distracted by views and engagement.
A viral post might get you some likes, but if your content isn’t positioning you as someone worth following long-term, it’s just noise.
Attention is about getting seen. Authority is about getting trusted.
People trust content that teaches, challenges, or reframes an idea in a way they haven’t seen before.
The easiest way to build authority? Be specific.
Instead of “5 ways to grow your brand,” say “The simple content system we use to generate 100+ posts per week.”
Instead of “The secret to better email marketing,” say “The 3-email welcome sequence that converts subscribers into customers.”
The more concrete your insights, the more people trust you.
Why Playing It Safe Is a Losing Strategy
Safe content doesn’t get remembered.
Yet, so many creators play it safe because they’re afraid of:
✅ Repeating themselves
✅ Saying something people might disagree with
✅ Being too niche or opinionated
But repetition is necessary for your message to stick. Saying things people might debate?
That’s what sparks engagement.
And being too broad is worse than being too specific—because specific content attracts the right audience, while vague content attracts no one.
The best marketers don’t just share “thought leadership.”
They share frameworks, strong perspectives, and something people can apply right now.
How to Create Content That Gets Remembered
Here’s a simple system for creating better content:
1️⃣ Identify your strongest opinions.
What do you believe that most people in your industry get wrong? If your content sounds like everyone else’s, it won’t stand out.
2️⃣ Write for one person, not everyone.
The best content speaks directly to a specific problem your ideal audience is facing. It’s not about getting the biggest audience—it’s about getting the right audience.
3️⃣ Teach something concrete.
Your content should give people an immediate takeaway. Whether it’s a framework, a lesson, or a mindset shift, make sure they leave with something valuable.
Final Thoughts: Make Your Content Worth the Click
If you feel like your content isn’t getting traction, don’t create more of it—create better versions of it.
Test your ideas against the “So what?” filter.
Make sure your content builds authority, not just attention.
And be specific enough that people actually remember what you say.
P.S. Next week, I’m sharing how my guest Hesom Parhzikar turned a Google Sheet into a scalable tech company.
