The longer you consult, the more unconscious pressure you’ll feel to create content about highly complex topics.
After all, if what we say sounds advanced, we must be good at our jobs, right?
That’s probably true. But if you look at the vast majority of businesses, most still struggle with the fundamentals.
You’re better off focusing your content on a few foundational topics that are intuitive and within reach to your ideal clients.
If your content feels too sophisticated, you may alienate the people most in need of your services. Your prospects will feel like your services are for some mythical other company that has all the basics figured out already.
But the reality is, most companies don’t. The vast majority of companies aren’t able to consistently execute even the basics.
And the basics are 80% of the job.
As experts, we have the curse of knowledge. It blinds us from what it’s like to be newer or less sophisticated.
That’s why we must actively try to think like a beginner with our content. To use simple words and sentences. To help people understand and identify with the fundamentals so we guide them to the more advanced stuff later on.
You can talk about complex topics from time to time, it just shouldn’t be your core strategy unless that’s all you offer.
Stick to the fundamentals most of the time and you’ll be just fine.