Stop creating generic content for everyone

Just had an eye-opening conversation about content strategy that I had to share.

At Scorpion, we didn't just run "one podcast" - we ran NINE different shows, each targeting a specific vertical:

• Criminal Defense

• Family Law

• Franchise

• Home Services

...and more

Why? Because generic content doesn't build specific trust.

Think about it from your prospect's perspective:

• Would a family lawyer rather listen to a generic marketing podcast or one specifically about growing a family law practice?

• Would they rather read general marketing tips or specific insights about their industry?

• Would they rather see generic case studies or results from firms just like theirs?

Here’s the thing…

The riches are in the niches, but the REAL wealth is in becoming the go-to authority in multiple niches.

The beauty of this approach?

• Each piece of content serves a specific audience

• Your expertise compounds in each vertical

• You build multiple moats around your business

• Each vertical becomes a separate revenue stream

🔑 The secret: Don't dilute your message trying to speak to everyone. Instead, create dedicated content channels for each vertical you serve.

 Question: Are you creating generic content for everyone, or specific content that makes your ideal clients feel like you're speaking directly to them?

Frequently Asked Questions

Why did running nine separate podcasts work better than one general marketing show?

Because generic content doesn't build specific trust. Each vertical, criminal defense, family law, franchise, home services, and more, had its own dedicated show speaking directly to that audience's actual world.

Why would a family lawyer prefer vertical-specific content over general marketing tips?

Because specific insights about growing a family law practice feel directly relevant, while general marketing content requires them to translate it to their own situation. Specificity removes that extra step.

What does it mean to build "multiple moats" through vertical-specific content?

Each vertical channel builds its own authority and trust independently, creating separate competitive advantages rather than one broad, shallow position across an undefined audience.

How does content compounding work differently across multiple verticals?

Expertise builds up within each specific vertical separately, rather than spreading thin across a general audience. That depth accumulates in a way generic content never manages to replicate.

What's the actual tradeoff between generic and vertical-specific content?

Diluting a message trying to speak to everyone versus creating dedicated content channels for each vertical served. The dedicated approach makes ideal clients feel like the content is speaking directly to them.