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?