nobody wants your office tour.
your office, your award, your anniversary. nobody's stopping the scroll for that. make it about them, not you.
content about your company rarely interests anyone outside it. reframe every post around what's in it for the audience and watch performance change.
the office tour. the team lunch. the "we're proud to announce." brands love making content about themselves, and audiences reliably ignore it. it's the most common content mistake there is, and it comes from a simple confusion about who the content is for.
— 01about you vs for them
most brand content is about the brand — our office, our award, our milestone. but audiences scroll asking one silent question: "what's in this for me?" content about you answers the wrong question, so it gets skipped.
the test is whether a stranger would care. if the post only makes sense to people who already know you, it is an internal update published externally.
— 02the flip
the fix is to reframe every post around the audience's interest. not "we won an award" but "here's the thinking that won us the award — steal it." not "our new office" but "how our new space lets us serve you better." same facts, audience-first.
flip every subject into what it gives someone. the new office becomes what you can now do faster; the award becomes the standard it was judged against.
the process content works for the same reason — it is about you, but it teaches something. an audience will watch you work all day and will not watch you celebrate.
and the buying questions are always the safest ground. cost, timeline, what goes wrong, how you compare.
— 03earn the right to talk about yourself
the ratio that works is roughly four useful posts to one about yourself, and most businesses have it inverted.
and when you do talk about yourself, make it specific. a named person, a real number, a decision explained — those are interesting; a milestone is not.
— 04the exception
the people. a team member explaining what they do is about you and useful at the same time, which is why it consistently outperforms the office tour.
so film the work and the person doing it rather than the premises. the premises are the least interesting thing about any business.
— 06where the material actually is
write down twenty of those questions once and the blank-page problem disappears for a year.
— 06the reframe that makes it work
every self-referential subject has a version aimed at the reader. the new office becomes what you can now do faster; the award becomes the standard it was judged against.
the milestone becomes what you learned in the years it took. same material, different question answered.