Why female entrepreneurs must stop creating 'how to' content in 2023

When I first got into content marketing, a decade ago, I was SO excited by the idea of creating ‘how to’ content. Particularly evergreen content that solves your ideal customers/clients’ problems, answers their questions - and can help them find you online - for years to come.?

If you’d asked me back then whether it was possible to be ‘too helpful'. Or whether you should hold back your best advice for paying clients …I’d have said ‘no’.?

Because people need to get to know, like and trust you before they buy.?

And you also need to build authority, right??

But while I still believe content marketing is vital to build authority (and credibility) I DO now believe you can be 'too helpful' in your content.?

Because it happened to me.?

What happens when you’re too helpful?

At the end of 2022, I made the decision to focus mainly on my Courageous Content Planner & Content Kit (and related products/services).?

This was a good decision I think (as niching down?usually is).

But the more I talked about content planning (when I should have been talking about content strategy). ?

And the more ‘how to’ content I created... the more I ‘infantalised’ my audience.?

Which meant I was attracting people who wanted? a ‘how to’ or tutorial video on everything. On every frickin’ aspect of every frickin’ platform.?

And the more 'how to' content I created, the the more they wanted.

One day, feeling totally exasperated, I asked my community why they couldn’t just ‘Google ‘stuff. For example, when Instagram Reels first came out, I couldn’t work out how to add text to my Reels. I ‘Googled’ it and found a brilliant tutorial video (on my second or third try). What was holding them back from doing the same?

Some people said they weren’t sure what to search for. Others said they liked the way I explain things.?

Strategy Vs Tactics (and why it matters)

Now don’t get me wrong, I am good at explaining things. And I enjoy making step-by-step tutorials.

But that’s really not the best use of my time.?

Because I’m a content strategist. Which means my skill lies with helping people see the bigger picture i.e. helping them nail their goals and design a content strategy that will get them there.?

Not showing people how to do things they could Google themselves.

That aside, creating a ‘how to’ video on everything wasn’t helping my clients either. It was infantalising them.?

I mean, if you can’t solve problems and/or use Google to help you find out how to do things... should you even be running a business??

Don’t get me wrong, I absolutely recognise that low confidence and/or Imposter Syndrome can be crippling for some.?

But I also know that people who aren’t willing to ‘Google’ basic tech questions are not my ideal client.?And if you've read this far...they're probably not yours either.

The danger of 'people pleasing' with your content

Now at this point, I should have seen the light.?

But I’m a people pleaser by nature.?

So I kept creating too many tutorials and too much ‘how to’ content. So of course I kept attracting people who wanted me to create a tutorial about how to watch a tutorial.?

The type of people who complained my content kits were ‘overpriced’.?

Because they didn’t recognise that they weren’t buying dozens of email, blog or social media templates. They were getting my entire content strategy - for an email lead magnet, blog, digital product launch (or whatever it might be). Based on years of experience - for the price of a few takeaway coffees. Which is a flippin' bargain right?

And they weren’t implementing either (despite being handed everything they needed on a plate).? Don't get me wrong...this wasn't all my clients. But a big enough chunk to steal my time/energy away from the things I should be doing.

The problem with ‘how to’ content?

Once I realised what was going on, I stopped creating so much ‘how to’ content. And shifted my focus to thought leadership content.?

Content that empowers people to think for themselves.?

Content that shows people the questions they should be asking - rather than giving them all answers.?

And encourages them to be independent minded, creative and resourceful.?

Instead of behaving like helpless infants: waiting to be spoon fed the next piece of information (and then complaining about getting spaghetti hoops instead of dinosaur shapes).?

Behaviour that has sadly become more commonplace in the last decade - due to the explosion of the online coaching industry - and freebie/low cost educational content. Which I believe has bred a culture of entitlement - due to the seemingly?limitless availability of free email lead magnets, webinars and online ‘challenges’.??

Because ’freebie’ content can be helpful (particularly when you're starting out)...but it can only take you so far. And you can’t grow a successful business (not least a 6 or 7 figure business!) - without investment in expert training and/or support.?

Yet the 'online gurus' have spent the last decade telling everyone they can.

Which is why we are now seeing growing disillusionment and bitterness in the online space.? And it's hurting people... yep, female entrepreneurs are actually being traumatised by the online space.

Just to be clear, I'm not saying female entrepreneurs shouldn't be creating any 'how to' content. But they do need to ensure they've got their content mix right.

Because, after years of feeling lost, people aren’t looking for another frickin’ lead magnet or ‘how to’ Instagram Reel.

They’re looking for leadership.?

Which is why I believe female entrepreneurs who want to build a sustainable business - one that will still be around in 5 years - must focus on thought leadership content in 2023 and beyond.

Janet Murray is a content strategist, author &?podcaster?who helps coaches, consultants & entrepreneurs build authority in their industry through engaging thought leadership content. Her?2023 Courageous Content Planner & Content Kit?will help you create your content strategy for 2023. You can save 10% with the code LI10.