Master Class #87: Content vs. Communication

Content and communication serve very different purposes.

On platforms like LinkedIn, it's common to see people distill their experiences into attention-grabbing figures or dramatic success stories:

• "I went from 0 to $10k a month in revenue—here's how"
• "I built a following of 93k from scratch. Let me show you my secret"

This type of content can certainly drive engagement, especially for growing your social media following. But if your goal extends beyond just amassing followers, these surface-level posts often result in shallow connections.

This is where the distinction between content and communication becomes important. Content is flashy and easily consumable—it’s designed to grab attention and prompt immediate reactions. Communication, on the other hand, is a long-term strategy. It’s about creating authentic, meaningful messages that build deeper relationships with your audience, clients, or community over time.

While content can play a role in your communication strategy, for it to truly work, it has to go beyond generic posts. It needs to reflect real conversations.

Think about this: How have you failed? What did those failures teach you? What challenges do you still face, and how are you tackling them?

These are the kinds of questions that create genuine connections with your audience—not just metrics about last month’s revenue. The real power lies in the story behind the numbers, not the numbers themselves.