The Content Goldmine You’re Throwing Away Every Day
How many brilliant ideas did you share in meetings this week? And how many became actual content?
If you’re like most business owners, there’s a canyon between those two numbers. And that gap is costing you more than you realise.
The Hidden Crisis Killing Your Content Strategy
Every day, I watch brilliant people throw away gold.
They drop wisdom in Zoom calls that could transform someone’s business. They solve problems in meetings that hundreds are desperately searching for on Google. They share insights over coffee worth more than most paid masterclasses.
Then they stare at a blank screen, paralysed. Or worse, they scroll through competitors’ content, convincing themselves everyone else has this content game figured out while they’re still stuck at square one.
During strategy sessions with their social media managers, they claim they have nothing to share. They put pressure back on the content creator to “come up with something” that doesn’t require them to show up or put themselves out there.
The truth nobody wants to admit? You’re not lacking ideas. You’re drowning in them.
Meet Your Content’s Silent Assassin
Between your brain and that “publish” button, there’s an assassin waiting. I call it the internal editor, and it’s systematically killing your content before it has a chance to breathe.
This voice whispers devastating lies that sound like truth:
- “Someone’s already said this better”
- “This is too obvious”
- “Who am I to talk about this?”
- “I’ll look unprofessional”
- “My competitors will judge me”
- “My clients expect more sophisticated content”
Sound familiar? You’re not alone. Even after years of running two agencies and working with hundreds of businesses, I still hear these whispers.
But here’s what I’ve learned: these whispers are symptoms of a deeper problem.
The Cycle That’s Keeping You Stuck
Let me break down what’s really happening when you can’t create content:
The Symptom: You tell yourself you have nothing valuable to share, despite being an expert in your field.
The Strategy: You wait for the “perfect” idea. The revolutionary insight nobody’s ever shared. You scroll competitors’ feeds for inspiration. You outsource everything to avoid the discomfort.
The Sabotage: By waiting for perfection, you never publish. Your audience forgets you exist. Your competitors dominate your space because they’re showing up while you’re still planning.
The real kicker? Your strategy to avoid looking foolish is exactly what’s making you invisible.
The Revolutionary Truth About Content
The most powerful content I’ve ever created didn’t come from hours of strategic planning. It came from ordinary moments I almost dismissed.
A frustration I vented about clients not understanding their customers became my most shared LinkedIn post. Over 500 shares, 50 new enquiries.
A lesson from completely botching a client pitch became a framework my clients still reference months later. It’s now part of our onboarding process.
A random observation about my grandmother’s art became my highest-performing reel about attention to detail in marketing. 100K views, 200 new followers, 15 discovery calls booked.
We’ve been trained to think valuable content needs to be revolutionary. But that’s not how connection works.
Why “Ordinary” Content Outperforms “Expert” Content
Connection happens when someone sees themselves in your words. When they think, “Finally, someone said what I’ve been feeling.”
People don’t connect with perfection. They connect with progress.
They don’t need the expert who’s forgotten what it’s like to struggle. They need someone just a few steps ahead who remembers.
Your “obvious” insights are someone else’s breakthrough moments. Your “basic” tips are someone’s missing puzzle piece. Your “simple” observations are someone’s permission to finally take action.
Every Meeting Is a Content Goldmine
Think about your last meeting. Every breakthrough moment was potential content:
• When someone said, “I never thought about it that way”
• When you explained something and saw the lightbulb moment
• When you felt strongly enough to speak up
• When you solved a problem on the spot
• When you shared a relevant example
But here’s the key: you need to capture these moments before your internal editor shows up.
The Content Capture System That Changed Everything
Step 1: Create Your No-Judgement Zone
Keep a note on your phone called “Content Ideas”. No editing, no judging, just brain dumps. If something makes you think, feel, or react, it goes in.
I currently have 247 “insignificant” ideas in my note. 82 have become my best-performing posts.
Step 2: The 24-Hour Rule
Don’t evaluate an idea for at least 24 hours after capturing it. Your internal editor is strongest in the moment. Distance creates clarity.
Step 3: The Connection Test
Ask yourself: “Has anyone else ever struggled with this?” If yes, it’s content. (The answer is always yes.)
Step 4: The Expansion Framework
Take your raw idea and expand it:
• The Situation: What happened?
• The Struggle: What made it challenging?
• The Solution: What did you learn or do?
• The Significance: Why does this matter?
Step 5: Permission Over Perfection
Your ideas aren’t waiting for perfection. They’re waiting for permission. And only you can give that permission.
The Uncomfortable Truth
Your dismissed ideas are exactly what someone needs to hear today.
Someone is stuck where you were stuck. Someone is struggling with what you’ve figured out. Someone needs your perspective, in your voice, with your experience.
Not because you’re the world’s leading expert. But because you’re human. And you’ve lived it.
The Cost of Your Silence
While you’re waiting for the perfect idea:
• Your ideal clients are hiring your competitors
• Your audience is forgetting you exist
• Your expertise is going unrecognised
• Your business is losing momentum
• People who need your help aren’t getting it
Your Content Challenge This Week
Days 1-2: Capture without judgement. When you say something valuable (you will, multiple times today), capture it.
Days 3-4: Review without editing. Notice which ideas still have energy.
Days 5-6: Choose one and expand. Don’t aim for perfect. Aim for honest.
Day 7: Publish without apology. No disclaimers. Just share it.
The Permission You’ve Been Waiting For
Consider this your official permission slip:
Permission to share before you’re ready. To be human instead of perfect. To help instead of impress. To connect instead of perform.
Because the thing you’re afraid to say is exactly what someone needs to hear.
That brilliant thing you said in yesterday’s meeting? That’s your next piece of content. Give it permission to exist.
Your Next Step
What’s one idea you’ve been sitting on that deserves to see the light?
Don’t wait for tomorrow. Don’t wait for perfect.
Open your phone. Create that “Content Ideas” note. Start capturing the gold you’ve been throwing away.
Because your ideas matter. Not someday. Today.
Ready to transform your content strategy? Let’s unlock your authentic voice and turn your expertise into content that connects and converts.