If You Know, You Know – Revenue Content Generation Source of Truth

Everyone creates content daily and everywhere, but only a fraction of it reaches you. In the swirling seas of social, digital, and print media, most of what you see is determined by one factor: distribution. And that distribution? The platform’s objectives drive it. You’re shown what helps that platform grow, not necessarily what holds the most value. It’s like picking out top talent; only the ones with the proper alignment with the distributor’s mission are getting airtime.

This may seem obvious enough, but why does it matter? Understanding this unlocks the reality of most content: much of it isn’t necessarily valuable to you. It’s often crafted to move the platform’s agenda forward, securing likes, comments, and shares—engagement metrics that keep the wheels spinning. But when creators focus solely on vanity metrics, content becomes shallow. It turns into a performance for attention, an echo chamber filled with voices seeking validation more than offering true insights.

So, what’s missing? Context. The real value in content lies in creating for a specific purpose, audience, and outcome. Take this article, for instance. It’s not about engagement, for engagement’s sake. My focus is on leadership in revenue—aimed at decision-makers who need substance to fuel their growth strategies. This isn’t written for a “like.” It’s written to provide clarity to leaders who don’t have time to waste on fluff.

Let’s talk about this audience: professionals carrying heavy responsibilities who measure success by reaching challenging targets. For them, content needs to offer actual insights. They aren’t looking for images or empty text to scroll past—they’re looking for what helps them execute. That’s the world I know and the one I write for.

Curate Your Content Consumption

Here’s a suggestion: focus your feed on the content that adds value to your life. Unfollow sources that distract or offer no real benefit. Social media is rife with people speaking on subjects without real expertise, dressed in appealing packaging but lacking the substance beneath. A beautifully crafted message from an invalid source may look great but can easily lead you astray if it’s not grounded in expertise.

Consider this example. If you’re invested in a sports team, you don’t seek out the flashiest analysis; you want insights from people who know the game and offer reliable information. And if your concerns are more personal, like the care of a loved one or an infant child, you wouldn’t trust just any well-presented advice; you’d seek out professionals who can provide the best possible guidance.

Revenue Content: Beyond the Hype

This principle applies to content on revenue and sales leadership, too. Look for insights from those who’ve worked in the trenches and understand profitability, revenue growth, and the demands of scaling up. Many people can package information attractively, but only a few can speak from experience. Don’t mistake engagement-worthy content for genuinely transformative insights.

If this resonates with you, you’re already in the know. And if not, that’s fine, too. My goal is to share what’s essential from a valid, real-world perspective, and when the time comes, you’ll understand the value of this approach.

If you know, you know. This will sound familiar to those building outcomes for high-growth, fast-moving companies.

If I can help, give me a ring. 

-Tim