Most of the generic content advice you find online is complete garbage.
“Use video!” “Post consistently!”
Yeah, okay.
It’s kind of like telling someone to “exercise to lose weight” without helping them with a workout routine, or even diet improvements.
I personally managed content for dozens of companies across tech, finance, and marketing. I know what works where and am willing to share that info with you.
Tech & SaaS
Most tech companies absolutely love product demos, but their audience doesn’t.
What does actually work? Customer transformation stories.
I had a CRM client switch from feature demos to customer testimonials. Engagement jumped from 0.8% to 4.6%. Conversion rates tripled.
Show people the outcomes, not the features.
Accounting firms, law practices, consultancies…
They all end up making the same mistake: overly generic advice.
“Five Ways to Improve Strategy” gets ignored.
“The exact framework we used to save Client X $1.2M in taxes” gets leads.
When I took over content for a consulting firm and replaced theory with specific case studies, leads jumped 219%.
Financial Services
Financial content fails when it judges people’s decisions.
Nobody wants to be told what to do with their money.
They want tools to make better decisions themselves.
A fintech client switched from prescriptive to educational content. Engagement jumped from 0.8% to 4.6%.
Manufacturing
Contrary to popular advice, manufacturing audiences want depth.
An equipment provider tried being “entertaining” with HORRIBLE results.
I don’t even want to talk about how cringey it was.
We pivoted to technical deep-dives. Engagement tripled. Sales calls doubled.
Your audience wants to geek out with you. Let them.
Marketing Services
Marketing agencies love talking about their approach.
Clients only care about results.
“How we grew leads 347% for a B2B software company in 87 days.” “The email sequence that generated $143K for an e-commerce client.”
That’s what converts.
The Content Formula That Works Everywhere
Three things that drive results across industries:
• Specificity (exact numbers, specific examples)
• Relevance (solves actual problems they have today)
• Proof (tangible evidence your solution works)
The more specific, relevant, and provable your content, the better it performs.
Engagement Is Your Multiplier
Most companies post and ghost.
If you want to stand out, you have to engage with your followers.
When I forced a client to respond to every comment they got, their reach increased 127% in four weeks.
The algorithm will reward conversations, so just create them.
Can I Use AI For My Content?
Sure you can, but AI makes a great starting point and a terrible end point.
You can use it for ideas or general outlines, but you need to add your actual expertise and voice.
If you want to max out your performance, use AI for its speed and efficiency, then combine it with your human authenticity.
Your Next Move
The content game is evolving fast. Algorithms change. Attention spans shrink (a lot).
But the fundamentals remain: know your audience, deliver specific value, and back it with proof.
Start by auditing your top-performing content. Look for patterns.
Then test one industry-specific approach from this article.
Don’t try to be everywhere. Pick one channel, nail your industry formula, and then dominate.
The companies winning at content aren’t necessarily creating more, they’re just creating right.
Thanks for reading.
