I make content about a luxury retreat and content about building a software business. The retreat has been much easier to show.
You can watch a building change. You can see the landscape, the materials and the work happening on site. With software, hours of effort might end with a button doing something a little faster.
Darrell and I talked about this as content genetics: how much the subject itself helps make the content appealing. I wasn't certain whether the term was his or one he'd heard elsewhere, but the distinction was useful.
Food already gives people something familiar to care about. Making a physical thing has a visible process. A founder talking about business asks for a different kind of attention.
I've felt that difference across my own pages. It is the same person making content, but the subjects give us very different starting points. That's how I understand some of the difficulty in our work.
For Clipflow, I have to think harder about the useful part to communicate. What did we learn? What can another founder use? Can we show a workflow instead of expecting someone to appreciate the engineering effort behind it?
If your product is difficult to film, don't assume you're failing because another business has more obvious footage. Look at what you can show or explain that is valuable to your customer.
A useful business lesson can still matter to a smaller audience. It just has to give that audience a reason to listen.
