When it comes to making an actual investment decision, your content plays a very crucial, yet perhaps unexpected role: absence.

Whatever it is that you actually offer, it cannot be found in the content you provide. The ultimate goal of your content is to trace the outlines of this gap and indicate how it might be filled. (And yes, I think this is true even if content is your offering. Maybe we’ll work that out another time.)

However, the starker the contrast is between the description or depiction of the offering itself (via your content) and the understanding of the actual absence, the stronger the desire will be to take action or make an investment to fill the gap.

So, in what ways does your content point beyond itself to an unrealized need?