This Type of Content Will Continue to Win and Win and Win

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In this episode, Danny Decker and Mike breakdown why micro-content and hyper-specific answers are outperforming long guides, eBooks, and generic “ultimate resources.” They explain how today’s clients are overwhelmed with information — and why the firms that drill into very specific problems, questions, and fears are the ones earning more attention, trust, and consultations. If you’ve been worried about saturation or unsure what content to create, this conversation gives you the blueprint.

📌 Key Takeaways:

• Micro-content is outperforming long-form resources in 2025
• Your clients’ questions at consultations reveal your best content topics
• Specificity cuts through market saturation and builds trust faster

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Episode Transcript

SPEAKER_00 (00:00):
You want to create that content focused on solving
a specific problem.
There was a time, Mike, andmaybe you were, I don't know,
when you kind of got into socialmedia yourself, but you know,
there was a time when likegeneral information did really
well.
Or like a 300-page ebook thatwas like the complete guide to,

(00:20):
you know, family law in NorthCarolina.
People would be like, whoa, 300pages and it's free.
Like, let me download it.
Yeah, yeah, yeah.
Um, but like now in like 2025,there is so much information out
there um that people are lookingfor like micro content, right?
Give me 30 seconds on this veryspecific topic.

SPEAKER_01 (00:39):
I w I was gonna ask you a little bit later, but
about the our listeners that areworried about saturation, but
that you kind of just answeredit there.
That people are they're lookingfor very specific answers.
So Yeah.

SPEAKER_00 (00:51):
Specific answers, specific tools, um, you know,
ebooks not performing as well aschecklists, for example, right?
Like make it make it simple forpeople.
And so the way the way I break Iwould break it down is you know,
if you're let's say you're anestate planning firm, and let's
say one of your client avatarsis high net worth business

(01:13):
owners.
Yeah.
Sit down, spend an hour or twowith your marketing team, and
really break down what are theproblems, questions, concerns
that this client avatar has.
Like what's keeping them up atnight?

SPEAKER_01 (01:26):
Yeah.

SPEAKER_00 (01:27):
Um, and and you probably know this.
Um, you probably know thisbecause these are the questions
that they're always asking youat at consultations, right?
What are the first couple ofquestions that your clients are
asking you?
Um those are the things that arekeeping them up at night.

SPEAKER_01 (01:45):
Sure.

SPEAKER_00 (01:45):
And um, and so make a list, make a list.
And maybe you're gonna come upwith three topics, maybe five,
maybe ten, but bottom line,specific bullet list of what are
those questions.
Um, you know, in the estateplanning world, you know, I
think a lot of I'm obviously notan attorney, but we work with
plenty of estate estate planningattorneys, and yes, the laws are

(02:06):
different state to state, butlike generally speaking, like a
will is not enough to keep yourestate from going through
probate.
Um and so, you know, and and andpeople hear that, right?
And so they they they're like,okay, I know I have a will, um,

(02:26):
but like, is it enough?
And like, how do I avoidprobate?
And like, so like avoidingprobate, for example, is is is a
great is a great topic for anestate planning firm.
Like, how can I avoid probate?
I own a business.
If something happens to me, Iwant you know my family to have
access to you know those assets.

(02:48):
Now I don't want it to be 12 to18 months of probate and
expensive legal fees that theyhave to pay before they get a
penny, right?
You don't want that to happen.
Nobody wants that to happen.

SPEAKER_02 (02:57):
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