What does focus in content mean? I stepped outside the lodge to refill the bird feeder and reset my thoughts.
Something caught my eye a monarch butterfly perched gently on a cluster of bright lantana blooms. The wings, still. The colors electric. The background softly blurred.
It reminded me of content strategy.
When everything’s trying to be colorful and loud, nothing stands out. But when your words land with clarity on one message, one point, one promise they stay with people.
Just like that butterfly.
Table of Contents
Most Content Tries to Do Too Much
It reminds me of a business I worked for years ago. The owner proudly said we were a “one-stop shop.” Problem was… we had about 6 or 7 people on staff.
You can’t be everything to everyone with a skeleton crew and your content can’t either.
When every paragraph is a pitch, a list, or a “click here,” your message gets lost.
Instead: Let Your Message Land
Content should behave like a focused photograph:
- One subject
- One moment
- One takeaway
The rest? Background. Context. Texture.
That’s how you build trust and attention through intentional clarity, not clutter.
Visual Example:
Book Recommendation:
Building a StoryBrand by Donald Miller
A powerful framework for clarifying your message and helping customers see themselves in your story without overwhelming them.
What to “Blur” / What to “Sharpen”:
- “Blur”: Jargon, bullet overload, tangents, redundant intros
- “Sharpen”: One clear benefit per page, one CTA per screen, one story per message
Call to Action:
Pull up your most recent blog post or service page.
Read just the first 100 words.
Would a butterfly land there or would it keep flying?
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