A few weeks ago, I asked ChatGPT to pretend Frodo from Lord of the Rings was preparing for his journey by reading blog posts.

(Stay with me here…)

I wanted it to map out what those blog posts would be - the full journey from “Choosing Your Companions” to “Surviving Mount Doom.”

Why? Because I’ve discovered something weird about content gaps.

EVERYONE is missing out on their full potential.

See, when I was at Shopify Plus, we had a massive challenge:

We were trying to compete in enterprise ecommerce with none the "standard" features as the established players, and practically zero product differentiation from the core platform—when Shopify, or cloud ecommerce as a whole, wasn't being taken seriously as a enterprise solution at the time.

Like most content marketers, I started by looking at keyword gaps.

But here’s what hit me:

We weren’t finding gaps in TOPICS. We needed gaps in the NARRATIVE.

Think about it like this:

When someone’s learning something new, they don’t think in keywords. They think in story arcs.

“What do I need to know first?” “Then what?” “What could go wrong?” “How do I know I’m ready?”

But here’s what’s wild:

Most content programs only show up for ONE part of that journey. Maybe two.

It’s like giving someone a map that only shows the middle of the trip.

So I developed this weird process:

1. Grab all your competitor’s content titles
2. Feed them to ChatGPT
3. Ask it to organize them into a reader’s journey
4. Look for the gaps between stages

Suddenly you see all the stories no one is telling.

The transitions no one is explaining.

The parts of the journey your audience is struggling through alone.

That’s where the REAL opportunities are.

Here’s what I’m curious about:

What story is your industry collectively refusing to tell?

Hit reply. I’d love to hear your take.

— Tommy

P.S. Sometimes the best stories are the ones everyone else is too afraid to tell.

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P.P.S. If you're curious about how to make your content more compelling, I'm hosting a free Lightning Lesson next week: "How to Edit B2B Content Like a TV Screenwriter."

We'll break down how Breaking Bad's scene structure can transform your blog posts.

Join me on Thu, Feb 13 at 12 PM EST. Save your spot here​

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