Adam Houlahan on Creating Content Worth Saving: Utility Over Inspiration

In a recent LinkedIn post, Adam Houlahan explores the critical difference between content that merely gets read and content that is saved for future reference. Houlahan, founder of Prominence Global, argues that many content creators, particularly founders, overlook a key element in their strategy: designing for utility.

According to Houlahan, the pursuit of ‘saves’ is often misunderstood. He posits that true utility, which drives content to be revisited, stems not from inspiration alone, but from practical application.

“Saves come from utility, not inspiration.”

Houlahan elaborates on this point, stating that content must actively assist the reader in making decisions, solving problems, or clarifying complex issues to warrant being saved.

Designing for Reference: Houlahan’s Framework

To help creators shift their focus from mere opinion-sharing to producing valuable reference material, Adam Houlahan outlines a three-part construction rule. He suggests that effective content should:

• State a clear commercial tension.
• Explain the underlying mechanism.
• Provide a practical decision filter.

Houlahan provides an example, contrasting a generic statement like ‘positioning matters’ with a more actionable approach. He suggests instead explaining how misaligned messaging suppresses authority signals and then offering a diagnostic audit. “When readers can apply what you write immediately, they are more likely to preserve it,” Houlahan notes, emphasizing the power of immediate applicability.

The Essence of Clarity in Content Creation

The core principle underlying content that gets saved, as highlighted by Houlahan, is clarity. He defines utility in various forms, including decision trees, structured comparisons, or diagnostic checklists. The common thread, he argues, is that such content reduces future cognitive effort for the reader.

“People save what reduces future cognitive effort. Write as if your reader needs to act tomorrow, not simply agree today.”

Houlahan challenges creators to reflect on their recent output. He prompts them to consider whether their posts were designed for immediate agreement or for long-term value.

Authority and Reputation Management

The article also touches upon the broader implications of content strategy for personal and business authority. Houlahan, whose firm Prominence Global offers reputation management support, suggests that if a creator’s profile and content aren’t accurately reflecting their authority, professional assistance can be beneficial.

“If your profile and content are not accurately reflecting your authority, our reputation management support at Prominence Global can help.”

He concludes by encouraging readers to assess their own content creation habits, ultimately advocating for a more utility-driven approach that resonates with and serves the audience effectively, thereby increasing the likelihood of their content being saved and revisited.