Why create content on a regular basis?


If you are planning to start a blog or a newsletter or podcast or other form of regular content creation, it is worth taking time up front to articulate – at least to yourself – your objectives.

It is easy to get distracted by metrics such as number of views or downloads, when those may have no relation to the reason you decided to create content in the first place.

For example, if your primary goal is to build relationships with potential clients by interviewing them for your blog or podcast, then the audience size doesn’t matter. You could meet your objectives with zero downloads.

On the other hand, if your goal is to build a marketing funnel for some paid product, then you do care about having an audience – but only to the degree that your audience includes potential buyers.

Here’s a incomplete list of reasons why you might want to create content – I add more color in Episode 344 of Unleashed.

1. Learn about a topic
2. Research for a book
3. Develop your skills
4. Business relationships with:
a. Potential clients
b. Potential partners
c. Potential suppliers
d. Authors
e. Other cool people
5. Marketing funnel for a paid product
6. Establish credibility
7. Have a reason to reach out regularly to network
8. Discover what you think
9. Become more observant
10. Help others
11. Save time by recording the advice you keep giving one-on-one
12. Just feel a need to express yourself
13. Monetize with advertising