I often hear people say that they are “Content Strategists” or the explain how to “Create Content”.

And although I know what content is, it seems to me to be a weird and jargon-ey term that causes so much confusion.

Because that is all we really need to do. We all know so much and have so much brilliance to share. But to clarify: what is content? And how can you make more?

Content comes in so many different forms. 

It can be: 

Image based

Written

Video

Audio

I am sure there are more categories too that I’ve glazed over.

And then there’s the length. I’m calling them micro (or snippet), small and long.

Examples: 

A reel on Instagram = I would say that is a micro-video. 

An Instagram image post with a caption = is a written and image small piece of content. 

A Facebook text only post around 2000 words = a long, written piece of content. 

That same Facebook post on your blog with images as well = is a long, image and written piece of content. 

A podcast of the same article would be = a long, audio piece of content. 

Using Headliner to turn that podcast into a video makes a snippet of video content. 

Transcribing that podcast into a written blog with images = is a long, written and image piece of content

But more important than the classifications and definitions is the purpose.

For a long time I found it really hard to create content and I did not enjoy creating content.

I spent a long time creating content with the idea in mind that I had to do it to reach clients and that content would help me sell my services. The only content I was able to make easily were “how-to” videos. I think these felt easy because they were of service to my clients with low expectations of reward. They were more of a selfless service. 

In the yoga tradition I studied for many years, selfless service is called karma yoga. In karma yoga you work for others and try to release your expectations of reward. 

Recently, I have been loving creating content. Short videos, long videos, short written posts, longer writing. All kinds. And I think what has changed is my frame for why I create content. 

Now, I create content as a practice for myself. As more of an enquiry and creative expression. The things I think about it are more like: 

“How can I say this in 60 seconds?”

“I wonder if anyone agrees with this?”

“How clearly and simply can I explain this in writing?”

“Can I explain those instructions in writing?”

“I wonder what my peeps think about this idea?”

And now I never really think: 

“I need to create this so I can sell my offer/service”

If I want to offer my service I just do it. I create a separate post, or separate piece of writing that speaks directly to the offer. 

Sometimes, while I’m developing offers, I do some research and get excited about that topic so I’ll naturally share about it, but since I separated my selling and my content, my content feels a lot cleaner and a lot free-er. I feel that I can experiment more and genuinely share with people who I care about. 

This is my story around creating more content. 

I wonder – what do you think about when you try to create content? Could those thoughts be hindering your ability to create content like mine were? 

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