We’re All Content Creators Whether We Like It or Not
The word “content creator” has evolved over the last decade.
First, it was synonymous with YouTubers. Then, it evolved to social media (think TikTok and Instagram). Now, it’s even extended to newsletter operators and podcasters.
Simply put, nowadays, if you’re creating brand media for your business, you’re a content creator.
If you have an email newsletter, you’re a content creator.
If you post social media content, you’re a content creator.
If you write a blog, you’re a content creator.
If you record a podcast, you’re a content creator.
If you film YouTube videos, you’re a content creator.
In the past, we would have cringed at the thought of calling ourselves a “content creator,” but now, it’s just part of the job.
As much as we roll our eyes and groan at creating another Reel or posting another blog post, we need to look at the bigger picture of how content benefits us in our business.
The role of content in your business is not just to make sales
We’ve developed a bad narrative that the only purpose for content in our business is to drive leads and make sales.
This is the same thinking that makes us burned out, overwhelmed, and not excited to create.
But when all we do is chase the potential of making money from our content (whether it’s becoming a creator or making sales), we lose sight of what it really helps us do.
Content is the vehicle in which we can show up and have a seat at the table. It gives us the power to have a voice and lead conversations.
It allows us to be creative, connect different ideas, or share new perspectives to create something entirely new.
We can craft a narrative through content, tell stories, and build entire worlds. We invite our audience to be a part of our world to foster and nurture our relationships with them.
Lastly, it allows us to leave behind an impact and a legacy. We become someone’s favorite or pioneer a concept that can be traced back to us. Our work resonates with the people who consume it, which is the best high you’ll ever get—trust me.
Instead of thinking about chasing the money when creating content (which also majorly takes the fun out of creating it), consider the purpose it offers you and your business.
Content that comes from a place of connection is more authentic and resonates with your audience than content that’s posted for the sake of posting content.
In other words, create content because you have something to say, not because you feel pressured to make a sale.
Build a better brand media ecosystem
There’s a difference between creating brand media that’s helpful versus harmful.
Helpful brand media is when each channel has a specific premise and purpose, and you like creating content. This media resonates with your audience and aligns with your goals and interests.
Harmful brand media is when it becomes a “should” and a chore that falls to the bottom of your to-do list. This kind of media doesn’t align with your audience or business vision.
The difference lies in the strategy pick and channels you choose.
If you don’t love creating content, it might be time to take stock of your brand media and shake things up.
Don’t know where to start? Here are three steps you can take to get started:
Figure out your goals and vision. What is your delulu vision for the content you want to create? How does this align with the greater goals you have for your business? Each content type and channel should have a purpose.
Understand your audience. Where and how are they consuming content? What channels are they on?
Determine the types of content you like creating. You can’t enjoy creating content if you don’t like the kinds of content you’re creating. Play to your strengths and interests here.
I took stock of my brand media earlier this year and completely switched up where I was showing up:
I shifted from LinkedIn & Twitter to Threads and IG because I’m pivoting my audience, and this is where they show up
I started two email newsletters because writing is and always has been a strength of mine
I’m doubling down on creating more brand media in 2025 and figuring out how to monetize it because it aligns with my long-term vision for my business.
So, whether we like it or not, we’re all content creators. But it’s up to us to determine how to strategically use content in our businesses to lead conversations and connect with our audience.
