Hey friends,
Before we dive in, I want to apologise in advance. This week’s issue is going to be a bit meta – it’s about the game of being an educational-ish content creator. But hey, the point of this newsletter is to share what I’m learning as I learn it, and a lot of what I learn on the work side is about the meta-game of content… and that’s okay.
So, here’s a conversation I had this week with my coach, Barrett, that feels like it’s changing my approach to what I do.
Ali: Barrett, I’m struggling with something. My content team feels like they don’t have direction. We’re just churning out content to make numbers go up. And to be honest, it’s a feeling I can relate to – one I’ve had for years. It feels… pointless and arbitrary sometimes.
Barrett: I can understand that feeling. Can you tell me more about what’s causing this sense of pointlessness?
Ali: Well, we have these targets, you know? Like growing the email list to 350,000 subscribers or hitting 1 million followers on Instagram. But they feel arbitrary. It’s like we’re putting out content just to hit these numbers, which feels like a bit of a hamster wheel.
Barrett: I see. And how does that affect your motivation and creativity?
Ali: It’s draining, to be honest. I mean, I know intellectually that our content helps people. We get messages and comments all the time telling us so. But emotionally, I don’t always feel that connection. And I think the team is feeling the same way. They’re asking for more clarity on why we’re doing what we’re doing.
Barrett: That’s a common struggle for creators, especially as they grow. You’ve moved past the initial stages where just ‘making it’ was the goal. Now you’re grappling with purpose on a larger scale.
Ali: Exactly! And it’s not that I don’t care about the numbers at all. They’re useful as indicators, I guess. But I don’t want them to be the main driver. I want there to be something more… behind what we’re doing.
Barrett: I understand. It sounds like you’re looking for a way to align your content creation with a deeper sense of purpose, something that goes beyond just increasing numbers… Let’s approach this from a different angle. Can you describe the lifecycle of one of your audience members? What’s their journey with you like?
Ali: Well, it typically starts with them stumbling across one of my YouTube videos – maybe on time management or productivity. They find it useful and implement a tip or two. Over the next few months, some become ore regular viewers. They might be seeing real changes – getting more done, feeling less stressed, making progress on personal projects.
They might then follow me on Instagram for the inspirational reels, or just to see what I’m up to IRL, and maybe they’ll sign up for the newsletter to get more of a real-time sense of what I’m learning. Some join courses like Productivity Lab or YouTuber Academy to really transform their approach to work and life.
Maybe they might even hear about a product we’re building like VoicePal and think “ooh this is going to help me with my writing”…
But here’s the thing – most of our audience eventually ‘graduate’ from the content. They’ve internalised the principles and built better habits. Either They don’t need every piece of content anymore, but they’ll still check in occasionally. Either that or they’re burned out on personal development content lol.
But sometimes, years later, I’ll get a message saying, “I started watching your videos five years ago, and now I have my own successful business/YouTube channel. It all started with that first video.” Those are nice messages to get.
Barrett: That’s a great breakdown, Ali. Now, based on that journey you’ve just described, what do you think is the real purpose of the content you’re creating?
Ali: [Pause] You know, I think I’m having an epiphany here. It’s… repetition and reminders for existing fans, and an on-ramp for new audience members.
For our existing fans, it’s about reinforcement. We’re not just throwing new information at them constantly. We’re helping them internalise the key principles by presenting them in different ways, with new examples or contexts. It’s like… spaced repetition for life skills. Every time they engage with our content, it’s strengthening those neural pathways, making it more likely they’ll actually apply what they’ve learned.
And for new audience members, each piece of content is a potential entry point. It’s a chance for them to discover these ideas that could change their lives.
Barrett: Exactly. Let me share an example. You know Seth Godin?
Ali: Of course, the marketing guru with all those books.
Barrett: Right. Here’s the thing: Seth Godin has been saying the same thing for 25 years, just in different formats.
Ali: Wait, really?
Barrett: Yes. And he knows it. He’s comfortable with it. That’s the game. Seth’s core messages are things like: “Marketing is about spreading ideas that work,” “Build a tribe of loyal followers instead of trying to appeal to everyone,” and “Take risks, be remarkable, and stand out in a crowded marketplace.” He’s been repeating these ideas in various ways for decades.
And there’s nothing wrong with that. In fact, I think it’s brilliant. I’ve been following Seth’s work for years, and I’m always amazed at how he can take these core ideas and make them feel fresh and relevant. He applies them to new contexts, uses different analogies, or connects them to current events.
What’s really powerful is that this repetition actually enhances his impact. Each time he revisits a concept, it reinforces it for long-time followers and introduces it to new ones. And because he’s consistent, his audience knows what to expect from him. They trust his perspective.
I’ve personally had several ‘aha’ moments reading his work, even when he’s discussing ideas I’ve heard from him before. Sometimes you need to hear something multiple times, in different ways, before it really clicks. That’s the beauty of what he does.
Ali: [Long pause] Oh wow. So you’re saying… my goal as a creator, and our goal as a team, is to basically say the same core messages over and over again, but in different formats for different audiences and in different ways? I mean… that’s pretty much what we’ve been doing for years already haha. And of course, we want to keep doing this, but in a way that keeps it enjoyable for us, and useful for the audience.
Barrett: Sounds pretty good.
Ali: That’s… actually incredibly liberating. I often feel this pressure to constantly come up with new, groundbreaking ideas, especially when I see comments saying: “Ali’s content has become repetitive”… But now I see that’s not the point at all.
This also reminds me of Ramit Sethi. He’s been saying essentially the same things about personal finance for over a decade now. His core messages haven’t really changed – automate your finances, focus on big wins rather than small cutbacks, invest in yourself, negotiate your salary. But he keeps finding new ways to present these ideas.
Like, he started with a blog and then a book, then moved to online courses, then 15 years later he’s got a Netflix show, and now he’s doubling down on YouTube and his podcast. But the underlying principles are the same. He’s just found different formats to reach different audiences and reinforce the message for his existing followers.
And you know what? People love it. They keep coming back because these are principles that need reinforcement. Personal finance, just like productivity and personal development, isn’t a ‘learn it once and you’re done’ kind of topic. It’s something you need to be reminded of regularly.
So maybe when someone says our content is repetitive, that’s not necessarily a bad thing. Maybe it means we’re staying true to our core messages, just like Seth and Ramit do…
Barrett: So, what do you think your core messages are?
Ali: Hmm, let’s see… I think some of them are something like…
- Figure out what you truly want in life
- Be more effective at what you do
- Don’t forget to have fun along the way
- You can start a business or side hustle
- Consider starting a YouTube channel (it’s really fun and can change your life)
- Take care of your health – it’s the foundation of everything
- Nurture your relationships – they’re what make life worth living
- Don’t let fear of what others think hold you back
- Everything is a skill – you can learn anything
- Money doesn’t buy happiness, but it can buy freedom
- Time is our most valuable non-renewable resource
- Reading books is like getting decades of someone’s experience in a few hours
- It’s okay (and often helpful) to be systematic about improving your life …
… And I’m sure there are more, I’ll need to think about it.
Barrett: That’s a great start. Remember, this list isn’t set in stone. You can refine it as you go.
Ali: You know, this whole conversation feels like it’s flipped a switch in my brain. It’s not about constantly coming up with new ideas. It’s about finding fresh, engaging ways to reinforce these core messages.
Barrett: Exactly. And doesn’t that feel more manageable? More purposeful?
Ali: Absolutely. It’s like a weight has been lifted. We’re not just creating content for the sake of it. We’re reinforcing important ideas that can genuinely help people build better lives.
Barrett: And that’s the whole point, isn’t it?
Ali: It really is. Thanks, Barrett. This has been incredibly helpful.
So there you have it. A summary of the conversation between me and Barrett. I hope it gives you something to think about, whether you’re a creator yourself or just someone trying to build a better life.
Have a great week!
Ali xx
