Why you Create Content?

“Purpose is the reason you journey. Passion is the fire that lights your way.”

– Anonymous

Have you ever found yourself churning out content week after week, yet feeling like you’re on a treadmill going nowhere?

You’re putting in the work—creating blog posts, videos, or social media updates—but the impact seems minimal.

Your audience isn’t growing, engagement is stagnant, and the enthusiasm you once had is starting to fade.

If this sounds familiar, the problem might not be the content itself but the purpose behind it.

Purpose is the engine that drives your content forward.

It’s the reason you started creating in the first place, and it’s what keeps your audience coming back for more.

Without a clear purpose, your content becomes a train ride to nowhere, leading to frustration for you and disengagement for your audience.

I started my first podcast in 2010. It was a podcast on “Making money online tips”.

It was a quick decision to start it. At that time I didn’t even know it was called a podcast.

I had been listening to an audio blog from a creator I was following. He used to call it audio blog.

And I was fascinated with it.

Since I was an ardent follower of this creator, I just jumped in and started an audio blog of my own.

I released 50 episodes of the show but then lost steam.

I just couldn’t keep going. In spite of the fact that I had so much content that I could just have recorded and released.

Why?

Because I didn’t know why I was doing it.

I had no purpose.

It was in 2018, that I started my 2nd solo podcast – The Podcasting University.

And the reason I started was to fill the knowledge gap in the podcasting industry in India.

People weren’t aware of podcasting but they wanted to start podcasts.

I had the knowledge and I knew I could share it with people and help them.

I started my show.

And here I am at 150 plus episodes.

Why am I still going?

Because I had a purpose for starting my podcast.

Why Purpose Matters

Purpose isn’t just a buzzword; it’s the cornerstone of any successful content strategy.

Imagine trying to navigate a ship without a compass—no matter how skilled you are, you’ll end up lost.

That’s exactly what happens when you create content without a clear purpose.

Purpose gives your content direction.

It helps you decide what topics to cover, what tone to use, and who you’re speaking to.

It ensures that every piece of content you produce is not just random but part of a bigger picture.

When your content has a purpose, it feels cohesive, consistent, and valuable. Your audience knows what to expect from you, and they stick around because they trust you to deliver.

On the flip side, content without a purpose is like a puzzle with missing pieces.

Your audience might enjoy a post here and there, but without a clear thread connecting everything, they won’t see the bigger picture.

They won’t see the value in following you consistently, and eventually, they’ll drift away.

Finding Your Purpose: The Key Questions

So, how do you find the purpose behind your content?

It starts with asking yourself some key questions:

What’s the Core Message?

Think of your core message as the heartbeat of your content. It’s the central idea you want to communicate, the thing that ties everything together.

Without a strong core message, your content will feel scattered.

Ask yourself: What is the one idea you want every piece of content to reinforce?

This doesn’t have to be complex.

For instance, if you’re a content creator focused on productivity, your core message might be as simple as, “Helping people do more with less stress.”

Once you identify this core message, it becomes your North Star.

Every piece of content should, in some way, connect back to this idea. This not only helps you stay focused but also makes it easier for your audience to understand what you stand for.

Who Are You Talking To?

Your audience isn’t just a faceless crowd; they’re real people with real needs, struggles, and goals.

The better you understand them, the better you can serve them.

Start by defining who your ideal audience is.

• Are they entrepreneurs?
• Students?
• Busy parents?

What are their pain points, and what kind of solutions are they looking for?

The more specific you can be, the better.

Knowing your audience allows you to craft a purpose that resonates.

For example, if your audience is small business owners struggling with marketing, your purpose might be to simplify complex marketing concepts into actionable tips.

This not only gives your content a clear focus but also ensures that it’s aligned with what your audience actually needs.

Why Should They Care?

Here’s where you get into the value proposition.

Why should anyone take the time to consume your content?

What’s in it for them?

Think about the different ways content can provide value.

• Are you educating your audience about something they don’t know?
• Are you entertaining them with stories or humor?
• Are you inspiring them to take action or change their mindset?

Understanding the “why” behind your content not only gives it purpose but also makes it easier to promote and grow.

When you know the value you’re offering, you can communicate that to your audience clearly, making it more likely they’ll engage with your content and share it with others.

Crafting a Purpose-Driven Content Strategy

Now that you’ve identified your core message, your audience, and the value you’re offering, it’s time to bring it all together into a purpose-driven content strategy.

Start with a mission statement.

This doesn’t have to be a long, formal document.

In fact, the simpler, the better.

Your mission statement should be a concise summary of what you’re trying to achieve with your content.

For example, “To help small business owners grow their brands with easy-to-implement marketing strategies.”

This mission statement is more than just a sentence; it’s a tool that guides every decision you make.

When you’re brainstorming new content ideas, refer back to your mission statement.

Does this idea align with your purpose?

If not, it might not be worth pursuing.

Aligning Content with Purpose

Once you have a clear purpose, everything else should fall into place.

Your purpose should inform every aspect of your content creation process, from the topics you choose to the way you present them.

Content Ideas:

Your purpose should be the lens through which you view all potential content topics.

For example, if your purpose is to simplify personal finance, your content could range from budget-friendly tips to interviews with financial experts.

But the key is that every piece of content should, in some way, reflect that core purpose.

Think about it this way: if your purpose is the thread, your content topics are the beads on a necklace.

Each piece should add value and connect to the others, creating a cohesive whole.

Guest Contributions:

If you feature guest contributors, make sure they align with your purpose as well.

Their expertise and stories should reinforce your mission and provide value to your audience.

For example, if your content is about health and wellness, inviting a nutritionist or a fitness expert can add depth to your content while staying true to your purpose.

Call to Action:

Every piece of content should include a call to action (CTA) that drives your purpose forward.

This could be as simple as asking your readers to try out a tip you’ve shared, sign up for your newsletter, or join a discussion in your community.

A well-crafted CTA doesn’t just push your audience to take action; it also reinforces the purpose of your content.

It connects the dots between what you’re sharing and why it matters, making your content not just informative but actionable.

Measuring Success

How do you know if your content’s purpose is resonating?

The answer lies in how your audience interacts with your content.

Reader Feedback:

One of the most direct ways to gauge the effectiveness of your purpose is through reader feedback.

Pay attention to the comments, messages, and emails you receive.

• Are people telling you that your content is making a difference in their lives?
• Are they sharing it with others?

These are clear signs that your purpose is hitting home.

On the flip side, if your audience isn’t engaging, it might be a sign that your content is missing the mark.

Don’t be afraid to ask for feedback directly.

Sometimes, a simple survey or a question at the end of a blog post can provide valuable insights into how your audience perceives your content.

Metrics:

Numbers can tell a powerful story as well.

Look at your analytics—page views, social shares, time spent on a page, and bounce rates can all provide clues about how well your content is performing.

If you notice a dip in these areas, it might be time to revisit your purpose and see if it’s still aligned with your audience’s needs.

Evolving Your Purpose

Your purpose isn’t set in stone.

As you grow and evolve as a content creator, your purpose might change too. This is a natural part of the process and something you should embrace rather than fear.

Maybe you started with a narrow focus—like providing marketing tips for startups—and now you’re interested in expanding to cover broader business topics.

Or perhaps your audience’s needs have shifted, and you need to adjust to stay relevant.

Reassess Regularly:

Make it a habit to revisit your content’s purpose every few months.

Ask yourself, “Is my content still aligned with my mission? Does it still excite me?”

If the answer is no, it might be time to pivot.

Adapt to Change:

Don’t be afraid to make changes if needed.

The key is to keep your content purposeful, no matter how the landscape changes.

Whether it’s tweaking your mission statement, exploring new content formats, or targeting a different audience, staying flexible ensures that your content remains relevant and engaging.

Takeaway – Purpose is everything:

If you are into any form of content creation, remember that purpose is more than just a guiding principle—it’s everything.

It’s what keeps you on track, gives your content meaning, and connects you with your audience.

Without it, your content is like an engineless train, destined to drift aimlessly until it eventually comes to a stop.

But with a clear purpose, you have the direction, motivation, and clarity to create content that not only survives but thrives.

You’ll find that your audience is more engaged, your ideas flow more easily, and your content has a much greater impact.

So, take the time to define your content’s purpose.

Write it down, keep it in front of you, and let it guide every piece of content you create.

You’ll be amazed at how everything starts to fall into place when your content has a clear and powerful purpose.

Now it’s your turn.

What’s the purpose behind your content?

Take a moment to think about it, write it down, and let it drive everything you create. Your audience—and your future self—will thank you for it..

Recommended Newsletters

Here are few newsletters that I would recommend that you sign up to if you are interested in learning the art of running a side-hustle:

• Send and Grow – https://sparklp.co/p/3ad4af3653
• The Story Grid – https://sparklp.co/p/dfc5ea06d0
• The Book Bub – https://sparklp.co/p/3bcef5f1d4
• The Stacked Marketer – https://sparklp.co/p/5c2039bc2c

Sign up to these and follow them. You will get a lot of information and content for your blog posts, podcasts and even social media posts.

I will share more such ideas in my future newsletters.

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What am I reading?

I had picked up a new book “Outliers” by Malcolm Gladwell, a couple of weeks back.

But since it has been pretty hectic for me, I couldn’t start reading it.

I just went through the first few pages and it looks interesting.

But more about it in my next newsletters.

Until then you check out all of my favorite books at my Amazon store. Go ahead and check it out!

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