Content creation is at the heart of being a creator. Whether you are building a blog, running a social media page, or creating videos, your ultimate goal should be to build an audience from which customers will eventually come. But as I’ve mentioned in previous letters, growth doesn’t happen overnight. Consistency is key. Without it, even the best content won’t achieve meaningful traction.
When I started my blog back in 2016, I would celebrate if I got anything close to 100 visitors in a month. The blog was young, I had very little content, and most days it felt like I was shouting into the void. Fast forward to today, and my blog now attracts thousands of unique visitors each month. The growth didn’t happen magically — it came through deliberate effort, learning from what worked, and paying attention to my audience.
As you start thinking about your own content model, I want to share some insights on what I’ve learned, especially about what every piece of content should aim to achieve.
Your Content Should Develop Leads
Early on, I focused on content purely to fill perceived knowledge gaps. I wrote posts because I thought my audience might need help understanding certain topics. While that’s not wrong, I learned the hard way that content without intention rarely converts readers into customers.
As I gained clarity around the value I could offer, I realized something important: each piece of content should communicate what someone can get from you. You don’t have to turn every blog post into a sales pitch, but you should at least answer one or more of these questions:
1. What do I offer, and how does it differ from others?
2. What can someone gain from my content, product, or service?
3. What is the story behind my product, service, or method? How did it come about?
4. Who exactly am I seeking to serve?
5. What problems does my offering solve, and how?
6. How exactly does my solution work?
7. Why should people trust me or listen to me?
8. Why should a potential customer act with urgency?
9. Do I have proof, testimonials, or case studies I can share?
When I used these questions to structure my 2025 content plan, I noticed a big difference. My posts didn’t just educate — they also guided readers toward understanding what I do, why it matters, and how they could benefit.
Inform, Influence, and Engage
The beauty of asking these questions is that your content can serve a dual purpose:
• It informs your audience and gives them value.
• It influences the sales process without being pushy.
Your goal isn’t just to entertain. Every piece of content is an opportunity to move someone closer to trusting you, liking you, and eventually becoming a customer. Even if only a handful of people engage with your content, that engagement can reveal exactly what your audience needs — just as it did for me when I discovered the demand for Shona lessons and bilingual learning materials.
The Real Measure of Content Success
Too often, creators focus on impressions, views, or likes as the ultimate measure of success. While these metrics matter, they are not the whole picture. Engagement is far more important.Through engagement, I learned what my audience actually wanted. Some readers asked specific questions or shared challenges they faced. Those conversations became the foundation for my products and services, guiding me toward creating offerings that truly met my audience’s needs.
Putting It Into Practice
Here’s how you can make this actionable:
1. Review each piece of content before publishing. Ask yourself if it answers at least oneof the questions above. If it doesn’t, consider how you can tweak it.
2. Be consistent. Growth is slow at first, but it compounds. Posting regularly signalsreliability and helps your audience trust you.
3. Track engagement, not just numbers. Look at comments, replies, shares, and emailsfrom readers. Even one meaningful interaction can be more valuable than thousands ofpassive views.
4. Use content to gather insights. Pay attention to the questions and feedback youreceive. Your next product, course, or service could be inspired by these interactions.
5. Lead with value. Before asking for anything, make sure your audience walks away withsomething useful. This builds goodwill and increases the chances they’ll eventuallyinvest in your offerings.
Why This Matters
The primary goal of every piece of content is to develop leads. These leads are not just email addresses or social media followers — they are potential customers who have shown interest in what you do. By thinking intentionally about what your content communicates, you can create a natural path for readers to understand your value, trust your expertise, and engage with your offerings.Even if your blog, page, or social media channel is small, the insights you gather from engagement can shape your next steps, reveal new opportunities, and guide you toward creating products or services your audience truly needs.
Key Takeaways
• Every piece of content should answer at least one key question about what you offer,who you serve, and how you solve problems.
• Engagement is more important than impressions. Pay attention to interactions, notjust views.
• Lead generation is part of content creation. Even informative posts should guidereaders toward understanding your value.
• Consistency is crucial. Growth is gradual, but deliberate and steady postingcompounds over time.
• Content informs, builds trust, and paves the way for customers. Don’tunderestimate the power of a well-placed, value-driven post
Creating content with purpose transformed my blog from a hobby into a business. It taught me that every post, tweet, or video is a chance to show your audience what you can do for them, even without being overtly salesy.
As you plan your own content strategy, remember: inform, engage, and guide your audience toward understanding your value. When you do this consistently, you will see growth — both in your reach and in your business.
