Create Content for the Long Game

Create Content for the Long Game

July 4, 2021

A few short weeks after Write of Passage 5 ended I found myself dropping off from my daily writing habit. My accountability group disbanded as life happened. New jobs, new hours, and most of all changing priorities.

In July of 2020, writing served as an outlet. I needed it to push through lockdowns and Covid. But I fell off in September. No surprise as I focused my time building out Performative Speaking but I could feel something deep inside of myself. Like Gollum calling out the his Precious or the way that the Nazgul are pulled towards the ring of power in Lord of the Rings, I felt it.

A calling to keep writing. Keep producing. Trust the process.

Luckily I found my way back to writing. And no this isn’t just an article where I talk about my journey because it’s a lesson for every creator and entrepreneur.

Photo by Tobias Carlsson on Unsplash

Creating content works. It works to build your credibility. It works to attract a new audience. It works while you sleep and across the world.

In the words of Jack Butcher, “build once, sell twice”.

I didn’t actually believe that simply putting articles and videos out into the world would work. It felt like a vanity exercise and a waste of time. But people I respect said to do it. So I did.

In January I wrote an article every day for 30 days. I’m not going to lie and tell you that it was easy. It wasn’t.

But it was worth it.

I’ve kept writing and keep going deeper and deeper into subjects I care about. Storytelling, sales, fundraising, the creator economy, and communication strategy. It’s forced me to do more research, study, and crystalize my own thinking.

For you that might be worth it just for that clarity. The funny thing is how much more benefit comes from producing consistently.

I regularly work with clients now who read my writing to see the way I think and approach different topics. They want to see if I think differently.

This will come as no surprise but I love to write in narrative form and deliver plenty of stories. My stories include travel, art, food, books, and experiences that range from a courtroom all the way to random solo travel experiences in Japan drinking Sake at a bar in Kyoto owned by an Israeli man.

One of the founders I’m working with let me know that they read every article I wrote. They called out a few specific ones that really stood out to them. Some were recent ones I wrote but one of them was the third article I ever published on John Lewis back in July. Then they let me know that one point of connection with me is that my favorite book, Gates of Fire by Steven Pressfield, also happened to be their favorite book.

Those personal details that creators share enable others to connect with them through a computer screen. It’s how you can build a personal brand. If you share with the world the things you care about, others will feel like they know you.

And sometimes that means sharing things that might seem silly like the fact I love anime. But you know what, it’s who I am so no reason to hide it.

Photo by Noah Buscher on Unsplash

The best part about creating content is also how you can continue to reuse it. Time and time again when a client I’m working with has a question I can quickly link to some piece of content I’ve already created.

If an idea pops up in a session that I think is worth expanding on, I can send a quick link to let the person dive in. This happened in my Performative Speaking course where I talked about Hooks and Dismounts. There are always a lot of questions around this idea so I wrote on it.

I put it in the context of looping by looking at the first episode of Billions. Then I broke down different ways to hook the audience and dismount from the talk. Quotes, stats, questions, and stories were all covered in that article.

Now when I get the question on the topic, I just share the link.

I wrote a deep dive article on how to craft your story as a founder trying to fundraise. I regularly share that to help founders who may be unable to afford my services. It’s a way I can help but also demonstrate my process.

Creating content doesn’t get easier but the rewards do start coming in faster over time. People talk about compound interest being the 8th wonder of the world. It’s true and it happens with your content as well.

Tweet, TikTok, Instagram, Youtube, and write if you want to build something that scales over time. Give it a year. See where you’re at.

To bring it full circle, one year later and I was talking to David Perell the other day. We discussed how crazy that WoP 5 energy was and discussed his next cohort in September. I gave my presentation in PTYA for Ali Abdaal’s course for the 3rd straight cohort and I’ll be speaking at the ASU GSV summit in August all around online courses and the creator economy. None of this happens without consistent content creation.

I’ve never been more excited to help people create meaningful content both with Performative Speaking and in my mentor and speaker roles in various other creator communities.

It’s a long game. But I promise, it’s worth it.

I'm the founder of Performative Speaking and co-founder of Course Creators Collective. I turned my experience as a trial lawyer in 102 jury trials into a seat at the table in the tech and creator worlds.

You can always reach me at

Follow me on Twitter: @robbiecrab

Follow me on IG and LI: @therobbiecrab

Cover Photo by Karly Santiago on Unsplash

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