Why you shouldn't batch your content creation

Around the time I published my Content Machine course, I made significant changes to my content creation strategy.

While I was creating the course, I came to the realization that people would be seeing different content at different times and different states of mind and I wanted to make my content available on demand.

Previously I wanted to have unique content in my emails and lodestone series in my mobile app to provide a reason for people to go to all these places and get different things.

This is a mistake for several reasons...

But what I realized was that people who just subscribed to my email list would miss tons of great content if I didn't put it in the app.

So I decided to record a video for each email I write that typically goes into more depth on the how-to side of things and post it up to my mobile app. This maintains the content forever for anyone who might have missed the email.

This prompted me to look back at all the content in my library that could be turned into a video for my lodestone series. But I quickly resisted this urge to generate a list of 100 or so old topics and go through one by one and record them.


It's like Robert Greene says in Mastery:

Engaged in the creative process we feel more alive than ever, because we are making something and not merely consuming, masters of the small reality we create. In doing this work, we are in fact creating ourselves.

In the process of doing this work, I'm creating myself. I'm gaining new insights and becoming something greater.

So instead of turning a bunch of old content into videos, my time is much better spent creating new, better content. I could easily remake any content from last year with better stories, insights, and clarity than I could if I just recorded what I wrote a year ago.

Not to mention the additional pressure that would be created by having to record 100 videos on top of everything else I do. This is a recipe for overwhelm.

This is also why I'm against these systems for creating several months worth of content in a weekend.

Why would I create a post today that I don't intend to publish for 4 months when I could gain 4 months worth of experience and then write it better?

Not only would I be robbing my audience of the increased insight from such a post, but I'd be spending a whole bunch of time writing about things that may not be applicable 4 months from now.

In an effort to save time, you lose out on quality.

There is this unwritten expectation that business owners are perfect and have completely mastered everything in their lives and have no room or need for growth. And this expectation is completely false.

I lost so much money following these Xerxes style business owners.

The opposite is in fact true. What good is a business owner if he or she isn't actively practicing their methods? What good are they if they aren't growing and improving every day?

Would you listen to me if I told you to publish every day but I only published once a week? Would you believe that consistency is important or that leadership matters?

Practicing what you preach is the Leonidas approach.

Anyways, the only way I can figure that writing your content 6 months in advance is a good idea is if you view content as a necessary evil in your business. Then you'd do well to put the minimum amount of effort into it.

Or, if your plan is to not learn, grow, or improve yourself or your methods ever.

But those types of people don't stick around here for long. The value of the methodical, constant improvements you make as your Star Forge grows cannot be fathomed by the feeble minds of these instant gratification type funnel owners.

The Star Forge, of course, being the engine behind my Content Machine. The engine that equips me with interesting insights, quotes, and relationships between seemingly unrelated topics. It's the reason why my content is so unique in a world full of swiping, modeling, and other such nonsense.

It's what makes me prolific. And being prolific is your greatest asset in business today.

And as the ancient saying goes (paraphrased), the best time to start a Star Forge was 20 years ago. The second best time is now.

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