5 big lies about content creation

I’ve spent over a decade creating content. I come across bad advice and lies about this type of work all the time.

The first biggest lie about creating content?

“You need a great idea before you start writing.”

Here’s the truth:

Your first piece of content, whether it’s an email or a post, will flop.

And so will your tenth.

Your hundredth post might pop off, though.

But you’ll never write a great post, if you don’t publish lots of bad ones first.

So write and press publish.

The second biggest lie about creating content?

Going viral is a measure of success.

You can write a great post, and it’ll flop for no good reason.

And you can write a lousy post that pops off and gets thousands of views and shares.

I went viral on Substack and Facebook several times over the past few months. I didn’t say anything in these viral posts that I hadn’t said before.

But the algo is a fickle best.

If you go viral, great.

But don’t let an obsession with views and shares deter you from pressing publish.

Track your metrics, but make decisions based on your gut.

The third biggest lie about creating content?

Be everywhere. Create and repurpose content for every platform.

I call this the Gary Vee strategy. It’s terrible advice for those of us without big teams.

Sure, it’s easy to repurpose content for multiple channels, but that doesn’t mean you should.

Spread yourself across Facebook, LinkedIn, X, Substack, Threads, Insta… and you’ll never master one platform.

I’m focused on LinkedIn and Substack. I couldn’t care less about the other platforms right now.

Focus on one or two platforms you enjoy.

A fourth big lie about content creation?

Pick a niche and stay in it.

I’ve written across multiple niches, including writing, leadership, productivity, food and drinks and Web 3.0.

I’ve written in some niches for longer than others, but exploring different topics gives me more ideas for things to write about.

Niche selection isn't a marriage proposal.

The only exception to this is founders writing about their business, but even they can afford to write about personal topics.

Write about what keeps you up at night. Let a niche will form around you and your work.

You can easily switch things up. Sure, not all your readers will follow, but you’ll attract new ones.

A fifth big lie about content creation?

You must follow every trend.

I followed trends for a while. I wasted dozens of hours creating short-form videos because they were trendy on Instagram and TikTok.

I found viral videos by other creators and writers. I tried reverse engineering topics and adding my slant.

Would I spend hours creating portrait videos with my iPhone again? No. After a few dozen videos, I discovered that I hate short-form videos. What a waste of time, energy, and money.

These days, I prefer long-form content. My editor sometimes converts long-form content into short-form, but I don’t spend much time on it.

If a trend looks interesting, go with it. But don’t follow it for the sake of going viral.