You don’t have to be a "content creator" just because you post content
One of the biggest barriers that often holds people back from posting online is the fear of being perceived as a content creator. As though the act of posting means you’re trying too hard or being overly self-promotional.
But whatever happened to just sharing our experiences?
Each of us has niche interests, reasons we love the work we do, and things we can't stop talking about with friends. That's not content creation, that's just being a human.
Storytelling is having a moment. It's moved from a nice-to-have to the cornerstone of how products and services are marketed. And there's a good reason for it.
People do exist on the other side of screens, and we’re drawn to human experiences, stories and narratives, not generic copy that lacks substance. This has always been true, but it matters more than ever now that written content has become a commodity.
So what does this mean for you?
If you're overwhelmed at the thought of posting, don't know where to start, you can begin by asking yourself a few questions:
What are my goals? Sharing experiences, sharing knowledge, showcasing what I create.
What outcomes do I want? Meeting new people, breaking into new networks, building a portfolio or becoming a thought leader in your space.
Am I marketing, selling, or educating? Not all content needs to feel promotional. Getting clear on what your content is for instantly reduces overwhelm and helps you stay in your lane. When you have a content plan mapped to an outcome, the friction of posting spontaneously on random topics is removed.
Where does storytelling fit in?
When building a personal brand (whether you like that term or not), it's worth remembering that people buy into the person behind the brand.
Showing up, sharing your story and letting people see who you are is what differentiates you from someone else offering something seemingly identical. People will choose one person over another because they've had a similar experience, feel an emotional connection, or trust that person's perspective more. Story is what creates that.
So what makes a good story?
Borrowed from Matt Gray.
This is a five-part storytelling structure that serves as a good posting framework.
The opening — Hook them with an open loop. Give them a reason to keep reading to find the resolution.
The friction — What's the cost of the current problem? Why does it matter?
The realisation — Why is it happening? People don't know what they don't know. A clear before/after makes this land.
The shift — Show them a different path is possible.
The resolution — What now? How do they move forward, and how do they continue that journey with you?
