Creating content vs. writing with intent

Creating content is a fuzzy, buzzy phrase that means writing and editing stuff.

backlit keyboardThat stuff might take any number of forms, including news, entertainment, commentary, analysis, scientific papers, technical instructions, training, even clickbait.

Some stuff is still delivered on paper, with ink. Much is delivered digitally in some form: text, video, audio or some combination of those.

Creating content is so easy that we’re awash in the stuff. Just look around.

The more rare good content is different, and the best of that is created with intent.

Creating content with intent is akin to what I call writing with intent. Writing with intent — with a solid grasp of your purpose for writing and disseminating your work — inevitably improves the end result.

Whether your purpose is to inform, instruct, train, sell products, sway votes, incite a riot, make people laugh, or just get clicks, be able to state that purpose clearly before you write a word.

You can’t meet an objective if you can’t articulate it.

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