You ever just fling a post into the social media void and think, This one’s gonna change my life, only to check back four hours later and find two likes—one from your cousin and one from a bot selling crypto?
Yeah. Same.
Look, I get it. You’re creating content. You’re grinding. You’re "getting yourself out there." But what if I told you that “getting yourself out there” isn’t a strategy—it’s a digital tantrum with good lighting?
Back in 2017, I made the delusional leap to “go into business for myself.” Like most creators, I assumed my radio voice, production chops, and general flair for the dramatic would translate seamlessly to the internet.
Spoiler: they didn’t. The bar for content was low, sure—but not that low.
In fact, when I launched my first podcast in 2013 (an irreverent pop culture show that we were sure would go viral), we had fun. What we didn’t have was visibility. Apparently, people don’t just show up because you hit “publish” and yell into the void.
It took me nearly a decade of ego-bruising, analytics-refreshing, and what I’ll call “growth delusion” to figure out that success doesn’t come from talent alone. It comes from structure. And strategy. And—brace yourself—boring things like objectives.
Objectives: The Unsexy Secret to Actually Getting Shit Done
Let’s play a game. Pretend you’re using Google Maps to drive to a party. Would you just start driving in the general direction of downtown and hope you end up near free tacos and a Bluetooth speaker?
No. You’d use turn-by-turn directions.
So why are you creating content without any?
Each reel, email, blog, or video is a move on the map. But if your “map” is just “vibes” and “consistency,” don’t be surprised when you end up lost in the desert of burnout with a dead phone and no snacks.
Goals are nice. Objectives are the GPS.
Goals are Great. Objectives Pay the Damn Bills.
Let’s break it down.
Common Content Creator Goals:
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“I want to monetize my podcast so I can quit my job.”
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“I want to grow my following and be seen as an authority.”
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“I want brand deals and email subscribers and viral fame and… blah blah blah.”
Cute. But without objectives, these are just Pinterest mood boards for your creative self-esteem.
Let’s look at a common example of how most creators think they’re strategizing:
Content Type: Instagram Reel
Goal: Vaguely “go viral”
Execution: Make a funny video → post it → maybe write “link in bio” → wait for magic.
And then...nothing happens. Because guess what? Virality isn’t a funnel.
Now let’s flip it with objectives baked in:
Content Type: Instagram Reel
Actual Goal: Grow an email list to sell merch.
Execution:
Nail the hook so someone actually stops scrolling.
CTA in the caption that says exactly what you want them to do:
“Want exclusive behind-the-scenes chaos? Tap the link, you nosy legend.”
The link goes to a clean opt-in form.
A spicy automated email hits their inbox with a freebie or discount code.
Funnel = activated. Mission = monetization.
Welcome to content with a pulse.
For My Fellow Radio Weirdos
Let’s say you’re an on-air personality trying to turn your blog posts into revenue. Cool. Let’s objective the hell out of it:
Goal: Use blog content to get sponsors.
Plan:
Make a Reel about “Top 5 Tracks for Working on Your Camaro.”
Only reveal 3 of them. The rest? “Click the link in bio.”
That link? SEO’d blog post with the full list + sponsor-ready copy.
Embed the Reel. Add analytics.
Sell the results to a tool brand that wants your sweaty Camaro demographic.
Boom. You just turned a dumb Reel into a pitch deck.
💡 Before You Hit Publish Again, Ask Yourself:
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Do I even know what I’m trying to do with this content?
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Am I solving a problem, or just performing for the algorithm?
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Am I guiding people toward something I own (email list, product, etc.)?
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Am I giving this strategy actual time, or quitting after three posts because it didn’t “blow up”?
If your answer is “no” to most of the above, welcome to the existential dread club. I’ve been president since 2013. But good news: you can change this.
My content flopped, stalled, sputtered, and sat in internet purgatory for years—until I got smart. Until I stopped winging it and started building.
Now? That strategy helped me turn my radio gig into something bigger. It got me noticed in the rock scene. It helped me build a brand that people recognize. And yes, it made coworkers ask, “How the hell did you pull that off?”
But that’s a story for another issue.
Until then: stop posting and praying. Start plotting and profiting.
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