2 Very Good Reasons Your Content Doesn’t Suck

Have you ever heard someone say something along the lines of “We live in an age of unprecedented communication and technology”? I’m sure you have.

Have you then acted upon it, by pouring your heart out into a blog article, illustration, podcast, video, or even a social media post? Then I wrote this specifically for you. Spend the next few moments reading this, because it is very important.

If you’re a beginner, chances are you have at most 5 to 10 people consuming your content. If you played it right, maybe you reach 80 to 100 people on average. And because you can’t seem to grow an audience, you get demotivated and ultimately stop putting out content. Perhaps you think you’re not good enough of a writer or artist or filmmaker or vlogger to be of any consequence. Perhaps you think it isn’t worth the effort or time. Perhaps you think people don’t want to hear what you have to say.

That’s bullshit.

Your content doesn’t suck just because it doesn’t have an audience. Your content hasn’t found its audience.

There’s a massive difference there. When we put out a post or a video and we don’t get traction, our societal conditioning immediately makes us jump to the conclusion that there is something wrong with us or our skill. We fail to recognize the key challenge of society as a whole today, which is abundance.

The Abundance of Content and Proliferation of Disinterest

Think about all the feeds you have in your life right now. Depending on which networks you’ve chosen to be a part of, you have anywhere from one to six feeds that you’re realistically paying attention to on any given day. That is six continuous streams of information in front of your eyes, vying for attention.

When we have an abundance of a resource, we tend to take it for granted. If you have food on your table every day, you stop thinking about it, instead fixated on other pursuits. So it is the same with social media. Think about how much content you’re consuming on a daily basis. So why wouldn’t it be the same with other people?

Think about how much content you consume. Why wouldn’t other people do the same?

We are indeed in an era of unprecedented connectivity and communication, and because of that it is easy for us to collectively have similar opinions and reactions to trends in the world. With the dissemination of so much information and content, we collectively have grown desensitized to it. It’s a proliferation of disinterest.

You Might Be Throttling Yourself

However, you’re not fighting a losing battle, nor is the market over-saturated. Understand that desensitization happens because the audience is exhausted — they’ve had their mental fill of a particular message, and so they choose to retreat into a comfortable shell. When they do that, they look towards entertainment to reduce that mental load.

If the content market truly was over-saturated, nobody would be doing well. Movies and TV shows and podcasts and writers would all be out of work — not going from strength to strength as they are now.

So if entertainment is the thing in demand, there is opportunity to supply it. Your audience is the people who will derive their entertainment from your style of content and the messages you put out. However, if you aren’t putting out that supply regularly, there is a good chance you’re standing in your own way.

As a creator and a consumer, you have your own personal standard of quality. This is great when you’re consuming, because then you know what you want and you tweak your personal stream of information to have a more fulfilling life. But as a creator, your personal standard can be your enemy.

Understand that entertainment has a very low threshold — direct to cable movies and cringe-worthy memes are proof of that. Memes wouldn’t be a thing. You wouldn’t have a barrage of new memes and jokes flowing freely on a regular basis.

If your personal standard is stopping you from publishing your work, you’re missing out on finding the audience that says otherwise.

The Takeaway

If you’re demotivated that your content is not being consumed by people, you need to make a shift in thinking. You need to see it as an audience not yet found, and you must recognize that the best way to find that audience is to keep putting out that content in a smart manner. Consistency and persistence are the keys.

If you liked this article, you can check out my personal blog for part two: Leveraging the Effort-Reward Cycle. I talk about consistency and the one skill you need to help your content grow and find your audience (Hint: it’s honest marketing).