It will be the year of the part-time creator

2024: The Year of the 9-to-5 Competitive Edge

The landscape of 2024 looks set to be a game-changer for the workforce, especially those in the 9-to-5 grind. I’ve been discussing this for a year, but a notable shift is emerging. Think about it: the everyday employee, those who brave the daily commute, participate in meetings, and engage in one-on-one interactions.

They’re not just office workers; they’re masters of empathy. And here’s the kicker: empathy is the secret sauce to creating great content. It’s about connecting with your audience, understanding their journey. Those who’ve walked in these shoes naturally have an edge in resonating with others.

Here’s the real eye-opener: you don’t need to leave your 9-to-5 to make a mark online. I’ve grown an audience of 100,000 on the internet while keeping my day job. So, how do you build an audience in 2024 without sacrificing your job, overworking, or losing precious family time on weekends? It’s achievable, even if you can only spare two hours a day. Ready to dive in? Let’s explore how.

Content Creation: The Gift Inside the Box

When we talk about content, let’s split it into two parts – akin to a Christmas gift and its wrapping. Focusing first on the ‘gift’, which is the essence of your content. In writing, this translates to:

• What’s your story?
• What lessons are you sharing?
• What’s at the heart of your argument?

These are the pillars that make content genuinely worth reading.

A key point here is having something intriguing to say. However, this can be subjective. What captivates you might not interest someone else. Writing solely from your perspective can be limiting. If it lacks credibility, a compelling narrative, or unique experiences, it might not resonate with others.

The trick is to optimize for content that tells a story, offers unique insights, or presents a fresh perspective. Think about:

• Moments that altered your perceptions.
• Experiences that changed how you see the world.
• Topics people frequently ask you about.

For instance, here are a few of my experiences:

• I spent 27 months in a corporate management graduate scheme.
• I balanced writing online with my day job for three years.
• I earned $100,000 on the internet in 2023.
• My journey with Ulcerative Colitis.

Reflect on your life and identify the experiences that have shaped you. These might not be immediately clear, but as you reminisce, note the people, experiences, and moments that have been transformative.

The Experience: Crafting the Perfect Packaging for Your Content

How you present your content is as crucial as the content itself.

Imagine if this newsletter were just a dense block of text with no breathing room. Chances are, you’d be less inclined to read it. But when I bold key points, your attention is naturally drawn to them. Starting a new line signals a fresh idea, inviting more engagement. Italics? They often indicate my internal monologue. Yes, I’m always in conversation with myself!

The principle is clear: the quality of content is non-negotiable. However, even the most captivating story, if not presented well, won’t shine as it should. It’s akin to a B- grade story. It’s not just about what you write, but also how you arrange your words on the page, the overall reading experience – all of this significantly impacts the reader.

Take Apple, for example. Their products are top-notch, but it’s their packaging that adds that extra 20%. It transforms a good product into a premium one.

Consider this analogy: wrap your Christmas gift in tin foil, and it loses its luster, even if it’s an incredible gift. But wrap it in beautiful paper, place it in an elegant box, add a gift tag with neat handwriting, and you elevate the entire experience.

Content is king, but the way it’s presented – the experience – is the queen. Both are essential in making a lasting impression.

Content-Audience Fit: Crafting Content That Resonates

Have you heard of product-market fit? It’s a common term in the product and service industry but less so in the content world, mainly because content is usually free. However, think of content as a product – it should be so compelling that people would pay for it if asked.

Evaluating Your Content Collection

When strategizing, it’s crucial to step back and look at your entire content collection. Each piece should not only have value (‘the worthy gift’) and be presented attractively (‘packaged beautifully’), but your entire content set should also make sense together. This coherence often defines your niche. Through careful attention to content-audience fit and reflecting on your content collection, your niche tends to reveal itself.

After producing 50-100 pieces, assess:

• Which pieces have unusually high engagement?
• Which ones spark a lot of comments?
• Which topics prompt direct messages from readers?

These insights guide the formation of your niche. Plan to review your content monthly and, as your collection grows, weekly.

A Cautionary Note

High engagement doesn’t mean you should focus solely on those topics. The key is awareness and observation, not pivoting your strategy with every viral post. Stay true to what you enjoy writing about. If a high-performing piece wasn’t enjoyable to write, it may not be worth pursuing further.

The Long Game of Audience Building

Audience building is a marathon, not a sprint. While there are tactics to accelerate your progress, remember that haste can lead to burnout. Opt for activities that feel less like work and more like a natural extension of your passion.

Some potential accelerators include:

• Engaging with Big Accounts: Spend 30 minutes daily posting thoughtful comments on popular accounts.
• Collaborations: Partner with other creators to expand your reach.
• Podcasts and Interviews: Although I personally steer clear of these, they might be enjoyable and effective for you.

Remember, the best strategy is one that aligns with your interests and sustains your enthusiasm over the long haul.

Embracing Realistic Productivity: The ‘Dailyish’ Approach

Oliver Burkeman’s concept of the ‘Seinfeld Technique’—marking an ‘X’ on your calendar each day you work on your creative projects to maintain a streak—was once a strategy I’d eagerly adopt. Picture this: a hand-written calendar, a red pen for the ‘X’s, all set up for a start the next morning.

But now, I steer clear of routines demanding daily, unwavering commitment. It’s not about laziness, inability to commit, or fear of failure. It’s about recognizing one essential truth: I am human.

Attempting the ‘do-it-no-matter-what-every-single-day’ approach often leads to an initial burst of perfection, followed by a burnout in about two weeks. It’s a great concept but overlooks life’s unpredictability. Missing a day or falling slightly short of your goal doesn’t mean your business or writing efforts collapse.

Aim for Balance, Not Perfection

My target is now more realistic: 5 or 6 days a week, averaging about 79%. This approach aligns more closely with real-life dynamics. Ironically, I’ve found that the less I focus on being productive, the more productive I become. Overthinking productivity can actually hinder it.

So, the best approach? Decide that your work is important to you. Commit to a ‘dailyish’ or 79% effort. It’s not about settling for mediocrity; it’s about acknowledging your humanity and the ever-changing nature of life. Missing days is part of the journey. Strive for that 79%, knowing that it’s perfectly okay not to hit 100% every time.

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Have a fantastic day ahead!