Tired of throwing things at the wall through social media and hoping that something sticks? Unsure of what true growth looks like for your content such as your podcast or YouTube video? Wondering why your content isn't driving the visibility and business growth you expected?
In 2017 I had made a decision to "go into business" for myself and start building content online. I had felt the content that was available was too dry, lacked personality, production quality and a bit of that radio "flair" I had always known. To me, internet audio content was sub-par at best. Granted that 2017 content was far different than what we see in 2025, I still felt an obligation to put my knowledge out into the world to help amateur podcasters become better content creators.
It wasn't that I wanted to be a know-it-all about presenting over a microphone no more than it was about being able to build better audio content.
There were structures, methods, skills and beliefs I had garnered up to that point that could only be considered as an "occupational secret" in the radio industry. Except, these weren't secrets at all.
It was all part of the job that nearly 99% of the world wouldn't understand unless they did what I had already been doing for 17 years.
When I started my first podcast in 2013 – an irreverent comedy show about pop culture – I was humbled after 3 months. My name recognition alone wasn't going to get people to listen to what me and my partner had to say. Content-wise it was a success. Visibility-wise it was an absolute flop.
Nevertheless, we kept banging our heads against the same wall where we were throwing shit to see what stuck, leaving us burned out and completely confused as to why we weren’t seeing better success with this podcast.
What felt like a sullen realization—to put the podcast on indefinite hiatus—turned out to be the start of my journey to build a content platform from scratch. I needed to master real marketing for myself so I could help other podcasters, radio professionals, and content creators achieve tangible results.
It would take nearly 7 years for me to realize that growth must start with identifying individualized objectives that lead to an ultimate goal.
Objectives Are Turn-By-Turn Instructions For Your Content Destination
It's safe to say that each of us use Google/Apple Maps regularly to help us get to our destination. The beauty behind this technology is that it has improved so much that it tells us nearly everything that is happening on the road in real time.
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From road closures to speed traps, the Maps app has got your back when it comes to reaching your final destination.
Each update that is displayed on your dashboard or phone presents a more efficient way to reach your goal. It didn't occur to me that each turn-by-turn instruction was like playing a board game or video game with side quests/objectives--except you're doing it in real life.
For each unit of measurement where you need to make a turn, the phone presents to you the objective:
"Turn right in 500 feet onto 7th Avenue."
You'll likely see, hear and even feel--if you're wearing a connected watch--these moment-by-moment instructions before you have to make these turns. These just aren't instructions though. These are objectives to help you reach your goal.
Whether it's remodeling a bathroom or billing $250k as a sales goal, it's the little things in between that help us achieve our goal. We disguise these little things as "things I have to get done," but they're really just objectives.
Only, when it comes building out a platform with a specified goal, most content creators tend to paralyze themselves on what their objectives should be.
Goals Are Great—But Objectives Pay the Bills
Let's start with what common content creator GOALS look like.
"I want to start a podcast and monetize it so I don't have to work a real job."
"I want to grow my audience so more people hear my message and engage with my work."
"I want to establish myself as an authority in my niche to attract partnerships or speaking opportunities."
"I want to grow my social media following to increase visibility and attract brand collaborations."
"I want to build a robust email list to stay connected with my audience and drive consistent engagement."
It's easy to come up with goals, but where we trip up is with the objectives—"the little things."
As an example, let’s break down what typical content creation often looks like:
- Type of content: Entertainment
- Delivery system: Instagram Reels
- Assumed goal: Get post likes that will hopefully lead to more account likes, a few link-in-bio clicks, and maybe liking other accounts.
Generally, this is what I see from most content creators trying to "make this a business."
There is absolutely ZERO DOUBT these people are creative and entertaining to their core. There is ZERO DOUBT these people are motivated to keep creating quality content to publish on their social platforms.
But whenever I’ve asked these content creators, "What are you trying to achieve?" their typical response is, "I'm just getting myself out there so that I can grow my following."
In my mind, I can’t help but think, "That’s it?"
I learned a long time ago that "just getting myself out there" doesn’t pay my muthaf*ckin' bills. Know what I'm sayin'? "Getting myself out there" doesn't translate to dollars unless there’s a focused goal in mind and structured objectives.
Instead, content creation should look more like this:
- Type of content: Entertainment
- Delivery system: Instagram Reels
- Defined goal: To grow my email list, own my subscribers, and use the list to sell my merchandise.
- Execution Plan:
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Refine the Hook
- Ensure the Instagram content has a compelling call-to-action (CTA) in the video or caption. For example:
"Want exclusive content and behind-the-scenes updates? Click the link in my bio to join my community."
- Ensure the Instagram content has a compelling call-to-action (CTA) in the video or caption. For example:
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Optimize the Email Capture Form
- Make the form visually appealing and easy to use.
- Use a headline that aligns with your offer, like:
"Get Exclusive Tips and Discounts—Join My Community!" - Include fields for First Name and Email Address only to reduce friction.
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Deliver Immediate Value
- After signing up, send an automated email with a welcome message or a lead magnet (e.g., a free guide, discount code, or exclusive content).
- Example: "Thank you for joining! Here’s your exclusive guide to [topic]."
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Create a Content Funnel
- Design a series of follow-up emails that build trust and nurture your audience.
- Include:
- Introductions to your story or brand.
- Teasers for upcoming content or products.
- Links to shop or engage further.
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Analyze and Adjust
- Use analytics tools to track:
- Click-through rates from Instagram.
- Sign-ups on your email capture form.
- Engagement with email campaigns.
- Adjust content hooks or email copy based on performance.
- Use analytics tools to track:
Keep in mind, this example of a content creator building Reels on Instagram can work if there is consistency in content delivery and implementation of all the small things in between (the objectives).
Now, let's look at this from another perspective. Let's take a radio station air talent's efforts in creating content to achieve a goal.
In this circumstance, we'll start with the goal and share what the little objectives will be along the way:
Goal:
Create engaging air personality blogs that open opportunities to sell additional sponsorships to local or national clients.
Strategic Breakdown:
- Use Instagram Reels as the initial hook, delivering educational and entertaining content relevant to the local audience.
- Drive traffic to the radio station’s blog by teasing part of the content in the Reel and linking to the full content in the bio.
- Build a robust, SEO-optimized blog post that provides full details, embeds the Reel, and demonstrates value to potential sponsors. (DO THIS BEFORE YOU PUBLISH THE REEL)
- Leverage analytics from blog traffic to pitch sponsorship opportunities.
Execution Plan:
Step 1: Create the Instagram Reel
- Content Type: Educational + Entertaining
Examples:- Top 5 restaurants in Phoenix for date night.
- Top 5 tips for working in the garage.
- Top 5 tracks for working on your Camaro.
- Hook: Create a compelling opening to grab attention (e.g., "Looking for the perfect playlist for your next garage session? We’ve got you covered!")
- Content Tease: Share only half of the list (5 out of 10 songs).
- CTA: Drive viewers to the blog for the complete list. Example: "Want the full list? Click the link in our bio to check out the blog!"