Are You a Content ‘Creator’ or a Content ‘Transmitter’?
Have you ever heard that you need to produce content in order to grow your business?
It’s a great idea.
But most leaders aren’t exactly ‘content creating machines’.
I talk to coaches all the time that are extremely intimidated by the process of publishing any content at all.
And usually, that’s because they don’t know the two stages of content creation...
The ‘Transmitter Stage’ and the ‘Creator Stage’.
Each stage will demand a different ‘role’ from you.
So, let’s define the Transmitter role first...
Transmitter (Noun): A Transmitter takes information from another source and 'transmits' it to their clients and followers.
When you first start out, it’s normal to regurgitate what you’ve learned from others.
That’s what being a transmitter is all about.
It’s like reading a book to someone…
...and in the beginning, it’s not a bad idea to share information from other sources. Just like you would expect from a teacher.
At this stage, you’re not an ‘expert’ yet, no more than your high school chemistry teacher was an expert chemist.
Becoming an expert takes about 10,000 hours…
...which will take you just under 5 years if you are working full-time.
And until that time, your ideas aren’t fully baked.
They are a little ‘doughy in the middle’ and just tasty enough that people will want to consume them.
Don’t just wait around for those 10,000 hours to pass…
...you should be TRANSMITTING wisdom the entire time…
...even before you think you’re ‘ready’.
Add value RIGHT NOW, even if it’s just transmitting other people’s ideas to the clients you are committed to help.
Eventually, as you continue to learn and develop…
You become a creator.
Creator (Noun): Someone who brings new or original ideas into being.
As a Creator, you start to develop your own unique and valuable content.
How do you know when you’re becoming more of a Creator versus a Transmitter?
First, others will recognize your content as original ‘thought work’.
It will be very obvious that your content didn’t purely come from someone else.
The second way you will know you’re more of a creator?
That you OWN the ideas.
Sure, you might've learned the ideas from someone else…
But now, that same material is part of who you are (perhaps as a result of using it, sharing it, or experiencing it).
Your experience adds value to the original idea in a way that makes it uniquely yours.
Know The Content Stage You’re In
You need to know which of these two content creator 'stages' you’re in.
Why?
So you know the ‘moves’ that help you to win in that stage.
Doing the right thing in the ‘wrong stage’ will hurt your progress and kill your chances of attracting coaching clients with your content.
If You’re in The Transmitter Stage:
Things to do as a Transmitter:
1. Read, watch, and listen to a lot of content from other sources.
2. Spend lots of time transmitting those ideas (in your own words) to everyone you can.
3. Rinse and repeat.
Things NOT to do as a Transmitter:
1. As a transmitter, you might judge yourself because you think that you’re 'never going to be a creator'...
...which can cause you to quit before you have a chance to succeed.
Don’t quit just because you’re not ‘an original’ just yet!
Most coaches have to be Transmitters for a long time, while they develop the skills and knowledge to create value from their own work.
2. Don’t try so hard to be a Creator too soon.
I’ve seen so many coaches wrap themselves into pretzels trying to come up with an original content idea…
...that they fail to produce even one valuable piece of content!
If You’re in The Creator Stage:
Things to do as a Creator:
1. In the Creator stage, you need to stick to your guns.
Come up with your own unique, personal, and original ideas (or other’s ideas that you know you’ve ‘taken ownership of’)
2. Share these ideas with your followers and clients.
Keep sharing and developing your own content…
...even when your ideas are ignored.
...even when your ideas are attacked.
The fact is, not everyone will agree with your point of view…
...that’s a sign you’ve struck a nerve, or taken a strong position.
Not everyone will care about your ideas, either.
That’s ok, because you’re not creating content for them.
You’re creating content for those that NEED YOUR HELP.
Things NOT to do as a Creator:
1. Don’t waste too much time transmitting ideas that really aren’t ‘yours’.
2. Don’t get stopped by the thought that you don’t have anything unique or valuable to share.
On a personal note: I’m practicing what I’m preaching here...
Most of the writings I’ve created for you are 100% my own thoughts…
And it’s humbling to hear how they have made a difference for you.
But, I’ve only been able to create at that level because I’ve Transmitted ideas for so many years…ideas I learned from Master Coach University, or Jeff, or other coaches.
In fact, I’m 'Transmitting' this idea to you (from Jeff) right now!
Even though I’ve shared plenty of ideas that were not my own, they were valuable to my clients and my own growth as a creator.
I was willing to be a Transmitter for years so I could help others on their journey...
...in speeches, trainings, and coaching sessions.
Over time, I gradually added my own thoughts and experiences.
But I had to commit to the Transmitter stage while I was in it...
...which wasn’t easy.
So don’t make the mistake of operating as if you’re in a stage that you’re not really in…
...whether it’s too early for you to be 100% Creator, or too late to linger in the Transmitter stage.
Know who you are.
Accept the content stage that you’re in.
So… are you a TRANSMITTER or a CREATOR right now?
Colette "Content Creator" Coiner
Dr. Colette Coiner, PCC, PT, DPT, FAAOMPT
Associate Dean, Master Coach University