264# Document, don't create (part 1)

In this episode, I’m on my way to give a guest lecture at the
Faculty of Economics, and I’m using this time to share my key
lesson with you—document, don’t create. I’ve been thinking a lot
about how people approach social media, and I realized that
instead of constantly trying to create fresh content, it’s much
easier and more impactful to document what’s already happening.
That’s exactly what I do with this podcast; I document my
journey, and it becomes my content.


By documenting your journey, you bring your audience along for
the ride. It takes the pressure off trying to be creative all the
time, and it builds long-term engagement because people want to
follow your story. Whether you’re building a personal brand or
growing a business, documenting your process gives you an endless
source of content while helping you stay authentic and relatable.





Transcript:


Hello, everybody, and welcome to another episode of Sweet Buzz!
I’m pretty excited this morning as I’m driving to the Faculty of
Economics where I’ll be giving a lecture. The road isn’t great,
so apologies in advance, but I thought it would be fun to share
the topic I’m presenting. In fact, I haven’t fully rehearsed it
yet, so this is like a trial run with you as my audience!


The Faculty of Economics, where I got my bachelor’s degree in
eBusiness, invited me to speak to about 50 to 100 students. I’m
going to be talking about social media, specifically personal
branding and business branding. I saw that other guest speakers
talked about things like data and statistics, but I wanted to do
something more engaging and relevant to the students. Instead of
just talking about business departments like HR or marketing, I’m
focusing on how they can become influencers. It’s a hook to grab
their attention, but I’ll also apply the same principles to
business branding to make it practical for them.


My presentation is divided into two main lessons, and I’ll share
the first one with you today. It’s something I’ve been thinking
about for a while as I see how people behave on social media.
Here’s the main idea: instead of constantly trying to create new
content, document your journey. That’s
right—document, don’t create. As a business owner, this podcast
is an example of how I’m documenting my journey. I’m telling you
that I’m about to give a lecture at the Faculty of Economics, and
that’s content! Documenting your journey makes content creation
much easier because you’re simply sharing what’s happening in
your life or business.


Too many people struggle to come up with creative content
consistently. They feel like they need a high-production team,
fancy cameras, and complex ideas. But documenting your journey
doesn’t need all that. It’s natural, raw, and engaging. When you
take people on your journey, they want to follow along and see
what happens next. And unlike a typical social media post that
disappears in a day or two, documenting a journey keeps people
coming back to see how the story unfolds. It gives you long-term
content that can build an engaged audience over time.


That’s how I approach all of my content—from podcasts to books to
summits. I document the things I’m already doing in my business,
and it takes the pressure off having to constantly invent new
ideas. For instance, Sweet Leads documents everything that worked
in our B2B appointment-setting service, and my Financial Freedom
book is essentially a decade-long journey from skill development
to financial independence. Whether you want to become an
influencer or build your brand, documenting your journey gives
you both content and purpose.


So, that’s lesson number one: document, don’t
create. It applies to personal branding, business
branding, and everything in between. Start documenting what’s
happening in your life or company, and you’ll be surprised at how
much easier social media content becomes. Trust me, you’ll thank
me later!