The only 2 reasons to create content online

Why most content misses the point

Author

Stephen Stanberry
September 18th, 2025

In partnership with

Hey friend!

Most people think they’re creating content to get likes.
Or maybe to go viral.

But if you strip away the noise, there are only two real reasons to show up online:
To build a community.
And to generate leads or sales.

Everything else is distraction.

The proven way to do both?
Story-driven content.

Stories are what stop us mid-scroll.
They’re what make us feel like we actually know someone.
They connect strangers in ways tips and templates never can.

And they’ve been doing this for thousands of years.
Before books or podcasts or social platforms, stories were how we learned, how we connected, how we decided who we could trust.

That hasn’t changed.

When I work with clients, I see the same shift every time.
At first they’re focused on tactics.
“How often should I post?”
“What platform is best?”
“Should I chase trends?”

But when they stop chasing hacks and start sharing their story, everything clicks.
The right people lean in.
Their content begins to compound.
And trust starts to grow.

Because the truth is simple: people don’t remember your tips. They remember your stories.

Here’s one system I give clients to make it easy:

  • Choose one story each week

  • Repurpose it into 3–5 formats

  • Tie it back to the transformation you offer

That’s enough to build authority, community, and clients.

So here’s my question for you:
What’s one story you’ve been holding back that your audience might need to hear this week?

Talk soon,
Stephen

P.S. Reply “Story” and I’ll send you the framework I use to help founders pick stories that build trust and generate sales.

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