Why We Write: A Map for Meaningful Content

A guide for midlife entrepreneurs, creators, and curious humans finding their voice again.

Apr 24, 2025

Isn’t “content creation” a weird phrase?

In this era of social media it conjures images of ring lights and TikToks, marketing funnels and SEO hacks. Not exactly the soulful territory I had been looking to live in — especially when I’m focusing on more meaningful, aligned work.

But when you're starting something new — a business, a coaching practice, a movement, a body of work — you're going to need to say something. And not just once, but often. That’s the opportunity of modern work. We're don’t just do the work — we’re sharing it, shaping it, inviting others into it.

And that means writing. Or speaking. Or podcasting. Or posting.

Whatever it looks like, content is just expression. And expression, when it's intentional, can become a powerful way to create clarity, connection, and change.

But to do it without getting lost in the swamp of “content strategy”…?

Well, I’ve been thinking a lot about this (read: overthinking it), and I want to share a map. One that doesn’t start with, “What’s your niche?” or “What’s your hook?” But instead with a simple, human question:

What’s the energy behind what you’re creating?

Energy is just information

Before I get into it, here’s a quick detour through physics (because I used to be a physicist, and old habits die hard).

In the world of atoms and quarks, energy is just information in motion. Every particle, every field, is communicating — transferring force, vibration, potential. And the fascinating bit: you can’t transmit energy without creating some kind of impact.

The same can be said of your content. Every post, podcast, or newsletter is a little packet of energy. A signal you're sending out into the field. And just like in physics, you don’t always get to control how it lands — but you do get to set the intention behind it.

So instead of asking, “What should I write?” I’ve started asking, “What energy am I sending?”

And from that came this framework. A simple way to navigate the act of creating content — especially when you're not sure where to begin, or you're navigating the fog of reinvention.

The four energies of meaningful content

1. Content to clarify – Thinking out loud

This is where most journeys begin. You’re not writing for an audience. You’re writing to hear yourself think.

It’s the energy of “I don’t know what I think until I say it out loud.” It’s journaling with a public toggle. It’s building a body of knowledge, one rough idea at a time.

It’s growing “a mountain of thoughts from which to view the world from a new place.” With each post, you’re seeing things differently. You’re learning in public. And along the way, you start to form a mountain of knowing — something solid to stand on.

The key here? Don't polish. Don't sell. Just explore.

2. Content to connect – Sharing the signal

Once you’ve done a bit of clarifying, you might notice themes. Ideas you come back to. Values you care about. Truths you want to stand for.

This is content that sends a signal out into the world — a kind of philosophical bat-signal. It’s less “here’s what I know” and more “here’s what I believe.”

And in this signal, others find resonance. “Ah,” they say, “you too?”

This kind of content isn’t about building an audience. It’s about building a field. A space of shared meaning. A place where your people can find you.

3. Content to invite – Walking together

At some point, your content might shift into an invitation. Not in the shouty “Sign up now!” way, but in the gentler “Come along” way.

You’ve been walking a path. Now you’re turning around and offering a hand to others just starting. Maybe you’ve got a few tools. A few stories. A way of seeing that might help.

This is content that says: “We’re on the same road. Let’s walk a while together.”

This is especially powerful for those of us in midlife, because we’ve lived. We’ve failed. We’ve tried things and survived. And that gives us something worth sharing — not in a preachy way, but in a human way.

4. Content to create safety – Building trust

And finally, the content that says: “You’re safe here.”

This is the place where service becomes real. Where people might hire you, join your programme, or buy your product — not because you shouted the loudest, but because they felt something in your words.

They felt trust.

This kind of content shows your track record. Your lived experience. The results you’ve helped others get. But more than that, it shows your character. Your intentions. Your transparency.

It's where marketing meets meaning.

Why this matters now (especially for midlife creators)

If you're reinventing your working identity — shifting from employee to entrepreneur, from corporate role to creative path, from burnt-out to lit-up — then this framework isn't just about content. It's about presence.

It's about how you show up in the world. How you make sense of your new self. How you find the others.

And it's about remembering that you don’t need to master content strategy to begin. You just need to know the energy you’re transmitting.

Clarify. Connect. Invite. Create safety.

That’s the map.

Your turn: What energy are you in today?

So, if you’re staring at a blank page or hesitating to hit "post" — ask yourself:

What’s the energy here?
Am I clarifying something for myself?
Am I reaching out to connect with others?
Am I inviting someone to walk with me?
Am I building a safe space to work together?

You don’t have to do them all at once. You don’t have to get it perfect. But knowing the why behind your words will change how they land.

Because energy, like content, always leaves a trace.

And yours — when it’s intentional — might just change someone’s day. Or their direction.

Maybe even yours.

P.S. This post fits into the “Clarify” bucket for me.