I’m finally creating content with more Intention
I’ve been creating content for PMEZ for almost 10 years now, even if I didn’t always think of myself as a “content creator” by any stretch of the imagination. I was just trying to run my dog training business, explain how I work, help pet parents better understand their dogs and hopefully make it easier for the right people to find me. And as many other solopreneurs I quickly learned the importance of creating content to share online.
That meant writing blog posts, filming videos, posting on social media, sending emails, updating service pages and answering common dog training questions in a hundred different ways.
Some of that content worked really well here and there. Certain videos brought people to my page, blog posts answered questions clients were already asking, and social media helped people get a better sense of how I think about dogs and training.
But if I’m being honest, a lot of it was also created very randomly. I would have an idea, make something of it, post it and move on. Then I’d have another idea a few days later and do the same thing again. There wasn’t always much thought about how everything connected, where the content would live long term or what I could do with it after it was originally posted.
A useful video might get uploaded once and then slowly disappear down my feed. A blog post might still have good information but use an old title, outdated wording or unclear path to another useful resource. I had built up years of content, but I wasn’t necessarily treating it like something valuable that could continue working for me and helping people.
That’s what feels different about the content creation phase I’m in now. I’ve started thinking much more intentionally about what I create, why I’m creating it and how each piece fits into a bigger system.
Pawblems Made Easy is still at the centre of a lot of this because dog training has given me so much to talk about. There are endless questions, misconceptions, real client experiences and little everyday moments with dogs that can turn into useful content. My main goal with this service has always been to help pet parents and their dogs, and I want the content to do that whether someone eventually books a session or simply reads something that helps them understand their dog a little better.
At the same time, PMEZ isn’t the only business I create content for anymore. I’m also working on content and marketing for other businesses, which means I’m constantly dealing with different audiences, platforms, photos, videos, captions, blog posts, websites, offers and goals. And when you’re managing content for more than one brand, you quickly realize that relying on memory and random bursts of motivation is not a great system.
Having an organized flow has become more important than ever. I need to know what has already been created, what still needs to be worked on, which platforms something belongs on and whether an older piece of content can be updated instead of starting from scratch. I also need a way to connect everything so a video doesn’t just exist as a video and a blog post doesn’t just sit forgotten somewhere on a website.
For example, one dog training video could become a shorter social media clip, a blog topic, an email to clients and part of a larger page about that specific dog training concern. An older blog post could be updated, connected to a relevant service and turned into several Pinterest posts. A question I answer in a comment could eventually become a full educational resource. The idea isn’t to repeat the exact same thing everywhere, but to get more value out of ideas that are already worth sharing.
This has also changed the way I look at older content. I used to think the answer was always to create something new, but now I’m realizing how much useful material I already have. Some of it just needs to be cleaned up, reorganized or brought back into the picture. A blog post from a few years ago might still be relevant, but maybe it needs to sound more like me today. A video might have a great message but need a better title or a stronger place within the website. Sometimes the content itself isn’t the problem. Sometimes the problem is that nobody can find it, including me. 😅
I’m still figuring out what this whole system will look like. I’ve been organizing blog posts, video transcripts, services, products and other content so I can actually see what I’m working with. It’s not the most glamorous part of content creation, but honestly it might be one of the most important parts.
Creating more and more content without knowing what you already have eventually becomes overwhelming. I don’t want to feel like I’m constantly feeding social media platforms just to stay active.
I want the things I create to have a purpose and to continue being useful after the day they’re posted.
For PMEZ, that means creating a stronger library of information for pet parents. For the other businesses I help it means building content that supports their goals without every new post feeling disconnected from the last one.
So I guess this blog is the official beginning of my current content creation phase. It isn’t really about suddenly becoming a creator or trying to post every day. It’s really more about finally treating content like something I’m building in the hopes of making a difference in someone's day or week, rather than something I’m constantly throwing into the internet and hoping people see.
I’m sure the system will keep changing as I go, and I’ll probably look back at this post later and realize I’ve changed my mind about half of it. But right now, the biggest shift is simple: I’m trying to create with more intention, stay organized and make better use of everything I’ve already made.
Feel free to stick around to discover more, as I do!
