“there's two types of content there's reach content and resonance content reach content is the nine books that will blow your mind about X thing where those go viral and it actually doesn't matter who writes it because you act you don't even look at who wrote it you just look at the content and so there's no resonance with the writer”

Separate reach content from resonance content

Reach content (listicles, hacks) spreads but builds no affinity because nobody cares who wrote it. Resonance content (stories, building in public, personal lessons) makes readers feel something for YOU specifically. Publish both intentionally: reach pulls strangers in, resonance turns them into fans. Picking only one is a common mistake.