Planting trees for shade
The power of creating content now that will serve you down the road.
Gary Bloomer | SHAKING THE TREE # 193
Imagine hiking in a great forest and looking down at a tiny seed.
You pick the seed up; in your hand and it's probably nothing to look at, an unassuming, almost insignificant dried up husk.
And yet, that seed contains an exact DNA map, millions of years in the making, of the tree it came from that, if planted and watered and nurtured, has the potential to grow into a towering oak, or beech, or hemlock, and with that growth there’s the potential to raise a giant that will stand for decades, perhaps every a century or longer, a testament to persistence, patience, and foresight.
That's the power of planting a tree today—the shade of which you will probably not live long enough to enjoy. It’s an exercise in hope.
And while planting that seed may well be an investment in a future you may not fully witness, it’s likely to be future that will benefit handsomely from your actions.
But most of us are not persistent are we?
Many of us are not that patient. And for many of us, foresight is an alien concept.
We are creatures of instant gratification: we want it all and we want it right way: success, results, sales, money. We want impact. It’s ours. We’ve worked for it, or at least, we deserve it and we think we’re owed it in some way. Why shouldn’t we get it?
But true, lasting impact comes from sustained and long-term vision, it comes from long term effort, and from planting seeds that take time to root, to grow, and to bear flowers and fruit.
Which brings me to why this matters and how it connects to the idea of creating content. You see, just like any tree seed, the content you create today is an investment in your future, a forest you'll be cultivating for quiet a while before it offers tangible results.
Think of it this way: a single blog post, a well-crafted social media thread, a meticulously researched video—these are your content seeds. These things contain the genetic code of your content’s eventual success.
True, they might seem small efforts now, a tiny drop in the vast ocean of online content. But over time, and as each new piece of content you create follows in its stead, each piece contributes to a larger whole, gently building your online presence, establishing your authority, and attracting and cultivating your audience.
Just as any woodland or forest captures carbon and provides shade and oxygen, along with a seemingly limitless supply of food, shelter, and protection for an astonishing array of critters through a thriving ecosystem, over time, your content creates a digital ecosystem around your brand.
And with it, your content attracts organic traffic, it builds and sustains a community, and it generates a supply of interest, traffic, leads, and sales.
But none of this happens overnight.
It takes time, it demands consistency, and it requires an almost superhuman and at times relentless commitment to nurturing your content "forest."
Many creators fall into the trap of chasing trends and fleeting viral fame.
They focus on quick wins, instant hits, and short term visibility, all while neglecting the long-term potential of lasting, evergreen content.
They're not planting trees, they’re planting seasonal wildflowers that bloom briefly and then fade.
The analogy extends further: a healthy forest requires diverse flora.
Just as a forest benefits from a variety of trees and plants, your content strategy needs to brand out into different formats and topics.
Blog posts, podcasts, videos, infographics – each plays a vital role in creating a rich and engaging ecosystem. I’ll pause here to note how painfully aware I am at how much more work I need to put in on this side of things.
Likewise, and knowing how much a forest needs tending, I know that older content requires maintenance in terms of updating older posts, responding to comments, and engaging with your audience.
You need to prune the dead branches and nurture the new growth.
The power of planting trees now, and creating content now, lies in its compounding effect.
Each piece of content you create adds to your existing body of work, building your authority and expanding your reach.
Over time, your content forest will become a valuable asset, generating leads, attracting opportunities, and establishing your legacy.
So, don't wait for the perfect moment.
Don't be discouraged by the slow growth.
Start planting your seeds today.
Begin creating content that is valuable, engaging, and evergreen.
Nurture your content forest, and watch it grow into a thriving ecosystem that will serve you for years to come.
Just like the Sequoia, your content can stand as a testament to your vision and dedication, a lasting legacy in the digital age.
As always, thanks for reading.
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P.S. Next time on Shaking the Tree … The power of a P.S.
ABOUT THE AUTHOR: Originally from the U.K., Gary Bloomer is a writer, branding advocate, marketing specialist, and an award-winning graphic designer.
His design work has been included in Creative Review (one of the UK’s largest design magazines). Since 2009, he has answered over 5,000 marketing and business questions in the Know-How Exchange of MarketingProfs.com, placing him among the top 3% of contributors. He lives in Wilmington, Delaware, USA.