How I Manage Multiple Content Flywheels Without Burning Out

After nearly a decade of creating Squarespace content, I've learned something crucial: the secret to sustainable content creation isn't about discipline—it's about alignment.

At Circle Day 2024, I shared my framework for managing multiple content streams while actually enjoying the process. Watch the full talk below, or keep reading for the key insights.

The Real Content Challenge

We all know we need content to keep our marketing engines running. But here's what most people miss: you are the engine.

The typical questions are:

• What kind of content do I need?

• Where should I post it?

But the most important question is: How do I keep creating without burning out?

Two Common Fears That Stop Designers from Creating Content

1. "What if people judge me?"

Here's the truth: They will. And you're judging yourself too.

My approach? Give yourself a year. Close your eyes, create, and review with fresh perspective later. You'll judge from a place of growth, not fear.

2. "How do I maintain quality consistently?"

Honestly? I'm still figuring this out. But I keep going anyway.

The key is understanding that value = change in state. Did you help someone go from:

• Confused → Clear?

• Frustrated → Relieved?

• Stuck → Moving forward?

That's value. And you create those moments every single day.

My Sustainability Secret

Create content that is inherently fulfilling for you, the creator.

When you're tapped into your creative source, you're fulfilled from the inception, not just the reception.

This means:

• Passion-driven content keeps you motivated

• Your enthusiasm shines through

• Your audience joins you for the journey

• You have energy for the next piece, and the next

Not every piece gets engagement or generates sales. Most don't. But that first principle—personal fulfillment—gives me enough energy to keep the flywheel spinning.

The 3-Step Framework

1. CAPTURE

Document your high points AND low points (especially the low points). Problems you solve become content gold.

2. DEVELOP

Work with what you captured. Refine it. Ask:

• What worked well?

• What didn't?

• How can I make this better?

3. EXPOSE

Share it when it's ready. Some content takes years. Some you can share tomorrow. Both are valuable.

What This Creates

When you get this right:

• 🎯 Clients seek you out

• 🏆 You're recognized as a thought leader

• 🧲 Your content attracts your people

• 💰 Multiple income streams develop naturally

• 🤝 Collaborations happen organically

• ⏰ Your content works 24/7 while you sleep

The Most Important Part

Give yourself grace.

You won't get it perfect. I'm still trying. But I keep going by recognizing that even though I'm building a machine, I'm human with human needs.

Take care of those first. Think long-term. Focus on what you love.

You'll get where you're trying to go.

Your Next Steps

Which content flywheel will you start (or restart) this week? Reply in the comments and let me know what you're working on.

And if you found this helpful, join the lab where I share more discoveries about building a sustainable Squarespace business.