You may have noticed that in this series of emails about content publishing I've been encouraging you to try to write in sequences rather than one-offs.

Two reasons really.

One is the obvious one: sequences sell better than individual pieces of content.

A sequence of emails about one topic (for example) allows you to explore the issue more to highlight how big it is.

It lets you bring in different ideas and examples to demonstrate the breadth of your expertise and experience.

It gives you more breathing room to tell a story or two that help to build your relationship.

If you think about those beliefs you need to establish before someone will be ready to buy as a ladder you climb step by step, it's much easier to climb one ladder at a time by using an sequence of content than to climb multiple ladders at once by switching between topics repeatedly.

But there's another big reason for using content sequences.

It's much easier on you.

Now obviously writing a whole sequence of content isn't easier than writing an individual piece. But writing a sequence of 5 pieces of content on the same topic is much easier than writing 5 pieces of content on different topics.

The biggest block for most people with their content is coming up with the idea and getting started.

Once you have a decent idea, the writing usually flows.

If you write in sequences you only have to come up with one decent idea, then expand on it. You don't have to start from a blank sheet of paper every time.

Starting the sequence could be as simple as picking a topic and breaking it down into half a dozen sub topics. Then you can get going on the first.

Or you could write them all in a batch.

Or do what I've done with this sequence: just start off with a big idea, write the first piece of content, then for each following piece, just pick up where you left off.

All you have to do is re-read the previous piece and you can get back in flow quickly.

Much, much easier than staring at a blank sheet of paper (or screen) and thinking “what should I write about today?”

And, of course, the same principle applies to making videos or any type of content.

Think hard once. Then reap the benefits.