What do you optimize your content for?

I fundamentally disagree with the fact the purpose of content is to generate leads. Sorry, funnel lovers.

While leads can be a by-product, the content shouldn’t be optimized for leads. 

Resonance.

That’s the goal. Is the content hitting a nerve? Is it generating trust? Do people feel closer to your brand after listening to your podcast? 

Ankur Warikoo does it. So does Shane Parish. And Tim Ferriss. And Jay Acunzo. Seth Godin. Brian Clark. And many more.