December 7, 20248 min read

✏️ Why you should create content in 2025 and how it changed my life · The Bunker #111

Hi friend 👋🏻!

A Newsletter in which we talk about UX Design and the Freelance Journey, dedicated to those who are starting out in both worlds and who feel identified.

From The Bunker, we accompany you on the way.

I used to think, “Why should I create content? Maybe it’s not for me. Who would read what I create? Who would even care?”

Now, after almost 4 years of creating content, I’ve realized many things have changed:

You’ll Never Know Who’s Reading Your Content

This idea was a true game changer for me. In the beginning, I always asked myself:

“Who’s reading this? Who could possibly care about what I do or think?”

The surprising part was that, over time, I discovered that many of the people I professionally admired were reading my content. I vividly remember moments when I decided to take a break from publishing, only to receive unexpected messages like:

"I love what you’re doing; please don’t stop sharing your content."

This helped me realize something powerful: Just because you don’t always get direct feedback doesn’t mean your content isn’t making an impact.

We often underestimate the reach of what we publish because we don’t have immediate interactions with our audience. However, there are people out there, behind their screens, reading, reflecting, and drawing inspiration from what you share. They might never tell you, but that doesn’t mean you’re not helping them.

Another question I used to ask myself was:

“Who would want to read my content?”

The answer came simply: in the same way that I find inspiration in other designers, there are people looking for something similar in what I do. Even if you think you don’t have anything special to say, consider this:

Your past self would probably benefit greatly from reading what you’re sharing today.

You’ll Attract More Clients and Gain Visibility

In the world of design and creativity, having a basic portfolio is no longer enough. That era is over. Today, you need something more: you need to show your clients everything you do beyond just design.

Creating content can be that extra window. For instance, I have several public projects like brandingwebsite.com, koalaui.com, and this newsletter. I often wonder:

“Who’s actually using these resources or reading my newsletter?”

The reality continues to surprise me. Many clients have reached out to me directly, saying things like:

"I found you through your newsletter, and I loved the way you design and justify your decisions."

Sharing your projects, ideas, and reflections allows you to connect with people in a unique way. Clients don’t just see your work; they start to understand how you think, what values you have, and what makes you unique. That’s something a portfolio alone can’t convey.

Your content becomes your best business card, what some call personal branding.

You’ll Simply Make More Money

This is a direct but important consequence. If you have a store or any kind of digital product, templates, wallpapers, or Notion resources, drawing attention through content can translate into more sales. By creating content, you generate reach, and that reach directs attention to your shop.

Talking about money might feel taboo, but imagine you want to write a design book to help countless designers. Even if it’s excellent, if no one knows about it or buys it, all that hard work is for nothing.

You might not get rich overnight, but you could earn an extra €500–€1,000 a month, and that’s always welcome.

Additionally, creating content doesn’t just attract more clients; it helps you land higher-quality clients. These are people who value your work, trust you, and are willing to pay for what you offer.

In my experience, publishing content has unexpectedly drawn eyes to my products. What starts as curiosity about your content can lead to a sale or even a long-term professional collaboration. It might be another designer or the founder of a startup (which could become the next Notion!) who’s reading your content.

You’ll Get Better Opportunities

Putting yourself out there generates opportunities you’d never imagine. Even if you don’t have thousands of followers, staying active and visible helps you stand out.

For example, I have around 10,000 followers on Instagram, not a massive number. Yet, thanks to my content, I’ve landed paid collaborations with big brands like Wix.

These collaborations aren’t just financially rewarding; they also boost your professional reputation. Being able to display those brands’ logos on your website helps convince future clients that you’re the right person for their projects.

Opportunities come when you actively pursue them, and content creation is a way to stay in the conversation.

Greater Credibility and Expert Positioning

Creating content doesn’t mean you have absolute authority on every topic you cover. However, consistently sharing your thoughts and insights professionally will lead people to see you as a reference in your field.

This directly impacts how clients perceive you. While some might initially question your decisions or approach, positioning yourself as an authority eliminates those doubts. They’ll listen to you, trust you, and recognize that you’re the expert.

Content not only gives you visibility but also reinforces your professional credibility.

You’ll Build a Community Around Your Work

At first, creating content might feel like a monologue: you publish, but don’t see much engagement. However, over time, you’ll notice that some people start taking an interest in what you do and interacting with you. That’s when you realize you’re not talking into a void, you’re building a community.

And don’t get too caught up in numbers. This is the key point of this article: It doesn’t matter if you don’t see much engagement; people might still be consuming your content.

I’ve made sales with just 500 Instagram followers and 3 likes on my posts. Among those 3 likes, one might be from a designer who needs something I’m offering.

Having a community means you’re not just sharing ideas, you’re building connections. People will write to you, share your posts, ask questions, and sometimes become your allies or even clients.

These relationships often go beyond professional boundaries. I’ve met people I now get along with really well, thanks to creating content. And it’s not just friends, it’s industry peers who are better than me and help me on my projects, all because I maintained a good relationship through content creation.

You’ll Improve Your Communication Skills

Creating content isn’t just about attracting clients or building a community, it’s also a constant exercise in self-improvement. Every time you write an article, post, or explain a concept in a video, you’re honing your communication skills.

Being clear and direct is a crucial skill, especially in design and business. When creating content, you’re forced to think:

How can I make this idea easy to understand?
What words should I use to connect with my audience?
What examples or resources will help reinforce my message?

Over time, this practice makes you more persuasive and effective, not just in content creation, but in client meetings, project presentations, or defending your ideas.

You’ll Document Your Evolution

Lastly, one of the most beautiful aspects of creating content is that it helps you document your journey. You can measure your growth over time and reflect on how far you’ve come.

Looking back months or years later, you’ll see how much you’ve evolved, both in skills and mindset.

By documenting your learning, projects, and reflections, you’re creating a record of your story. This helps you appreciate your progress and can serve as inspiration for others to follow their own path.

In the end, creating content offers countless benefits. That said, here’s an unpopular opinion: it’s not for everyone. There are months when I don’t feel like posting anything. Not everyone is cut out for constant sharing.

Weigh the benefits against the costs in terms of time, energy, and mental effort. Usually, it’s worth it, and I’d recommend giving it a try because the rewards can be life-changing.

Until next time,

Jordi Espinosa.

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