Prepare in advance for the audience you don't yet have.

When you create content online, it can sometimes feel like you’re planting seeds in a field without knowing when or if the harvest will come. You faithfully write, record, post, and publish. You pour your heart into producing content that you hope will be helpful to others, but for a long time, it may feel like only a trickle of people are engaging with it. Then suddenly, without warning, the traffic doubles, triples, or multiplies in ways you didn’t expect.

That’s exactly what happened recently with my own platform. At BibleStudyHeadquarters.com, I’ve been steadily creating faith-based blog and podcast content for years. It hasn’t always been glamorous or exciting. Much of the time it’s simply been about showing up consistently, week after week, and making sure something new is available for those who might need it.

But then tragedy struck in our world, and people began searching for comfort, hope, and answers. Almost overnight, my site traffic doubled. And because I had already invested years in producing biblically rooted, gospel-centered content, I was ready. I was able to help people who were grieving, doubting, and wrestling with their faith because the content was already there, waiting for them at the moment they needed it most.

This experience reinforced a lesson every online creator should take to heart: prepare in advance for the audience you don’t yet have.

The Importance of Consistent Content Creation

It’s tempting to measure success by immediate numbers. If only a few people are reading or listening, it’s easy to wonder if the effort is worth it. But content creation, especially in faith-based or values-driven work, functions more like discipleship than marketing. You sow seeds now that may not bear fruit until years later.

Consistency is key. Each blog post, podcast episode, or video is like another stone laid in the foundation of your platform. Over time, those bricks form a strong and reliable resource library. People may not notice at first, but when they come searching, whether due to personal crisis, cultural events, or spiritual curiosity, they’ll discover that you’ve already been preparing a feast for them.

Think of Joseph in Genesis. During the years of abundance, he faithfully stored away grain. To some, it might have seemed unnecessary or excessive. But when the famine came, Egypt and the surrounding nations were grateful for his foresight. In much the same way, when you create content consistently, you’re storing up truth, encouragement, and wisdom that can sustain people during seasons of famine in their own lives.

Content as Ministry in Crisis

The tragedies that drive people online in search of hope are sobering reminders that our content matters. When people encounter suffering, loss, or uncertainty, they often turn to Google, podcasts, or social media for answers. And if you’ve been preparing in advance, your voice may be the one they hear.

When my site traffic doubled last week, I wasn’t scrambling to put something together. The articles and podcast episodes were already there. People could find guidance on grief, reminders of God’s promises, and encouragement to hold fast in difficult times. That didn’t happen by accident. It was the result of years of faithful, steady creation.

It’s worth remembering that the people you’re serving may not even know they need your content until the moment they do. A grieving widow might stumble upon your podcast at 2 a.m. A discouraged parent might find your blog post after a tough doctor’s appointment. A curious seeker might watch your video late at night while wrestling with questions about eternity.

Your content can be a lifeline in those moments, but only if you’ve created it in advance.

Building for the Future Audience

One of the hardest disciplines in online work is creating as if thousands will one day consume what you make, even when only dozens are currently paying attention. But that mindset is crucial.

When you write today’s blog post, you’re not just writing for today’s readers. You’re writing for someone who may discover it months or years from now. When you record today’s podcast, you’re not just speaking to this week’s listeners. You’re speaking to the future audience God will bring at just the right time.

It helps to think of your platform like a library. Every new piece of content is another book on the shelf. At first, the library may look sparse, but over time it grows into a place where people can come and find what they need. And when life’s storms hit, people are drawn to the safety of that library, grateful that the shelves are already stocked.

Practical Steps to Prepare Content in Advance

So how can you position yourself to be ready when the public comes looking for your content? Here are a few practical steps:

1. Create Consistently, Even When Numbers Are Low
   Don’t despise small beginnings. Every piece of content you create is an investment in your future audience.
2. Build Evergreen Resources
   Some content will be tied to current events, but prioritize creating evergreen material that remains relevant year after year. In my case, it’s important to regularly address important topics like faith in suffering, hope in Christ, handling grief, and trusting God’s promises.
3. Organize Your Content for Easy Discovery
   Make sure your website or platform is user-friendly. Categories, tags, and clear navigation help people quickly find what they need when they’re in crisis.
4. Think About Timing
   People often search for help during holidays, anniversaries of tragedies, or major cultural events. Having content that speaks into those moments ensures you’re prepared when interest spikes.
5. Pray for Your Future Audience
   Remember that behind every statistic is a soul. Pray over the content you create, asking God to use it in ways you may never see.

The Payoff of Preparation

There is a unique joy in realizing that something you created long ago is meeting someone’s need today. That joy isn’t rooted in pride but in gratitude that God could use your words, your voice, your digital “loaves and fishes” to meet the hunger of someone you may never meet in person.

When my site traffic doubled last week, I was grateful to be a tool the Lord could use to minister to hurting people. It wasn’t because I suddenly became a better writer or podcaster overnight. It was simply because I had been faithful to create content in the years prior. And when people came searching, the work was already done.

This is the payoff of preparation. The time you spend creating today may feel hidden or unnoticed, but it equips you to serve people tomorrow.

Some Final Thoughts...

If you’re creating online content, especially faith-based material, don’t give up when the numbers feel small. Don’t quit when growth feels slow. Keep showing up. Keep producing. Keep preparing.

One day, the world may experience a tragedy, a cultural shift, or a moment of collective uncertainty, and people will come searching for answers. If you’ve been faithful in the quiet seasons, your content will be ready to meet them in their hour of need.

Just as Joseph’s stored grain sustained nations, your stored content can point people to Christ, the true Bread of Life. The work you’re doing now may feel ordinary, but in God’s timing it can have extraordinary impact.

So create with faith. Create with hope. Create with the future in mind. And trust that when the public comes searching, the content you’ve prepared will be waiting, ready to bless, encourage, and point them to the One who offers lasting peace.

© John Stange, 2025