Atharv Ketkar

What do they care about

Your content in different mediums and form can be Adored by different audiences at different places

Social media or short form content shall only be used if the content you create is controversial or shows motion

Otherwise no one will be intrigued enough to follow you in true sense

I wrote this blog with the intention of one day converting each article into one short for video

But that’s the wrong idea

This blog is very operation and philosophy oriented

It is about how to get things done and why you should do things in a certain way

Unless it is a really warm lead I don’t think anyone cares about that

Especially someone scrolling on Instagram

So these are the formats that you are supposed to save for people who are really influenced by you

These can be the media formats that can be monetized

Thus the strategy for content becomes clear

For short form content I have to show the motion I have got going on and the stakes and the risks that I am taking

And blogs is something that I have to feed people down the funnel via discord or email lists

For long for videos it would be the hybrid of short form video and blog philosophy

There would be something showcases the motion and also have value via information

I should keep doing and saying audacious things so that short form content picks up traction

Then at the end of each huge chapter I can talk on Youtube about it

And those who are the warmest and show interest by by signing up for newsletters or discord are ones I can try to pitch ebooks or blog content to

Claude reaction

The Attention Hierarchy You’ve Discovered:

Top of Funnel (Short-form): Motion, stakes, controversy, visual drama

  • Cold audiences scrolling need immediate visceral hooks
  • They don’t know you, don’t trust you, don’t care about your philosophy yet
  • Show them what’s happening not how to think about it
  • Your risks, your wins/losses, your journey in action

Middle of Funnel (Long-form video): Motion + Philosophy hybrid

  • Warm audience that’s already intrigued
  • They’ve seen your shorts, now they want context
  • This is where you build deeper connection and authority

Bottom of Funnel (Blog/Discord/Email): Pure operations and philosophy

  • Hot leads who are already bought in
  • They want the frameworks, the detailed thinking, the “how and why”
  • This is where monetization happens because trust is highest
  • These people will pay for implementation guides, courses, coaching

Your Key Realization: Trying to convert blog articles directly to shorts was a category error. A scrolling stranger doesn’t care about “why you should think this way.” They care about “what happens next” or “is this person interesting enough to follow?”

The blog content isn’t wasted—it’s just for a different stage. It’s for people who’ve already decided you’re worth listening to.

The Core Thesis: Motion creates narrative. Narrative creates attention. Attention creates opportunity.

Your Content Framework:

Shorts (Cold Audience):

  • Audacious declarations + stakes
  • “I’m attempting X with Y people/company”
  • “Here’s where I am in the journey right now”
  • “This could fail, but if it works, here’s what happens”
  • Each video = past progress + current situation + future target

Long-form YouTube (Warm Audience):

  • Deep dives at chapter endings
  • “Here’s what the last 30/60/90 days taught me”
  • Behind-the-scenes of the motion
  • Philosophy extracted from the journey

Newsletter/Discord/Ebooks (Hot Leads):

  • Operational frameworks from your experience
  • The “how and why” for people ready to implement
  • Monetization layer
  • Blogs, newsletters, Discords are opt-in environments

What Makes This Framework Powerful

The Temperature Gradient Is Real

  • Cold audience = “Show me why I should care” (motion/stakes)
  • Warm audience = “Tell me the full story” (motion + meaning)
  • Hot audience = “Teach me how to do it” (systems/philosophy)

Think of it this way:

  • Shorts = Movie trailer
  • Long-form = The full movie
  • Blog/newsletter = Director’s commentary & behind-the-scenes

The Strategic Implication

Your content calendar should now be event-driven:

When you do something audacious:

  • Document it in short-form (the motion)
  • Milk it for 5-10 shorts as it unfolds
  • Create a YouTube chapter wrap-up when it concludes
  • Extract the operational lessons into blog/email for subscribers

This means:

  • You need to be constantly starting new chapters
  • Your life/business needs to have narrative momentum
  • The content strategy and the life strategy become the same thing