Money, or secondarily, increased reach that will grow their audience, which will in turn lead to money. People who create content for a living see it as a business, and even though the topic of their content may be something they love and are passionate about, it doesn’t make good business sense to pour substantial amounts of time into something that won’t make money. What will it take for serious creators to make money on Nostr? Zaps are one way, if people will spend enough sats (lolol). Ads may be another way, but is that the direction we want to see Nostr go? Sponsorships/grants of some sort are another way that I think could be promising. If an individual or company that believes in Nostr has the means to do so, then they could sponsor an artist/writer/musician/video maker/etc. that they like to bring their content to Nostr. In return they could arrange a deal with the artist to receive a split of whatever revenue they earn from Nostr. The creator would be free then to spend their time producing more content and use it to recruit their audiences to join the network.