To stay relevant, authors and online entrepreneurs need to create fresh, engaging content that stands out from the noise. But how do you keep coming up with ideas? Not just random ideas, but ones that stick, connect, and move the needle forward for your business (yes, exceptional content can do all 3).
The answer is to use a framework.
Frameworks take the guessing, strain, and overthinking out of your work.
When you use a framework, you’re never starting from scratch.
Frameworks don’t mean you’re locked into only one way of creating content. You can also create content not using your framework whenever you choose. The framework just gives you a solid structure to build from. It’s like a content creation roadmap; you know where to start, where you’re going, and how not to get lost.
So, let’s create your content framework, shall we?
Step 1: Identify your content pillars
Content pillars are the main categories of your content. If you’ve heard of this before, hang in there with me. The way I create them is nothing like what the standard ‘gurus’ advise. My methodology keeps your content fresh and engaging.
For example, I help aspiring women authors write, publish, and sell their books.
My content pillars:
→ Writing systems, processes, organization
→ Writing mindset
→ Book marketing
→ Book self-publishing
I’d say 90% of the content I create is based on one of these pillars.
Step 2 What’s your angle?
Next, I apply an ‘angle’ to the content. Here are 4 random ‘angle’ examples:
→ A lesson I’ve learned or that helps me accomplish [xyz]
→ A guide/concept to understand [xyz]
→ Mistakes to avoid/misconceptions about [xyz]
→ Resources to use for [xyz]
These are just four examples. You do not need to use those. Know your audience (more on that coming up) and create your own.
Also, create many angles. The more you have, the easier it will be to create content.
So, let’s say it’s the day I’m doing content planning for the following month.
Here’s what I do:
I take a pillar (for example: book marketing), apply an angle (mistakes to Avoid) and put two together. So now I have:
→ Mistakes to avoid as a first-time author. Next, I narrow it down.
Step 3 Get specific
The content I write using the example above may not necessarily be titled ‘Mistakes to Avoid As a First-Time Author” but it would be based on that concept. This allows me to have multiple content ideas on this one topic. For example:
→ One mistake I made when writing my first book.
→ The most common mistake I’ve seen other authors make.
→ What nobody else is talking about in the book marketing space.
etc.
Each of these can focus on a different, specific mistake/misconception or several mistakes/misconceptions. Do you see how having pillars and a framework automatically gives you a limitless supply of content?
Take the Pillar
+
Add the Angle
↓
Narrow down to something specific within that general topic.
BAM!
You have a new piece of content. I want you to really understand this. When you do, you’ll see you have an endless amount of content to create. And when it’s time to write the piece of content, you can add sugar on top.
Step 4 Apply the feelings filter
How do I want someone to feel after consuming (reading or watching) this piece of content?
Now that I have my content topic and specific idea, I want to put it through what I call the IIEE filter.
I Inspired
I Invited (to purchase/join/attend. Most people call this ‘promote’ but people don’t want to be promoted to. Reframe this concept to inviting)
E Educated
E Entertained
Many online gurus will tell you to create your pillars around a variation of these 4 categories, but I found over the years when you do this, you end up with dry, vanilla content that could’ve been copied from ChatGPT or a Google search.
If you do that, your content will never stand out. There is a lot of noise online. You have to create content that rises above the noise. So, instead, I use these categories as a filter, not the main theme of the content.
So, for the example above (mistakes to avoid as a first-time author), you may assume this is educational. Yes, it is. But…
I may choose to sift it through the Inspire filter. I’d do this by sharing an inspiring story. Either a mistake I was making or a mistake a client was making or someone else. I’ll also reassure the reader that even though they may be making this mistake, they can turn things around.
So, even though I’ve educated them, I’ve also inspired them and the predominant feeling I want them to feel after reading is inspired. I do this with much of my educational content because there’s so much content out there, that people don’t want more education. Whereas inspiration, we can’t get enough of it.
Now that you have your framework, you need to consistently feed your brain with the topics, struggles, dreams, and desires of your audience. This will keep your ideas fresh and relevant.
Here’s how to do this…
Observe & understand your audience
What is your audience engaging with online?
Do you have a social listening plan? This is the method you use to listen, watch, and observe your audience online, wherever they’re hanging out.
You can learn a lot from your audience through social listening.
This also helps you better tailor your content to different platforms. The content you post on Instagram stories is different than the content you post on Medium, for example.
Of course, you should also understand what your audience wants more content around by directly speaking with them (via email, your client conversations, surveys, feedback, etc.).
Record your ideas
Ideas are beautiful and exciting. But without a way to capture them, you’ll forget.
I have a system for managing my content in my Business Hub. My Business Hub represents my second brain. It’s my lifesaver where I store my content ideas, business goals, plans, and tasks, along with resources, and tons more. Currently, my Business Hub is in Notion. The Business Hub is one of the documents I create for clients during their VIP Systems in a Weekend.
Whatever system you choose to store your ideas, keep them updated, and move ideas along in a step-by-step process.
When you let content ideas sit for too long, they lose their luster. Whatever was bright and shiny and exciting about it at the time of conception is just gone.
Have a system for moving things from idea to implementation and published
You want to stick with a content creation cycle (I’ll be sharing tips for this during the March 2024 co-working sessions):
Once you’ve decided on a content idea:
1. Store the idea in your content system.
2. Decide where the idea fits with your upcoming content plan and schedule.
3. Create the content (for example, write the article/record and edit the video).
4. Schedule the content piece.
5. Repurpose it.
Now you have a framework and a cycle to follow for your content creation! Drop a comment below with your website or social media. I’d love to see what you create!
