How to never run out of things to say

We generate 350+ content topics a week across 30+ founder accounts.

And we have never had two accounts ever repeat each other.

Most founders I talk to are stuck posting the same 3 ideas on rotation or worse, sitting on a blank doc hoping inspiration shows up.

It doesn’t work like that.

Topic generation is a system.

The mistake most people make is treating a topic like a subject line when it’s so much more than that.

A topic has structure. It has a question behind it, a reason to exist, and a specific angle. Without that, you’re producing content that feels generic because it is generic since it was never aimed at anyone.

The three methods we use the most:

1. Mine your own past winners but go back further than 90 days. Go back to the content that’s cooled off. Find what moved your audience, then try it from a different angle.

2. Study adjacent accounts. Find who else has your ICP in their audience. A paid ads agency owner and a CRO consultant are targeting the same people. Go look at what’s working for them.

3. Turn your client results into stories. Stop saying “a client of mine.” Write it the way you’d tell a friend while having a cup of coffee. That framing alone has pushed multiple posts past 1,000 likes for our clients.

These three alone can fill a content calendar for months if you work them right.

The bigger issue is most founders don’t have a system for knowing why something worked. So they can’t repeat it. They just keep guessing.

That’s the part worth fixing first.

— Wiz

P.S. This is exactly what we build for our clients, a system that tracks what’s working and feeds it back into the next week. If you want to see how it works for your account, book a call here.