The content system we use across 60+ founder accounts

If you’re building a personal brand and every week still starts with:

“Alright... what the h*ll do I post?”

You’re making this way harder than it needs to be.

I see this constantly with founders.

They have years of experience. They’ve built great companies. They’ve got stories, opinions, results, and lessons people would genuinely want to hear.

But none of it is organized into a system.

So every week they start from zero again.

My team and I help create 1,923 pieces of content every month across 60+ founder accounts.

Some of those founders started from scratch.

Others already had audiences in the hundreds of thousands.

And the biggest thing I’ve learned is this:

You probably do not need more ideas.

You need a better way to pull the ideas you already have out of your head and turn them into content consistently.

Here’s how we do it.

1. Decide what you actually want to be known for

Before you worry about hooks, formats, or posting frequency, pick the 4-5 things you want people to associate with your name.

Mine are things like:

- building personal brands for founders

building Mogul in public

- my own stories + lessons

- AI for content + business

- productivity + systems

That gives me somewhere to start.

Then I can take one pillar and ask:

Who?

What?

When?

Where?

Why?

How?

Take personal brands.

Who should build one?

What should they post?

When should they start?

Why does it matter?

How should they run the content process?

One topic just became a bunch of different directions.

And please do not leave your own story out of this.

Your mistakes.

Your wins.

The dumb decisions.

The great decisions.

The periods where the business almost died.

The stuff you learned that nobody could have taught you in a course.

That is usually the most interesting part.

2. Pay attention to what your audience is already interested in

This is where X has gotten really interesting.

The platform is getting much better at understanding what people care about.

It looks at things like:

- keywords

- topics

- accounts

- likes

- replies

- reposts

- shares

- profile visits

Then it starts showing people more content around those same interests.

So if your perfect buyer is constantly interacting with content around SaaS, hiring, AI, agency growth, leadership, sales, whatever...

you want to be showing up in those same areas.

Think about your buyer for a second.

What are they reading?

Who are they following?

What conversations are they replying to?

What words keep showing up in those conversations?

What formats make them stop scrolling?

This is what I want to build around.

3. Stop judging everything by likes

This one gets founders all the time.

A post gets 70 likes and they think it flopped.

Meanwhile, that post got in front of exactly the right people and generated multiple conversations.

That is a win.

I’ve seen founder accounts consistently generate leads from posts doing 50-150 likes.

The right 5,000 views can be extremely valuable.

I care much more about whether someone:

- sends the post to a friend

- replies

- quotes it

- saves it

- spends time reading it

- visits the profile

- eventually books a call

You do not need everybody paying attention.

You need the right people paying attention.

4. Borrow attention from conversations already happening

This is one of my favorite systems we use.

We call them snipes.

The idea is extremely simple.

Find a conversation already happening in your industry.

Then add your:

- opinion

- story

- lesson

- experience

When we started working with Ryan Deiss, he already had decades of business experience.

He did not need us to make him smarter.

His posts were getting around 1-3 likes.

The problem was that all of that experience was sitting inside content people were not seeing.

So we started getting him into conversations his market was already paying attention to.

Someone posts:

“Running a $2M business is harder than running a $10M business.”

If I’m working with someone who has scaled through both...

I send them the post.

I ask what they think.

They send me a voice note.

Now we have a quote post, a long-form post, a listicle, maybe a visual.

The conversation already had attention.

We just added real experience to it.

That’s why I like having around 50-60% evergreen content.

The rest can come from relevant conversations already moving through your industry.

5. Stop reinventing the process every week

You do not need some crazy content ritual.

You just need a cycle you can repeat.

Monday:

Pick 7-10 topics around your pillars.

Tuesday:

Talk.

Record voice notes.

Have someone interview you.

Get the actual thoughts out of your head.

This can take 20 minutes.

Wednesday:

Turn those thoughts into content.

We use Claude + our AI Personal Brand Playbook heavily here.

Thursday:

Create any visuals you need.

Friday:

Schedule everything.

Saturday + Sunday:

Look for relevant conversations and create snipes.

Then look at what happened.

Which topics won?

Which hooks won?

Which formats won?

What drove profile visits?

What got follows?

What generated leads?

Then use that information to plan the next week.

That’s it.

You run the system.

You get data back.

You make the system better.

Then you run it again.

AI can help a lot with research, topics, drafts, visuals, and analysis.

But it still needs you.

Your stories.

Your opinions.

Your experiences.

The stuff you actually believe.

For our clients, that usually takes around 45 minutes a week.

The rest gets built around it.

— Wiz

Some Things For You:

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