This Is What I Wish I Knew About Content

People think content is just about what you say. People think you have to come up with a clever hook, a never-heard-before framework or some unique alpha no one has thought of.

Authority doesn’t come from your tips, your frameworks, or your clever phrasing.

Authority comes from repetition. From showing up with the same message, from different angles, over long stretches of time, until your audience finally starts to believe you.

When people talk about building a personal brand, when I see content that goes viral on this topic, it’s always focused on the same hacks:

→ How to structure a hook

→ What formats are working this month

→ Which platforms give you the best reach

And while those things matter in the short term, none of them are what build trust.

If someone reads one tweet, you’ve got their attention for maybe 15 seconds. A hundred tweets? That adds up to a few minutes. But if they read your newsletter every week, that’s 20 minutes at a time. If they read your book, that’s hours of uninterrupted attention on your ideas, voice, and way of thinking.

And the more time they spend with you, the more they trust you. Their content may pop, but it doesn’t anchor in people’s minds. And anchoring only happens when the message is reinforced consistently across different content types, from different angles, with a clear underlying belief system people can buy into.

You create authority by becoming a familiar, trustworthy pattern in people’s lives using systems that repeat, deepen and spread your core ideas.

It starts with having clear projects that pull ideas toward you. A newsletter. A product. A book outline. Something magnetic.

Then you build a second brain so you can collect, expand, and connect those ideas systematically. And you distribute them across platforms in a way that builds traffic and trust.

The people with the strongest brands aren’t the best content creators. They’re the best system builders. They know that content is just the surface. Underneath, there’s a full infrastructure of insights, worldview, and strategic repetition.

If you feel like your content is starting to sound repetitive, that’s not a bad thing. That might be the exact moment when it’s finally starting to work.

—Wiz

P.S. If you’re serious about building long-term authority, these are the two best options we’ve built:

→ Utopia: our DIY system for founders building personal brands from scratch

→ Mogul Media: our DFY agency that builds and scales your brand while you focus on your business

Just reply to this email and I’ll point you in the right direction.