You’re making content way harder than it needs to be

If you’re sitting down every week trying to figure out what to post, I want you to steal this.

It’s one of the simplest content systems we use:

The Content Pillar System.

The idea is pretty simple.

You set the strategy once.

Then you run the execution every week.

Here’s how I’d build it.

1. Start with the foundations

Before you think about individual posts, define:

- your niche

- your ICP

- your archetype

This is the foundation everything else gets built from.

You need to know who you’re talking to, what you want to become known for, and how you want people to perceive you.

2. Choose 4-5 content pillars

These are the 4-5 topics you want to own.

They should sit directly underneath your positioning.

If I want to become known for building personal brands, my pillars might sit around positioning, content, distribution, lead generation, and AI.

Now I’m not starting from a blank page every time I create.

I already know the areas I should be talking about.

3. Ask six questions under every pillar

For every pillar, ask:

- who

- what

- when

- where

- why

- how

This sounds almost stupidly simple.

But one pillar can immediately turn into dozens of directions.

Take personal brand positioning.

What makes positioning work?

Why does positioning matter?

When should you change it?

Who are you positioning yourself for?

How do you know if yours is working?

Where does your positioning show up?

One topic just became six.

4. Turn those questions into topics

Now go deeper.

Each pillar can give you 20-100 topics.

You can pull them from:

- your perfect prospect’s questions

- their pain points

- conversations happening in your industry

- things you’ve learned

- results

- opinions

- stories

-problems you keep seeing

At this point, you’re sitting on months of things to talk about.

5. Turn the topics into posts

Now execution gets much easier.

One topic can become:

- a listicle

- a Google Doc screenshot

- a story

- an opinion

- a case study

- a technical breakdown

- a video

You’re not reinventing your strategy every week.

You’re taking the strategy you already set and creating more from it.

That’s the part I think founders overcomplicate.

Foundations → pillars → questions → topics → posts.

One afternoon can give you the structure for 100+ pieces of content.

Then every week, you review what performed, keep what’s working, and decide what you create next.

That’s the system.

— Wiz

Some Things For You:

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