You should never run out of content ideas

One of the easiest ways I can tell if somebody has a successful content system is what happens when Monday morning comes around.

A lot of people open a blank doc and start trying to “come up with ideas.”

Our team decided to never do this again.

Because I don’t want content topics coming from whatever somebody happened to think of that morning.

I want them coming from actual DATA.

- what already worked

- what failed

- what buyers are talking about

- what competitors are getting traction with

- what changed in the market this week

- what questions keep coming up from clients

The first thing we look at is the account itself.

- which posts won?

- which ones died?

- which topics attracted the right people?

- which formats kept working?

Then we take the winners and start iterating.

- winning topic can become another angle

- different format

- deeper breakdown

- story

- opinion

- case study

You already have your market telling you what it wants.

You just have to pay attention to it.

Aside from this we research:

- old founder posts

- competitors + affinity accounts

- IG, LI, YT, Tiktok, anywhere else they’ve published before

- what the industry is talking about right now

And we pull from topic databases we’ve already built over time.

There are ideas everywhere once you stop expecting yourself to invent them from scratch.

Every week your industry is handing you temporary windows of attention.

A platform update, company making a move, new AI product, controversial opinions everyone suddenly has a take on.

If the right people in your market are already paying attention to something, that is useful information.

You can take that conversation and add the thing nobody else has:

- your experience

- proof

- opinion

- understanding of what it actually means for the buyer

That is infinitely better than opening Claude and typing:

“give me 20 content ideas for SaaS founders.”

You’ll get 20 slop ideas.

Instead keep an account brain.

It holds the niche, ICP, goals, voice, positioning, content pillars, proof, assets, accounts to study, and the lessons we keep learning from performance.

Every new topic gets filtered through the same context.

It HAS to fit the person + market

And it has to fit what the account is actually trying to accomplish. Pasted text You should never be asking:

“what should I post?”

You should have enough data around you that the better question becomes:

“which of these ideas deserves to be posted next?”

Can’t go wrong with this.

- Wiz

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