I've helped over 100 brands fix their content creation.

And most of them face the SAME problem:

They focus on the top layers of content before building the foundations.

- They obsess over design, hooks, and storytelling...
- but skip the structure that makes content work long-term.

It’s like decorating a tasteless cake.

The audience might try, but will not get back to the content.

And that core problem splits into 4 sub-problems:

- Sub-Problem (1): They spend hours tweaking visuals instead of clarifying their ICP.

- Sub-Problem (2): They post daily but don’t follow consistent content pillars.

- Sub-Problem (3): They copy formats and ideas from others but don’t have a content plan.

- Sub-Problem (4): They start from scratch every day, without a repurposing strategy.

They’re trying to “fix” aesthetics while the real problem is deeper; their content creation lacks structure.

If you want to build a real content creation system, work on these 7 steps:

1. Define Your ICP: Know exactly who you’re talking to.
2. Messaging: Clarify what you solve and why you’re different.
3. Content Pillars: Focus on 3-5 topics that show your expertise.
4. Content Plan: Organize ideas and cadence for consistency.
5. Repurposing: Plan to turn one idea into many formats.
6. Copywriting: Write clearly about a specific topic.
7. Design: Make visuals support the message.

8. Bonus step: create your signature formats.

Which step do you find the most difficult?