How to create content (without making it your full-time job)

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• YouTube plans to launch a redesigned TV app featuring an on-screen guide resembling those of Netflix, Disney+, and other leading streaming platforms, showcasing rows of shows.

• Trump claims there’s 'a lot of interest' from US parties keen to purchase TikTok, and he wants to give them more time to make it happen.

• MrBeast Is raising a couple hundred million dollars to expand his business in a funding round that would value his company at about $5 billion.

• The head of Instagram, Adam Mosseri, had dinner with some of the most popular TikTok creators.

• Facebook is more influential than TikTok in making purchase decisions, according to a data study by EMarketer.

Lord!

Give me the strength to post today.

Posting online consistently can feel like a constant battle you are not winning.

It is a real struggle to show up online daily, let alone produce something worth someone giving up their time for.

As someone in the business of content making, I shouldn’t have this problem, right?

I wish that were true.

Working full-time and building a business simultaneously means I have little brain capacity for my personal brand.

So, demanding my brain to create something from nothing isn’t a reliable way to consistently produce content.

I got fed up with using the “I don’t have time” excuse and decided I needed a system that I could lean on.

A bit like getting up at 5 AM to go to the gym and following a set program - I don’t want to have to think about it!

I’ve done this with my LinkedIn and watched my follower count increase by 400~ over four months. More importantly, it’s attracted people to this newsletter and my 1:1 consulting service.

1. Focus on your core message

• Focus on a single, clear expertise or topic that aligns with your experience and interests.

2. Repurpose content

• Think of this like the engine for your content flywheel.

• Instead of always creating from scratch, reuse and remix ideas across platforms.

  Example: I often cut this newsletter 3 ways:

  • A LinkedIn post

  • A short-form video

  • A carousel post for Instagram

3. Follow a simple post formula

Follow a three-part framework for writing engaging social media posts:

• Hook 

• Body (provides value, story, or insights)

• Call to Action (ask for engagement, shares, or further interaction)

4. Batch your content creation

• Instead of creating content daily, spend one day per week outlining posts. (I set aside an hour).

• Write 5-7 posts in one sitting so you’re always ahead.

5. Stay consistent

• Consistency literally beats perfection. Even if the content isn’t “perfect,” showing up daily builds trust and audience loyalty. That’s what people care about most.

• Post at the same time without skipping a beat. Over time, your audience will expect you to be there.

6. Engage with your community

• Sharing to socials isn’t a one-sided conversation. It’s also about how much you engage with other people. This also helps with visibility.

• Leave meaningful comments on 10-15 posts daily to attract new followers and to validate your share value.

7. Analyse, learn and improve

• Pay attention to which posts perform best and double down on those formats and topics. You seem to like it when I share detailed steps on how to get from a to b.

Instagram 

• No surprises here…Instagram’s new Edits app signals reels will be favoured on the platform if you use the app.

• now offers a sneak peek of exclusive paid subscriber content.

• now allows users to share a Story to group chats.

YouTube

• launched a cheaper Premium Lite ad-free (option only available in the US, though!)

• Google is testing creator partnerships for YouTube Shorts ads.

TikTok 

• revamped its desktop platform to compete with YouTube, incorporating a new modular layout, an updated ‘For You’ feed, a fresh Explore tab, and a floating player.

READ: Carla Lalli Music rips into the true costs of being on YouTube. I don’t think I’ve ever heard from someone who isn’t a creator educator share just how much you could lose in running a YT channel. Carla tried, like really tried, for several years, except she couldn’t crack a profit, so she decided to make a business decision and pivot.

LISTEN: How do you grow on Instagram today? Especially when you have a few hundred followers (like me)? Brock Johnson is an Instagram growth coach who received an invite from the IG boss in the last few days to follow him around for 24hrs. Brock speaks to Creator Science’s Jay Clouse about how take a more nuanced approach to growing your Instagram account.

WATCH: Matt Gray is a digital marketing strategist and entrepreneur known for his expertise in building online businesses and marketing strategies. I recently caught up on his content library, including this video about building a personal brand in 30 days.

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