What Should You Post About? Start With These 3 Inputs

A lot of business owners get stuck on content for a very simple reason:

They don't know what to talk about.

Not because they aren't smart. Not because they aren't good communicators. Not because they lack ideas.

They're staring at too many directions and no clear filter.

I think this is one of the biggest reasons content feels heavy early on. Even now, with AI making writing easier, ideation is still the bottleneck. The problem isn't, "Can I generate words?"

It's:

"Which ideas are actually worth posting if I want customers, not just clicks?"

And that's where most people go sideways.

They copy what someone else posted. They grab generic prompts. They chase content that looks proven.

But plain and simple, that usually strips out personality, weakens the human connection, and creates content that may get attention without getting business.

The 3-part foundation for better content

The way that I look at it, good content starts before the writing.

It starts with 3 inputs:

• Your ideal customer
• Your offer stack
• The questions people ask before they buy

If you have those 3 things, content gets much easier.

1. Know exactly who you want to reach

First, get specific about your ideal customer.

Not a vague audience. Not "small business owners." Not "people who need marketing help."

I mean a real picture of who they are, what they want, what they've tried, and what keeps not working.

One of the things that I noticed is that most content problems are really customer clarity problems in disguise.

If you don't understand your buyer, every topic feels equally possible. And when every topic feels possible, you freeze.

2. Break down what you actually sell

Next, put your offer stack on paper.

In other words, when someone gives you money, what do they get?

• What steps do you take them through?
• What features or components are included?
• What outcome are you helping them reach faster?
• What friction are you helping them remove?

This matters because people don't buy your service just because it exists.

They buy it because they want a desired outcome, and because what they've tried before hasn't worked.

That gap is content gold.

3. Map the problems and questions along the buying journey

This is where the content ideas really start to show up.

Look at:

• The problems your offer solves
• The failed attempts your customer has already made
• The questions they ask before moving forward

That last one is the easiest place to start.

What should I post about?

Answer the questions your buyers are already asking.

That gives you content with built-in relevance. It gives you search intent. It gives you sales alignment.

And most importantly, it removes guesswork.

A real content strategy is more specific than most people think

I learned this the hard way.

What I view as being important is when you're creating a content strategy or content plan, what you are actually doing is saying what you're going to post and where you're going to post it, so which platform.

Then you need to decide which type of content on that platform you're going to use to get in front of them.

Then you need to know what day and time you're going to publish it, and how often.

That's where content starts to get complicated.

Because now you're not just asking, "What should I post about?" You're asking:

• Where am I posting?
• In what format?
• On what day?
• At what time?
• At what volume?

My point is this: if your strategy can't answer those questions, it's not really a strategy yet.

It's just intention.

The turning point for me was realizing I needed a master schedule that could expose gaps and make the plan specific instead of vague. Once I had that, it became much easier to see what needed to go out, where it needed to go out, and how often.

That matters for two reasons:

• Consistency becomes possible
• Delegation becomes possible

If it's just living in your head, you can't scale it. If a team member or AI system can't follow it, it's not operational.

Right?

The easiest content filter I know

If you want a practical filter for every content idea, use this:

Does this answer a real question my ideal customer asks before buying?

If yes, you probably have something worth creating.

That question might come from someone who is:

• unaware of the real problem
• aware of the problem but unsure of the solution
• comparing options
• worried because past attempts failed
• close to buying but still hesitant

Different stages ask different questions.

That's why answering questions works so well. It meets people where they are, reduces friction in the sales process, and builds trust without forcing the sale.

The takeaway:

Stop asking, "What random content can I make this week?" Start asking, "What does my buyer need answered to move forward?"

That shift changes everything.

When you're ready to turn that clarity into a real publishing system, a solid content marketing plan is what takes the ideas off the whiteboard and makes them operational and consistent.

See you next week.