How I see content

How I go about creating content

How I would grow a channel and team

To figure out what content to make for social media growth, focus on Utility (teach something new or create a transformative moment), Trend (tap into topical, relevant conversations in your brand’s voice), and Expertise (leverage what you know best to position yourself as a credible authority).

To figure out what you should make for social media growth, align three key perspectives:

1. What the platform wants — Prioritize retention, watch time, and content that appeals to a broad audience to stay in favor with the algorithm.

2. What the audience wants — Create content that speaks to people in a way they understand, using clear, relatable messaging that fits their world.

3. What you (the brand) want — Drive meaningful actions like engagement, clicks, and purchases that align with your business goals.

When these three elements intersect, you create content that wins with the algorithm, resonates with viewers, and drives brand results.

How I Structure High-Impact Content

Creating content that captures attention and drives action requires a clear structure. Whether it’s video, writing, or images, I break it down into four key stages:

1. Intro: Start with a strong hook—tease a big question, use a “car crash” moment, or show why this matters.

2. Context: Give the audience a reason to care. Set the agenda by answering, “Why am I watching this?”

3. Main Content: Build a sequence of ideas or “beats” like a relay race. Each scene adds value, moving the audience closer to the overall point.

4. Conclusion & CTA: Summarize the key takeaway, reward the audience, and ask them to take a specific action.

This structured approach ensures content doesn’t just engage—it delivers results.