There are yuge conversations on social media about what you should *actually* talk about if you're creating content (for a personal brand or otherwise).

Some talk about finding your niche, others about becoming the niche.

Content pillars, POVs, etc.

I've been dabbling in creating on TikTok and my algorithm is serving me all sorts of content about this.

As for most things, the answer isn't one size fits all. It depends on what keeps you consistent & motivated and what your "ideal audience" (another buzzword lol) resonates with.

But the best advice I've come across? Speak to a past version of yourself.

As I've written about previously, your ideal customer or audience likely reflects at least one aspect of you.

Maybe it's a fear you overcame (and your product or content solves), a lifestyle choice, a set of beliefs, etc.

This is related to that.

If you're not sure what to create, whether you're marketing your business or trying to create one out of your likeness (a personal brand), start with what the past version of you would want to hear.

This forces you to:

• Share lessons you've learned (people love a good "before and after")
• Naturally lean into storytelling (a timeless way to market)
• Show your journey which is inherently relatable

Small businesses can use this reframe too, even if you're not the face of the brand. It's a perspective that's useful:

• If past you had this product, how would it have changed your life?
• What kinds of problems did you have because you *didn't* have this product?
• What transformations can you show that will cause potential customers to see themselves in the transformation too?

All this to say - your story is always relevant! Keeping content closely tied to a story or goal will make it easier to create. No one likes content that talks at them, so keeping this strategy in mind will keep you fresh and relatable to whoever you're trying to reach.

Ciao for now,

Dom