Ever felt lost trying to figure out what content to create for your personal brand?
I get it.
The sea of personal branding strategies from content marketers is overwhelming.
But I’ve cracked the code, and I’m about to share it with you.
The Content Puzzle
When it comes to content creation strategies, there’s a million-dollar question:
What should your content actually be about?
Most people want to make money online with content and marketing.
But here’s the thing: what your content is about matters a lot.
It’s not just about making sales—it’s about building authority, trust, and credibility along the way.
Let’s break it down:
Content marketing for personal brands serves three key purposes:
- Gathering attention
- Holding that attention
- Doing something with that attention
Think about it.
Before anyone can buy from you, they need to see that you have something to offer.
Yet so many miss this step and try to go viral instead with unrelated content.
It doesn’t work, just like my ghostwriting bud Logan describes it perfectly in his Tweet:
Two Content Philosophies
In the content marketing space, we’ve got two main camps:
- The Problem-Solvers: They say focus on problems because people buy stuff to solve issues
- The Goal-Setters: They believe in centering content around achieving a specific goal
Both have merit. But here’s where it gets interesting.
The problem-solving approach is too niche.
It’s laser-focused on a specific audience with a specific need.
So why is this a problem?
You need to nail your ideal client avatar, or in marketing lingo called ICP.
But let’s face it, most problems already have a ton of solutions out there.
Your product or service needs to seriously stand out, which is why marketers recommend having a unique mechanism.
I’ve found this approach to be limiting.
You’re always hunting for new problems to solve, and your audience might be too narrow.
This is where Dan Koe’s “one-person business” analogy comes in, and I’m 100% on board with his perspective.
When you center your content around achieving a goal instead:
- You tap into a much broader audience
- Your unique skills and experiences become your secret sauce
- You attract inbound clients who enjoy and resonate with your approach
You become the niche.
This is why this concept is amazing for content marketers focused on a personal brand:
- Everyone has their own unique path to achieving a goal
- Your content marketing becomes all about your experiences with real authenticity
- You pull in people hungry for that same goal—often a much bigger crowd
My Personal Content Strategy
What if we mashed up both approaches?
I’m basing my content strategy around stuff that’s:
- Tied directly to my offers (high-ticket service and digital products)
- Laser-focused on a big, juicy goal ($25k per month in profit for me)
- Tackles problems I solve on the way to my goal (proven to work)
This goal-centric approach becomes the best of both worlds.
And I like to approach things with my own unique methods and solutions anyway.
Which introduced a unique mechanism automatically.
Putting It Into Action
Here’s how to make this work for you:
- Pick Your Big Goal: What’s the massive vision you’re helping yourself and people achieve?
- Share Your Journey: Get real about your path towards this goal (poke the problems)
- Spotlight the Roadblocks: But always filter them back to the bigger picture and your goal.
- Flex Your Solutions: Show off insights into your methods that solve these problems
By rolling with this approach, you’re:
- Leveraging the flexibility of goal-oriented content marketing
- Showcasing what your solutions have done for you along the way
- Addressing problems, but always through the lens of your goal
This strategy will do the heavy lifting for your brand.
It builds trust and authority with your audience and makes the entire content creation flow.