How to Choose What Kind of Content to Make

“What kind of content should I make?”

That is one of the most frequent questions I get from people who want to start building their personal brand and creating content.

While everyone is unique, and every situation deserves a specific answer, I would start with these 4 high level pillars.

The kind of content you should be creating is:

1. Something you love.

You have to love making your content. This is most important. If you don’t love it, it will lead to burnout, 100% of the time.

If you don’t love it, it’s evident to your audience and the quality and consistency of your content will suffer.

Your content should be something you are truly interested in and passionate about.

2. Something you’re good at.

You should be creating content around something you are very knowledgable about or skilled in. Otherwise, the confidence won’t be there. You could be plagued with a nagging imposter syndrome or insecurity which will unintentionally prohibit your content from becoming as great as it can become.

The confidence you will exude by creating content around something you’re good at will be felt by the audience, and will help you create deep influence and authority in your niche.

3. Something unique.

Content creation is perhaps the most competitive arena in the world. There are very few ‘untapped’ niches. If you are looking for something that isn’t oversaturated, you likely won’t find it. And if you do, it won’t stay that way for long.

Finding a unique angle to your content is important to stand out.

If you’re reviewing tech – how do you present the latest DJI drone to your audience differently from the thousands of other creators doing so?

If you’re a fitness coach – what strategies are you using to differentiate yourself from the thousands of others trying to win over your potential clientele?

Nikola Isavic exploded in the videography niche because of his unique style - creating seamless transitions with strangers.

Emily Zugay triumphed in the graphic design niche because of her hilarious satirical content and humor.

Vic Blends stood out in the crowded barber niche by creating a hybrid style where he also gave life advice in podcast format to his clients.

Bobbi Althoff was able to grow extremely fast in the dramatically oversaturated podcast space driven by her quirkiness, dry-humor and awkward persona.

So what is unique about you? Is it your delivery? A unique visual style or aesthetic? Your charm? A new format we haven’t seen before? Perhaps you are just the most knowledgable and/or talented? If you can crack this, you’re on your way to content success.

4. Something with longevity.

You should be creating content in a niche where you are not running out of things to talk about.

Some great examples are covering news, tech reviews, fashion, personal finance, cooking, gaming, etc.

Marques Brownlee (MKBHD) will never run out of video ideas, because he is reviewing the latest and greatest in tech.

Dylan Page, has a never-ending stream of content because he is covering viral news.

Dr. Disrespect and other streamers have an endless amount of content because gaming isn’t going anywhere, ever.

On the other end of the spectrum, there are some incredible creators who are limited because their style of content requires stories that are few and far in between. This results in an unpredictable and inconsistent business model.

An example of this is Coffeezilla - one of my favorite YouTubers who investigates online scams. He is at the mercy of the frequency of high-profile scams occurring.

So, to summarize. When you’re thinking about what kind of content to make:

• Start by choosing something you love. I would argue that this is a requirement for you to succeed in content long-term.

• It should also preferably be something you are good at, or that you are very knowledgable about.

• Ensure there’s longevity to it. You won’t run out of things to talk about right?

• Now, what’s unique about it? If you can crack this, you have a winning formula for long-term content success.

When you’re ready, and want to go deeper into your personal brand / content creation journey, check out Unsigned.

It is an upcoming course and community that Digital Jeff and I are creating to help you become a smarter, more successful creator.