04 — Create / 04.02

Infinite content ideation system

You should never reach a point where you do not know what to post.

6 principles3 min readTraining film

Once you know where to look, your business can continuously generate new content ideas.

The objective of this system is to help you recognise those opportunities and turn them into content.

On this page / 8

01Find ideas inside your business
02Turn customer questions into content
03Use your experience and stories
04Turn one idea into multiple videos
05Use the four content pillars
06Build an idea bank
—Use AI to expand ideas
—Before you use an idea

Find ideas inside your business

Some of your strongest content ideas are already happening around you every day.

Look at

Customer conversations
Sales calls
Meetings
Deals
Projects
Products
Services
Problems you solve
Interesting team members
Events
Travel
Behind the scenes moments
Major decisions
Milestones
Unexpected situations

What feels completely normal to you may be something your audience has never seen before.

Start paying attention to what is happening around you and ask: Could there be a video in this?

Turn customer questions into content

Every question your business receives is a potential content idea.

Pay attention to

01Questions customers repeatedly ask
02Common objections
03Things customers misunderstand
04Questions asked during sales calls
05Questions sent through messages
06Questions left in comments
07Things your team repeatedly has to explain

If the same question keeps appearing, there is likely a much larger audience online that wants the answer.

Do not just answer the question privately. Turn it into content.

Use your experience and stories

Your experience gives you content that nobody else can replicate exactly.

Think about

Mistakes you have made
Lessons you have learned
Things you wish you knew earlier
Difficult decisions
Major wins
Failures
Industry misconceptions
Strong opinions developed through experience
Unexpected situations
Moments that changed your business
Stories from your journey

These ideas allow you to demonstrate expertise without simply telling people you are an expert. Instead, you show them through your experiences.

Turn one idea into multiple videos

A strong idea should rarely become only one video. Take the core subject and find different ways to approach it.

For example

Original idea

The biggest mistake people make when buying a private jet.

Angle 01
The biggest mistake first time buyers make.
Angle 02
The most expensive mistake buyers make.
Angle 03
A mistake even experienced buyers still make.
Angle 04
A mistake nobody warns buyers about.

You can also change the perspective.

01The biggest mistake.
02The most expensive mistake.
03The most common mistake.
04The mistake you made yourself.
05The mistake customers repeatedly make.
06The mistake people only discover afterwards.

One strong subject can create an entire series.

Use the four content pillars

When you are generating ideas, place them into one of four core pillars.

01
Authority
Content that demonstrates your expertise, experience, credibility and results.
02
Education
Content that teaches your audience something useful.
03
Entertainment
Content designed to capture attention and keep people watching.
04
Personal
Content that allows people to understand the individuals, experiences and stories behind the business.

Using all four helps prevent your content from becoming repetitive. It also means your audience does not only understand what you sell. They understand what you know, what you have experienced and who you are.

Build an idea bank

Do not wait until you need to film before thinking about content. Whenever an idea comes to you, save it.

This could happen during

A customer conversation
A meeting
A sales call
An event
A journey
A conversation with your team
A problem being solved
Something unusual happening during the day

The idea does not need to be fully developed immediately. Capture it first. Develop it later.

Over time, you should build a continuous bank of potential ideas that can be developed whenever you are planning your next filming day.

Use AI to expand ideas

AI can be useful for taking an idea you already have and expanding it.

For example, you can ask it to:

01Find alternative angles
02Generate follow up questions
03Turn one subject into multiple concepts
04Suggest different ways of presenting the same idea
05Develop variations around a successful topic

But AI should support the process rather than replace your judgement. You understand your business, experiences and audience better than any AI tool does. Use it to accelerate your thinking, not replace it.

Before you use an idea

Ask

Call sheet

01Would someone actually care about this?
02Is there something interesting, useful or entertaining here?
03Does it fit one of our four pillars?
04Do we have something valuable or original to say?
05Can we realistically film it?
06Is there a clear reason someone would continue watching?

If not, improve the idea before you film it.

The rule

Do not wait for inspiration.

Pay attention to your customers, your experiences and what happens inside your business. The more closely you look, the more content opportunities you will find.

Got the rule?