My Entire Content Creation Process

When I have multiple one-on-one calls that center around the same topic… and then that topic comes up again in our community group call, it’s a clear sign that it’s something my audience needs to hear.

This week I want to break down my content creation process in 2 core steps.

If you want the full behind the scenes, you can watch this 20 minute video of our last community group call where I go deep into my process with screen sharing, diving into my journal and more.

Here’s what has been true for every client who struggles creating unique content that they (and their audience) loves.

They are almost always missing one piece of the puzzle, sometimes both:

1. Space in your schedule to ideate
2. Space in your schedule to create

Both of these should be separate allocated times in your calendar.

Here’s a screenshot from my reel today:

Imagine if Apple or Nike said, “We don’t have time for marketing!!”

I wonder where they’d be today.

Don’t continue to throw your content on the back burner and complain you can’t make sales or don’t get leads.

I’m also talking to you if you make content consistently and knows it’s not working but still hasn’t taken time to improve it.

If people hated your program, service or product, would you keep selling it and complaining that they don’t get it? Or would you ask for feedback and fix it?

Now picture this…

How hard it would be to be consistent in the gym if you wake up every morning not knowing when you’re going?

You’d end up (1) waisting mental energy constantly worrying about when you’ll squeeze a workout into your schedule and (2) you either never do it or you do squeeze a 20 minute run it into your schedule and its rushed, chaotic and messy.

Instead if you knew you worked out every day from 5-6 you wouldn’t be so stressed about it and you’d have space to give it the attention it deserves so you can get the results you seek.

The biggest thing I speak to my clients about is their energy management.

The constant worry of when and what they’ll post. Trying to squeeze something in to the middle of their day.

Isn’t that exhausting?

Don’t you think that stress is showing up in all other areas of your life?

It’s like the laundry that sits in the hamper waiting to be folded.

Then you wake up underwear-less digging through your hamper looking for your favorite pair.

It’s exhausting!

(I’m totally not projecting at all—I always fold my laundry right when the dryer goes off 🫣)

Step 1 – Space for Ideation

Part 1 is time in my schedule to intentionally think of ideas

I journal every morning and at least twice a week I use that time to write ideas and think of stories.

I even go look at my saves on IG called “wish I made it”

Call it an inspiration folder. But any time I see something about storytelling or content and I’m like, “fuuuuuck they nailed it!”

Instead of being frustrated. I get excited about my opportunity to create my own version of that post.

Part 2 – Have a place where those ideas can live and be organized

I created a Notion Content Hub where all my ideas and notes exist. Here is where I can throw in ideas whenever they come to me. On a walk, in the shower, during a workout, in the car, or on a client call.

This process is more fun to watch on the BTS video I shared above, but I do this for 2 reasons:

1. I don’t want to lose a good idea that feels energetically alive
2. I don’t want to interrupt my day and feel like I have to create this NOW because who knows when I will (more on this in step 2)

If I have a good idea, it might be as simple as writing down a title for it like, “share my weekly content creation process”

But if I have more to say, I take out my phone and hit the ‘voice to text’ button and start speaking my ideas as shown below:

The biggest reason for this is ENERGY MANAGEMENT.

I am not going to interrupt my day and push back an item on my calendar just because the idea is hot. It will ruin the flow of my day.

(actually sometimes I do this if I really love the idea… but my day either needs to be wide open or if there’s a task on my calendar, I know I can move it to a new time and day)

Also, I don’t want to try and squeeze this genius idea I have before my next call. It deserves time to be well thought out. But I do want to get my initial thoughts on the idea out of my head and “on paper.”

Just like the workout, knowing that I have an entire day to create my ideas (re: step 2) removes the angst from needing to create it today. I can relax knowing I’ll create it on Friday.

Side bar on this ideation phase: If you are always plugged into a podcast or music everywhere you go, no wonder you can’t come up with ideas. You never give your brain space! Use your workouts and walks as your ideation time and unplug. Leave the phone at home if you can’t not look at it. I promise, you won’t be bored. You’ll think of endless ideas when you put your attention on your work, then let go of the need to think of an idea, let your mind wander and watch the genius flood in.

Step 2 – Space for Creation

Sometimes I have clients who have 100 ideas saved in their notes app, but they never get made.

Ideas are a dime a dozen.

Execution is all that matters.

It’s time to create.

I use my entire Friday to select my 3 favorite ideas from my Notion notes then I script, film, and edit.

Yes I use ALL of Friday for my content. It is my MARKETING!!! It’s the one core way I generate leads. Of course I’m going to dedicate a whole day to it (also the kind of reels I choose to make take time. If you don’t have this time, you can create more simple posts. Everything works!)

The crucial part of this step is, once again, back to energy mangement.

When I’m scripting out the idea, I remove all distractions and allow myself to get into a creative flow state by lighting my favorite candle and boppin to some polo & pan.

It’s fun and not rushed.

There’s some study that has shown you lose 10-15 minutes every time you context switch.

That means, let’s say, you’re scripting a video then you get stuck on how to end it, so—in order to get a quick hit of dopamine—you check your email. Then you’re like, “oh shit I didn’t respond to Jimmy.” So you start responding to Jimmy.

Developing your response puts you in a new mental frame.

Now you go back to that script and you’re like, “What was I saying? I gotta re-read this.”

This is context switching and it ruins any chance of you getting into a creative flow.

Sometimes when I go to script my reels I am able to jump right into flow. But usually it takes the second or third one to really get into that flow. Once I am there, I can go and take a look back at the first script and make it 10x better.

Next Steps

I highly recommend watching that video for a clear understanding of all this.

Then, figure out what works for you.

If you want your own copy of my Content Hub and to learn how to create unique content that stands out, you grab the self-paced written course, The Brand Framework, for $97 by clicking the button below.

Use the code NEWSLETTER to get 10% off.

[Get Instant Access Here]

I am almost always coming up with content ideas.

Every moment is a source for a story, but not every moment has to be content.

You may not have space to dedicate an entire day to content. Maybe you need to break it up into two 2-hour sessions. Maybe you need to make simpler content so you can build up the habit of posting 3 times a week.

Check in with yourself and continue asking if your process is helping you reach your external and internal goals.

NEXT READ: Building an effective internal content creation system. If you are waiting for a new program or piece of content to save you, you’ll love this one. **Read it here.

With love,

Matt