• FIND YOUR WHAT

  Topic + Quality

  e.g. “Productivity, but make it mindful” → “Mindful Productivity”

• FIND YOUR WHO

  What + Who

  e.g. Mindful Productivity + Knowledge Workers → “Mindful productivity for knowledge workers”

• FIND YOUR WHERE

  Format + Platform

  e.g. “Newsletter on Substack” or “Video on YouTube” or “Article on Wordpress”

• FIND YOUR WHEN

  Quantity + Frequency

  e.g. “Once every week” or “Twice a month” or “Every quarter”

[QUANTITY] + [FORMAT] every [FREQUENCY] in/on [PLATFORM] about [QUALITY] + [TOPIC] for [AUDIENCE]

• FIND YOUR WHY

  • MOTIVATION → I care about this theme because...

    e.g. I experienced the problem first-hand, I want to connect with fellow curious minds, I want to learn more about the topic.

  • VALUE PROPOSITION → My audience will care because...

    e.g. they will be healthier, happier, more efficient, more creative, wealthier, more connected, more skilled.

  e.g. “I struggled to find a job so I want to help people with their career” or “I’m curious about nutrition so I want to help people eat healthier”

Your content thesis

Hello, I’m [YOUR NAME]. I’m [SHORT BIOGRAPHY].

I have always been curious/passionate about… [THEME], which is [THEME DESCRIPTION]. I care about [THEME] because [MOTIVATION].

Every [WHEN], I write/publish [WHAT] on [WHERE] exploring topics related to [THEME], such as [SUB-THEMES].

These articles are for [AUDIENCE] who want to [VALUE PROPOSITION].