Content creation framework unveiled: Solving the what to post dilemma

Content marketing expert Nick Broekema last month released a comprehensive framework designed to help content creators, marketers, and business professionals overcome the common challenge of determining what to post on social media and blogs. This innovative approach, shared via an infographic on professional networking platforms, addresses the perennial question: "I don't know what to post about."

The framework, which has quickly gained traction among digital marketers and entrepreneurs, offers a systematic method for generating content ideas and structuring posts. It breaks down the content creation process into five key steps: defining content pillars, establishing content goals, asking targeted questions, creating engaging hooks, and selecting an appropriate content framework.

At the core of Broekema's strategy is the concept of content pillars. These are foundational topics or themes that align with a creator's expertise, target audience, and offerings. By identifying these pillars, content creators can ensure their posts remain focused and relevant to their brand identity. The framework suggests that individuals clearly define their area of expertise (such as content design), their target audience (for example, tech founders and CEOs), and their product or service offerings (like LinkedIn coaching or rebrands).

Once content pillars are established, the framework emphasizes the importance of defining specific content goals. These goals are categorized into three main areas: growth, authority, and sales. Growth-oriented content aims to resonate with and captivate the audience, fostering a connection that extends beyond mere transactions. Authority-focused posts showcase the creator's expertise and experience, positioning them as thought leaders in their field. Sales-driven content addresses the audience's pain points, frustrations, and desired outcomes, ultimately guiding them towards the creator's products or services.

To generate a wealth of content ideas, Broekema's framework includes a list of 22 thought-provoking questions. These queries range from "What is my offer?" to "What client results can I share?" and "What advice would help clients?" By answering these questions, content creators can tap into a virtually limitless pool of potential topics, ensuring they always have something valuable to share with their audience.

The framework also introduces the concept of content hooks – attention-grabbing opening statements or facts that draw readers in and encourage them to engage with the full post. Examples provided in the infographic demonstrate how a single piece of information, such as "I've built brand identities for 10 years," can be adapted to create hooks for growth, authority, and sales-focused content.

To structure their content effectively, creators are presented with several frameworks to choose from. The PAIS (Pain, Agitate, Ideal Situation, Solution) framework guides creators through a narrative that identifies a client's pain point, discusses the consequences of inaction, presents an ideal scenario, and offers a solution. The Zero-to-Hero framework, on the other hand, focuses on sharing personal stories of overcoming adversity and achieving success, providing inspiration and practical insights to the audience.

For visual content, the framework suggests using a carousel format, which has become increasingly popular on platforms like LinkedIn and Instagram. This format allows creators to present information in a series of slides, starting with a hook, providing context, breaking down the main topic, showcasing results, and concluding with a call-to-action.

The infographic also offers practical tips for creating visually appealing and easily digestible content. These include limiting fonts to two, using a maximum of 2-3 colors, breaking down complex ideas into simple steps, and maintaining consistency in icons and graphics.

The release of this framework reflects a growing trend in the marketing industry towards more structured and strategic approaches to content creation. As social media algorithms continue to evolve and user attention becomes more fragmented, the ability to consistently produce relevant, engaging content has become a key differentiator for brands and individuals alike.

While the framework provides a comprehensive guide, it also emphasizes the importance of authenticity and enjoyment in the content creation process. Broekema encourages users to "have fun writing," suggesting that quality often emerges from quantity and consistent practice.

As digital platforms continue to play a central role in business communication and personal branding, frameworks like this one are likely to become increasingly valuable tools for professionals across various industries. By providing a structured approach to ideation and content creation, Broekema's framework aims to empower individuals to overcome creative blocks and maintain a consistent, engaging online presence.

Key points of Nick Broekema's content creation framework

Content pillars should be defined based on expertise, audience, and offerings.

Content goals are categorized into growth, authority, and sales.

A set of 22 questions helps generate diverse content ideas.

Content hooks are crucial for capturing audience attention.

Various content frameworks (PAIS, Zero-to-Hero, Carousel) can be used to structure posts.

Visual content should be simple, consistent, and easily digestible.

The framework emphasizes the importance of authenticity and enjoyment in content creation.