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Four Surefire Ways to Create Content

9 Min Read

This blog post was written by guest contributor Judi Holler.

Illustration with two people working on a computer and social media

Social media marketing can be a powerful tool for connection, growth, and making an impact in the world. It can also be an overwhelming and frustrating tool when not used with intention and alignment.

Personally, social media has had an incredible impact on my business, its growth, and specifically the marketing of my books, products, courses, and overall brand. Having a strong social presence has helped me make new friends, book clients, secure jobs, sell books, hire freelancers, find coaches, and ultimately gives me credibility with any potential partners, clients, and followers that want to engage with my business and brand.

By going all-in on Instagram specifically (with strategic focus, an idea we’ll break down shortly), I’ve been able to grow a following of 22k on the platform in less than 2 years. When my book, “Fear Is My Homeboy,” came out in May 2019, I had under 3k followers, which means I’ve grown an average of 10k followers annually, and that is ever-increasing as I engage with digital agencies to help boost my reach even more strategically. 

What I’m most proud of is that my growth has happened organically, without any ads, and I have never bought even one follower. Each follower I have across my platforms (about 85k people in total reach) has been grown one day at a time through a set of habits that set me up for success which I call the “4 C’s of Crushing Social”.

Now, before I break down the 4 C’s so you can steal my strategy, let’s first make sure you understand what I mean when I stay “strategic focus”.

Strategic means: What does your brand or your business look like in the future? In other words, what does the 2055 version of you and/or your business look like?

Focus means: What are you doing today to make sure that becomes a reality? What are you doing each day, each week, each month to make sure the 2055 version of you and/or your brand becomes a reality?

It’s truly all about intention and taking action now to make sure your goals are met in the future.

The 4 C’s have helped me scale, be strategic, stay focused, and have fun while I’m doing it.

An important side note: The “4 C” algorithm requires ALL 4 C’s. I’ve found that if even one isn’t in flow then the rest won’t work as well. When all 4 C’s work together you have a greater chance of scale and success. Are you ready? Let’s do this!

The 4 C’s of Crushing Content are: 

  1. Clarity
  2. Consistency
  3. Content
  4. Connection

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I’m starting with clarity on purpose because if you are confused about who you are, what you do, and how you do that differently than others in similar fields, then your potential clients and followers will most certainly be confused too.

So, you must get focused first.

Here are a few ways you can do that:

  1. Know your unique value proposition. This is the thing you stand for and the one thing you want to be known for. This will be your red thread and the north star that aligns all you do. 
  2. Select 3-4 brand pillars. These are the 3-4 topics you know the most about, love talking about, and want to be known for or seen as an expert in. They typically align with your unique value proposition. For example, in my business, my brand pillars are entrepreneurship, my books/products, keynote speaking, and improv comedy. So, knowing this helps me align my content accordingly so I have a pattern when creating content and so that my audience knows what to expect.

    If you are all over the place and confused, you will have a hard time gaining traction. Brand pillars keep you focused and helps you grow a following.
  3. Make sure you have a great bio across all platforms that wraps the above up in a pretty bow! We want to quickly know who you are, what you do, and what we can expect on your page. Always be thinking: Why should someone follow me? How am I doing things differently? What problem do I solve? What transformation do I provide?

Saying you are a coach is vague. Saying you are a social media growth coach is specific. Saying you write books is vague. Saying you write books to help people get out of debt is specific. Saying you are a cook is vague. Saying you’re a cook who helps diabetics eat better is specific.

Catch my drift?

Here’s a great fill in the blank framework to help you get clarity:

I am a _______________ who helps ______________ so they can __________________.


Once you’ve gotten clarity, now it’s time to get to work. Content used to be king, but it’s been booted out by consistency because you could have the best content in the world yet if you don’t show up and share it, no one will be the better for it. 

So, you have to show up. Consistently. Growing a social media following is a job in itself and if it’s something you want to do you have to take it as seriously as you do the rest of your work.

Here are a few tips that can help:

  1. Pick your favorite social media platform and go big there first. Listen, if you hate Twitter don’t start there because you won’t commit, have any fun, or muster up any enthusiasm to do it daily. You’ll be miserable.

    Start with a platform you love and go all in. Show up every day. Do the thing. Create content. Try new things. Put yourself out there. See what sticks.
  2. Pick a day each week to plan out your content. Remember, growing a following and making waves on social media requires a plan. Spend one day each week planning out your weekly strategy. Remember, you have your brand pillars, so you know what to focus on.

    For example, I plan out all my content for the week each Sunday. I think through what I want to say, what I have to sell/promote, and if there are any special dates on the calendar that week. I take all this into consideration.

    Then on Monday mornings, I take 60 to 90 minute and batch write my content for the week. I’ll write out my copy for each post, create the quotes I want to share, edit any photos, and then save them on my desktop or in my phone for easy access to post/share when the time comes.


Now that you have clarity and understand that you have to be consistent, the next step is creating killer content.

Here are a few ideas that will help you create a regular flow of good ideas:

  1. Think in metaphor. Any time something happens to you, good or bad, it’s a story! And as a storyteller (which is what all good marketing really is) your job is to think in metaphor. This means that any time you experience something it could be an opportunity to share it and use it as a way to inspire or educate others.

    Idea: Keep a “Stories” notebook in your notes app on your phone to collect and organize ideas on the fly.
  2.  Think like a DJ. Nothing is really “new” but what makes it new is your perspective, your flavor, your twist. This means your job is to remix ideas and put your spin on it. Yes, an idea may not be original but what makes it original is you.

    Idea: Keep an “ideas” notebook in your phone as well to store cool things that you learn, or hear, or feel inspired by so you can
  3. Make it about the reader. One of my favorite things I ask myself before posting any piece of content is “Will the reader find this useful?” A great way to stand out is to post less “look at me” content and more “learn from me” content.

    Learn from me posts resonate. They inspire. They motivate. They teach. They also make the reader the focus, not the writer.

    Idea: Lead with “YOU” vs “I” and use opening lines like:

    Imagine that you …
    So there you are …
    Have you ever …


Once you have clarity, are posting consistently, and start to create valuable content you can pull it all together with connection.

Social media is meant to be social! And most social media platforms will reward you for this behavior by giving you better placement in the algorithm. You can’t post and ghost. You have to engage, comment, try out videos, and the new platform features. You must show your face, connect with other aligned brands/accounts, and use DMs to engage with your community.

Schedule time to connect and make this practice a part of your overall marketing strategy because social media is meant to be social, so you have to show up, do the work, and engage with others.

The bottom line is this: A good balance of all 4 C’s will help you find success on social media. 

  • When you are clear you give people a reason to follow you.
  • When you are consistent you build trust.
  • When you create killer content you connect with others authentically.
  • When you make purposeful connections you build community.

While nothing happens overnight you can use the 4 C’s to grow an engaged following, create content that provides value, and have fun while you are doing it. 

Enhance your social marketing skills even more with an online bachelor’s degree in digital marketing. You’ll learn how to take personal branding and content creation to the next level. If you already have a bachelor’s degree, the online master’s in digital marketing can help you become an expert marketer in as little as one year. No GRE is required.

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Judi Holler is not only a Lindenwood alum but also a community builder, influencer, creative entrepreneur, author, thought-leader, and keynote speaker. Judi owns a creative company that uses the transformational power of the improv mindset to help people, teams, and companies Vibe {&} Thrive. Judi’s work takes the experimental principles of improv theatre and helps you apply them to the unscripted stage of everyday life.

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