Not sure what to post? Start with what you want to be known for.

Blank pages are intimidating. Even more so when you're juggling ideas, interests, and a full-time job. You want your content to be relevant and helpful—but also authentic. You don’t want to sound like everyone else. And above all, you want your time and effort to matter.

So where do you start?

Here's my tip: Get clear on what you want to be known for.

When you lead with that question, you stop chasing trends and start building trust.

Content Pillars = Clarity, Not Just Consistency

It’s easy to think content consistency means showing up daily. But consistency doesn’t mean frequency. It means alignment.

The truth is, you don’t need to post every day — you need to post from a place of clarity. And having content pillars, or themes in your content, can give you the direction that you need. Think of them as a triangle made up of three questions:

1. What are your battle stories? (Strengths)

2. What do you care about in your field? (Convictions)

3. Where is your field headed? (Perspective)

Each pillar anchors your content to something real. Together, they define your unique position and help establish credibility and relatability.

Pillar 1: What You’ve Lived Through

Instead of starting with what’s trending, start with your war stories. What have you figured out the hard way? Where have you failed, learned, come out sharper?

That’s what people want: not just theories, but proof you’ve been in the trenches.

Examples:

• A front-end developer sharing a messy real-world redesign process, and how they fixed it.

• A content strategist unpacking a failed launch and what it taught them about positioning.

• A product designer explaining how a minor UX tweak led to a considerable drop in churn.

These hard-earned lessons build trust. More than abstract advice, they clearly show you're someone who doesn't just know — you've been there.

When you lead with experience, your content becomes uniquely yours and practically useful.

Pillar 2: What You Care About

Everyone has a niche. But what you care about within that niche is where your real signal lies.

Ask yourself:

• What frustrates you about how things are done in your industry?

• What problems do you love solving?

• What ideas do you keep coming back to, even when they’re unpopular?

• What issues or causes do you genuinely care about?

This pillar gives your content emotional texture. It shows that you have skin in the game; not just opinions, but convictions.

Examples:

• A UX writer advocating for accessibility and ethical design in AI interfaces.

• A developer championing performance-first web practices in an age of bloated tools.

• A designer pushing back on copy-paste aesthetics and advocating for cultural context.

When your values show up in your posts, your audience knows what you stand for. And in a sea of AI-generated sameness, that’s rare. And that's worth paying attention to.

Pillar 3: Where You Think It’s All Going

Here’s where you zoom out. Connect the dots. Share what you’ve observed – not just what’s happening, but what might happen next.

What trends are you seeing that others haven’t named yet? What quiet shifts have you noticed in your space?

Every field is shifting. But most people only comment after the fact. If you’ve spent years in the trenches, you're in a rare position to offer foresight, not just hindsight.

Examples:

• A content marketer predicting the rise of AI-assisted audience segmentation and how it’ll reshape writing roles.

• A designer unpacking how spatial computing will affect mobile UX standards.

• A web developer anticipating how privacy regulation will impact front-end frameworks.

Your predictions don’t have to be polished. They don’t even have to be right. They just need to be yours. Sharing your perspective is how you shift from bystander to thought leader.

Putting It Together: A Content Triangle

Let’s say you’re an SEO content writer. Your content triangle might look like this:

Suddenly, you’ve gone from “what should I post?” to a focused, rich content ecosystem.

Your Content Zone = Your Trust Zone

When your posts revolve around these three pillars, your audience starts to trust you. They know:

• What you’ve done

• What you believe

• What you see coming

And when you stay in that zone consistently—not rigidly, but with purpose—you build credibility that doesn’t rely on virality.

Inconsistent content isn’t always a time issue. More often, it’s a clarity issue. Once you know what you want to be known for, you stop chasing ideas and start owning them.

Start Here: A Simple Prompt

If you’re not sure what your three content pillars are, try writing your answers to these:

1. What challenges have I solved that others struggle with?

2. What do I find myself ranting (or raving) about in my niche?

3. What shifts do I see coming that no one’s talking about yet?

These are clues. Write about them, talk about them, expand on them. That’s your content.

That's all for this week! Talk to you again next week.

Cheers,
Janis