Every time someone tells me they're 'bad at content' or 'can't think of what to post,' I ask them the same question: do you have a framework, or are you starting from scratch every time? The answer is always the same: starting from scratch.
Starting from scratch every time you post is exhausting and inefficient. It's also why your content feels inconsistent — because you're essentially inventing a new show every episode instead of having a format.
The brands you admire online are running a system. Here's the framework — four content types, rotated on repeat:
1. Educate (40% of your content)
Tips, how-tos, explanations, frameworks. This is the "why people follow you" content. It builds trust, gets saved and shared, and proves you know what you're talking about. Example: "5 signs your brand needs a refresh." Example: "How to write a bio in under 10 minutes."
2. Inspire (25% of your content)
Your opinion, your take, a quote that crystallises something real. This is the content that people emotionally connect with. Example: "Consistency beats creativity every time." Example: "The brands that win aren't the most talented — they're the most relentless."
3. Relate (20% of your content)
Behind-the-scenes, personal stories, your process, the messy bits. This is the humanising content. People follow businesses, but they trust people. Show the person.
4. Convert (15% of your content)
Your offer, your services, your result, your client story. Not every post should sell — but 1 in 7 should. This is where followers become clients. Don't be shy about it. If you never mention what you do, people will follow you and never buy from you.
Map these four types to a weekly structure. For example: Monday = Educate. Wednesday = Inspire or Relate. Friday = Convert or Relate. That's a 3-post-per-week schedule with built-in variety and never a blank page.