Content is simply the communication of ideas.
Lots of people have ideas, but if you can't communicate them well all those amazing ideas are going to get lost in translation.
So communication is the real game of content creation.
Just like in relationships, communication doesn't just happen by happy accident. You have to work at it to understand how the other person receives, perceives & understands information.
And it's the same with your audience. If you want to communicate your ideas well to your audience in a way they understand and resonate with it'll take practice, iteration & a lot of testing.
But most creators throw out their ideas one time and when it doesn’t get traction they assume there is something wrong with the idea. When most of the time what you have is a communication problem.
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Over the last 3 years, I’ve developed a toolbox of techniques & frameworks to help me communicate my ideas better, in a whole lot of different ways & speed up the whole process from idea → content.
It's important to note that I'm not talking about those tired tweet templates of old that we all love to hate on. These are loose frameworks that you can use to think about your idea and infuse your own creativity into - so you don’t sound like some Twitter bro, but a unique, creative individual with your own unique ideas.
Each framework falls into three main categories: Single Line Posts, Outline Posts & Visualisation.
These are the kind of posts that pack a powerful punch. They are the tiniest way you can express your idea in words, but if done right can be super powerful. They work great on Twitter & LinkedIn and for ideas that are sometimes a little contrarian.
My favourite frameworks for Single Line Posts are:
This sounds a bit like this: If you're feeling like this... then do this. It's great for identifying a problem that people have and giving a quick solution.
How to use this with your idea: Ask yourself what is holding someone back from implementing this idea (that is your If statement).
This one follows a framework of 'Most people do this thing... Instead, you should do this.' It's great for calling out behaviour that is common and giving a contrarian alternative.
How to use this with your idea: Ask yourself what is a commonly held belief that is opposite to your idea.
If you want to use this one you'll need something you think people should stop doing & what they should replace it with. It's also great for contrarian opinions.
How to use this with your idea: Ask yourself what do people have to stop or give up in order to embrace your idea.
This is quite possibly the shortest post. Literally, it’s one thing that does not equal another thing. Or you can use a variation of this one this is greater than this other thing.
How to use this with your idea: Ask yourself what is a common belief about this idea that people get wrong?
This one is easy. All you have to think about is a small step or quick tip that someone can take to get started.
How to use this with your idea: Ask yourself what is one practical thing someone could do to implement this idea.
If you scroll through my feed you will see these posts over and over again. They are my favourite way to communicate ideas. And for good reason - I love breaking things down int parts or processes. And people love it - because you've done the hard work of making something complex - simple.
These kind of posts get comments, bookmarks and lots of love. Plus a big bonus is the are automatic outlines. So the ones that resonate you can easily then turn into longer form writing, videos, carousels, etc.
There are two main frameworks I use when it comes to outline posts
Take your idea and break it down into logical steps that people can follow. People love to know HOW to do something.
How To Use This With Your Idea: Ask yourself can this be broken down into a logical flow of steps?
Numbered lists are all over the internet - and for good reasons. They are a great way to communicate your idea simply, quickly & in an easily digestible way. When I'm thinking about numbered lists my go to 'things' are:
No I'm not talking about becoming an illustrator - although I will write one day about how to take an idea & create a visual model from it. But I am talking about making your idea visual in your audiences mind... through metaphors.
Framework 8: The Metaphor
Metaphors are one of the most powerful ways to communicate an idea. When you can get someone to relate to the idea with something they already know, it makes it come alive.
How To Use This With Your Idea: Ask yourself what common thing could I compare my idea to?
Now next time you are hunting for content ideas, grab this toolbox of frameworks and apply one or two to your idea & watch your creativity go into overdrive.