A Simple Framework for Deciding What to Post Next

If you've been feeling stuck on what to post next, or wondering what will actually move the needle for your brand, that's normal. All creators experience this. Maybe you have ideas sitting in your drafts, or you're second-guessing whether it's worth the time and energy to make something new. Either way, here's a simple framework to help you decide what to post next, even when you're feeling resistant.

1. What feels emotionally alive for you right now?

Start here.

The best ideas often come from what’s already stirring inside you, something you can’t stop thinking about, something that’s been showing up in your journaling, or something that feels real in this exact moment.

If a story or thought keeps resurfacing, that’s your sign.

Follow the pulse of what’s emotionally alive. That’s usually where your energy, and your audience’s attention, naturally meet.

2. What connects back to your larger goal?

Ask yourself: What’s my main goal right now?

Maybe your goal is to:

• Grow your Substack audience

• Create more conversions for your business

• Build your brand as an artist or author

• Deepen connection with your community

You might have a few goals, that’s normal. Try to name your main one and let the others be secondary. Having that north star in the back of your mind helps you create with purpose and stay aligned with your bigger vision.

For example, my larger goal right now is to continue building my brand as an author and growing my Substack. While a lot of my content focuses on long-form storytelling, I also post about our home renovations and creative projects — things that fill me up and add texture to my content. They aren’t always directly tied to my primary goal, but they still matter because they bring me joy and create a fuller picture of who I am.

At the same time, I know that the content that’s hardest for me to post, the more vulnerable, personal storytelling, is what actually moves me closer to my larger goal. So I keep creating it, even when it feels uncomfortable.

NOTE: Often, the work you resist most is the work that’s most aligned with your larger purpose. Because resistance is usually a signal of meaning, not misalignment.

It shows up when something matters to you — when there’s emotional risk, when you care about the outcome, when the work asks you to grow or be seen in a new way. If it didn’t matter, you wouldn’t feel resistance at all; you’d feel indifference.

3. What can you make quickly?

Sometimes the resistance isn’t about a lack of ideas, it’s about pressure. You imagine a big project, and it keeps you from starting at all.

So instead, ask: What can I make quickly?

Here are a few small ways to start:

• Record a 15-second clip sharing one honest thought or reflection.

• Pull a quote from something you’ve already written and make it a short reel.

• Post a behind-the-scenes photo or voiceover about what you’re working on.

• Share a simple story — something you’d tell a friend over coffee.

Start small. That’s how you find your rhythm again. One small post, one small share — that’s what gets you back in the flow of consistent content creation.

Final thought

Not every piece of content has to be inspired, emotional, or even exciting to make. Sometimes, the work is simply showing up to move your broader vision forward, even when the spark isn’t there.

If you’ve already done the reflection to understand your goals, trust that not every post needs to feel profound.

• Some are practice.

• Some are groundwork.

• All of it counts.

And if you need support clarifying your broader goal or vision, join a community like Personal Brand Accelerator (PBA) or work with a personal brand coach (like me). Sometimes clarity comes faster when you have people to reflect it back to you, people who get it and can help you find your next step forward.

Good luck!