A lot of business owners think making content at scale means needing a lot of ideas. I don't think you need that many. You need enough volume to find the few that work.
Start with a rate you can sustain. For many people that's one piece a day, and the bar is lower than it feels. People worry that it'll be cringe and everyone will laugh at it. Content that's bad doesn't do well anyway, so four people see it, they're probably your closest friends, and they move on with their lives.
To keep it manageable, batch it. Set aside one or two hours a week and talk through what your customers have asked you, the questions that keep coming up and the thoughts you've had. I call it yapping. If you'd rather not be on camera, write five posts for LinkedIn or wherever your audience is and schedule them for the week.
Then raise the volume slowly. The more you do it, the easier it gets, and after a while you start to see outliers. Work out your median views, and look closely at anything above it, even if it's only about 1.2 times. I built this into Clipflow because volume makes it tedious to track, but you can do it by hand.
An outlier shows you an idea that works. Take it further. A reel can become a long-form video, a carousel for Instagram and LinkedIn or a static post. You can record several shorts on the same idea, in different places, because there are many ways to say one thing. Trial reels are a way of testing an idea outside your own audience.
After a while you have a handful of core ideas, and you keep going back to them. Most creators I see find a format or an angle and keep doing it until it stops working, and that's how they become known for something. For a business it could be as simple as answering a customer's question every week.
This week, work out the median views on your last ten posts and make another version of the best one.
