A personal brand isn’t built on one viral hit. It’s built on five evergreen pieces of content that, together, answer who you are, what you do, and why someone should listen. Here are the five posts to write — and how to make each one work.
1. The Origin Story
The “why I do this work” post. Not a resume. A story with a turning point — the moment that made this your path. Builds trust fast because it shows you’re a real person with real reasons.
Format: 400–800 words. Lead with the moment, then explain.
2. The Strong Opinion
One post stating a belief most of your peers wouldn’t publicly say. Done well, this is the post most cited when people describe you to others. Done badly, it just sounds edgy.
Format: Short and punchy. 200–500 words.
3. The Detailed How-To
One long, deeply specific guide to a process you’ve done many times. The kind of post people bookmark. Demonstrates competence without bragging.
Format: 1,500–3,000 words. Numbered steps. Real examples.
4. The Case Study
A specific project, transformation, or result you helped produce. Concrete numbers if you have them. Lessons learned. Builds credibility better than any “trust me” line.
Format: 800–1,200 words. Problem → process → outcome.
5. The Manifesto
The “here’s what I believe about my work” post. The values, the principles, the things you’d never compromise on. Helps the right people self-select toward you, wrong people self-select away.
Format: Punchy bullet points or short numbered list. 400–800 words.
How to use them
Pin them. Link to them in your bio. Reference them when people DM. These 5 posts do the heavy lifting for years, regardless of what you post on top.
The honest take
You probably already have 80% of the material for these in old work or scattered notes. The lift is curation and clarity, not invention.
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