What do I share? A simpler way to think about content

One of the most common questions I hear from creative leaders, event organisers and small business owners is:

“What should I post?”

Often this question comes from placing too much pressure on ourselves to get it perfect. We care deeply about our work, and because we care, we worry about what people might think. We don’t want to overshare. We don’t want to sound salesy. We don’t want to get it wrong or add to the noise.

So instead, we overthink it, and then we delay the marketing altogether.

You’re not alone in that. I can relate. Even now, I can find myself in my own head when it comes to content. Especially when we are wearing multiple hats of running projects, leading teams, managing events, building partnerships. Content can start to feel like one more task on an already full list.

The shift that changed things for me

There was an important shift that helped me simplify everything.

I stopped asking, “What should I post?”

And started asking, “What can I share that might inspire, connect or guide someone today?”

Instead of thinking in individual posts, I began thinking in themes or pillars. Not rigid content categories. Not trendy marketing buckets. But gentle guidance around what I stand for, what problems I help solve, and the outcomes I care about creating.

Once I had the main themes and given them a title, for example, community, movement etc, I could right down a list of ideas that fall under each. Often if I didn’t know the name of the group, I would write down outcomes for people then grouped them. You will find common themes emerge.

When you define three to five themes that feel true to you, ideas begin to feel less random. You start noticing content everywhere.

• In a client conversation.

• In something that catches your attention.

• In a challenge or lesson learned.

• In a mistake you’ve grown from.

• In a past experience that shaped you.

• In a moment on a walk.

• In a shift in perspective.

• In what genuinely lights you up.

Everyone has stories. Everyone has insight. The question is not whether you have content, it’s whether you’re noticing what you see, feel, hear and simplifying it to align with what is true and authentic to you.

The calm system behind creativity

The next step is capturing those ideas.

Have you noticed that creativity rarely appears when you’re forcing it? It shows up when you’re with friends, moving your body, in nature, driving, or just about to fall asleep.

Most people don’t struggle with ideas. They struggle with storing them somewhere that isn’t their brain.

Ideas get scattered across notebooks, emails, voice notes, random documents. Then when it’s time to create something, you can’t find what you need. That’s when the “I don’t know what to post” panic creeps back in. Or you end up posting reactively because you’ve left it too late.

This is where a simple, calm system changes everything.

When your ideas have one home, a place where they can sit safely until you’re ready to use them, your energy shifts. You move from reactive to proactive. From rushed to intentional. From pressured to clear.

The right system doesn’t just organise your content. It gives you back space, confidence and creative momentum. It helps you not miss deadlines, bring together your ideas with mindful action steps. For me, that system is Notion.

A gentle reminder

Once you have the ideas captured, create in rhythm.

I often block out an hour when the creativity strikes and work with it. Sometimes that becomes a blog. Sometimes a video. Sometimes a single image with a thoughtful caption. The “how” is not the most important part.

What matters is that it feels aligned and right for me. Not all days are the same. Sometimes it is a different vehicle mode to share the story that I am telling.

It doesn’t need to be perfect. It doesn’t need to please everyone. It doesn’t need to follow someone else’s formula. What ever is right for you.

And honestly? Let them think what they want to think. (Thank you, Mel Robbins.)

Your role isn’t to control how it’s received.
It’s to share what feels true and useful from your perspective.

If you’ve been wondering what to share, maybe the answer isn’t more ideas.

Maybe it’s clarity around your themes — and a calm place for those ideas to land.

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If you’d like support creating organised, grounded systems for your ideas and marketing, you can explore my Creative Hub and planning toolkits here.